Days titled ‘Campaigns 13 Basic Building Blocks’ was led by KAGIDER

member Aslı Şarman. Beginning the seminar with a discussion on

directing customer relations, Şarman spoke about one of the biggest

mistakes that companies make by highlighting the difference between

the customer and the consumer. She reminded the participants that

consumers are part of statistical data and customers are individuals,

and that the focus should be on the customer and not the consumer.

Şarman spoke about the changes in customer behavior and the

changing markets, explaining the main errors that brands usually

make. She provided insight on planning campaigns, sharing examples

of effective campaigning in Turkey and worldwide.