On May 23rd, the first seminar of the KAGIDER Special Training
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.