Across our years in advertising we have managed a seriously large budget. Somewhere upward of 50 million has passed through our hands, and all the way through it we kept building projects around one question: how do we get a better result? As things stand today, we can say we apply the most functional and the most distinctive methods of any advertising agency in Turkey or anywhere else. Every move we make, small or large, rests on a definite reason, and inside that reason it holds up as mathematics.
At Türk SEM Advertising Agency we broke our work into principles and fitted it inside the moves that are certain to be right. When a client came to us and they were not in hospitality, health or construction, our first step was to get to know the sector. To do that we needed mathematics we could read and form an opinion from. So we took 20 different sources (Google Trends, Facebook analytics, Twitter Trends, Sahibinden.com data and so on) and turned statistics that are hard to interpret into mathematical terms you can understand and use for advertising.
Starting the Work From the Most Basic Philosophy
As an agency, our first step with a new client company is to reach the most distinctive ideas through two questions, “What is your company? Who are your customers?”, and to write down what comes out of them. After that first step we pull the data that fits you from 20 sources, and we use those statistics to carry your company through the second philosophical stage, evolving visitor > customer.
Through this difficult stretch, reading your business through an advertiser’s eyes is one of the steps you cannot skip. I can say this comfortably: there is no other firm that takes 20 different data sources, makes them intelligible the way we do, and turns that into the soundest possible advertising strategy for a company. The best results come only from the right steps, and from the right advertising steps.
We Give Advice on Traditional Advertising Models Too
Once we have turned the statistics into advertising data we can work with, a “concept map” with hundreds of shared links appears in front of us. Put “a hotel in Alanya” at the center, for instance, and the first cousin is “holiday”, the second cousin is “tour”, and the third cousin turns out to be “resting and renewing”. Between those relations sit hundreds of other words and phrases, of course.
We go all the way down to fifth cousin concepts, and where it is needed we reach the people interested in those fifth cousin subjects by the right methods. Take an example; there is a festival where third cousin users dominate. It could even be an arts festival. Whoever turns up there, by the data we reached in the “statistics, mathematics and the concept map they produce”, a significant share of them are your customers. This is where we tell our client they should sponsor the festival, or reach the people there some other way.
On the digital side, Türk SEM is without doubt one of the 3 firms doing advertising best in Turkey. But; that does not mean we cannot use print, broadcast or the other advertising channels. We use mathematics to place the best possible ad. The impression counts, the visitors, the users who engage and the customer data that arrive after the ad goes out are, for us, data that come much later.
The Right Product, the Right Impression, and Tracking the Result
The first and most important road to brand fanaticism is the right product being bought by the right audience. However successful the product you make, if the right audience did not engage with it and buy it, that tells you your first step was the wrong one.
A product gets made, and through the advertising of a C class agency 10,000 wrong people buy it. A competitor makes a similar product, and an A class agency sells it to 1,000 right people. Over the period that follows, the C class agency’s human driven mathematics, the complaints, the product reviews and scores, the volume of recommendations, all head downward, and after a while the “advertising / revenue” balance takes a heavy loss. In the end the company that worked with the C class agency is left disappointed and will struggle to hold a place for itself in the future.
But; the A class agency waited for the feedback on the product it put in front of 1,000 right people, and got the test group scores it was waiting for. In first gear the data coming back from the test group was rather good, and it is now in a position to move into second. In second gear it ran an advertising push at a sales volume of 10,000, and at every step the advertising to revenue balance moved onto sounder numbers. In fifth gear, where it reached the fifth cousin user, the results were remarkable, and that kind of success arrives on far sounder figures and at the most profitable product price.
For Some, Success Is Luck; for Others It Is Mathematics
As an advertising agency we hold to a “perfectionist” logic and we do our work on that principle. If the data we get from our first test group is negative, we never carry the advertising forward.
The first and main vision we set for the agency is this: “to give the right product and the right service to whoever needs the right product or service.”
