It’s no secret that customers hate to be pitched to. However, this presents a problem: if they don’t want to be pitched to, then how can companies entice them to buy their products? Yan Katcharovski and Muhammed Ahmed, co-founders of Katch Media Group, a Toronto based creative and digital agency, believe they have the solution: empathy and authenticity.
“I can’t blame customers for being tired of this mercenary type of marketing. It’s an approach that focuses on profits over people,” Yan states. “So, I collaborated with Muhammed to found Katch Media so that we could do marketing differently. Empathy is the whole key to our approach. That and storytelling combined with relationship building.”
Yan knows what the idea of empathy in marketing sounds like and even laughs a little. “Trust me, it can happen, and it works. We focus on what our clients need, flip our perspectives, and immerse ourselves in the brand and culture, ultimately creating a meaningful story that the client then communicates to the world.”
To accomplish all of this, Katch Media creates a campaign that is holistic and unique, combining digital marketing, including social media, SEO, lead generation campaigns, content production, website and design, and public relations.
Yan and Muhammed have extensive business experience together. Prior to Katch Media, Muhammed and Yani ran Procally Inc. as their first joint startup, a tech SaaS which received a valuation of $7 million. Since coming on board at Katch Media, the company’s highlights include launching a six-figure e-commerce product and building a seven-figure crypto-mining project in Quebec.
Yan looks into the future and sees big changes for his industry. “It must be changed. We saw that how things were being done wasn’t working. Customers were being repelled, which is obviously the exact opposite of what you want to happen. We aren’t afraid to think differently at Katch Media. Profits must never be more important than humans, morals, and values. At Katch Media, we avoid being cutthroat, which leads to the mistake of getting things done at any cost.” Instead, the company focuses on what our customers actually benefit from and work to meet them there.
To deliver a story-based marketing campaign, one that is empathetic and authentic, the company focuses on these elements:
- Casual rather than suit and tie appearance
- Marketing reality: live videos and behind the scenes
- More humans, more niche, and more unique personalities instead of “cookie cutter”
- More content, less fluff. Katch Media believes consumers are getting increasingly proficient at identifying when they are being sold to, and nobody likes being sold to. Katch Media focuses on marketing that is informational and educational.
“Success has followed. Empathy does work. However, our biggest secret is our employees, and I value them highly. We have a team of superstars. Our employees work together flawlessly, meaning that our business practically runs itself. To me, that’s a homerun. For those entrepreneurs who want some tips on how to get their business surpassing its goals, I highly recommend focusing on the people who work for you. You will only get as far as the quality of the people you hire, but how you treat them is important, too.”
The coming years will be exciting at Katch Media. “I never get complacent, and I am always thinking about where I want us to go. I aspire to have a tight-knit tribe of business owners, high achievers, entrepreneurs, and visionaries who share a common vision of humanizing the status quo. Personally, I plan to expand my network of like-minded partners and do more public speaking and more sharing of my philosophies, perhaps by writing a book. You never know! The future is full of possibilities if you have the right mentality.”
Yan and Muhammed take nothing for granted and know hurdles are inevitable. “Muhammed and I wouldn’t be where we are today if we hadn’t been masters of our craft. Entrepreneurship isn’t easy. I fully believe that by linking the feeling of success to seeing improvement in how my business has developed, rather than judging the end result, is part of why we’re strong today. I recommend that an entrepreneur not be afraid to change business plans and pivot quickly. You must plan where you want to go but not be married to it.”
Decide early if quitting is an option because the tough days will come. To avoid quitting, Yan recommends falling in love with people and with service. “The only way to make it all worth it is to link your reasons to a greater cause and to see the beauty of the world and of how you are contributing to other people.”
Ultimately, Yan wants to make a difference through Katch Media. “I aspire to help others going through the same. I know it’s possible, especially now with infinite access to free knowledge. I hope to be this source of knowledge for those hungry for more. Then I will know I really have helped other people improve their lives.”