We’ve all been deluged with social media ads from companies, posts that were obviously made with the intention of selling a product to us. Yan Katcharovski and Muhammed Ahmed, co-founders of Katch Media Group, a Toronto based creative and digital agency, understand the irritation that customers feel because of this marketing approach and are aiming to change how marketing is done by focusing on storytelling and relationship building.
“We believe in empathy. 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.” All aspects of digital marketing are relied upon, including digital marketing, including social media, SEO, lead generation campaigns, content production, website and design, and public relations. “We focus on a holistic approach to marketing to generate a unique campaign for our clients.”
Prior to Katch Media, Muhammed and Yan 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.
“Marketing must be changed. The old ways aren’t working, and we aren’t afraid to think differently. We don’t want to manipulate or negatively influence a consumer’s decision making. Profits must never be more important than humans, morals, and values. At Katch Media, we refuse to be mercenaries that get the job done at any cost.” Instead, the company focuses on what our customers actually benefit from and work to meet them there.
Yan and Muhammed’s success comes from a marketing approach that contains 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.
“That really has been key to our success, but I would be lying if I told you that this success has come easily.” Yan laughs. “Entrepreneurship involves being both a firefighter and a military tactician. Also, I absolutely must lead my employees, which is the biggest challenge. If you have a team full of superstars who work together flawlessly, the business runs itself, and you hit a homerun. We have been fortunate at Katch Media that this is exactly what we have: a team of superstars.”
The next six or seven years will be exciting at Katch Media. “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.”
Entrepreneurship isn’t easy, but Yan has no regrets. He does, however, have a few words of advice for those wanting to strike out on their own. “It’s 100% true that you won’t get to any destination if you’re not a master of the craft. Link the feeling of success to seeing improvement in your craft, rather than judging the end result. Do not be afraid to change business plans and pivot quickly. At the same time, failing to plan is planning to fail, so drafting a plan of action is crucial, but again, don’t hesitate to revise it often and change it quickly when needed.”
People are at the center of everything Katch Media does, and this factors into Yan’s advice. “Fall in love with humans, with service, and with a brighter future because this will get you through the tough times. You will inevitably think about quitting all the time. 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.”
In the end, Yan wants to make a difference through what he does. “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.”
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