Data and intuition

By: Kátai Ildikó Date: 2022. 09. 12. 10:04

Trade Marketing Club (TMK) members met in Panificio il Basilico Restaurant and Bakery in Szentendre on 2 June. Ildikó Kátai, one of the club’s co-founders welcomed participants and introduced the speakers.

Advertisements in the laboratory

Péter Fülöp, head of insight at Synetiq

Péter Fülöp, head of insight at Synetiq talked about how, in laboratory conditions, they are using neuromarketing tools to analyse subconscious reactions to advertisements. Brain waves, heart rate, galvanic skin response and visual attention are also measured with sensors, but an EEG headband, an eye tracking device and a questionnaire survey also form part of the examination. Based on the results, they can make recommendations about the efficiency of television advertisements.

Zoltán Bihi, client services manager at Synetiq

Zoltán Bihi, client services manager of Synetiq made it clear in his presentation that data-driven creativity is an existing concept, and that data from measuring emotions can help in getting noticed when there is so much advertising noise. The company works together with agencies, advertisers and content creators. It isn’t the creative concepts that they evaluate, but the implementation, and they also work on increasing efficiency. He used practical examples to illustrate how they assist advertisers in their work.

Fine dishes from the best ingredients

Szabolcs Szabadfi – who is known as Baker Szabi

Szabolcs Szabadfi aka Baker Szabi had learned baking bread and cooking from his grandmother, then he went to Austria and Italy to improve his skills. He became Hungary’s best-known and most popular baker, he opened restaurants, bakeries and a donut place. Szabi has more than 160,000 followers in social media, and he always surprises consumers with new ideas. At the TMK meeting he revealed that he doesn’t do conscious planning in his marketing, he makes intuitive decisions instead, which are always permeated with credibility – one of the biggest values in his eyes.

Baker Szabi knows his customers very closely, and he keeps in touch with them in person and online. He believes that a good photo is the key to success in online marketing, as the image sells itself. His business is now worth HUF 1 billion, and the most difficult task is to keep up with the development, building the team and the infrastructure – at the same time not making compromises in the artisan quality. Today the baker supplies 60-80 shops and restaurants on a daily basis, including Michelin-starred restaurants. Baker Szabi currently operates a bakery in Szentendre, 3 in Budapest, 1 in Debrecen and 1 in Veresegyháza. His dream is to have a 20-30ha self-sustaining farm, with small houses, artisan workshops, a wheat field and Mangalica pigs.