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Summary

The transcript shares the journey of a marketing expert, who transitioned from working at Baedal Minjok to leading the growth of Stayfolio, a service focused on showcasing unique stays. The speaker highlights their experiences with branding, challenges faced during growth phases, and the lessons learned from failures and successes. Emphasizing the importance of cultural shifts, user-focused improvements, and the joy of personal and company growth, the speaker reflects on how passion and creativity drive innovation and success in the face of adversity.

Takeaways

• 😀 The company experienced its peak in 2022, followed by a period of decline, but has since returned to growth, surpassing previous records.
• 😀 A significant shift in company culture occurred, from focusing on minimal tasks to encouraging members to propose and implement changes with energy and autonomy.
• 😀 The speaker, Jang In-seong, previously worked in branding at Baedal Minjok (Baemin), leading impactful campaigns that helped shape the brand's identity.
• 😀 At Baemin, the focus was on catering to a niche audience, specifically younger employees, and creating unique, fun marketing strategies that resonated with them.
• 😀 Baemin’s campaign, 'Kyunghee and You Are Most Beautiful When Eating,' became a viral success, highlighting the power of consumer interaction and brand communication.
• 😀 As Baemin grew, the brand experienced a shift from being a niche product loved by a small group to a mainstream service recognized by all.
• 😀 After Baemin, Jang In-seong faced a period of diminishing excitement in his work, leading him to seek a more meaningful and engaging opportunity.
• 😀 The speaker transitioned to leading Stayfolio, a service that helps promote unique and high-quality stays, with a focus on appealing to a more refined customer base.
• 😀 Stayfolio’s growth during the pandemic was significant, but post-pandemic, it faced challenges as people began traveling abroad again, leading to a period of stagnation.
• 😀 Despite these difficulties, the speaker emphasized the importance of shifting the company’s approach to improving user experience rather than focusing solely on marketing and branding.
• 😀 In 2025, Stayfolio introduced a strategic campaign, 'Best Stay 50,' targeting knowledgeable and design-focused individuals who are likely to appreciate and spread awareness of the service, leading to a resurgence in interest and growth.

Q & A

What significant changes did the speaker experience at Steplo after 2022?

After 2022, Steplo experienced a remarkable transformation from a phase of decline to rapid growth. The speaker notes that the energy within the company shifted, with employees now taking more initiative, proposing ideas, and actively contributing to the company's growth.

How did the speaker's approach to marketing evolve at Baedal Minjok?

Initially, the speaker focused on targeting young, specific consumer groups, particularly juniors or 'maknae.' Over time, the marketing shifted to fun and engaging campaigns, like giving quirky, unexpected gifts (e.g., socks or toilet paper) instead of traditional prizes, making consumers feel that the brand understood them.

What role did the speaker have in Baedal Minjok's rise to prominence?

The speaker played a key role in developing successful branding campaigns such as 'Kyung-hwa, when you eat, you’re at your most beautiful.' These campaigns resonated with the public, going viral and leading to Baedal Minjok becoming a well-known brand.

What was the turning point for the speaker when deciding to leave Baedal Minjok?

The speaker felt that no matter what they did, it became difficult to influence the brand's public perception. They experienced a loss of excitement and passion, which led them to seek out a more meaningful and engaging opportunity, eventually joining Steplo.

What challenges did Steplo face when the pandemic ended?

When the pandemic ended, Steplo faced significant challenges as domestic travel declined and international travel surged. Despite being a popular service during the pandemic, Steplo struggled with slow growth and low sales as consumers shifted back to overseas travel.

What strategy did the speaker use to overcome the struggles at Steplo?

The speaker shifted focus from traditional marketing to improving user experience and usability. By observing how consumers interacted with the platform and simplifying the service, they were able to drive growth and improve customer satisfaction.

How did the speaker improve Steplo's app user experience?

The speaker identified several usability issues, such as confusing navigation and poorly formatted images. They made simple but effective changes, such as changing the app's fonts and converting horizontal images to vertical ones, making the platform more user-friendly and visually appealing.

What was the key insight that led to the 'Best Stay 50' campaign?

The speaker recognized that Steplo's existing users were highly creative and influential individuals, such as designers and architects, who were already using the service. The 'Best Stay 50' campaign leveraged their influence by encouraging them to share their favorite stays, which created buzz and helped reposition Steplo as a trendy, must-know service.

How did the speaker measure the success of the 'Best Stay 50' campaign?

The 'Best Stay 50' campaign was deemed a success as it generated significant buzz on social media, particularly on Instagram. It resulted in increased visibility for Steplo, leading to a rise in website visits, bookings, and general customer engagement.

What does the speaker believe is the key to Steplo's recent growth?

The speaker attributes Steplo's recent growth to the revitalization of the internal culture, where employees are now more energized and proactive. They also emphasize the importance of having a strong, high-quality service and adjusting the user experience to better match customer needs.