We have an incredible guest here today. Currently, he has achieved 18 billion won in sales through Bangwon Marketing, and he is well-known in the interior design industry. What I found fascinating is that he has tried many different marketing strategies. It would be great if he could share the insights and results of those efforts. First, could you please introduce yourself?

Hello, I am Park Jin-hee, the head of Aul Design and Persu Sofa, and I am currently serving as the president of the Korean Interior Association. Nice to meet you. You can really sense the presence of someone wealthy. I’m quite impressed. Regarding interior design, we have talked about it on the channel and also made a legendary video three years ago. Now, this channel focuses on marketing. So, how can company representatives market without spending money? The representative has made many attempts, and I would love to hear what he has learned from those experiences.

I think there was a moment when I realized what essential marketing is. Let's hear about it. How did you start? I have been in business for a little over seven years now, about seven years and six months. I knew nothing about marketing back then. It was 2017, and there weren't many places to search for information like YouTube; it was mostly blogs. I thought it would be better to do something more tangible than just blogging. So, what I did was paper cup marketing. I put my personal phone number on the cups and used an interior design logo. Since I only had two employees, that's how we grew. I made about 5 million won worth of these cups, and our office is located in a real estate area, so I took all the cups around, searching for potential clients. It took about two weeks to make the 5 million won worth of cups. Two weeks.

My father drove me around really hard, and I was asking, So, what happened? Did it go well? I received a phone call asking, How much is it for wallpapering? It was a disaster. I thought, I messed up. But what can I do if customers aren't coming? I have to do something, right? I tried handing out flyers outside, but nobody came. Even after doing Joycom marketing, still no one showed up. However, as I continued this, people started approaching me, suggesting various marketing ideas. One person mentioned something intriguing. You know those videos that play in elevators? Our area is specifically Sangam-dong and Seongsan-dong, near Hongdae. They said they would run a 15-second video in the apartments in that area, and they would include all neighborhoods for 5 million won over three months. I wondered if they were trying to scam me.

I thought it through and checked everything. Honestly, is 5 million won a small amount? Since you have a bit of money, you might think that 5 million won is nothing, but for me, that was all my savings; I spent all my money. So what happened? How much does it cost to wallpaper a joy cup? One can costs this much, but not even one can came. If there had been some value conveyed, maybe more would have come, but it just ended up being a mess. The reason it didn't work out, as I analyze it now, is that there was no essence. What is the essence? It means that the company’s portfolio needs to be somewhat established; only then will people look it up, call, or come. Alternatively, the joy cup should be made luxurious and pretty. If we only make the cheapest one, we can rest a lot, right? This kind of branding strategy was completely unknown to me, and I just...

I felt like I was heading into the ground and experiencing failure. After that, I decided to give my best to what I was doing at the moment. I focused on building my portfolio like crazy. I believe that a portfolio is everything in marketing. There are people who think that the essence can overcome marketing, but I started to cultivate that essence fiercely from that point on. Along with that, I began creating content on YouTube. One of the most common questions I get is how to proceed without a portfolio. Both of us had the same opinion. I went to a lawyer's office myself and offered free consulting. I said I would provide free marketing for a month to build my portfolio. That's how I started, right? Yes, that's correct. In the beginning...

What we did was provide all the design and planning for free, and we executed the construction with a certain level of quality. In the neighborhood, there are interior shops selling wallpaper, flooring, and such, and we managed to do it cheaper than them. The idea was to build a lot of portfolios. After about three to four years, I started to invest an additional 10 million to 20 million won of my own money to undertake really good construction projects. Initially, I was handling projects worth 50 million won, but I invested heavily in my portfolio, allowing me to transition to projects worth 100 million won. The value of the space became 100 million won. However, there are no customers willing to pay 100 million won for a space that is only worth 50 million won. So, there was no way around it. As I continued to carry out construction of around 100 million won in quality, I gradually accumulated these types of clients, leading to an increase in high-end customers.

So, my first strategy was a portfolio strategy. This is the most important part. Without a solid foundation, whether you do YouTube, Instagram, or anything else, it will all fail. Therefore, the essence must come first. If the service I provide is not beneficial, advantageous, or if I don't have clear expertise in it, then I don't think there is anything else that matters. This is the wow point; it's important to always make people feel the value of what they're getting at this price. That's what you've done, right? But packaging is also important. For example, let's consider our LS bag. If you give it in a paper bag from the market, will people feel that it has value? You really need to use a great photographer for the portfolio so that it looks better in a nice setting. Usually, people are too stingy about this.

I believe my portfolio is everything to me, and I need to invest in it without hesitation. However, people who lack confidence in it tend not to invest, and they feel uncertain. But they can gain confidence because if they present it well, people will find it more appealing. Surprisingly, emotional consumption is much stronger than rational consumption. Those who have had a lot of experiences often fall for it and end up consuming more. 

Then, what is the know-how behind generating 18 billion in sales and marketing? We had the essence of taking beautiful photos, but we also did YouTube. I have been doing YouTube for exactly five years. At that time, friends who were into YouTube would ask me questions. I occasionally go out to give lectures, and they ask me how to do YouTube. I explain everything, but sometimes I can't fully share my knowledge because at that time, I only had three employees.

I have to edit all the YouTube videos myself, right? I also have to film them myself. Who else is going to do it? There's no one else to do it, so I've done it all. When everything is done by 10 PM, I have a routine that goes from 10 PM until dawn. However, I have never broken this routine; I upload one video a week, totaling four videos a month, and I have maintained this for five years. If anyone is curious, you can check my YouTube channel; I really do keep this schedule. The power of habits is quite frightening. When I was filming for YouTube, we always used a specific space, which was our main filming space. We are now in a nearly high-end living space, but back then, we only used that main space. However, the views for that content weren't very high.

It's like this: I once posted a residential interior video, and it unexpectedly went viral. The space was much worse than the commercial space, but it turns out that residential spaces are more appealing to people; the sample size is much larger. So, I focused on creating videos centered around residential themes. If you look at YouTube, all the data is available—whether viewers are predominantly in their 20s or 30s, or if 30s to 40s are watching more, and what times they tend to watch. This data is analyzed every week. It shows what works well and what aligns with the character of our channel. As I learn from this, it becomes easier over time. After doing this for five years, I now create my own thumbnails. Of course, I occasionally seek advice from people like Ja-cheong, who have many more subscribers than I do, but still...

I believe I do much better than the average marketers. We have two professional producers, but I still handle the planning and confirm the thumbnails. The staff finds it difficult to create thumbnails. It seems almost impossible to beat YouTubers. However, this didn't just happen by chance. I've never formally learned marketing; I've tried video editing and various other things. Since I didn't have money, I just threw myself into it, so to speak. This experience has helped me build skills and expertise in this area. Because of my consistency, I've become an expert in the field. The interior design niche itself has a very low sample size, so the views tend to be low. Yet, there are times when some videos get a million views, or at least 30,000 views. But even that can be seen as the interesting aspect of interior design.

In fields where there are no competitors, the results are overwhelming. So, in interior design, I am ranked first. Well, I'm not really first; I'm around third. But I've earned more money than they have. However, those individuals are more artistic and focused on content, while I'm more business-oriented. Then, Ja-cheong suggested that I try Instagram, so I started it. I've never used Instagram before, but within a year, I managed to gather 70,000 followers. Even though I have a YouTube channel, the logic is different for Instagram, so I didn't get a lot of followers initially. However, I quickly reached 10,000 followers because my existing followers came over. After that, I was unsure about what to do next. At that time, Ja-cheong showed me how to apply templates and create Reels.

I did this, and since I got 3 million views, I thought that having this kind of space would allow for great shots. I uploaded it, and the views hit 2 million, then 1 million, and once it hit 2 million, my followers increased by almost 5,000 each time. So, within a year, I consulted with Jaechung, and in just 3 months, I gained about 50,000 followers. But the truth is, it wasn't really a formal consultation; we were just chatting about what would be good to do or how we could approach things, and then I executed those ideas. The most important thing is that you all already have the information; what matters is whether you take action or not. That's right, I just kept going consistently, like uploading one YouTube video at a time. In the case of interior design, there are tangible results, but in the past, I would have created magazines to showcase my portfolio to clients.

Look, this is how it should be done. Who's doing it like this these days? Simply go to this account, and you'll find the portfolio there. That's all there is to it. And naturally, this will expose the content itself, and the interior design is really beautiful, right? The end result itself is what matters. So, I thought that without any tremendous technical skills, you could just shoot the results and post them as reels. I did this when others weren't doing it, and that's how I gained 70,000 followers. This is really one of the highest among interior design followers. Right now, I have 93,000 followers. It took just one year for that number to rise so quickly. These days, the policy is that since I did what I was told back then, everyone seems to be following that same approach. As a result, I shot up to 70,000 followers quickly, and since then, the growth has been a bit slower, but it's still steady. Back then, no one was doing it, so...

Just posting things has received a good reaction from people. But now that everything is being uploaded, if you look at people from different fields who have broken through, there are times when they go in a certain direction with a specific rhythm. In the case of the representative, they just shoot and upload it as it is, right? It's about doing things quickly for efficiency. If you can provide some planning, and if the output proves successful, I can show you some examples of unusual marketing materials. To put it briefly, we call it a reference. There are already formats that have succeeded in the past. But the current method is to upload without any editing. Have you seen the recent trend about appearance books? Oh, the one with Oh Hae-won? By the way, did you know that if the episode with you gets over 3 million views, I will donate 10 million won?

I made a promise, and from that promise, we achieved 2 million. Since we reached 2 million, we donated another 10 million won. I believe we should not hold back our hearts in this matter. It's such a wonderful thing! If we continue to carry out good deeds like this, we can gain significant marketing effects. We need to approach this with our hearts. We shouldn't just calculate marketing in our heads, thinking about money all the time. For example, if I spent 1 million won on marketing, I shouldn't just expect to get back 1 million won. Instead, I should see this as an opportunity to study and learn. With effort, that 1 million won could potentially become 100 million won. We need to think long-term. However, some people only focus on short-term gains, which can lead to quick failures. I wanted to mention that. Ultimately, successful people think differently. In conclusion, we are now generating 18 billion in sales through YouTube.

Instagram is currently not spending any money on marketing. There is no expenditure at all. I always emphasize that it’s not just about changing the strategy; of course, I work with agencies, but even when we do, we provide education. We give out materials on marketing and similar topics. The CEO needs to understand these things. If they know, they can utilize their agency staff better. Just having a good product doesn’t mean people will find it on their own; I think there needs to be some study involved. People in CEO roles, like you, often take on that role. If they don’t understand marketing, they end up relying on others for everything, which makes growth difficult. From what I've seen, successful CEOs are all marketing geniuses. Steve Jobs and Elon Musk are examples of marketing geniuses. Most large companies are truly exceptional at marketing.

You're doing well, and these days, even corporate chairpersons are frequently appearing on YouTube. I think it's important to have a sense of this trend. That's great. Bangwon has shared insights worth 18 billion. Do you have any thoughts about being here today? This is the first appearance of the strange marketing channel, and it's really fun. Since we're talking about marketing, I wanted to discuss something. When you try different things, you find out whether they work or not. But if you just sit still, thinking that fruit will fall from the sky, nothing will be accomplished. You need to think about picking and eating it. That's great. Thank you for coming. Thank you for watching today's video, and thank you for having me. Thank you.

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