How To DOMINATE The European Markets

December 1, 2022


Hosted By

Rabah Rahil
CMO at Triple Whale


Jure Knehtl
Growth Strategist at WeScale

Episode Description

In this episode of roas we sit down with Jure and go over how he dominates the European markets with his agency.

Notes & Links

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- Rabah's Twitter: https://twitter.com/rabahrahil


Jure Knehtl (00:00):

Language creatives need to be localized. You need local payment method, you need local, um, customer support. So basically we did the study around like the research in the market. So first it was analyzing the competitors in the market and also analyzing the bigger eCommerce players in the market. And that's basically the approach that we have taken like over and over again, like when we open up a new market

Rabah Rahil (00:30):

Here we are folks, and we are doing a long one here. This is, uh, probably the longest one we've done. I did one with Pakistan. So maybe that that's a little farther, but, um, yearly. And, and I met in, uh, geek out and we just had this really, really awesome connection. And, uh, I found out he was a crusher he's only 29 and he's running one of the bigger agencies in Europe, which is fantastic. So first off hu you welcome to this show and, and gimme your last name, cuz I, I tried to pronounce it and you, you said I muddled it too much. I wasn't allowed to do it. Yeah,

Jure Knehtl (01:01):

It's okay, man. Thank you very much for having me. It's you ConnectTo there we go. Uh, super hard to pronounce in English, but you did the first name really?

Rabah Rahil (01:11):

Well, here we go. Here we go. And so as always I'm in the Austin, Texas office for triple whale, where's this podcast find you today?

Jure Knehtl (01:20):

Uh it's from Lu Slovenia. Yes. Yeah. For those of you who are, um, listening from the states, this is uh, the hometown of Luka Don. Hey, the NBA

Rabah Rahil (01:32):

Player that's uh, is that he's a Mavericks guy, right? I think is Dallas or who's you who? Luca player. Dallas.

Jure Knehtl (01:37):

Yeah. Dallas, Dallas Mavericks. Yeah. Right

Rabah Rahil (01:39):

Up the road in another, another connection is, uh, mark Cuban. The owner of the Dallas Mavericks is, uh, went to my Alma mater. He's uh, he went for his master's to Indiana university where I got my economics degree from. So look at that, just connect connections all

Jure Knehtl (01:55):

Over. You also have economics

Rabah Rahil (01:56):

Degree. Yeah. Yeah, exactly. Um, okay, so let's just jump in. How did you get into econ? Is, is there a big like E eco presence in Slovenia in econ? Or like how, how did you start? How did you cut your

Jure Knehtl (02:09):

Teeth? No, it wasn wasn't actually

Rabah Rahil (02:10):

Yeah. Give us the story.

Jure Knehtl (02:12):

Yeah. So I actually started, yeah, I actually started a little bit less than eight years ago, so it was directly coming from the university of economics. Uh, so basically one of the, uh, subject that we studied there was marketing and I was really triggered into this like digital marketing and back then it was about, yeah, this is the first time that you can actually track everything. You can target the people. And for me, like a young VIN do was like, oh yeah, that's my future. So it's really awesome. So actually applied for internship, uh, with one digital marketing agency. And I think it was one of the first performance digital marketing agencies here in Slovenia. And basically, um, the first, um, few days were just about like picking the phone, answering the emails. So doing this secretary work, I would say, um, and then actually I got a chance to, uh, jump into the Facebook ads.
Um, for me it was like the, a new world to open up. Uh, before that I didn't know that there were ads that I thought that this was like some scammy photos on the right hand of my feet, so I didn't want to click them. So yeah, basically I actually got the short intro, like one hour about how to run, uh, Facebook ads. Um, then I started, I got some traction already, like in the first day and it was really amazing because, um, in the first day I actually sold something via internet. And for me it was like the first time look, I'm here in the little office in Lua selling stuff all to all around the Slovenia. Uh, people are loving the products. Uh, back then I also did my creatives in the painter, so I did some really shitty creatives back then. I just found them like couple of months ago on my computer.
They're really bad man, with this red frames across just to have a click BA um, to get the click. Um, so yeah, BA so it was like the first few months were just advertising Slovenia using Facebook ads doing also some email marketing. Um, I actually need to put myself in one, uh, storyteller of, uh, woman, um, back background. Yep. So I was actually one girl that was traveling Slovenia and just documented the journey and just, uh, discussing about what's her favorite, uh, woman back that she wears during that weekend. Um, and then like couple of months in, I actually, uh, started also advertising. So one client actually went, uh, beyond Sloven borders and they opened up Italy. Yep. And for me, this was the eyeopening event because it was like in one week we were selling more than in Slovenia. So it's like, okay, what, what is going on?
So, um, in one week we actually, uh, found it like really super traction. It was a big market. We localized everything so said, okay, here's opportunity. Um, so then after eight months into the agency, I actually decided that I want to start on my own and try to actually build the agency that would help Sloven businesses to sell in other markets. And basically the entry point was eCommerce because the eCommerce businesses were just, uh, wanting to increase their sales in Slovenia and they want to move to the other markets. So this was like, ensure this was the first steps into marketing.

Rabah Rahil (05:43):

How cool that is amazing. And so what did you do? So Italy was kind of, so the, the big epiphany outside of the eCommerce, but was that, uh, markets matter and like getting into the right market where you can make as much money in Italy in a week or a month as you did in the year in Slovenia kind of thing. How did you deal with the localization? Yeah. How like, like, cuz there's definitely, it's only Italian pretty much right in Italy.

Jure Knehtl (06:12):

Yeah. So basically it's uh, it's it was language. Yeah. Language creatives need to be localized. You need local payment method, really local. Oh wow. Uh, customer support. So basically we did the study around like the research in the market. So first it was analyzing the competitors in the market and also analyzing the bigger eCommerce players in the market. And that's basically the approach that we have taken like over and over again, like when we open up a new market. So basically it was about like what the local people expect because in Europe, like especially the central and the Eastern part of Europe, the majority of the people actually want to buy from the local players. So you need to play as a local players in each market. So basically that's when I realized like this power of localization and going local, I call it like going global with localized approach <laugh> um, so yeah, that's how it actually started.

Rabah Rahil (07:09):

How cool man. That's brilliant. That is really incredible. So what are the, the biggest markets that you found, obviously the UK, but just kind of going west of Slovenia. You have Italy, you have, who else did you kind of learn to penetrate? I mean, Germany I'm sure is a decent market.

Jure Knehtl (07:23):

Yeah. So France maybe. Yeah. Germany is huge. Yeah. Germany, France, France, Italy. So these are like the top three, usually that, uh, are required localization. Uh, but we also seen like a lot of traction in the Eastern part of Europe. So like for example, PO and Czech Republic Slovakia also Hungary. So some of the market that you wouldn't like tackle at the first side when you are just entering the market, but we see like a lot of traction with it. So to give you a little bit back of background, so right now we have like for one partner that we work with, we do like seven figures in Czech Republic on the monthly basis. So, um, yeah, <laugh>,

Rabah Rahil (08:05):

That's incredible.

Jure Knehtl (08:06):

Yeah. And, and there's like 10 million people there. So, um, it's really nice if you can actually like enter the market, become a strong player there, uh, localize as much as possible and build up the present instead.

Rabah Rahil (08:22):

Oh, wow. That's incredible. And so you got outta uni, you did the agency stuff. Is there anything else that like, was there books, you read frameworks, any other kind of tools that you used to gain all this mastery? Cuz you're one of the best marketers. I, no. And it's incredible. Like I, in terms of international marketers, you might be the best international market right now. I don't know anybody doing the localization or having the success that you have in terms of market expansion. Um, how did you gain all this mastery?

Jure Knehtl (08:52):

Mm-hmm <affirmative> so I think it was just about like learning by doing so on one end, it was like, uh, analyzing what you guys are doing in the states regarding like the techniques. So how to actually do media buying, how to deal with cooperating, how to actually understand like the behavior psychology about, uh, around like the customers. And on the second hand was just like, um, jumping in on the research and analyzing like what the customers are doing. And uh, luckily, luckily, or I don't know, uh, earned, maybe it was like in the early stages of my career, I actually, um, was so working with, uh, many different projects and with some of them we actually grew with localization. So basically our approach to growth was adding new products on one end on the existing market on the second can was like opening the new market.
And the requirement for the new market was if you want to really be a stronger player on the market, we need to localize. So it was basically just talking with the local people studying what is actually, um, what is urgent in Germany? What is urgent in Italy? What is urgent in Poland? Uh, getting also the, um, feedback from the customers, uh, not only for the customers directly, but also from the customer support, uh, what the dealing with, what are the expectations from the customer? So I would say like, it was just like learning by doing, I wouldn't say that, uh, I would call myself, uh, the best in it. Uh, definitely not. I think I'm, I'm on the right path of, uh, like becoming a master and the expert of it. Uh, just trying to get better like day by day with it. But yeah, it was basically, I think for me, one great experience that I had was also that I was the CMO in one e-com company that grew to meet eight figures in four years.
And I was able to be like in touch with the, uh, the it department with the, the guys that did logistic, the team that did like finance the team that did the customer support. So was, and I also super closely with the CEO. So I was connected to this all. So I gained this knowledge, not only from the agency side, but basically also then joining one company, being internal team, building up the marketing department to 30 team members. So it was in contact like day by day, how to do it. And for us it was then you just observe like what is happening with the growth? So how do you grow? So for us, like I said, it was adding new product, getting better with the offer, getting better across different channels and also like getting better with the localization because it all matters. It all matters from the website for, from the ads, from the post purchase experience. Everything's matters.

Rabah Rahil (11:44):

That's so impressive, man. That's incredible. So what advice would you give to people that are trying to, uh, go down your path in terms of like, uh, I don't know if we have a big, uh, presence in Slovenia, but if they're there as people in the, the east Eastern Europe European block or something, what, what advice or even in America, what advice would you give kind of the aspiring marketers?

Jure Knehtl (12:06):

Yeah, I would say like, um, think outside your borders. So on one end, if you are from us or if you are actually like, let's say in Czech Republic also first think about how you're going to grow in the existing market to get the product market fit, to understand your customers, to understand how to get creatives, to test different channels, and then also take how to actually expand to other markets. So my advice is usually that if you come from, uh, one like super big market, try to take like an additional big market because like the market that has like 30 million plus in Europe is totally different than the market that has like 5 million people in it. So first, if you come from a, let's say smaller country that is like above, uh, 10 million, try to actually open a country that is near to you, that you have like similar population, similar purchasing power to understand okay, how it is to sell to an additional market.
So you can actually get used to how to deal with, um, translations, how to deal with creators, how to run ads. If the ads that work in the existing market also work on the additional market. And then the next step that I usually, uh, recommend people to do is to try to test like, okay, um, how it is between like super big market versus the super small market. Because with some branches about, especially the brands that come from, um, us, usually they tackle like Germany. They tackle Italy, they tackle France because there are more bigger market, more advanced, uh, more competitive advertising space. The CPMs are higher compared to the other markets, but, uh, the consumer behavior might be very similar. So basically try to test there. And even before starting talk to experts from that market, it would be like the E eco E eco marketing department or a agency owner that is coming like from that area in order to give you like some feedbacks about like what is necessary for the market before entering, because, uh, if I would, could step back in my career and would, uh, do something different, that would be it because I tried to figure out everything myself and it cost me time and it cost me like a marketing budget.
And if I would knew like about some payment methods before I would scale even higher with that. So that would be my advice.

Rabah Rahil (14:36):

I love that. It, it also is great advice for traveling where always, uh, find a local, they always know way better stuff to go see all the fun things and so beautiful, man. I love that advice. Okay. Let's wrap up the segment, the main segment. One last question. Um, what's the nicest thing someone's ever done for you?

Jure Knehtl (14:54):

Wow. Okay's

Rabah Rahil (14:57):

It's a big question. <laugh>

Jure Knehtl (14:59):

Yeah, it's a big question. Um, Hmm. What's the nicest thing that someone ever did for me? I think it's, uh, it is, uh, when actually my wife right now actually found a dock, uh, that, uh, so I'm really connected to, uh, so before in my past, so we had like one, uh, dock for more than 12 years. And then actually for, yeah, more than one year, I didn't have a dock. So I would say like the sweetest thing might sound a little bit cliche, but I'm real connected to my doc. Um, so she actually found that via Facebook and she was like, in the evening she was showing me, oh, look at this one. Uh, he looks really nice. And then the next morning we actually sat in the car and go pick him up because he was actually, um, abandoned from his family and we actually took him in. So I think this was one of the, maybe not the nicest thing, but really warm in my heart. When I remember this, this one.

Rabah Rahil (16:04):

Oh, I, I love that. What's your dog's name?

Jure Knehtl (16:07):

Choppy heart to pronounce again.

Rabah Rahil (16:12):

You're killing me. You're killing me. That's beautiful. Well, because your, your wife's name's easy. It Simon. Yes, I can. I can tell to one correctly, but <laugh>, you've giving me all the hards ones C pee and, oh, that's beautiful though, man. That's fantastic. Um, okay. Let's jump into the value add segment. This is why the people bought the ticket. Let's get a little bit nerdy. Um, what are the hard let's go parts and what are, what are the hardest parts and what are the best parts of running we scale your agency.

Jure Knehtl (16:42):

Okay. The best part, I would start with the best parts.

Rabah Rahil (16:46):

I love

Jure Knehtl (16:46):

That. Okay. Um, I think it's about having the freedom actually. So the freedom to make the decision, um, to also like choose the people that I work with for me, it's like, this is one of the biggest inspiration for me is like what we do together as a team, how we grow together and just to see like the progress we are making, not only on the client side, but also as a team, uh, because we are super young in the market. So we are two years in the market and it's great to see like people grow inside that also how clients are developing. So for, uh, our biggest like project that we work with with the biggest client, he actually started alone. Um, and right now they're doing like 40 million euros per year. Um, so in two years, so, uh, you can imagine that they grew a lot, not only on the revenue, on the profit side, but obviously also on the team side.
Uh, just imagine how many, uh, jobs we created with that. And, uh, because we have like this, I think it's also about the freedom of, to choose not only the team members, also the project that we work with, for me, it's super important to be around the people that inspire me, or I believe in, I know that there are always ups and downs in this kind of collaborations or relationship, however you want to call it. But I think like this would be the upsides of it. The downside yep. Might be not only connected to agency, but might be also my, um, characteristic is that I am always chasing like for something greater man. So I'm always like in a hunt on, okay, what's the next thing? How can we get better? Although we are doing like really well, we are really great. It's about, okay, we are just getting started.
So like this constantly improving mindset, this constantly also changing environment, because if you would ask me what we would focus on in Q1. Um, so one year, so in Q1 2022, what we will do, I would give you a totally different answer about what I would say. Yep. Uh, right now. So it's about like, uh, just constantly changing. You need to be, it's a fast, fast paced. So you need to be always like, uh, in the, um, and on the field, uh, just battling, uh, keeping fight. And also I think, um, the downside is, might be that because you are, um, moving so fast that you forget to celebrate like the wins. So yeah. Uh, may you might not stop and just say, okay, we did really well, but you're just chasing the next, next thing.

Rabah Rahil (19:32):

I love that, man. That's a beautiful answer. And it's, so I, I have a little bit of that in me as well, where sometimes you need to stop. And, um, I almost think of it like a journey and you're driving on this journey and every now and then like, so we have mile markers, but you guys would have kilometer markers, but every now and then you gotta stop and say, Hey, you know what? This is, this is great, man. We need to have a celebration. And yeah, I don't like to stay there too long, but I do think you're absolutely right. There's something to be said about. Um, you need to have times to celebrate where, you know, um, what's the point. If you're not just celebrating, if you're always on to the next one, there should be a nice celebration, but I love that answer. Mm-hmm <affirmative>,

Jure Knehtl (20:08):

I think it's also like in the agency, you usually are working for, uh, the results. So basically you're going day by day, week by week, month by month. So it's sometimes it's hard because basically every new month you start, like from zero. So it's about like, okay, to also move from this short term vision to like midterm. And because at the end of the day, you're ING assets in the company, not only on the cash flow side, also on the people side, on the knowledge side. So basically to understand, okay, we are doing this not only to hit the targets with client, but we're also building some internal assets that will help us like create, produce new things in the future. So I think this is also, uh, one thing that is hard for me, uh, sometimes to remember, but I try to, uh, just put in like a reminder for myself, like in Asana or in Google calendar to say, okay, what are we building? So not only say, okay, are results good or bad and just feel good or bad about yourself, but also to think about, okay, what you are doing as a company, because with agency, you are serving others, but you are still a company.

Rabah Rahil (21:23):

I love that, man. That is that's so perfectly put, um, what do you look for in a perfect client? So if you had your ideal client, what do they look like?

Jure Knehtl (21:32):

There is no perfect client, man.

Rabah Rahil (21:35):

<laugh> <laugh> fair. Play fair play. Amazing.

Jure Knehtl (21:39):

Yeah. Um, yeah, but I think it's always like weaknesses and strengths. It's pluses and minus is like in everyone. So it's and trade offs about what we, yeah. So what we are actually trying to connect with the dots is usually like, okay, do we have like the product that have a product market feed? Do they have some traction on the market? It could be like 50 K revenue, 100 K revenue monthly. So they already have, this is when we usually step in. We also did some collaboration and they went well when we actually started from the scratch. Uh, but usually we tried to get in when there is already some traction in the market, because this means that founder or the team already understand like, okay, what's the product, how we sell it, understand the, the customer so we can jump in and just include our expertise also in the mix also how, uh, founder is also connected, uh, how he's connected to business, how willing KII collaborate with us founder, or basically the project manager, CMO, whoever is working with us and basically how we think, uh, the product scalable and on one end is about because, uh, throughout my career, uh, I must admit to be honest with you.
So I sold some product that weren't like super high quality. And basically when I started we scale, I decided that I want to work only with the project that sell like, uh, the project that I would use, or I would give someone as a gift and not feel bad about myself. So this is like the must I have before, like starting the conversation. And then basically it's about like, okay, how can we scale this? How much can we scale this? Are there also some proven projects and the existing market or from the other market that he have done at well? So this is like usually the criteria that we look at, but yeah, I think there's no, uh, perfect, uh, client for it. I don't think also we are the perfect agency. We are also have some minuses. So I think it's just about like, can we work together? Can we create something amazing?

Rabah Rahil (23:48):

Oh man. That's so, so eloquently put. Yeah. Uh, so when I used to run my own shop or my agency, I used to have three heuristics. Um, it was economics, it was attitude and it was systems. And so if you didn't have two out of the three, I wouldn't work with you cuz if you didn't have the economics, it didn't matter because you're just gonna be, uh, you're. It doesn't matter how good of a media buyer I am. I'm just not gonna do anything for you. If you had a horrible attitude, I didn't really wanna work with you. And then if you didn't have any systems, I knew that it was just gonna be, uh, we call it here in the states, a fire alarm Fridays where every day was just this chaotic kind of like, oh my gosh, this is on fire. And so if you, if you didn't have zero three, but you put it even better than I did. I, I love that. That's that's so well

Jure Knehtl (24:30):

Put, no, I love that one. I love this definition might, might borrow something to actually put in our mix. <laugh>

Rabah Rahil (24:36):

There we go. There we go. People have people. And it does, there is something to being said about making your money honorably, right? Like I, when I was younger as well, I, uh, you know, marketed some, some products that probably weren't, uh, the top products out there and it, it just feels off like you just feel wrong and then you see the comments and you see the customer service stuff and you see the returns and it just, I don't know, you do what you need to do when you need to do it. But, um, being able to elevate yourself into actually selling value for value products and being proud of what you can market is, uh, is definitely something that, uh, is very aspirational. I love that. I I'm the exact same way. Mm-hmm <affirmative> tell, tell me about one challenge that you dealt with at your agency and how'd you overcome it.

Jure Knehtl (25:25):

Challenge. Yeah, I, we had many challenges, so I to think about what yeah, yeah. Easy to speak from. So I think it was basically it's about our positioning. We actually change it a lot, so many times, uh, because like it's connected also to the perfect client that we were discussing about. We had like this, okay. We had, um, a vision of this perfect client, so need, they need to have this, this, this. So we listed down like 15 different criteria about, okay, what, uh, the perfect client will have in order to work with us. And then we started to be like super picky. And what happened in the end of the day was that we said, uh, no to everyone. So we had like 20 calls and we say, yeah, but they don't have, like, they don't have like this 15 out of 50, because we were in love, like of our definition of this perfect client.
So then we actually sat down with our co uh, and had discussion. Okay. If we could work from anyone from like in our region or who is actually a fit for this perfect client and we didn't came up with one brand, so then we say, okay, we need to scratch that. We need to lower down the standards about like, okay, it doesn't have to be 100% might be like 60% of it. And it's good enough. Um, let's, uh, start working together, see how things go. Because I really believe like in this kind of collaboration, you see how one person of our team is actually performance performing in like two, three months working together. So you have like some wins. You also have some challenges, some drops, you have also some projects, uh, not being made. You need to wait. They also need to wait. And then you actually see how basically the collaboration is going together. So I think this was like one challenge that we had, it was last year because we got like, uh, toward COVID we got through a really fast start. We were scaling super fast. So we say, okay, if we are in board onboarding someone, they need to be perfect for us. And we realized that yeah,

Rabah Rahil (27:44):

Was that's wonderful. That's so well put, I love that. Yeah. Yeah. Life is about trade offs and understanding what your trade offs are and the ones you wanna make is amazing. I love that. Um, what do you think some of the biggest mistakes people make when running Facebook ads are

Jure Knehtl (28:01):

On Facebook ads? So in 2022?

Rabah Rahil (28:07):

Yeah. Or yeah, yeah. Or just in general. Okay. What do like, if somebody's starting their Facebook ads, like, what are the biggest mistakes that you normally see? Like, uh, for example, like you might, you guys are taking over an ad account, you know what I mean? And you go into ad account. You're like, oh man, that is not what I would do. Or is there anything there that you mm-hmm <affirmative> that comes to mind?

Jure Knehtl (28:26):

I think you are going to love the first part of my answer, but the, I think the main start with the core about like the tracking. So do you have the tracking in place? Yeah. To have the conversion API, the pixel in place, do you have also some, uh, tracking tools, uh, uh, that you can actually rely on? So in order to know the data, so the second part that I also see is that the people really don't understand their numbers, so they don't understand, like, what are the targets don't know. Okay. Like, this is the profitability that I'm aiming for. They're always looking yeah. In Slovenia, especially like, or the people they say. Yeah. But, uh, this guy told me they have like 3.5 raw, so that's our target as well. <laugh> okay. Uh, but, uh, what about if you would calculate your numbers because might be that you need, uh, higher return on investment or you need lower and you can scale, uh, even further.
So I think it's about like knowing your numbers and also make like a decision. Are you going to aim for profitability or you're going after the masses? Are you building like the percentage of the profitability, this is the important, or you're actually building the volume of the orders and building up the, uh, dollar signs or euros inside the profitability. So I think it's like these decisions, uh, based on that. So if we go a little bit further is about like the naming conventions, uh, might be advanced, but I think it's great to actually implement from the start to actually understand. Okay. Yep. Uh, how a certain, uh, stage of the funnel is performing, how a certain creative is performing, what inside the creative is performing so that you actually have a proper naming structure in place. Uh, to also agree on the, uh, funnel. I know that, uh, with the iOS changes, we lost like a huge part of the retargeting audiences, but don't forget like the, on the engagement audience, uh, from Facebook, from Instagram video view audiences.
So to try to leverage as much as possible and less, but not least, I think like the, some of the mistakes that people make is also about like, just being too technical around the numbers, looking at the ads manager and just trying to optimize, okay. What is like the best CTR, because at the end of the day, what is going to, um, so the creative is your targeting. I know that we, uh, list, we heard this term like 10,000 times in the last four months, but it really is so to understand, okay, how, how do I, uh, get, how can I create better creatives? And on the second hand is how do I also create like a better experience on the website, on the landing page, on the checkout? Yep. So it's about like the game between like the copy creative landing page to check out. So I think it's about people staying just inside the ads manager and they don't like think broader to that. And if I could add one bonus section is trying to just hack Facebook ads and to believe that you will grow the brand with Facebook only. So I need to need more channels than that.

Rabah Rahil (31:47):

That was, that was absolutely incredible answer. We're absolutely gonna have to take this clip and this will be the, the showcase clip of it. I mean, that, that's exactly it for me anyways. Do people understand, are they going for profitability or growth? Do people understand how their ads are tracking? Naming conventions is something that not only helps you out in the interim, but also, um, it makes you analyze the data so much easier. Yeah. Um, people being caught up in Facebook just way too much trying to turn these little Dobs and Niles and like that, that, that era is kind of over, you know what I mean? Like just, just a simple account. Structure's really gonna be the best way forward. And then, uh, man, I loved all those answers. That is chef's kiss. That was just perfect spot on my man. I love it. Okay. One last question. Before the rapid fire, what do you see the biggest opportunity in e-com is, or what do you think the biggest opportunity in e-commerce is in the, the next few years

Jure Knehtl (32:40):

Localization man. That's why I'm doing it.

Rabah Rahil (32:44):

<laugh> I love

Jure Knehtl (32:46):

It. No, but basically it's about, I think it's about if we, we talk about the eCommerce or in marketing, I think it's about like on one end we have like this emerging PLA platforms advertising, like TikTok, TikTok is growing super fast and how I see like the performances going in us. I just know it's also coming to Europe. So I think it's about like learning also the other platforms, but also, uh, not just because to diversify, but I think I got this question a couple of days ago. Okay. What's the perfect, uh, percentage budget split between them. Yeah. I don't care about like the percentage it's about like how much you can actually invest profitably. So it doesn't mean you need to actually cut down the spending on Facebook in order to run TikTok. If it, Facebook can be profitable, run it. If TikTok can be profitable, run it, if you can figure out YouTube run it.
But I think like for the future number one thing that I believe is happening and also will happening is this like localized approach where this like big businesses that are coming from the developed market are also, uh, wanted to expand in other markets, but not only with, uh, English only website targeting worldwide and just, uh, trusting the algorithm to find the right customers. It's I think it's about like identifying the market and then to go with localized approach, uh, building up the presence. Because if you look at what happened with TV advertising or with retail, that's how, like the biggest player we're doing. And I also believe like in digital, in eCommerce, this will be like the go to, and the second part, uh, trend or opportunity is, uh, we, we will need to figure out like what will happen with the privacy and it attribution in the upcoming yeah. Months. So I'm counting on you guys. Um, and people will to, we got you to do the magic, so we will keep all the industry will keep our job and keep growing. Well

Rabah Rahil (34:50):

<laugh> I love that. Yeah. I think localization is something that is you're spot on. I think there's a ton of runway there and obviously you're, you're living proof of it where, um, it's a really interesting, um, thought there and I know people that have done it, but they do it badly and then they say it doesn't work. And so it's like, obviously you're gonna do it bad and then it doesn't work. But, um, I think that's really interesting. Super

Jure Knehtl (35:16):

Interesting if maybe I can also such a fascinating

Rabah Rahil (35:19):

Yeah. Jump in. Yeah,

Jure Knehtl (35:20):

Yeah, yeah, absolutely. Can I, or, uh, one more thing. I think also one thing that will happen is also like the percentage wise between like the media buying spent and also the creative investment will also like change because what we see also with the more traditional channels is like when the TV advertising started, you invested like 5% of the budget in creative and 90%, 95% in the media buyings site. And then when actually the competition got hired higher, you need to invest more in the production. So I think also in the, in digital world, this will also be, um, I think also creators influencer. They always have a room for them, but I think like how company actually diversify their spendings will be, uh, more equally split. Not only, I wouldn't say that it will be 50 50, but it might be like 15% or 20% are creatives, 80% of the media buying spent. But I also think like this will be a trend in the upcoming months or years.

Rabah Rahil (36:27):

Yeah. I spot I, uh, thousand percent agree. I think that's the spot on localization and the, the how money is spent. And it makes sense, you know what I mean? And I like how you use the kinda lagging leading lagging indicators where you kind of see what's happening here and you know, that that wave will then hit your markets. And then if you can get ahead of that, um, you're just gonna be even more well positioned for you and your clients. Amazing. Amazing. I love it. I love all of it. All right. Rapid fire time. You ready?

Jure Knehtl (36:54):

Yeah, let's go can to it. My favorite part.

Rabah Rahil (36:58):

Okay. All right. Yes. Okay. I'm gonna butcher this, but I'm gonna try it. Luanna. Overrated. Underrated. Yeah,

Jure Knehtl (37:07):

Underrated man.

Rabah Rahil (37:12):

Okay. Uh, owning an agency. Overrated or underrated.

Jure Knehtl (37:18):

Huh? Maybe overrated.

Rabah Rahil (37:24):

Okay. Okay. I like it. Um, meditation, overrated, underrated.

Jure Knehtl (37:32):

Oh, that's a hard one, but I would also say <laugh> underrated. Let's say underrated, man.

Rabah Rahil (37:40):

Oh, I love I'm. I, I, I do a bit of meditation myself, so I like it. Um, I know you're a big fan of the Mamba mentality. Uh, Kobe Bryant, overrated or underrated,

Jure Knehtl (37:52):

Underrated, but not in the basketball world, but outside of it,

Rabah Rahil (37:59):

I like that a lot. He, yeah, he had some, a lot of wisdom. It was, uh, he went too early for sure. Um, so you speak English, German and Slovenian, uh, speaking multiple languages, overrated or underrated

Jure Knehtl (38:13):


Rabah Rahil (38:16):

Now you're going all underrated on me. I love it. Uh, <laugh> crypto overrated or underrated.

Jure Knehtl (38:23):

Oh, oh fuck man. I will say overrated. I know that I'm going to hear about it from my friends, but I would say overrated.

Rabah Rahil (38:37):

I love it. Um, Slovenian cuisine, overrated or underrated?

Jure Knehtl (38:43):


Rabah Rahil (38:46):

Oh, really? What what's uh, traditional Slovenian cuisine. What, what kind of food do you guys

Jure Knehtl (38:51):

Cook? Uh, do you want to, uh, repeat after myself? Uh, so it's uh, so I, my favorite, uh, dish is actually KVI <laugh>

Rabah Rahil (39:03):

Oh my gosh. I'm done. <laugh> I can never say these things. It's like Iceland to me. It's just so hard for the sys that eat the sys, um, U GC overrated or underrated.

Jure Knehtl (39:18):

Oh, Hmm. Underrated still.

Rabah Rahil (39:26):

Oh, okay. TikTok, overrated or underrated

Jure Knehtl (39:32):

<laugh> uh, is Gary car, but I would say still underrated.

Rabah Rahil (39:41):

Still underrated. I love it. I love it. Yeah. Um, you just said this, but let's say it again. Your favorite meal and why

Jure Knehtl (39:48):

My FA so in to, in total, so outside of Slovenia, it's actually pretty, I'm a pretty simple guy. Yeah. Yeah. So it's, uh, chicken and rice man. I'm a super simple guy, man.

Rabah Rahil (40:02):

Really like Indian style or like just regular or okay.

Jure Knehtl (40:08):

Regular. Yeah.

Rabah Rahil (40:09):

Incredible. I love it. Um, your favorite place travel to and why

Jure Knehtl (40:17):

Pre praise travel to, okay. So I would say, Hmm. I actually really like Dublin. I know that might be like Ireland. Very cool. Yeah. Yeah. Dublin in Ireland. So we just went like, um, before the new year we went there with my wife. We spent there like five days and was really great around like this atmosphere, people being SuperFriendly also, uh, really nice nature outside. So I think that would be my great pick if I would count out like the seaside and everything.

Rabah Rahil (40:58):

Oh, beautiful. Dublin. I love that. Fantastic. Um, favorite way to spend your time

Jure Knehtl (41:05):

Sports. Definitely. So it, it doesn't only help me unwind, but it also helped me connect with other people. Um, so I think sports definitely

Rabah Rahil (41:18):

Watching or playing or what do you, what do you mean like football or what do you like to play?

Jure Knehtl (41:24):

So, uh, workout. So workout in the gym, play some basketball, do some street, workout hiking. So basically combination of everything.

Rabah Rahil (41:36):

Oh, I love that. That's fantastic. Okay. Last question. And you made it through, you can have dinner with three people. Dead are alive fiction or non fictional. You're at a table. You're sitting at the head of the table. There's three people who do you invite?

Jure Knehtl (41:49):

Okay. Um, Kobe Bryant, team Grover,

Rabah Rahil (41:55):


Jure Knehtl (41:57):

And Ben Francis from Jim shark.

Rabah Rahil (42:02):

Wow. These are fantastic picks. You listen to the podcast. That was very quick. You knew this was coming didn't you? That was, those were, that was fantastic answers. Yeah. Step ahead of the game. You you're the man. I thank you so much for coming on. Tell the people how they can connect. How can they work with we scale this time is yours my friend.

Jure Knehtl (42:21):

Yeah. Thank you very much. So first, uh, thank you for a great conversation. Thank you. The audience audience for listening to us. If you want to learn more about myself for the company, you can check me on the LinkedIn. Uh, it's easier to copy paste the name and the surname and the LinkedIn or on Facebook to search for me. Uh, other than that, my company is we scale. Uh, so with we scale, we are a eCommerce boutique scaling company that, uh, helps businesses to sell, um, eCommerce product in Europe. We do it with localization and full stack approach, and that's basically where we stand. So reach out to me. If you want to share some ideas, if you want to learn more about localization, about digital marketing or anything else about basketball, we can, uh, talk about everything, anything that you want. So let's stay in touch, uh, and it was great to actually spend this time with you.

Rabah Rahil (43:21):

Oh, thank you. Thank you so much. My friend, you were, you're just such a gem. What's the URL for your website?

Jure Knehtl (43:28):

Uh, we scale.agency.

Rabah Rahil (43:31):

Beautiful. Beautiful. So go there. If you wanna deal with the best localization out there, the top talent and have your run. All of your ads folks, that's it. That's 33 in the books. We went from Austin to Slovenia. Let's go the beauty of the internet. If you do want get involved with triple oil, it's tri triple well.com. If you'd like to sign up, we have a fantastic newsletter that goes out every Tuesday, Thursday called whale mail. And that's it. Thank you so much, Griffin. You're the best. I really appreciate it. And he has a geek out hoodie on. If you guys do want to go to one of the best DTC conferences, shout out Nick Shackleford, check out geek out. It's fantastic. Geek out events.io. I believe. Look at that free plugs for Shaq free plugs for Shaq. But anyways, thanks so much everybody. You're you're amazing. I will prob I will get your name. I'm I'm gonna get on it and I will figure out how to say this and I'll figure out how to say Luna and I want to go. It looks beautiful.

Jure Knehtl (44:22):

Yeah, you did good. You did good on better. One way.

Rabah Rahil (44:24):

Beautiful city. I did better. I'm getting better. I'm getting better. So, so, so you don't get your name, but I did pronounce your names. White. Thank you, Simon. I'm glad you had a great time Dublin and that's it for us folks. Thanks so much. Thank you for all the time. And we'll talk soon. Bye-bye.

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