What was your journey until taking on this role in the company?
Mine was a particular path: I started working as a DJ when I was young and, during the day, I took care of various other things. I joined Berti and worked in almost every role, from installer to delivery truck driver. I realized, however, that a fundamental part was missing in the company: communication. It was necessary to communicate the events, Berti did not have a business card at that time but it was already a strong reality with unique technologies throughout Europe. I started with small aspects, such as the business card and the catalogue, and as time went by I became increasingly involved in marketing. Today I am Marketing Director and I work with a team that supports me and supports me in this sector.
What do you think about the use of social media in the B2B market segment?
Berti began to believe in the digital world practically at the dawn of Facebook because it was the only space in which he could move without needing capital to be allocated. Over time we reached an important fan base and began to invest, using it as a commercial strategy, also thanks to the fact that we are among the few companies present on this platform. In our sector, in any case, social media are still little used within company strategies.
Which social network is more in line with your business model and which is less?
In the past we were very strong on Facebook, thanks to the fact that we started when the market had not yet landed on the platform. Now we are also growing very well on Instagram and Pinterest: ours is a very visual product so it lends itself perfectly to social media where the visual impact is the main part. LinkedIn is probably the space least suited to Berti's reality.
The data shows that having a low number of followers damages the brand image, what do you think?
In my opinion, the average user still gives a lot of importance to the number of followers, especially when it comes to a company. Those who work in the sector, however, are able to distinguish the type of audience that a company brings with it and therefore immediately understand whether they are real or fake followers. From a future perspective, we plan to implement strategies aimed at increasing the number of likes and comments on posts.
How important are online reviews, are they important?
In recent years we have seen how people are interested in what other web users write and think. Reviews are therefore very important and at Berti we care a lot about them, so much so that we constantly monitor them. There are more and more sites that filter products and places based on the average of the reviews, obviously penalizing slightly lower scores.
Have you ever collaborated with professionals regarding the social sphere?
Absolutely yes, Berti has always collaborated with professionals and external agencies creating very particular campaigns or projects: each professional is an incredible resource who brings his point of view and his way of seeing our products, creating unique materials and incredible collaborations.
What are the future corporate communication projects?
For some years we have been focusing heavily on configurators, useful for simplifying product choices and customization. We realized that, however, the visual side of this project was not as optimal as we hoped because it failed to do justice to the reality of the materials and colors. We are now focusing on achieving the goal of being able to map the space of the rooms to create a complete and real experience, where you can directly request a quote from home. We are also working on a new CRM that goes hand in hand with the configurator so for the coming year we will certainly focus on these two big projects.