What led you to take on a position in marketing?
During my career I have had the opportunity to delve into various sectors, from fashion to marketing. In parallel with my work at Benetton, where I followed all the marketing campaigns, I pursued my passion for the wine world. In 2008 I therefore opened a communications studio specializing mainly in the wine market. Ca di Rajo was born in 2005 and I started following its communication from the beginning, as an external consultant. Now I mainly follow the offline part, trying to create coherent and attentive communication. For me the quality of the message is the cardinal part of communication.
What do you think about the use of social media in the wine market?
Social media is an extremely powerful tool. At this moment, in the personal sphere, I realize the difference with which generations perceive digital platforms. I am almost at the point of rejection of these channels: I prefer magazines, books and paper tools because they bring with them a wealth of emotions, memories and sensations that are difficult to forget. At the wine market level, however, I perceive a sort of self-influence. I have noticed that, often, if a company in the sector creates a page on a social channel, all the other companies tend to copy this action, moving between platforms. At Ca di Rajo we prefer to analyze and understand our target, continuing with coherent and studied communication.
Which social network do you use with the most involvement and which one the least?
Ca di Rajo is present on LinkedIn, Facebook and Instagram. These three platforms allow us to involve different targets also through different contents. Instagram is a much more visual and dynamic platform where the wine sector is starting to create its niche, especially among wine lovers and enthusiasts. Facebook brings us closer to a higher age group, while with LinkedIn we can involve a more sector-specific audience.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe this is a fact that needs to be put into context. For some product categories, for example, it is an important metric while for others, such as Rajo's Ca, it does not represent a cardinal value. It's about understanding the importance given to social channels within the brand. In our sector, a high number of followers could almost be perceived as a "defect", changing the idea of authenticity and exclusivity of wines.
How important are online reviews, are they important?
For Ca di Rajo, reviews are very important, perhaps even more than the number of followers on social channels. It is a fundamental step when choosing and purchasing a product. This is why we try to be present, interact and provide attentive and tailor-made customer care.
Have you thought about enlisting the help of professionals from the social world given the importance achieved by digital platforms and their management complexity?
At the moment Ca di Rajo is collaborating with two external professionals who follow us on the digital side, from the editorial plan to publication. In the past we worked with a communication agency with which we got along well. We are also supported by two external entities on the website and packaging side who support us in creating the brand and product identity.
What are the future corporate communication projects?
This year we created a partnership with Udinese, branding their VIP Club. It was certainly a super positive collaboration which allowed us, among other things, to offer an exclusive experience for our most important customers. In fact, we have scheduled Udinese's matches to invite them to the stadium. Now we have many projects to define and organize. We are oriented towards the world of sport where many new partnerships will be born in September that we cannot spoil yet.