What was your journey until taking on this role in the company?
Mine has been a challenging and highly stimulating journey. I started from the design and prototypes office, applying myself in the same direction as my technical studies. I then joined Comac in the technical assistance team, starting to stay in close contact with the staff of our distributors. So I understood that I wanted to develop my propensity for relationships. For this reason I traveled a lot, enriching my cultural background until I dedicated myself to the Latin American market, also following the commercial side. But I felt like I wanted something different. To help those clients even more profitably, I started analyzing markets and competition. From here my adventure as a marketing manager began. With my team, close-knit and goal-oriented, we took over the website, launched communication channels, revised the image and created new tools, generating awareness on vital aspects such as environmental, social and economic issues linked to Comac.
What do you think about the use of social media in the B2B market segment?
It's fundamental. They are an additional point of contact, a further opportunity to share information relating to the company and the products both with customers and with the people who make purchasing choices. For Comac, for example, social media are essential for describing the company. We also use them to make ourselves known to those who are not in the sector: thanks to the "Comac stories" we want to create a strong identity for this brand that very often people come across during the day without realizing it. If used well they can become a meeting place where interactions are not strictly public, which is why interesting and stimulating collaborations can arise.
Which social network is more in line with your business model and which is less?
LinkedIn is certainly the social media that allows us to tell Comac in the best possible way: it is where we are able to contact our distributors or really interested professionals directly. While Facebook and Instagram allow us to present products in an alternative way. Surely, therefore, it depends on the objective of the content we develop. For example, Twitter (oops, The most distant social network is certainly TikTok which, I am convinced, needs dynamic content on a daily basis. We are "hijacking" some of the content created over the years onto the blog: guides, documents and other resources that we need to remain easily accessible.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that this statement is very far from reality, it is probably captivating for those who have not analyzed the world of social media well. At Comac we think differently: better few followers and interested parties rather than many "viewers" who will never consider the company and its products. We have always aimed for quality and not quantity, we try to establish a dialogue also online by involving those who we like to call our "Comac Professional People".
How important are online reviews, are they important?
A lot because they influence the purchasing decision-making process. B2B companies like Comac generally operate with more expensive products than the B2C segment, which is why today customers arrive more prepared to purchase, searching online for reviews, videos, demonstrations and comparisons. But online reviews are also extremely important for brand reputation and, last but not least, for SEO. For us, who consider people our main value, word of mouth is also very important. One of our President's mottos is "A quality product is the best advertising vehicle to make yourself known".
Have you ever collaborated with professionals regarding the social sphere?
The collaborations we have had are all linked to training in the social media field, an aspect that we consider fundamental for good online communication. Regarding management, we like to follow Comac channels internally in order to always be reactive, updated and maintain direct contact with our followers. We collaborate with external companies regarding the translations of texts intended for magazines, blogs and social media. Also for the website we rely on professionals for the SEO part, for the site architecture and for videos and 3D projects. Having internal resources that continue to be trained allows us to create a direct line with the public: we are able to better understand the right tone of voice to use, what stimulates people and how to approach content effectively.
What are the future corporate communication projects?
In the short term we are preparing the communication of Comac's first Sustainability Report, an important stage that deserves to be communicated both internally and externally to the company. In 2024 Comac will celebrate its fiftieth anniversary and we would like to communicate this milestone as best we can. In recent years we have invested in the blog trying to create an information point on the world of professional cleaning, spreading information without being too self-referential. This is why we plan to update the layout of this communication tool that is fundamental to us.