What was your journey until taking on this role in the company?
I began my career in the world of communications by graduating from the two-year course in Advertising Graphics and Visual Communications at the International School of Graphics in Venice. From then on it was a crescendo of significant, transversal and continuous experiences at leading communication agencies from Conegliano to Pordenone, up to the two years spent between Sydney, Melbourne and Berlin where I greatly enhanced my aesthetic and creative sensitivity. In the meantime, lots of training to deepen not only the contents but also to improve skills: for example, my passion for writing, an important part of my role, found valid support in the Pordenonescrive course. A real apprenticeship that led me to the right place at the right time: and here I am in Ferramenta Livenza.
What do you think about social media in the B2B market segment?
I think they are a great tool for making contacts, delving deeper into topics and offering solutions. For example, I very often use LinkedIn to find new suppliers and to learn more about marketing and the furniture sector, while YouTube is an excellent platform for keeping customers updated on our products and how they work.
Which social network is more suitable for your reality and which is less?
A social media that we use a lot is YouTube: on our company page there are videos presenting new products, tutorials for installing hardware and emotional videos that have to do with brand identity. YouTube is an excellent channel for reaching our decidedly broad target: I mean designers and architects, furniture manufacturers, retailers, craftsmen and assemblers, private individuals. As regards social networks, for some months we have been working not only with LinkedIn but also with Instagram and Facebook: the aim is to increase our online notoriety by encouraging users to visit the Ferramenta Livenza website and learn about and purchase our products.
The data shows that having a low number of followers damages the brand image, what do you think?
I think that constant growth with truly interested followers who interact with the brand is more effective than a large number of users who are more or less indifferent to the company reality. Our product is particular, we deal with furniture hardware and we only address the national market: getting straight to the target is a detailed job.
Have you ever collaborated with professionals regarding the social sphere?
Sure. Both for the institutional website and for e-commerce and social media, we collaborate with highly qualified partners. Part of the work is done by them, part is carried out internally by marketing.
What are the future corporate communication projects?
Every year we deal with projects that we can define as consolidated, such as participation in sector fairs and the creation of the wall calendar in collaboration with photographers and artists. This year we celebrate 45 years of activity which we celebrated a few days ago with the "Indissoluble" event: most of the activities relating to this event were conceived and managed internally and we will continue to do so until the end of the year. In addition to this, we also plan to implement the institutional website with augmented reality, update the showroom and, of course, social media activity.