What was your journey until taking on this role in the company?
I have always experienced the corporate reality given that it is a family business: both my brothers and I have always been in contact with the values of the brand. After classical high school, I graduated in Product Design and subsequently followed a course in Marketing and Digital Communication. I started from the production department, where I got to know the products in detail, and over time I joined my dad on business trips and business trips. When my father passed away, my brother, mother and I found ourselves somewhat "catapulted" into the company processes at full capacity: we learned along the way how to manage all the aspects related to Frandoli, even the most practical and operational ones. Now I take care of the Marketing part, online and offline, and also of the Sales area.
What do you think about social media in the B2B market segment?
Social media is a very important resource: today people get information practically only online. Despite this, they are not yet so fundamental in B2B, especially in Italy. I see that even our competitors use them marginally, which does not happen abroad. Across the border, in fact, platforms are used more massively: I believe that here there is still no awareness of the role they play on a social level.
Which social network is more in line with your business model and which is less?
At Frandoli we mainly focus on Instagram and Facebook: we work a lot with retailers who bring us traffic, tagging us or sharing content that works as a sort of showcase. We also reach architects and design professionals through these two channels. LinkedIn is a little further away because it doesn't involve our target audience but we are still present for positioning reasons.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that a high number of followers contributes to creating a positive perception of the company: it can be an indication of investments and commitment on the part of the brand. Despite this, it is a fact that must be contextualized taking into account the market niche in which you operate and the objectives you want to achieve. However, we prefer to have a smaller fan base that is more targeted and active towards our content.
How important are online reviews, are they important?
Reviews are also important in our market niche: I often read them when searching for suppliers or professionals to collaborate with. For Frandoli, however, it is a tool that does not yet play a fundamental role. We are very tied to word of mouth: those who look for us do so following suggestions or advice from mutual professionals. In B2C they are fundamental: anyone who searches for, purchases or is interested in a product or service reads reviews.
Have you ever collaborated with professionals regarding the social sphere?
As regards the social sphere, at the moment, we do not collaborate with external agencies. We rely on professionals for the video side and for the site. We did a restyling of the site, which I also followed in its graphic part. We have also invested a lot in price lists and catalogues, which we have managed completely internally. Our collaborations are more "spot" although we would like to rely on an external reality that supports us in the management of social media, to grow both professionally and at a corporate level.
What are the future corporate communication projects?
The next project on the roadmap is to take control of social media, with strategy and consultancy, and make the best use of them. We will work on the site again, optimizing it and making it completely in line with Frandoli. In general, after having worked a lot on offline, we would like to improve online communication.