What was your journey until taking on this role in the company?
I studied Management Engineering at the University of Udine and for the first 5 years of my career I worked in the furniture sector. At the same time I had a business in the nautical world: we dealt with boats to rent, navigation licenses and it was a real sailing school (a sport that I have practiced at a competitive level since I was a child). In 2005 I met the Volpato family and we undertook this project which today has become Inn Flex. In 2007 we opened the first branch abroad, more precisely in Serbia, where I lived for about 3/4 years. At the time I had temporarily distanced myself from the Italian market, which I followed only for the financial aspect. Once the headquarters were sold, I returned to Italy, we rearranged the shares and duties, becoming CEO of Inn Flex. Mutual trust is the basis of our collaboration. Over time, therefore, I have acquired the know-how, developing the skills necessary for the role I hold today: Managing and Marketing Director.
What do you think about the use of social media in the B2B market segment?
Inn Flex's competitors use social media a lot even if it is a niche market. It's a habit that we don't have yet: now we're starting to be more present on LinkedIn but we're not there yet on the other channels. Let's say that the B2B market is particular, especially when you operate in a very specific segment. When your customers are historical or you are known by those who need your products, being present on social media is not so fundamental for the business. It is a sector that still thrives on word of mouth and custom: brands often have historic customers with whom they create long-lasting collaborations.
Which social network is more in line with your business model and which is less?
Inn Flex is only present on LinkedIn at the moment. We chose this platform because we like the professional and institutional nature of the contents and we can reach companies or professionals in the sector. I think the social network that is least suited to our brand is TikTok, which is still too youthful in nature and very different in content. I have noticed that many brands are starting to sponsor profiles and products on Instagram, which has now become the social network with the largest user base. I believe that a presence on more than one social network needs a supporting strategy, so as to grow and create an overall brand identity. You have to be good at creating non-trivial and non-repetitive content with consistency and seriousness.
The data shows that having a low number of followers damages the brand image, what do you think?
It is a fact that today perhaps does not have all that weight. I believe that until a few years ago it was held in high regard and was precisely a yardstick for evaluating big brands. Inn Flex, at the moment, is not taking any action to grow the fan base even if there is an interest in being present on other social networks, in addition to LinkedIn. I have also noticed that the topic of sustainability generates great interest on these platforms: as a result, many companies are developing green technologies that are then talked about on social media.
Have you ever collaborated with professionals regarding the social sphere?
At Inn Flex we collaborated briefly with some professionals, especially for more technical aspects such as the website. We are also supported by an external agency when it comes to the graphic sphere. Regarding social media, however, we have not yet collaborated with an external company partly because we have never invested in marketing and partly because having only the LinkedIn profile we can manage it internally. Tomorrow who knows...
What are the future corporate communication projects?
With Inn Flex we would certainly like to carry out projects in the marketing field, seeking and creating collaboration with professionals. We have a story, a name and many curiosities to tell but we still haven't found the right way to do it. As far as generic company projects are concerned, we have several ideas underway: we are evaluating the acquisition of a factory abroad, for example. We also try to always stay up to date on technologies and constantly renew our fleet of machines. We have recently expanded the graphics department to offer superior quality services, compatible with recyclable materials. Inn Flex, then, from January 1st will use a new management system, integrated with logistics, which will allow us to digitize ourselves even further.