What was your journey until taking on this role in the company?
I studied at art school with a graphic focus and later learned the technique from a graphic designer with whom I then opened a studio. Over the years I have been lucky enough to meet and work together with masters of architecture and design, such as Carlo Bartoli, who have brought me ever closer to this world. I have followed Kristalia since the beginning (late 90s), first as an external agency, then as image manager. Kristalia was my favorite customer! When in 2013 Ruggero Magrini (CEO) proposed that I join the company full-time, I accepted because I liked the idea of dedicating myself to the communication of a single brand. By experiencing the company practically on a daily basis, following the path of the products from the first sketches to production, we managed to create innovative communication, made up of in-depth analysis. The technical part of the catalogs was placed at the beginning, every single detail was described in an almost obsessive manner. The walls of trade fair stands and showrooms were covered in exploded products. Another distinctive sign of our language was the use of symbols and icons that over the years I have introduced into all our spaces, including production. We have been imitated a lot and the greatest satisfaction is still seeing our printed works in friends' bookstores. Until a few years ago I coordinated the entire company communication from the coloring of the stand walls to the catalogs and shots of new products. Lately, people have come in to support me, now we are a team and we all think together, before, however, in the marketing office there was a lot of individualism.
What do you think of social media within the interior sector?
I am a child of the printed press, I don't have a good relationship with social media except with the most visually beautiful ones. Instagram and Pinterest remain my favorites and are a constant source of inspiration. The world of communication has changed and we too must keep up with the times, also considering the fact that print media numbers are now very low and there is a clear increase in digital ones. In recent years there has been a greater presence of brands on the platforms. It is interesting to understand who the users are who follow a particular page or how many people visit the stand at the fair: social media is certainly the future.
Which social network is more suitable for your reality and which is less?
Instagram and Pinterest are certainly the ones that belong to us the most, the two most visual social networks, they are a very powerful tool for all companies that deal with design and furniture. Photos have the power to capture attention immediately, it is very curious to work on this concept of instantaneity. Facebook, on the other hand, represents the most lacking social media.
The data shows that having a low number of followers damages the brand image, what do you think?
Absolutely not, I believe in the quality of followers. I know they can be purchased and many companies do. Kristalia is not interested in hitting a disinterested target but in catalyzing the attention of potential customers who contribute to the activity of the page over time. It is important to have a considerable number of followers, therefore until a few months ago we worked a lot on ads to ensure a constant flow of traffic to the pages.
Have you ever collaborated with external professionals regarding the social sphere?
Not until now, Kristalia has always carried out much of the communication internally. I have always thought it was important to experience the company on a daily basis, follow the projects step by step and communicate them instantly. Many companies followed by external agencies, however, lose "genuineness" in their image and, when the agency changes, the loss of coherence is perceived. To get the most out of social media and promote the brand, however, I fear the time has come for us too to turn to external professionals, the dynamics are changing rapidly and we are not always able to stay so up to date.
What are the future corporate communication projects?
We are starting a new, really interesting path. Given that Kristalia products are designed to be placed in various contexts, such as home, outdoor and contract, we are studying a new way to communicate the transversality of the offer, responding to those criteria of efficiency and functionality. We look a lot at what is happening in Northern European furniture companies. A coordinated image that must pass through all channels, from printed paper to social media. I don't want to spoil anything, it's an ambitious project and it will be a multi-handed effort, including with external professionals.