What was your journey until taking on this role in the company?
I began my journey by studying "Advertising Techniques, Communication and Marketing" at the University of Perugia, after which I carried out a curricular internship as an Account in an advertising agency in Rome. I then moved to Milan, where I simultaneously obtained a publication on neuromarketing and completed a master's degree in "Marketing & Communication" at Bocconi. I then entered the world of work, initially arriving at Fossil as Brand Manager, where I managed various brands of the group, and then moving to Esprinet, maintaining the same role but dealing with a completely different sector: in fact, I managed the Epson brand. Subsequently, I returned to Fossil for almost nine years, in the Vicenza office, the city to which I moved. Subsequently I decided to have a different experience by joining FITT, a company in the gardening sector. I then moved to Legor as Marketing Manager where, after having structured the department, I dedicated myself to the rebranding and communication both offline and online, internal and external of the group. In my free time I dedicate myself to educational projects with sector professionals, such as the publication of the first reference practice (UNI/PdR 111:2022) on branding at a national level which took place in July 2022.
What do you think about social media in the B2B market segment?
I think that abroad they are projected much further ahead than in Italy, because there is a higher use and knowledge of technologies. Italy has always been at the rear, both due to the intrinsic specificities of the market and the end user's approach and use of platforms. Our country still moves and lives a lot on physical contact even if I believe that Covid has knocked down walls that were still very strong in Italy. Despite everything, I still find reticence in relying on technological platforms, optimization and efficiency.
Which social network is more in line with your business model and which is less?
LinkedIn is the strongest platform for Legor Group while Facebook is the weakest. Many companies are convinced that every company must be present on all social networks, this, unfortunately, is not always true and possible for various reasons. Among the main ones we find the correct, strategic and effective management of a single social platform requires competent people, time, investments, not to mention the production of content that these "fast and hungry" channels require. Secondly, you must always keep in mind the target audience who will not necessarily be present or search for the necessary information on all social channels. These are some of the reasons that guided us in choosing LinkedIn as the preferential and optimal channel to promote both our values and our business.
The data shows that having a low number of followers damages the brand image, what do you think?
Legor Group aims for quality of contact and not quantity.
There are many players with huge fan bases but if you stop to analyze the quality of the users, you immediately realize that for the majority they are nationalities not relevant to the core business of the company or brand in question. It is an important vanity metric if it is made up of real numbers that contribute day by day to company engagement, otherwise it remains a number that is an end in itself and unusable. Growing the community in an organic and consistent way is important, especially if you study operations to exploit the synergies between the different touchpoints and share the value that the brand is able to generate for its customers ("We must always close the famous circle").
Have you ever collaborated with external professionals regarding the social sphere?
Yes, Legor Group relies on vertical agencies, we think that specific professionals are able to obtain quality and tangible results. We don't have many external collaborations in place, but we try to equip ourselves with suppliers who share our approach and our values such as the Carmi & Ubertis agency which guided and supported us in the design process of the new Brand Identity.
What are the future corporate communication projects?
There are three pillars on which we will focus: Responsibility, Innovation, Service. We are currently a Benefit company and aim to become a B Corp. Legor Group is therefore strongly oriented towards sustainability and it is certainly an issue on which we will focus more and more. In terms of innovation we are focusing not only on new product launches but also on the introduction of new technologies such as Binder Jet 3D metal printing in the reference sector, thanks to the partnership with HP. Regarding service, we will continue to focus on the concept of proximity (closeness to the customer) and sharing our expertise in order to satisfy their needs and find solutions aimed at improving their performance.