What was your path to taking on this role and what do you do?
I graduated as a surveyor and, thanks to my technical training, I started working in the metalworking sector, subsequently joining Pelfa. However, before taking on my current role I started working in the production department in order to experience the company reality first hand and all this facilitated my entry into the office as a project manager. After three years of experience I have developed skills in the commercial and communication field with a foreign orientation that today support my current role. I actively manage corporate communication both offline and online and I also deal with events and fairs, as well as following international business.
What do you think about digital marketing in the B2B market segment?
Digital marketing is much more popular abroad than in Italy, I have noticed that the companies abroad with which we collaborate or even those that I analyze for various projects have an edge on the social side, website and digitalization in general. Sales in B2B, especially if we are talking about projects, do not take place online but take place in a more direct form offline, however digital contributes a lot to the business in the pre-sales phase, beginning of the offer. In short, I think that digital marketing offers very valid supports to the B2B market segment.
Which social network is more suitable for your reality and which is less?
Instagram has become Pelfa's flagship social network, we use it a lot as a gallery (collection of photos) to show our projects to customers when we visit them. We also use LinkedIn and Facebook a lot. Professional requests clearly don't come from Instagram but we have a natural and organic engagement unlike LinkedIn where there is real support from industry professionals. Furthermore, requests, quotes and any information related to a project or product are made via LinkedIn contact, so it is a platform that is very much aimed at the business sphere. Pelfa is a united and very active online company, the internal staff creates content and by publishing it mentions the company, especially on Instagram. This made us understand that it is currently our reference social network.
How much importance does your company give to social media?
Pelfa is giving more and more importance to social media: we have, in fact, started to increase company value with Instagram. It is not a social network that we dedicate to sales but rather to awareness because it is a very visual platform and this allows us to publish photos on a scale. This means that people who follow us such as our suppliers, partners and various stakeholders have the opportunity to see the finished pieces next to the people photographed. For our sector, being able to communicate a dimensional scale of the product is very important because even the most novice users immediately attribute importance to the company deriving precisely from the proportions.
Have you ever collaborated with professionals regarding the social sphere?
We have outsourced some projects such as the entire creation of our site, therefore of our main platform and also for the creation of the corporate image including the logo, which has been completely renewed both in colors and in shape/concept giving it a more international orientation. We rely on external entities for offline issues but for social media everything has always been managed internally.
What are the future corporate communication projects?
An important project for Pelfa is certainly the change in operational management. It is an important change for the company, which will further increase the synergy between the departments, reducing quantity and increasing quality. We are trying to reduce the repetition of data by creating a single system capable of making the entire company communicate more quickly. We also care a lot about our site and are trying to implement it more and more with news and useful information in order to make it more dynamic.