What was your journey until taking on this role in the company?
I started my career as a copywriter in various communication agencies first in Bologna and then in Milan. I subsequently joined a multinational furniture company where I held various roles, with increasing responsibilities, in the marketing and communication fields and where I remained for 15 years. Today I am Marketing Manager at PrimoPiano Cucine, I manage all the company's offline and online communication and carry out internal cultural actions to strengthen the brand and orient the company towards growth from a communication point of view. Our marketing office is young and is made up of 5 people including a Digital Marketing Expert and a Digital Communication Event Specialist, both senior figures together with two other more executive figures.
What do you think of social media within the interior sector?
Ours is a sector that has always fed and lived on images. Social media have clearly had a huge impact on the interiors industry, especially those that are able to convey valuable visual storytelling (I'm thinking of platforms like Instagram, Pinterest, Houzz...). Social media has then allowed interior designers and enthusiasts to share their ideas, projects and inspirations in a quick and accessible way, also allowing users to discover new trends and find suggestions for their home. Slowly all brands are becoming more and more aware of the importance of social media, also increasing their available budget and withdrawing from paper investments which now no longer make much sense.
Which social network is more in line with your business model and which is less?
Today PrimoPiano Cucine is present on Instagram, Facebook, LinkedIn, Pinterest and TikTok. In this last year we have grown exponentially both from the point of view of followers and level of engagement, a sign that we are going in the right direction. On the other hand, along our brand development path, social media was the first media to communicate in line with our vision and brand values, both in terms of copy and visual identity and at the more strategic level of editorial planning with the development of columns dedicated to describing our positioning.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that today brands need to pay more attention, in general, to qualitative aspects, such as user mentions and comments. Clearly then the quantitative aspect must always be crossed with the historical moment of the brand. PrimoPiano Cucine now focuses on qualitative digital growth in line with the mission and vision, aiming for a positioning of value and working a lot on the consultancy aspect.
Have you ever collaborated with external professionals regarding the social sphere?
In an increasingly constantly evolving media landscape, I believe it is essential to have internal skills within the marketing office capable of guiding the machine in the right direction, but at the same time it is necessary to be enriched with external verticals ready to offer an original and innovative contribution. In this way the company is able to acquire expertise, stay updated and increase its value in terms of results and collaboration with specific partners. PrimoPiano Cucine's social media are currently managed by an external agency.
What are the future corporate communication projects?
Next month the new PrimoPiano Cucine website will be online, which will have the aim of giving even greater strength to what we are already doing on social media and therefore telling the story of #KitchenByYou, that is, the positioning that we wish to communicate and make our customers experience. The go live will also be supported by our debut on the radio and this double novelty can only make us even more proud. The next step will be the in-store communication which will describe how PrimoPiano Cucine manages to offer furnishing projects starting from the identity of our customers and therefore starting from their needs, desires and lifestyles, translating all this into complete and exclusive furnishing solutions. Our wonderful showrooms will represent, even more, a strategic media of the customer journey that will talk about our positioning in order to create a meeting point with the customer that we hope will be increasingly exciting and surprising.