What was your journey until taking on this role in the company?
I started working around the age of 14, entering the production area of Quadritalia, continuing my studies until I obtained a master's degree. I therefore had the opportunity to do a continuous internship, directly putting into practice what I studied at University. I come from a fairly classic course of study for my job position: first high school, then a three-year degree in Business Economics and subsequently a master's degree in Marketing and Business Communication. Over the years I have participated in the rebranding and growth of the company. There was a very important evolution in conjunction with the 30th anniversary: we chose to take that step and start again with an extra gear. I gained experience as an Assistant Trade Marketing Manager and subsequently returned to Quadritalia. Now I follow all the marketing of the brand, both online and offline.
What do you think about social media in the B2B market segment?
The personal use of social media has also been transposed to the workplace, creating a wonderful possibility that has not yet been fully explored. I note that in general in the B2B market the use of social media is still very static. Even when studying foreign competitors I see communication focused almost exclusively on the product and technical data sheets. Many companies, however, are not even present on social platforms.
Which social network is more in line with your business model and which is less?
The social network most in line with Quadritalia is certainly LinkedIn, which we use with satisfaction and good results. It is a platform that allows us to perfectly target the public, helping us to create authentic and true brand communication. We are not present on other platforms at the moment. I believe that the two most distant social channels are TikTok and Instagram for the public and for the way in which the contents are consumed.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that a lot depends on how you use social media. If it is a massive use aimed at increasing the number of followers then, obviously, it is an important metric because it constitutes the objective of the strategy. When I want to communicate with a highly targeted network interested in the brand's content, it is almost an end in itself. Despite this, I believe that widespread perception is more inclined to consider this number as a fundamental value. At Quadritalia we prefer a very active, interested and targeted audience.
How important are online reviews, are they important?
They are important but up to a certain point. The idea that customers form of Quadritalia is mainly given by contact with the company, by the website and by our presence during trade fairs. Catalogues, personal interactions and the preparation of the technical office play a fundamental role in the public's perception of us. Thanks to a very widespread commercial network we are constantly present on the market: we capture the news and try to improve more and more. Personally, I am very happy to write and read reviews, I find them useful and they are part of my habits when I travel or move.
Have you ever collaborated with professionals regarding the social sphere?
Yes, in Quadritalia we collaborate with external agencies. We rely on two different realities: the first supports us on the company website and the second on the graphic part of the stands, catalogs and all the physical material that we use at the fair. Social media, however, is managed internally because, for the moment, we prefer to maintain complete authenticity. I believe that collaborations can bring many advantages and new ideas, allowing you to grow and improve in different areas.
What are the future corporate communication projects?
We want to focus heavily on sustainability, a value in which we firmly believe because it is linked to the love for our territory. We are designing the new Quadritalia offices which will be completely renovated to create a pleasant and stimulating space where you won't just work. We will have large green spaces, views, welcoming and versatile meeting rooms and a company nursery. We will also work on research and development, as well as certifications and hiring. We want to grow and convey the concept that in Italy and, above all, here, things are good.