What is your position and what do you do in the company?
I am the marketing manager and I manage 360 degree communication, both offline and online for Rexa. I work closely with Federica Scian who deals with graphic design, in close contact with the commercial area, with the technical office and with the artistic direction because these departments actively contribute to Rexa's communication strategy.
What led you to take on a position in marketing?
After graduating I moved to Canada where I had the great opportunity to join one of the most important video post production agencies in North America, Rooster. At the time I thought I wanted to become a video editor but after hours and hours spent perfecting an editing cut I felt the need to broaden my horizons and operate on a holistic level by acting on all available channels, beyond video production. I embarked on a new path as Marketing and Events Manager at the German Chamber of Commerce, heading the European Chambers of Commerce in Toronto. This experience had a very positive impact on me, bringing me back to books to study and be more effective in my job. Once back in Italy I continued my path dealing with marketing and communication in various sectors and then arrived, last autumn, in the bathroom furniture sector, starting my collaboration with Rexa.
Is there a social network that is more suited to your reality and which is less?
Given that the world of social media is constantly evolving, to date I believe Instagram is the one most in line with the Rexa business model: it speaks with images, being the photographic social network par excellence, and includes an important presence of company profiles, such as our main reference target, architects and the "inside designers". Rexa products are characterized by their distinctive design, quality and study of materials, therefore contents are the heart of our digital strategy which is correctly expressed on this network. LinkedIn is also a professional network suitable for companies like Rexa, to increase brand awareness and reputation. We are currently working on a specific editorial plan for this channel, in which I strongly believe, where we will delve into valuable content in line with the target audience. Facebook, on the other hand, for Rexa is the most saturated platform of all, despite being helpful in indexing our page on search engines. Pinterest presents itself as an excellent opportunity in which the company will certainly invest, but we still need to formalize a definitive strategy before developing the Pinterest channel for Rexa.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that followers represent a reflection of the company: if the people who follow a page are real and therefore tangible users, real customers, people truly interested in the products, they can make a difference even on a small scale. It is important to expand the corporate community by fishing for users from different markets and new contexts to strengthen the brand identity. I am more interested in the interaction rate than the number of followers because if the engagement rate is high compared to the fan base it means that the brand is doing an excellent job on a good base of users who show interest.
Have you thought about enlisting the help of professionals from the social world given the importance achieved by digital platforms and their management complexity?
We currently have a collaboration with an agency that follows us in the strategic part linked to campaigns, performance and analyzes on social platforms. The editorial plan is managed internally by me and my colleague Federica Scian, Graphic Designer, who takes care of the visual: the creation of content represents a fundamental part in defining the brand's identity and harmoniously communicating all the Rexa collections. Given the significant growth of Rexa, I am confident in the future need to outsource the editorial plan of the campaigns as well.
What are the future corporate communication projects?
In the near future Rexa intends to invest further in social media, immediately after the publication of the new site which will go online shortly. In addition to improved navigation, strategic positioning and SEO optimization, we have planned new sections including the blog, which will host valuable content, to create engagement that will guide the users' purchasing process. Rexa possesses precious know-how in terms of materials and research which is now finally ready to be communicated in all channels: offline through the press office, online on the website, social networks and portals in the form of guides, articles, newsletters, blogging and technical videos, confident in surprising lead generation results.