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The second handbook of advertising Federpubblicità

Confesercenti of Modena, a leading trade association for small and medium-sized enterprises of Modena, Modena and Federpubblicità , trade union federation operators of advertising within Confesercenti, signed in 2011 a Convention to offer more than 5,500 member companies a new service to support the advertising companies. The initiative relies on the advice of communications professionals affiliated to Federpubblicità that, upon request, will perform a free check-up communication Confesercenti of member companies and provide a brief analysis of their placement. E 'was also defined a set of guidelines for the advertising business: A list of good practices for more effective relationship with the customer, present and potential, and a guide to not frustrate the investment of money traders.
After two years of general crisis that has weighed heavily on consumption and sales of companies in the commercial sector, especially retail trade, professional associations consider it strategic to support companies with services tailored to focus on growth and development . In particular Confesercenti focuses on the difficult relationship between business and advertising investment. The advertising is seen, in fact, as a cost without a clear return from the vast majority of commercial enterprises in Modena, a trend in further deterioration from the bad as pointed out by research commissioned by the association in 2005, when nearly 50% of traders Modena declared not to invest in advertising and also among those who were just exceeded the figure, ridiculously, to 1,000 euro per year. A choice that is likely to be very burdensome and inconsistent with the behavior of consumers Modena, according to the survey conducted by Federpubblicità in 2009, in 40% of purchase products they saw and remember the commercials.
is not trivially to promote a campaign for advertising, but to increase awareness in companies that communication is not only important but inevitable. As he wrote Paul Watzlawick, guru of the school in Palo Alto, "You can not communicate to others what we communicate"; it is worth learning to do it right and more effective. Precisely for this Federpubblicità Modena drafted the handbook of advertising , a quick 10-point guide that summarizes the key elements for effective business communication and success. An analysis of the market, the essential knowledge of the customer, the identification of how best to the choice of more suitable channel through which to create a strong relationship with the customer, present and potential. With a general recommendation: to avoid wasting money to plan for interventions and investment, first decide the objectives and content, not acting at random or emulation. And above all make use of trained qualified persons because the change is global, and also affects the consumer and the tools of advertising, just think of the advent of new media a lot more social and participatory.
For all this, in order to maximize the return on business, should be sought from experts and practitioners of corporate communication. The same survey conducted by Confesercenti in 2005 confirms this, then those who have availed themselves of professional advice were more satisfied and willing to continue investing in time.

"Last year during his lecture at the Polytechnic of Milan, Philip Kotler summed up the dilemma of the companies in times of crisis: some people prefer to build walls, the illusion of defending themselves, and those who prefer open windows" - said Claudio Varetto , provincial president of Federpubblicità, which is one of the main promoters of this initiative. - " This initiative is an open window on the changes by acting in two respects: support the communication efforts of companies, including smaller ones, and promote awareness of the importance of effective communication within companies associated with Confesercenti. "

ECCO DECALOGUE OF THE ADVERTISING FOR BUSINESSES :

1. CAN NOT BE 'NOT TALKING. FOR THE OTHERS THAT YOU ARE 'GIVEN THAT.
2. ALWAYS A PART OF THE BUDGET FOR THE COMMUNITY.
3. DO BEFORE YOU COMMUNICATE market analysis.
4. FIXED THE MISSION AND VISION.
5. LEARN TO KNOW YOUR CUSTOMER (actual and potential) and its needs.
6. find the right way to communicate with your customers (current and potential).
7. ADVERTISING 'TRAVELS TO DIFFERENT CHANNELS WITH CONDITIONS' SPECIFICATIONS and turns to different audiences. MUST BE ABLE TO CHOOSE.
8. THERE ARE ALSO NEW TECHNOLOGIES.
9. THE CONSUMER IS CHANGING. EVEN THE ADVERTISING '.
10. money is not wasted. ASK THE PROS.

Sisters And Nurse Belt Buckle

REFLECTIONS ON (NOT) IF I ° Wikileaks

ISSUE No. 12 MARKETING BLOG

(9 minutes reading time)

During my work and my classes have told him dozens of times that there is a substantial difference between the real and perceived value. None better than a strategist knows.

During the last month, the media and the bar has been invaded by two English words. The first is "Wikileaks" and the second "Assange" (Julian ed.)

Apart from these two words, I do not think there were other innovations. We were reminded that our premier has a social and personal life to say the least "bright", the Iranians are not very well seen by the neighbors (and perhaps even from the most distant), Putin has an outstanding spokesman, the news "robbed" were primarily stored on a CD from Lady Gaga and the like.

Wow! Wikileaks Thanks! Finally now I feel enlightened!

Thousands of articles, interviews, and a media bandwagon that despite all of this has led to very little.

Beyond the hype, which have fallen into the same interests, including the Minister Frattini, who in a fit of "non-diplomacy," said the news about to be distributed would be "the diplomacy of the September 11 "same, I'd say maybe it's a very hard look at what has happened to make some good points and strategic logic that you can use to our advantage.

forgive me if I will consider the famous "real value", trying not to look at the finger but the moon, to quote an old and wise old saying.

would therefore like to share with you some thoughts on some things that particularly struck me.

1) The concept of time has changed
It 's always more difficult to create a product that is very durable. Imagine what would have spoken to the case (or not applicable) Wikileaks if everything had happened a decade ago. That's right, we have been educated and accustomed to everything, and voraciously devour every event live with a kind of "throwaway syndrome", which eventually leaves us nothing.
To simplify this concept, I encourage you to think about the music. He knew some
Songs of the '60s, but those of penultimate hit? The memories?
Once a product or concept became part of the company through a settling time much longer in the market.

"Now everything is so fast that it pierces the product enters the market but not really part of it."

is why when you read the title of this post, you may have exclaimed, "still," I have used
... so ... do not take it! Continue to share your time with me and my thoughts.

2) The strategy of waiting is still the most successful
In fact, the product was "poor." As I wrote in the hat for this introductory post, no news was really news. The real product was the source of the news is not news and not (as the inaction of the latter).
Some programs have even made news while waiting to start a countdown on-line file and the fibrillation of the media has grown as the date approached. The strategy employed by
Assange and his staff has been corrected. Declare in advance the date of on-line as if it were an event has proved a winning choice (perhaps because it was really the only news).
I could tell you that it is easy to make a bang, make that the focus remains High long however, is the real challenge to win and that Assange has actually failed. We should reflect on this long.

3) The testimonial has stolen the limelight from product
Grave. Assange genius and his ego have annihilated the product. Let us
case, do not talk about most of these embarrassing diplomatic or other such things, but condoms, alleged rapes, etc. donations blocked.
The testimonial is an important factor, which has become important ... unfortunately. This greatly facilitates the strategies, but may (as in this case) own goal of creating significant.
must review priorities and put the ego in the garage next to the Mercedes black accompanied Assange in suite ... ops in prison.

4) But it's all true?
One of the things I asked was: "But if I had done something, that I would end?". Maybe I'll ask you too. If you have not done, do it now.
I think I would have disappeared, or perhaps appear inside of my car with some health problem.
Assange cause false alarms, put in the diplomatic turmoil over the world and why they seek? Because he apparently had some consensual sexual intercourse without a condom. Funny is not it?

You try not to pay the bill at the restaurant and see what you happens!

you write it so that you can not say he did not know, I'm not one of those who believe in conspiracies or anything like that, but all these "punitive measures" against Assange make me think.
okay to have a good negotiating skills, but such a rate of release from prison is not worthy of those attacking the system, but those who belong.
Only if you're part of the system, the system punishes you.

It 's a simple group dynamics.

You want to say something to someone, but do not want "dirty", so what are you doing? You agreements with a third party and you say things, so we assume he responsibilities.

Assange and I do not think any government have made an agreement itself, rather than think the same government may have put Wikileaks in terms of having easy access to previously confidential information and packaged. Perhaps not everyone has connected the fact that the famous "informant" was on the payroll of the government concerned.


Conclusions We found ourselves in front of an empty product.
Despite this we were able to share and reflect on some of the strategic factors. But more than that, we were able to watch the moon and not the finger. Apparently it is no longer something so obvious unfortunately.
Leave a comment, I would also like to hear your point of view. Until next month

Emmanuel Macaluso