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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.