It's time to communicate, it's time for companies that know how to communicate
Posted: Wed Dec 04, 2024 9:00 am
*Article included in the Report «CORONAVIRUS: IMPACT ON THE WAY OF DOING CERAMIC MARKETING.ITC» 03/25/2020 – Institute of Ceramic Technology
Fun start to the year… We started with our eyes set on Cevisama and, in principle, it did not disappoint. The large influx of public, very marked by a significant growth in foreign visitors, highlighted the marked international character of our sector and its positioning as one of the industrial benchmarks in our country. 2020 presented itself as a challenge, we had to go out and fight for it, but nothing different from what we have faced on previous occasions.
Suddenly everything changes and we are paralyzed like that hare in front of the headlights of a car in the middle of the road. Events are triggered that break our roadmap and restrictions multiply.
Last November, at the annual ATC congress, I gave a lecture to the sector entitled “If you are not a brand, you will be a commodity” .
Today, more than ever, is the time to be a brand . In that talk, he talked about leaving aside that classic marketing based on communicating the product and putting the focus physician phone number list on people, on a much more human marketing and he referenced part of Philip Kotler's bibliography (Marketing 3.0. Marketing of values and Marketing 4.0. Transform your strategy to attract the digital consumer).
Many of you will think that right now it is time to freeze, to stop your marketing/communication strategies, but my view has nothing to do with it. It is time to communicate a lot and well, to communicate our values as a company in this situation, to communicate about sustainability, about corporate and social responsibility… Right now we have an unbeatable opportunity to do good marketing and to exercise good communication from our companies, right now it is about speaking to people with the appropriate message, the exact tone and taking the utmost care of the nuances that highlight the principles of our company.
This crisis is also an opportunity, an unbeatable opportunity to put people at the center and ensure that our brand emerges stronger for both our external and internal audiences.
Fun start to the year… We started with our eyes set on Cevisama and, in principle, it did not disappoint. The large influx of public, very marked by a significant growth in foreign visitors, highlighted the marked international character of our sector and its positioning as one of the industrial benchmarks in our country. 2020 presented itself as a challenge, we had to go out and fight for it, but nothing different from what we have faced on previous occasions.
Suddenly everything changes and we are paralyzed like that hare in front of the headlights of a car in the middle of the road. Events are triggered that break our roadmap and restrictions multiply.
Last November, at the annual ATC congress, I gave a lecture to the sector entitled “If you are not a brand, you will be a commodity” .
Today, more than ever, is the time to be a brand . In that talk, he talked about leaving aside that classic marketing based on communicating the product and putting the focus physician phone number list on people, on a much more human marketing and he referenced part of Philip Kotler's bibliography (Marketing 3.0. Marketing of values and Marketing 4.0. Transform your strategy to attract the digital consumer).
Many of you will think that right now it is time to freeze, to stop your marketing/communication strategies, but my view has nothing to do with it. It is time to communicate a lot and well, to communicate our values as a company in this situation, to communicate about sustainability, about corporate and social responsibility… Right now we have an unbeatable opportunity to do good marketing and to exercise good communication from our companies, right now it is about speaking to people with the appropriate message, the exact tone and taking the utmost care of the nuances that highlight the principles of our company.
This crisis is also an opportunity, an unbeatable opportunity to put people at the center and ensure that our brand emerges stronger for both our external and internal audiences.