17.06.2011

How to communicate the goods and services highly creative or cultural?
How to make direct contact with potential customers?
How do you build an effective marketing plan on a small budget?

The training was held by the teacher Marco Geronimi Stoll (www.geronimi.it) and by two witnesses: Chiara Birattari, ( hsb design, Serpica Naro) – graphic designer and witness on media activism and by Paolo Faustini, (Eticonomia) - blogger, witness on social media practices.

Introduction on Smarketing
Every two or three years someone comes along to say that marketing is dead.
In our opinion, is not dead, although suffering from different diseases, but the thing we are concerned to a certain point. We do not have any interest in arguing with marketing and with marketers if we were not forced by two aspects:
- That in a common language marketing is almost synonymous with communications and this is not true, it is the very opposite;
- That in a common language it helps business and the economy and this it is not true, it is a cost that affects budgets of buyers and imposes unbalanced economy in which the “small” is eaten by the “big”.
We do ethics and low-budget advertising for companies, associations and small-scale/short chain companies with high value-level (ecological, social, cultural, artistic, scientific ...). Our courses also relate to this way of interpreting the market. We are often also people who think differently, but we want to learn about new trends in this changing world. Anyone is welcome and we presume that all will appreciate the consistency with which we reaffirm our ideas. The debate is better if the identity of each one struggles.
Everybody sees that the old paradigms already developed, with their traditional idea of ​​marketing, are finished within the century and they encounter more and more crises and failures.
The economic purpose of a company that chooses the smarketing is not the vertical growth of the budget, but well-structured economic stability to ensure continuity, lack of debt with the banks, decent employment, employee well-professionalized, research and development even in small-scale. This also implies a different vision: not competitive but collaborative relationships among their peers, respect for the
territory, loyal relationship with the south of the world in the acquisition of raw materials and semifinished products, low environmental impact.
The turnover is certainly one of the purposes of work, but not the only one. We have the creativity, human relations, the satisfaction of making something beautiful. We see more and more that this process is perceived as the value of the product and re-evaluate the niche products in a of mass- market full of the anonymous and banal goods.
Ten or fifteen years ago, these ideas did seem utopian, unrealistic, but now everything else is in crisis, while the "naive" and "idealists," out of the game of globalization, are the only ones who were able to resist strong in their place. Economically, a small company that chooses ethical values ​​(such as the proximity, scale, artisanal, the club quality, environment, health, respect for workers, the alliance with the client ...) typically do not have money to throw away. Small company have to spend much less and much better.
An ethic advertising that we propose, allows company on  meeting their audiences using only economic media and these of niche. The result is a very different way to get to know you. You will have fewer contacts but these which are more effective. In this way the quality of the message is more important than the number of repetitions. The relationship with customers is based on continuity, so the producer is "adopted" by the client. They exchange conversations and economies for many years, with an affectionate loyalty that even the big brands can dream about. Word of mouth is critical. The reputation of the exchange becomes very important. There is a much more control in the whole production chain. The result:
- It is cheaper, so you do not have surcharges that are paid by the client,
- It is more environmentally friendly in a literal sense, it is difficult to imagine how much paper and energy saving
- It is also more environmentally friendly because it reduces the noise of communication, which is a pollution that we suffer
- It is more ethical, because you reinforce radio and magazines with your ideas, you spend little money but there where is needed
- It is more measured, for the determination of success without overdoing it, improving slowly but safely.

Download the Agenda of the training

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