The logo of the pasta factory was founded in 1912
all know La Molisana, the pasta past campobassano recently in the news for having promoted the region with a spot (of whom we spoke qui) which told the spirit of this strip of land with little, simple jokes. It spent little time before the same SPA was rewarded for the best packaging (read here) and to participate Cibus in Parma 2016. Right here, the editors had the good fortune to meet Scarlett Iron, marketing manager of the company that we interviewed and who has decided to share with us and with our some of his pearls of wisdom readers.
The stand of the pasta factory “La Molisana” Cibus 2016
Let's start with a general question. Molise is a land rich in culture, traditions, of products not to mention the local beauties. We must ask ourselves: why are we still so much "unknown"?
I think the main reason for our absence in the mental map of the Italians residing in a vacatio communication and promotion. However, It might say that we see a sign of change. I think, for example, the recent institutional presence at Expo, the numerous initiatives of active private companies to spur buyers incoming, consumer e influencer; the more or less happy with the recent film quotes. Infine, There is also to take into account the last strand company "the Molise does not exist": born at our expense was instead able to recruit energies and attention on the part of a public national. This is proof that today the communication channels available to us have multiplied, we just have to learn to put them to good use properly.
His company brings the name of a region that, unfortunately, It is unknown or hidden from clichés fools. We were wondering what was, in your opinion, the hardest part of doing marketing for your company and what are the biggest challenges.
For companies in the agri-food sector, the current challenge is to grow in international markets. In these markets the demand of Made in Italy knows no crisis, but it requires or rather imposes on us, manufacturers and institutions, the ability to know tell. An urgency that unfortunately today we have not been able to collect: Made in Italy suffers a deficit of protection that is causing immense damage in qualitative and quantitative terms. The same consideration applies to the regional level: Molise is suffering from an identity deficit and knowledge that makes us recognizable and difficult to sell abroad. Totally different is the case of Campania which instead has managed brilliantly to promote the brand of the Mozzarella di Bufala or Gragnano pasta; both are guarantors of quality brands that want to export.
We have always believed that the business sector has a huge responsibility in terms of territorial promotion. First of all: agree? Or, What role could and should have companies?
Today Italians entrepreneurs have realized that their products are much more attractive in the eyes of foreigners, how much more are measured by the national system that revolves around. Buyers of the most important foreign chains, even before the products, They want to 'buy' the story of territories and sectors that have tremendous values to be expressed. We should develop more effective marketing and communication strategies to be sold the story of a product, not only the product itself. as Molise, what we can do and encourage the parties concerned and incoming, making networking between companies, promote all of territorial excellence companies 360 degrees with the aim of undermining the image of a backward and vehicular land the hidden treasure of virtuous small and medium enterprises, technologically advanced, led by young entrepreneurs and prepared.
One of the pictures taken during Molise Calling, organized by the pasta factory campobassano
In this direction, it seems impossible not to talk about Molise Calling. We would like first of all that, in a few words, He explains what are the objectives of this project. Secondly, we were wondering: what is the most interesting feedback we have received during this experience, the blogger involved?
when in 2011 my family has acquired the pasta felt strongly the need to activate a series of initiatives to bring us closer to our partners and we started with the re-open the doors of the factory to accommodate those who want to be witnesses of a new course. So we started to welcome buyers and schools: stakeholders who have broadened our vision and have made themselves multipliers positive messages to the outside. In 2014 We filmed a commercial titled In Molise us so: 30 seconds where we told the content and quality of our pasta through the adjectives that best identify the virtues of our fairs Sunni origins. In this spirit was spontaneous to create Molise Calling an action plan to accommodate in a systematic and coordinated how they could become ambassadors of our values and our brand, in the belief that our visitors were enamored of Molise, if they could be associated to a territory La Molisana, we got a double result. Between 2013 and the 2016 we organized blogger, press and buyers tour also involving other companies of excellence of the territory. The response has been very positive. Through their eyes we have rediscovered the magic of the places that we are not accustomed to look from the outside and that, despite or because of lack of infrastructure, mass tourism, commercial approach, they are kept simple in the manner and intact landscapes. Or we unveiled virtuous companies that were unknown and unexpected to a region such as ours.
You can get out of this area gray? That the faremo? If, come?
I believe that at this point, when we got some results, would touch invest in analytical projects, insight and interpretation of the target audience behaviors and finally study a promo-customized and effective communication. Only then we can do it and get out of the gray area stating: Molise exists (finalmente).