Oct 152 min read

Strategic Marketing and Communication: Creation of the Marketing Plan for Maia Artigiani Itineranti

Have you ever found a wonderful place in your city almost by chance, thinking that sometimes you travel a lot, ignoring wonders near you? It often happens with companies , discovering pearls that are leaders in their sector, but that remain hidden from most people over the years, and yet known, indeed very well known, in their market.

This is exactly the case of Maia Artigiani Itineranti , a company founded 20 years ago to promote its artisanal products in Italian markets. Since then, the company has evolved a lot, to the point of becoming a point of reference in the sector, bringing artisanal markets inside the galleries of shopping centers for the first time in Italy .

In 2016, the company decided to analyze its path and plan its evolution in terms of marketing and communication, choosing us as a partner in this fantastic introspective journey.

Marketing Plan: How to Start from Real Needs

We enthusiastically took up the challenge, defining a marketing plan that started from interviewing a sample of each customer segment , to capture the elements of satisfaction and the areas for improvement.

This phase of qualitative market research was followed by a second phase of statistical confirmation of the results, to confirm the intuitions we had, with numbers in hand.

This aspect in particular is what distinguishes strategic marketing from operational marketing: the possibility of going beyond one's own patterns and sensations, to see oneself through the eyes of the customer . It is always a hard path, there is no point in denying it, but it achieves the conquest of new awareness, which must then be poured into the strategy and content of communication.

Maia: Artisans Inside

Thanks to this path, the elements that have contributed in 20 years to the creation by Maia Artigiani Itinerant of a group of satisfied customers who have willingly contributed with their opinion to the introspective path of the company have been focused.

From the strategic marketing work, precise details emerged, such as the evolution of the pay-off combined with the company logo, direct marketing strategies, the creation of a new company presentation brochure, and much more.