On the occasion of the Web Marketing Festival, which will be held on Friday 23rd and Saturday 24th June in Rimini, we interviewed Alessandro Taffo and Taffo Funeral Service and Riccardo Pirrone, the company's social media manager,
Taffo! Originality and boldness. How did the idea of using social media for an actor, like funeral services, so unusual and above all with such irreverence, come about?
Social media is a natural consequence of an alternative and unusual path that Taffo Company has followed to position itself with determination in a sector that is unfortunately not at all in step with the contemporary age. In 2012, Taffo Company gave this tone to offline communication, for example on billboards. With the advent of social media, this type of unusual communication continues and finds expression.
Has advertising death with irony brought real results to Taffo? Let me explain: are fans potential customers or do they follow Taffo for the irony and has there been no increase in turnover?
As mentioned, we focus a lot on our fan page, but it is not the only tool we use to advertise our brand, this alchemy of various tools combined have certainly allowed our brand to make itself known and to currently be one of the most clicked keywords in the event of mourning.
By being so bold you also arouse outrage: what is your strategy for managing negative comments?
In reality, the negative comments on Taffo's social media are very few. For example, out of 100 comments on a Facebook post, 2 people disagree. In some strong topics, such as the ironic post on vaccines, rather than negative comments, an exchange of opinions has developed between the various fans.
We therefore did not intervene in this discussion and we left the development of the topic free, because it was not focused on Taffo's irony but on the topic of vaccines. The post therefore became a space for discussion.
Criticisms on social media for Taffo are limited: few consider the ads macabre or too heavy. If sensitive topics are not touched upon, the response from fans is very positive.
Any advice on how an SME can exorcise taboos in its communication?
Every company is different and the path is certainly long and never trivial, hitting the target is not easy, it was not even for us who at times have collected not only positive feedback, but never give up if you believe in a goal and the results arrive the important thing is to set the goal and always aim high #nevergiveup.
We do not set limits on a communicative level: on Facebook we speak directly to people, without going against public opinion and certain beliefs that your target may have. You can therefore create an ironic, even irreverent, communication, entertaining potential customers.
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