Strategic marketing and communications: developing a marketing plan for Maia Artigiani Itineranti

Have you ever found a stunning place in your city almost by chance, thinking that sometimes we travel a lot, ignoring wonders near us? It often happens with companies, too , discovering gems that are leaders in their sector, but which remain hidden from most for years, yet are well-known, indeed very well-known, in their market.

This is exactly the case with Maia Artigiani Itineranti , a company founded 20 years ago to promote its artisanal products in Italian markets. Since then, the company has evolved dramatically, becoming a benchmark in the sector, the first to bring artisanal markets to shopping malls in Italy .

In 2016, the company decided to analyze its own path and plan its evolution in terms of marketing and communications, choosing us as its 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 by interviewing a sample of each customer segment , to identify points of satisfaction and areas for improvement.

This qualitative market research phase 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 ability to step outside of one's own patterns and instincts, to see oneself through the customer's eyes . It's always a difficult journey, there's no denying it, but it achieves the achievement of new insights, which are then channeled into the strategy and content of communications.

Maia: artisans inside

Thanks to this process, we have highlighted the elements that have contributed over the past 20 years to the creation of a group of satisfied customers by Maia Artigiani Itinerant, who have willingly contributed their opinions to the company's introspective journey.

Strategic marketing work has revealed specific details, such as the evolution of the payoff combined with the company logo, direct marketing strategies, the creation of a new company presentation brochure, and much more.

Example of communication strategy: the company brochure

Here are some details from the new company brochure we created for Maia Artigiani Itineranti

It's always a pleasure and a source of pride for us to be able to support such dynamic SMEs!