1. This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the
Commission cannot be held responsible for any use which may be made of the
information contained therein.
WorkshopWorkshopWorkshopWorkshop n.3:n.3:n.3:n.3: MARKETING (1)MARKETING (1)MARKETING (1)MARKETING (1)
18.00 – 18.30 Welcome and introduction of the workshop programme
18.30 – 19.00 External expert testimony: Claudio Nardi – Var Group
19.00 – 20.00
The participants start the discussion about “Marketing” as of the topics
collected during the teambuilding.
20.0020.0020.0020.00 –––– 20.3020.3020.3020.30 DinnerDinnerDinnerDinner breakbreakbreakbreak
20.30 – 22.00 Continuation of the discussion on “Marketing”.
22.00 – 22.30 Closing of the session + distribution of the evaluation questionnaires
30 January 201430 January 201430 January 201430 January 2014 from 6from 6from 6from 6.00.00.00.00 PM toPM toPM toPM to 10.30 PM10.30 PM10.30 PM10.30 PM
The 3RD
PLATO workshop took place in the premises of ASEV
PPPParticipantsarticipantsarticipantsarticipants
Mentor/sMentor/sMentor/sMentor/s: Luca Liuni and Davide Cecio
For ASEV Giulia Rigoli
External expertExternal expertExternal expertExternal expert: Claudio Nardi – Marketing & Communication Manager “Var Group”
http://www.vargroup.it/
SMEsSMEsSMEsSMEs:
METALSTICK – Zari Marco
ARCHIGROUP – Baronti Marina, Cappelli Edoardo
COMPUTER ASSIST – Ballini Bernardo
MM INFORMATICA – Ristori Massimiliano
TAPPEZZERIA SINTESI – Abati Marco
IDRO BAGNOLI – Bagnoli Alberta
FONTE DEL GELATO – Scarselli Ilaria
SOVER – Pistolesi Matteo

2. This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the
Commission cannot be held responsible for any use which may be made of the
information contained therein.
GREENHOUS – Sani Francesco
LABORATORIO EMPOLESE DI ANALISI – Castellari Marco
Soocietà Cooperativa GEOS – Calosi Patrizia, Angelini Alessandra
PPPPurposeurposeurposeurpose of the workshopof the workshopof the workshopof the workshop:::: exchange and share experiences and clarify the Marketing issues defined
by the participants in the teambuilding session.
Issues addressed:Issues addressed:Issues addressed:Issues addressed:
The mentors introduced the External Expert: Mr Nardi.
Mr Nardi presented his job as the leader of Marketing and Communication into his company
focusing on the practical aspect of the theme.
After that the group, leaded by the mentors, analyzes the topics related to the Marketing and its
application.
Below the questions collected in the teambuilding session and the main conclusions:
1. How to make a Marketing plan - How will the market develop - how to evaluate new markets -
how to find and improve new markets - customer research strategies - how to get in a new market?
Mentor ask to participants if they know what a “Marketing plan” is, if they have clear marketing
objectives, if they already used marketing strategies even if in a non formal or structured way – a
discussion follow.
The mentor asks the participants if they have considered the all the variables related to the entry into
a new market. Some variables have been listed:
market dimension
competitors
suitability of the company to the new market
what could be the right/correct channel
2. How to build client loyalty?
All participants agreed that it is important to not lose customers and time and money should be
devoted to keep the customers earned. Since the cost to gain a new customer is higher than what
you invest to keep the customer affiliates – discussion.
The participants try to identify instruments for the preservation of the customer:
give benefits and discounts
motivate to further purchases

3. This project has been funded with support from the European Commission.
This publication [communication] reflects the views only of the author, and the
Commission cannot be held responsible for any use which may be made of the
information contained therein.
maintain a high level of product
create a “special relationship” with each customer (preferential programs and favourable
treatment, a customer care service)
discounted prices on accessories, optional or extensions of the just purchased product
communicate useful news, related to the product changes or updates regarding or service
purchased by the customer or for which he has expressed interest (e-mail marketing)
a well done web site: informative, clear and user friendly
3. How to create an efficient help desk - which are the more effective means of communication
The mentor asks: “When you contact an help desk, what do you expect?” – discussion.
The first conclusion/assumption of the group is: to create a proficient help desk the company must
be able to efficiently organize the activation of the service, to establish the rules and procedures, to
create/train a team for the help desk and promote the new service.
Then the discussion focused on the best channel to use, the importance to regularly monitor the
service in order to understand its effectiveness.
The majority of participants said that the help desk should use multiple channels of communication:
e-mail, phone, FAX.
4. How to have a good communication with the customers? - How to introduce the company to a new
customer?
Each participant suggests some ideas. After that the “best ones” have been collected:
be innovative
be original
customize the communication
keep always in mind the customers’ problems
highlight the individual/own added value
From the analysis of the evaluation questionnaire it emerges that the seminar have completely
satisfied the participants expectations. The expert, after the presentation of it job, joined the group in
the discussion. It was very appreciated by the PLATO participants.