Buyer’s Emotions and Sharing Ideas: Skema’s New Challenges

Our partnership with Ducati is not the only reason why we held the annual partners meeting at their headquarters, but also the energy and determination this great Italian brand put into the implementation of new marketing strategies. One of the ways their approach took shape was by seeking a collaboration with those other brands, which (like Skema) represent them on the marketplace.

With such a premise, Borgo Panigale's headquarters were the ideal scenario to introduce the two key points of our new integrated communication strategy.

One is about the emotions at the core of the buying process (with the presentation of  the new ‘mood-board'), while the other is about the online sharing experience (and the need to be found on the internet, be alive in the community and choose effective paths).

The new idea of showroom: from functional to emotional.

This new approach takes its first steps from the real showroom, through the idea of ‘mood experience', where the starting and end point are no longer the materials, but the sensations, the ‘mood' of a given project. The task of the chosen materials will be to convey those sensations in the final execution.

Skema is already applying this concept by adopting a new type of exposition panel. We call it ‘mood-board', and it's inspired by human senses and needs, as they were summarized by Le Corbusier.

We are now offering our partners the opportunity to take part to our new showroom system, so that they can align with the larger retail chains: a product is no longer chosen for the product per se, but within a wider context of an emotional experience, which is rooted in the ‘Vital Sphere' of each one of us.

The current shopping experience cannot but go through an emotional phase. Catalogues and samples are no longer enough: it's now time to imagine the product in the ‘emotional' context it's destined to.

Enough with prejudices: the Web is an opportunity to take

This evolution of the way to present products is strictly related to the virtual space of the World Wide Web: since the buyer is ‘human', her social attitude brings her to share experiences, including the buying experience.

For this reason, in Borgo Panigale the new buying process was clearly outlined: in the era of the social web, the traditional pattern of ‘stimuli-decision-purchase' goes through a further barrier: the so-called ‘Zero Moment of Truth'.

Between the motivation to buy and the final decision, the Web has gradually insinuated itself with all its potential. The buyer now seeks for information, answers and suggestions before buying. And it's quite clear that companies need to be there, at that very moment  (The Zero Moment of Truth) in the most effective and productive way.

It's a new way of doing marketing, but companies don't always feel ready for it. However, it's certainly possible to gradually become familiar with it, with the support of the brand.

In his introductory speech at Skema's event, founder Domenico Barabas left no doubt that the company believes in this type of resource, and we are therefore asking our partners for a commitment to contribute to this new vision, so that the benefit will be, in the end, mutual.

In order to ‘be there', to be at the first spot in the prospect's mind in The Zero Moment of Truth, it's necessary to have an integrated approach to the communication on the Web, by using different tools.

The focal point of this new strategy is the company website, which in turn can no longer be a simple placeholder for a few basic pieces of information about the company and its products. Indeed, the website needs to be able to communicate with customers and generate sales opportunities.

Other important tools will be a marketing-oriented social media presence, and a constant communication with clients, through articles or newsletters. Finally, a fundamental part of this approach (and where the whole thing comes full circle) will be sharing projects and ideas with the other representatives of our sector.

Skema has already implemented this way of communicating, but we want to be a reference for our partners as well. For this reason, our engines are ready and revving ad the start line with a pilot project to provide support to fifteen early adopters, who feel the need to embrace this new way of doing marketing. The 4th of November we laid the first cornerstone. Concrete ideas and guidelines will follow very soon.

Finally, a special thanks to Ducati, for their hospitality of for organising the tours to their factory and museum, to our speakers and all participants.  


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