“Voice of the Customers”: a new smart management model
Staying in touch with customers and best interpreting their needs is always an ambitious challenge, and becomes even more strategic in periods of complexity, which limit opportunities for direct contact. What better way to strengthen relationship and trust, if not giving “voice” to the direct experience of one’s partners? From this idea comes the project “Voice of the Customers” created by Amapola for ALLPLAN Italia: a series of 5 live streaming webinars, in which as many clients, important Italian design and engineering studios, tell their personal design experience and their approach to BIM (Building Information Modelling) applied to concrete cases. A completely remote format, which puts customers at the center and enhances their success case studies, also thanks to the moderation of an external BIM expert. We wanted to put the emphasis more on people and projects, rather than on products, letting the experiences and projects themselves speak. Michele Raus – Marketing manager, ALLPLAN Italia The first 5 webinars realized allowed to deepen the approach, habits and techniques of BIM use. The online events had 500 participants, with an average of 100 designers registered for each appointment. For the promotion of the project Amapola conducted a media relations campaign on sector publications and a tight social communication on ALLPLAN channels. Starting from the webinar broadcasts, the agency developed two additional marketing tools: 5 video-pills for the promotion on the Linkedin channel of ALLPLAN initiatives and 4 video case-studies, that synthesize the salient contents of the webinars. The latter have been made available on demand as premium content for profiled customers. Amapola takes care of the annual media relations plan for ALLPLAN Italia, together with the production of contents for the international blog and for application cases. Link to the project on the ALLPLAN website
