"Se una lampadina si fulmina è perchè ha visto qualcosa che non gli è piaciuto!"
cit. Stefano Benni


Lo scorso 2 dicembre a Monterotondo è nato Mercato Eretum: 8 aziende che si sono unite in una Rete dando vita ad una alternativa valida ai servizi della GDO riuscendo a mantenere la qualità ed il prezzo dei prodotti del contadino. KM Zero per qualità a Mille. Solo prodotti di stagione che non conoscono conservanti. Una vera e propria sfida e a noi è stato dato il compito di comunicare tutto questo.

brand Mercato Eretum

 La Grande Distribuzione ha decine di punti vendita, influenza intere filiere di produzione, fa campagne pubblicitarie su ogni media (TV, stampa, programmi sconto, volantinoni in cassetta postale). Ogni giorno si possono incrociare camion con brands della GDO: quello intelligente, quello di famiglia, quello verde, quello vicino, quello col prezzo basso, eccetera.

Ed il contadino? Si alza all’alba per raccogliere le verdure fresche, caricarle sul furgone, raggiungere il mercato, montare il banco. Vendere, smontare e ripulire. Tornare annaffiare, governare le bestie, curare il terreno, le semine o i frutti. Raccogliere e ricominciare daccapo. Mi chiedo come possa difendersi dai Grandi Mostri della Distribuzione Organizzata?!

La chiave è Condividere.

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(da Camiciarossa.org) “E Garibaldi? […] Sconfortato, prende una decisione:” …A causa dello stato morale basso della gente, e trovandoci noi chiusi a nord dai corpi dell’esercito italiano che ci impedivano con la loro presenza di procurarci ciò che ci necessitava, dovevamo assolutamente cercarci un altro posto dove fare l’accampamento. Perciò, lasciato Monterotondo, venne deciso di incominciare la marcia il 3 novembre al mattino”. E qui un desolante particolare: “Ma non tutti avevano le scarpe, e perdemmo tempo nella distribuzione per cui ci muovemmo soltanto verso mezzogiorno”.
Ed inizia la tragedia.
Tutto il corpo dei volontari, lasciato Monterotondo, imbocca la Nomentana diretto verso Tivoli, ma appena superato il paese di Mentana si trova di fronte un forte contingente di papalini usciti da Roma per affrontarli. I garibaldini sono inizialmente costretti ad arretrare su Mentana dove però la battaglia volge a loro favore e gli avversari sono messi in fuga. Ma ecco sopraggiungono in loro soccorso i francesi appena arrivati a Roma inviativi in gran fretta da Napoleone III. Di fronte ai loro micidiali “chassepot”, i nuovi fucili a retrocarica che sparavano 12 colpi al minuto (gran belle armi, usate per la prima volta a Mentana) ogni resistenza è vana. I garibaldini sono costretti a lasciare Mentana”
Nella battaglia tra i garibaldini si conteranno 150 morti, 240 feriti, mille600 prigionieri. 30 i morti tra i papalini. 2 soli morti nelle truppe francesi.”

Alle nove di mattina comincia così la giornata di lavoro insieme al mio amico fotografo Sergio. Siamo stati scelti e incaricati dalla direzione del Museo Garibaldino di Mentana per creare il nuovo sito del museo www.mugamentana.it.

home page museo garibaldinoDi solito, quando ricevo dei brifing, chiedo sempre al “cliente” approfondimenti sulla sua attività. Ma in questo caso, ho immaginato con quale ardore i garibaldini (molti volontari ed alcuni ragazzi) hanno combattuto, e quanti hanno perso la vita seguendo il loro profondo ideale.

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Come fortunatamente succede da tre anni, anche quest’anno ho la fortuna di poter collaborare con un liceo artistico della mia città insegnando come tecnico esterno nel progetto Terza Area.

 Poche ore a settimana ma già sufficienti a percepire il linguaggio dei ragazzi. I loro “meme” quotidiani. Le paure e gli interessi. Ho due figli leggermente più grandi dei miei allievi ed avere 18 anni o averne 21 a quell’età fa la differenza. Non molta ma percepibile.

 Ogni volta mi preparo la lezione cercando il modo più leggero per trasmettere terminologie tecniche ed elaborazioni complicate. Pescando tra i miei lavori recenti, che loro potrebbero aver visto in giro, oppure ricercando esempi a loro vicini, cerco di parlare di maschere di opacità, trame sfumate, esportazioni dei file per la stampa, salvataggi per il web oppure di elaborazione tracciati, ricalco dinamico e filtri 3D.

Ormai ho imparato a conoscere i miei allievi e, in uno in particolare ho individuato il “timone” delle mie parole. Se corro troppo la vedo guardarmi a bocca aperta con lo sguardo perso; se invece sono ripetitivo su un concetto subito si distrae. Questa persona non sa quanto sia lei ad insegnare a me piuttosto che il contrario. 

Alunna annoiata

Mi insegna quanto i ragazzi siano “bulimici” di informazioni, di soluzioni, di novità. Mi insegna anche che solo in pochi si sforzano di impegnarsi nella ricerca delle stesse informazioni, soluzioni e novità. Sembra un discorso già sentito da mio padre…ma quando ero giovane dovevo essere io a fare ricerche su testi, enciclopedie mentre oggi esiste Wikipedia. Basta un copia-incolla.

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Ci vuole conoscere. Ha sentito parlar bene di noi ed avrebbe in mente di dare un nuovo brand alla sua attività. Occhi neri e viso aperto e solare. Parole che escono a fiumi, sorrisi e battute. Raccontare del passato sottolineando alcune lezioni di vita e idee che nascono solo quando una persona si mette in discussione. Percepisco tutto l’entusiasmo e dedizione con la quale Rocco lavora insieme ai suoi preziosi collaboratori: disegnatori, scultori, verniciatori.

biglietti polyfantasy

Ma cosa fa Rocco? Cosa vende? mi risponde umilmente e con naturalezza che crea oggetti e scenografie in polistirolo. A me non basta come risposta. Voglio carpire e capire ancora altro da Rocco. Gli chiedo se posso visitare il suo laboratorio. leggi tutto


“Accompagnare il cliente dalla nascita al successo”, il nostro slogan, ci pensavo proprio in questi giorni in cui uno dei nostri clienti ha partecipato allo SMAU di Milano.

Stand Archivium Smau 2017

Il nostro lavoro di consulenza comincia sempre dall’ascolto e poi le successive fasi: elaborazione e proposta.

Ma alla base di tutto manteniamo costantemente una posizione: la più completa empatia con il cliente. Anche se ritengo che una prospettiva obiettiva e distaccata ci permetta di analizzare al meglio la situazione, non riusciamo a non farci carico di alcune problematiche del cliente e farle nostre. E solo così riusciamo a trovare la soluzione più giusta.

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Mi riesce sempre difficile salire in cattedra e spiegare alcune nozioni. Preferisco raccontare di getto le mie esperienze. Ma stavolta, purtroppo dovrò attenermi a dei “dati” senza allontanarmi troppo.

Molto spesso il marketing e la pubblicità sono percepiti come sinonimi.

Nella realtà non è così: il marketing è tutto un insieme di elaborazioni dati, analisi, obiettivi e decisioni. La pubblicità riveste la fase finale del primo. Oserei quasi spingermi ad un’iperbole/equazione: la pubblicità sta al parto come il marketing alla gestazione.

Uso questo paragone eccessivo per sottolineare il fatto che prima di fare pubblicità occorre “aver fatto” alcuni passaggi . Innanzitutto aver individuato l’obiettivo; avere analizzato la concorrenza; il mercato; il target e aver deciso il prezzo.

Quindi, rispondendo a tutti i miei clienti e a quelli futuri (benvenuti!) che a volte mi chiedono quanto sia giusto spendere in pubblicità, mi limito a dire che ci sono diversi metodi per individuare l’investimento giusto.

Ma, a grandi linee, posso anticipare un’indicazione media. Tenendo conto del fatturato annuo dell’azienda, le percentuali più comunemente utilizzate sono il 5-10% per le medie aziende, il 20% per le piccole ed tra il 2-5% per le grandi aziende.

Di solito questa è la loro espressione


Quando poi spiego che più un’azienda vuole una crescita veloce più alte dovranno essere le percentuali. Alcune aziende, tolte le spese, rischiano addirittura l’ALL IN.

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Alcune sera fa, spaparanzato sul divano con la tazza della tisana fumante sul tavolino, faccio zapping cercando di chiudere la serata rilassato e senza pensieri.

Saltando tra un canale e l’altro mi imbatto in uno stacco pubblicitario. Uno spot in particolare cattura la mia attenzione. Si vedono dei bambini che si accingono a giocare su una casetta sull’albero.

Mi tocca nell’intimo, mi fa ricordare i momenti belli ed emozionanti dell’infanzia in cui le giornate non finiscono mai: ogni giorno è un’avventura, un viaggio, un sogno. E così cresciamo. Inseguendo dei sogni cercando di trasformarli in realtà. La casetta sull’albero è la prima espressione del sogno di avere uno spazio tutto nostro dove rifugiarci dal mondo, da condividere in amore o in amicizia con le persone più care. Uno spazio dove “piantare” altri sogni.

Abbiamo conosciuto il grande impegno necessario per costruire la casa sull’albero: trovare il legname, scegliere le assi migliori per il pavimento per sostenerci, le pareti per ripararci, il tetto per non bagnarci, il parapetto per non cadere di sotto, la scaletta per salire e la corda per scendere!

 Quanto impegno invece ci chiede costruire una casa vera?! La nostra prima casa “vera”.

Ma non saremo da soli a farlo. C’è chi ci aiuta. Esiste una banca a cui possiamo chiedere aiuto, un mutuo per iniziare a trasformare il nostro sogno in realtà.

La trovo proprio una buona idea pubblicitaria. Ecco il key frame dello spot pubblicitario:

Spot intesa

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