ELEVATORI CLUB, DEBATE ON ADVERTISING
A post published on the social pages of Elevatori Magazine has got experts in the vertical transport sector talking.
It is a post dedicated to the importance of trade magazines for companies in the sector that can find a great ally in the technical press.
Here it is:
MARKETING: ADVERTISING BOOSTS PUBLISHING AND, IN PRINT MEDIA, IS AN ADDED VALUE FOR COMPANIES
Advertising in magazines and newspapers creates added value both for the product to be sold and for the image of the company producing it.
Various studies published by qualified institutions have shown that the vast majority of companies surveyed, when asked ‘Why did you choose to advertise in print media?’ answered ‘Because it creates added value’. Appearing dozens or hundreds of times, gives great prestige to the company and gives the reader the feeling of being in front of something known and valuable.
It should not be thought that advertising in print serves to sell a few more units of the product – of course, that is important – but the real goal is to make the product and the company known, to consolidate its story.
Potential advertisers must be reminded that it is essential to be always, always present: absence creates oblivion. After all, the best-known fashion houses are present with pages of advertising in hundreds of newspapers around the world. Do they perhaps need to make themselves known, since they are known to millions of people?
A member of Elevatori Magazine’s Technical Committee wrote ‘What the founder has created for our industry is unparalleled: we are all grateful to him, because we have all grown up with his magazine’.
Many people have taken part in the discussion on this topic. Giulio Caputo (CMA) wrote: “I associate myself with this interesting cue and would like to give my opinion. To advertise does not only mean to ‘sell’ or showcase a product: to communicate is part of a more ambitious and complex path that involves the constant presence of a brand, among insiders and, at the same time, leads to the support of virtuous channels, such as the Magazine itself. We companies do not just need ‘showcases’ but a container like this: credible, qualified and up-to-date.”
He was echoed by Gianluca Ferrari (Ferrari & Ferrari Consulting): “Undoubtedly our Elevatori magazine is much more than a shining beacon in our sector and has always given us very interesting information that is an impulse for many entrepreneurs, technicians and anyone who reads it. I must also say that (don’t hold it against the previous Technical Committees) the current one is of such depth that it is giving extremely cutting-edge support and information. We entrepreneurs must have the utmost courage now to advertise in a magazine like Elevatori, there are all the ingredients for it to be a success for us too.”
Daniele Pavan (TK Elevator) also intervened, writing: “I believe that the thought expressed by the member of the Technical Committee of Elevatori Magazine reflects the reality: this magazine has always been aligned and in step with technological development, with regulatory evolution and open to all those who have wanted, want and will want to deepen and divulge information inherent to the world of Elevators. So long live ‘our’ magazine, an indispensable and irreplaceable primer on our sector.”
“‘I believe that the article represents reality,” added Paolo Pirrera (now retired, but with a long career behind him in the lift sector), “certainly advertising in specialised magazines in printed form has a very positive impact on both the manufacturer of the advertised component and the reader. Regarding what the Elevatori Technical Committee member said, I do not know the staff personally, but I do know Engineer Giuseppe Volpe: collaborating with him means assured human and professional growth.”
