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by Ornella Zanetti
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::: "Today’s crisis must be viewed as the opportunity to make
order and start again. Today more than ever, communication will play a decisive role.
Reducing communication for the purpose of saving money poses the real risk of
reducing your vital significance in the market."
OK, so we’ve reached the year of the crisis.
The surprising thing is how we’d gotten into the habit of complaining even during the fat cow period – maybe
as a charm to ward off bad luck (so that envious others seeing how much we had wouldn’t come and take it
all away from us) and partially because complaining runs in our blood and giving the blame to someone
else is our national past-time. Now that we’ve got real reasons to complain, what do we do?
Everyone should be allowed a little self pity now and then (we especially), but if we don’t move
beyond it we risk missing out on all the opportunities the crisis may conceal. As explained at a
convention held by Afidamp Servizi - the business corporation of Afidamp FAB, the italian association
of manufacturers of professional cleaning equipment and products - last January: “Considering
the crisis as the chance to make order and restart” is our duty, and a wise and indispensable thing to
do if we want to capitalize on all the positive signals that are always present in every situation.
Especially in circumstances like these, if we want to overcome our difficulties, we must delve deeply
into their causes and the scenarios from which they have emerged. Economists and captains of industry
warn us of the danger of underestimating how important it is for us to support research and innovation
and to adopt advanced marketing and communication strategies accordingly in times like these.
Optimizing resources and eliminating waste must become
normal every day management for today’s company owner, who also cannot afford not to diversify his
or her reference targets, assess environmental impact, or channel activities more into the direction of sustainable development.
The company owner who knows how to do the job knows that the task does not consist of mere production
alone. The product must be positioned, promoted, and made to occupy a “place of its own” in the eyes of the
clientele, the competitors, and the entire market, and even in areas of the market in which it has not been
sufficiently cultivated in the past.
If all this and what has been suggested by the experts is undeniably true, it is also clear that
the role played by communication becomes even more important than in the past.
It is clear that all this is interesting, and one statement that remains true is that in order to
sell anything at all you have to communicate.
The paradox is that instead of cutting one of your many costs, by communicating less you risk selling less
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