Customer recommen- dation rate - Absatzwirtschaft

From the digital to the real world: Plan.Net Italy uses online activities to generate any amount of
traffic – in online media and at IKEA’s opening event in San Giuliano.
Unmistakable Milanese brands
in fashion, culture and sport:
the north Italian city is renowned
for Versace, Prada, Alfa
Romeo, AC and Inter Milan and
IKEA – IKEA? IKEA!
Hundreds of Italian customers thronged
the newly opened store in San Giuliano.
IKEA had invited them all to the opening
event and the good people of Milan
thought that was just magnificamente.
No surprise there. The Swedish furniture
giant had covered all the angles when
it came to publicity: both digital and
traditional. Broadband access is growing
rapidly in Italy, as is the use of social and
mobile media.
Whoever wants to steal the heart of Italians
now has to know exactly where this
heart is beating: target groups in Italy are
fragmenting quickly and the diversity of
channels makes advertising more complex.
“It’s true that TV is still the main
advertising medium in the Italian market,
but social and mobile media are gaining in
importance due to the fantastic opportunities
they offer in operating among specific
target groups,” says Elisabetta Oldrini,
Managing Director of Plan.Net Italy.
An another very important trend is research
and tracking, which allow companies
to reach customers and opinion leaders
through their preferred channels – using
an approach that is tailor-made for them.
After all, who wants to risk confusing an
AC fan with an Inter supporter? ←
↘
plan.Net Italy
Location: Mailand
Founding year: 2001
No. of employees: 16
Clients (selection): IKEA, Lufthansa, Spontex,
Johnson&Johnson
Contact: Elisabetta Oldrini and Eva Bassi ←
absatzwirtschaft Kompakt 11