At CarraraMarmotec experts discussing their experience to support and strengthen quality products and links with the local area. A range of successful events with the strategic collaboration of the Sole 24 ORE group to give stimuli and ideas to be developed with the contribution of experts and celebrity spokespersons.
CarraraMarmotec “becomes an event” and the thirtieth year (19 – 22 May) presents a programme of events and meetings with a common objective: the proposal of models to promote marble as a distinctive product, the methods and instruments to correctly communicate an area and its characteristics finishing up with a few “case histories” showing success stories.
“A project based on the collaboration with Sole 24 ore, our media partner this year – emphasised Paris Mazzanti, CarraraFiere’s Managing Director – that helped us to select themes and speakers that could make significant contributions to promote marble and the entire local area. We have called these “Company Pills” as they focus on company and entrepreneurial experiences through a multidisciplinary approach to enrich the industry with ideas. Events will be held over three days to pool original contributions that may be integrated into modern promotions strategies.
The meetings will be held every day from 13.30 to 14.30 in the speakers’ area in Hall E. On the programme (also available on line at www.carraramarmotec.it ) the first meeting is on “rediscovering material pleasure; models for the promotion and safeguarding of distinctive products” moderated by Claudio Bonomi, deputy editor at Pianetahotel. The topics to be discussed together with the public are monitoring requirements and identifying priorities, strengthening production concentrating on quality products, developing new products and processes, the most effective communication tools and actions for local products and certifying quality and environmental management systems. Final objective: safeguarding the local area and its products.
The opening event will be based on “quality beyond the commonplace” led by Bruno Cortigiani, founder and chairman of the Association “L’arte del vivere con lentezza” (the art of living slowly).
Lorenzo Marini (from Lorenzo Marini ed Associati) will then present How to communicate values, while Ornella Bignami, trendsetter, founder of the agency Elementi Moda will look at the theme of  Lifestyle and the protection of quality: trends.
On Friday 21 May the topic of discussion will be “Communicating with the local area; cases and managerial tools to revitalise an industrial area” with Donatella Bollani as moderator.
“Today trying to remain competitive requires the implementation of local economic and social promotion strategies that aim to improve the quality of life, promoting investments too. In such scenarios – commented Donatella Bollani, editorial coordinator of Il Sole 24 ORE Arketipo magazine – territorial marketing is indispensable to bring together supply and demand since the real challenge for the Italian economy is based on the combination of products and the local area, on the ability to differentiate products by promoting the towns and local systems with specific forms of urban and area marketing.”
In this light, Luca Fois, chairman of Design Partners will be illustrating “the phenomenon of Zona Tortona “ while the theme “Le notti bianche (the white nights) and other success stories” will be led by Roberto De Donno, consultant and professor at the LUM Jean Monnet University.
The same theme will be discussed with a specific local accent by Franco Bertolani, coordinator of the Festival della Mente (Festival of the Mind) in Sarzana, who will focus on territorial Marketing and new Medias.
On Saturday 22 May there will be a round table on the subject of Company stories; the promotion of trade marks in industry moderated by Ugo Stella, editor at GDO Week. The aim is for people to get a better understanding about the tools and techniques that allow for the correct perception of the most important values of a strong brand like marble.
“How to give value and communicate brands” will be analysed by Elio Carmi from Carmi e Ubertis while the expert Carlo Guglielmi, chairman and managing director of FontanaArte as well as chairman of the committee for the protection of trade names and the campaign against forgery will be discussing “how to give value and communicate a company’s history”. 
The final speech “giving value and communicating sustainability: green marketing” is to be given by Alessio Alberini from Greenbean Communications Agency.

Author: Ufficio Stampa Carrarafiere