Emmeitalia is in the market since more than 10 years and has become a leading company in the national sector of the distribution of no-addressed ads material in mailboxes and in the outdoor communication services. It is set in Verona and has two new affiliates in Milan and Rimini and operational divisions in Turin, Bologna, Brescia and Udine. Verona Economia (newspaper) has interviewed Emmeitalia commercial director.

What are the key characters you need to have to face in the Door-to-Door sector?

Emmeitalia Network is an Italian leading group specialised in mailbox distribution of non-addressed material and in outdoor communication services. We are set in Verona but operates in all the national territory, with an income of around nine million euros. The proliferation of communication media leads consumers to create defensive barriers; for this reason, companies wants to find innovative channels to reach their potential customers. Leaflets, tabloids, catalogues and vouchers, although being old methods, have the advantage of reaching consumers' houses directly without stressing them, and for this reason they remain the best way to approach customers and companies and the principal support to the customized marketing, too. Many important researches have stated that the material in the mailbox is kept by the 40% of consumers, and the 73% of them keep it at home for more than three days. These percentages increase in case of catalogues and tabloids. Of course, these factors have to be sustained by creativity, clearness, graphical appeal and quality of images, and finally by an attractive economic offer. But the distribution service is also important. The major GDO companies realises millions of pieces twice a months, and these have to be distributed to costumers in three days. Although it may seem incredible, sometimes great amounts of money are given to companies that are not in line with the required quality standards of the distribution sector. Emmeitalia distributes more than 20 millions leaflets per months at a rhythm decided by clients.

In what way has your company decided its organization?

Emmeitalia has been able to foresee and interpret market's requirements and has created a new organizational structure of its groups. We understood that being a leading company meant being very specialised, in order to offer a high-quality service with a high technical competence, with a strong and direct territorial, commercial, operational presence and with less and less subcontracts.

What are Emmeitalia Network's peculiarities?

First of all, our operational services' offer. Companies generally have difficulties in finding a single collaborator, for what the outdoor operational marketing is concerned, who is able to schedule and manage Door to Door, Outdoor and Dynamic without subcontracts in an area of 2.200 communes. On the contrary, Emmeitalia does it, and also with a special care for the communication processes and a great attention to the Geomarketing service, with whom it determines all the potential consumers,  never loosing tits contacts with the clients in a dynamic and elastic attitude. This attitude has actually enabled us to loyalize a considerable number of GDO companies, which consider Emmeitalia a reliable partner worthy of managing their brand image. Each division of our group has solid professional experiences, which enables it to co-ordinate, harmonize and integrate all the information and communication activities, with a connective and collaborative action between Emmeitalia and its customers.

Besides the Door-to-Door service, what other communication exigences can be fulfilled by your network?

Attachments and advertising vehicles. Attachments are foreseen to grow by 2,7% during this year, at least for what the Outdoor market is concerned. The reasons of this positive trend are the strong and constant requalification of this mean, and the continuous increase in the offer competence. Emmeitalia Outdoor expects to increase its turnover of +30%, thanks to its performances aimed at a constant improvement both in its consultancy service and in its competitors' monitoring service, but also thanks to its perfect definition of the media situation. All this has also the purpose of improving the market analysis and of optimizing the investments, in a situation of total transparency in relation to the customers' rights of negotiation and of constant communication with them.

And what about the advertising vehicles?

One of the positive aspects of Emmeitalia is the company Mediabus. 35 itinerant vehicles with an expository surface of 18 squared metres for each side which can become a plus and a support to the attachments in all the places where there is not the fixed installation.