Sustainability and digital: the secrets to effective communication

Successful Made in Italy: the Lapitec case

Davide Ferracin
Marketing Manager @Lapitec

The bar of corporate communication has risen considerably: a good brand reputation is no longer enough, the real challenge is to be able to convey the values of the company, shared and shareable values.

This is the case of the “green” vision: in a context where consumers and workers have become more sensitive to environmental themes, companies that can effectively communicate their attention to sustainability issues can gain important competitive advantages

This category includes Lapitec, a company embodying the excellence of Made in Italy. Its name comes from a material it produces, Lapitec®, a sintered stone obtained from the heat treatment of a mixture of mineral powders. 

The slabs produced by Lapitec's kilns are large-sized and are ideal for a number of applications, from internal and external wall coverings to flooring, from kitchen tops to ventilated façades, thanks to their characteristics: non-flammability, resistance to deformation, resistance to acids and ultraviolet rays. 

Today, more than ever, architecture must be designed respecting the environment: this is Lapitec’s Leimotiv, as it is 100% green. Its material is natural, by contrast with others that employ agglomerates of plastics or resins, with a high environmental impact. 

Thick, with a sturdy structure and perfect homogeneity throughout its thickness: it does not require printing or enameling to mask its surface (so no need for inks containing polluting heavy oils, poor imitations of natural stone). 

In addition, as a mineral compound, Lapitec products do not bring any disposal issues, and their sustainability, together with their aesthetic and qualities, is one of the strong points of the company's communication.  

 

Communicating globally

 

Despite being a young company (it was founded in 2012), Lapitec is distributed across 74 countries with a turnover of about 12 million. The most important market right now is Italy, but Lapitec has carried out analyses to understand where the construction and architecture market is heading on a global level, to be able to take full advantage of the opportunities represented by foreign markets. Here is what emerged: 

  • Of the 100 most profitable architectural firms in the world, 16 are located in London and 10 in New York: meaning that 26% of the largest and most powerful architectural firms are located in just two cities.
  • In some countries, such as Denmark, Finland, Austria and Sweden, the weight of public investment in infrastructure projects is significant, and they are very receptive towards 100% green materials. Not to mention the added value of Made in Italy, a guarantee of high quality craftsmanship, which impresses potential investors.
  • It turns out that every country has its own color preferences. For example, in America 19.61% preferred Cement Grey, while in Asia 20.63% of customers chose Absolute White. Generally speaking, Lapitec’s bestseller is Absolute White, a color that is being appreciated globally: statistics drive strategies, particularly marketing strategies, in different continents. 

The future objectives of the company include embracing major covering projects, obviously focusing on the world's architecture capitals, working alongside other leading companies in the sector.

Introducing the company as Made in Italy is a success factor itself: connecting to that semantic container, which is the third most known brand in the world, means being associated with a positive perception of well-made and high quality products, and it can make all the difference in particular in markets such as Russia and China.

  

The role of digital

 

Lapitec's supply chain is very complex, because it is aimed at various authors, from architects to final consumers, passing through the world of interior design

In this context, digital is strategic to make the product visible to the right target as quickly as possible. All digital channels, from the website to social media, contributed to show Lapitec® and its applications, inspiring users: not only attention to the environment, but also beauty and design of great visual impact

Professional shots were fundamental to achieve this goal: portraits of the various contexts in which the material can be used. The user experience was certainly enriched. Another important tool was, and still is, to invest in strongly targeted campaigns, aimed at very specific groups. Geolocalization was also used to align campaigns with specific commercial initiatives.