F.lli Beltrame

F.lli Beltrame Spa, founded in 1973 in Camposampiero (PD) by brothers Elio, Franco and Adriano, is a company that sells all the major brands of plumbing, bathroom furniture, flooring and wall coverings.

It has 9 sales outlets in the provinces of Padua, Vicenza and Treviso, 40 salespeople and caters for both B2B and B2C customers.

How to conquer a B2C target, involving it in a technical “world” such as that of plumbing products? This is the need with which the F.lli Beltrame brand came to SAY.

To achieve this goal, we worked on two fronts: analysed the topics of interest for the target audience and created a specialised web magazine, dedicated to bathroom furnishings, adopting a simple and comprehensible language for users.

In addition to this activity, we added a multichannel social editorial plan to create culture around the sector and make users curious.

F.lli Beltrame asked us to:

• Improve the web visibility of the brand
• To interest and retain B2C customers

We were asked to create a web strategy that would increase the brand’s online visibility and make its products known to a private target of consumers. We started by listening to the client and researching the users’ surfing habits and chose to create the Belbagno.it consulting web magazine to share informative content, written with specific terminology and “industry” language, and give the company even more credibility.

We then identified a series of topics of interest to the target audience that were organised in a multi-channel social editorial plan (Facebook, Twitter and Pinterest). These actions, combined with a strategic management of the channels and an analysis of the results of the individual actions for content optimisation, yielded excellent results in terms of visibility and traffic.