July 10, 2020 Maria Chiara Antonini
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The power of images today

About

Post-Covid phase 3 is slowly starting, after months of lockdown, very limited commercial activities and very low profits. But how companies are reacting? Are we really facing a new beginning or is it simply an adaptation to a commercial reality that in the coming months, if not years, will no longer be as before?

potere evocativo e comunicativo dell'immagine
Pinocchio art installation at Triennale palace, during the international design fair, Salone del Mobile, in Milan, Italy.

One of the ways to understand how the various commercial activities are reacting, after the total stop due to the epidemic, is the calendar of the major international design fairs. They have always been a driving force, as well as an opportunity, for understanding the different marketing strategies chosen by companies. Fairs represent those annual events that nobody ever wants to miss. Like IMM Cologne, the first trade fair of the year that leads the way in January, then Maison & Objet in Paris, the Stockholm Design Week, Ambiente in Frankfurt, up to the most famous Milan Furniture Fair. And then you can mention the 3 Days of Design in Copenhagen, Orgatec in Cologne, the Cersaie fair in Bologna, and M&O in September in Paris.

 

In the past, in pre-Covi times, these were the unmissable events for all companies in the design, interior, contract and product design sector. And it didn’t matter that the costs of renting a booth at the fair were stellar: the important thing was to be there and be noticed by the international press, buyers, opinion makers, trend setters. And all the marketing activities, like the launch of their collections, promotion of their brand and corporate identity, were organized during the fairs weeks.

 

But now that most of these trade fair events for the year 2020 have been canceled, how the companies are going in this post pandemic time full of uncertainties?

 

On communication through images. In fact, if buyers and the press were normally invited by the companies to see in person their new products and collections, to test and discover their peculiarities, now that direct contact is lacking, they can communicate using only images. Which must necessarily be beautiful, suggestive and evocative. Images are used by companies to promote themselves, the brands and the collections through all possible ways. So, there are companies who use social networks by posting images and still-life at all hours, others who create short videos, others who print and send to heir customers catalogs and booklets, renovated with new captivating graphics and texts. There are also companies that organize webinars and online presentations, filtered by the power of social channels and the web.

 

And if small companies make a network together, combining synergies and know-out, to offer themselves more strengthened on the communication market, the big names in design, contract and ceramics continue to work alone, but choosing a form of promotion through images and the web open to a new type of audience. Everyone can connect, everyone can see.

 

Today we can see so many images created by mixing product images with photos of ideal interiors using different web programs. In addition to short videos, which through music, images and words create atmospheres with a high rate of involvement. There are also many online talks and mini one-to-one interviews, which through social channels try to go beyond the limit of social distancing by bringing the value of the image back to the foreground, even if viewed through the computer and smartphone.

 

The pandemic and Covid-19 did put the power of the image on the top of the communication priority and it became the new vehicle of any marketing and promotion activity on a market that travels more and more on online channels.

canali on-line
MILAN, ITALY - APRIL 11, 2019: Milan Design Week, Eames chairs Vitra installation and exhibition during Salone del Mobile in Milan, Italy.

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