Targeting Italy: a few essential tips

We have said it in so many articles, but we believe that it is important to stress it once again: the description of the campaign and the communication on your FB page are key-elements that have a direct effect on the conversion rate of your campaign. For this reason, we must keep in mind the differences between countries and cultures: often, a literal translation does not take into account certain “nuances” that might help you increase sales.

 

Let’s talk about Italy, one of the leading countries in terms of sales on Teezily.

 

The language

 

Italians prefer colloquial language (while maintaining the classical canons of formality), and marketers should always be on first-name terms to the customer. Obviously, if the target is a young audience, the use of slangs, current expressions, emoticons and specific references to the niche is justified (indeed, sometimes even suggested).

The niche

 

First, remember that your posts are read by people, so forget the business language. When writing campaigns or posts on social media, you should make your potential buyers smile. Obviously, it is important to have a basic knowledge of the niche: if, for example, it comes to football, and in this case the Italian national team, you should know that the team is commonly known as “gli Azzurri” (“the blues”, the official color of the uniform). The object of your campaign is Juventus? The supporters call the team “Vecchia Signora” ( “Old Lady” ) and the common nickname of the fans is “Bianconeri” (again, these are the official colors). Are you targeting dog lovers? An awareness message against pet abandonment, a sadly well-known problem in Italy, will create empathy with your potential buyers.

 

The payment system

 

Italy was one of the last European countries to open up to e-commerce (unbelievable but true!). Therefore, the world of credit cards and PayPal is still unknown to a large proportion of the population (especially those over 50). Do not hesitate to mention the payment systems, and to emphasize that PayPal allows you to create an account even with e-cards (the leading online payment method in Italy). And that is free, fast and easy!

 

Contacts

 

The last tip is to be reachable and reliable. Find an easy way for users to provide feedback. Do not hesitate to highlight the address of Customer Support: support@teezily.com. Similarly, if customers have a suggestion, we must facilitate their exchange of ideas: remember, Italy is an active but young e-market and a trustful relationship with potential buyers is at the very foundation of a successful marketing campaign!