{"id":405,"date":"2020-04-27T14:50:48","date_gmt":"2020-04-27T12:50:48","guid":{"rendered":"http:\/\/www.massimilianotrepiccione.it\/?post_type=fw-portfolio&#038;p=405"},"modified":"2021-05-29T21:05:34","modified_gmt":"2021-05-29T19:05:34","slug":"autotorino-black-friday","status":"publish","type":"fw-portfolio","link":"https:\/\/www.massimilianotrepiccione.it\/en\/project\/autotorino-black-friday\/","title":{"rendered":"Autotorino &#8211; Black Friday"},"content":{"rendered":"\n<figure class=\"wp-block-video alignwide\"><video controls poster=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/AUTOTORINO-BLACKFRIDAY-SPOT2019-CernutoPizzigoni-anteprima.jpg\" src=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/AUTOTORINO-BLACKFRIDAY-SPOT2019-CernutoPizzigoni.mp4\"><\/video><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Come estendere al settore automotive i meccanismi dell\u2019acquisto d\u2019impulso, tipici del Black Friday?<\/strong><\/p>\n\n\n\n<p>Quando Autotorino ci ha chiesto un\u2019iniziativa per il <strong>Black Friday<\/strong> siamo partiti proprio da questa domanda.<br>Sapevamo che una campagna non sarebbe bastata a stravolgere il percorso d\u2019acquisto di un\u2019auto, di solito della durata di 3 mesi. Servivano una solida meccanica promozionale, un\u2019accurata scelta dei media e un attivo coinvolgimento degli utenti.<\/p>\n\n\n\n<p>Per un gruppo come Autotorino, gi\u00e0 <strong>leader in Italia per fatturato<\/strong>, sono fondamentali la relazione con il cliente, l\u2019attenzione alle sue necessit\u00e0 e la comprensione delle sue esigenze durante tutto il percorso di scelta, da quando pensa di volere un\u2019auto a quando l\u2019acquista. Perci\u00f2 abbiamo pensato a come riscrivere le regole del Black Friday assecondando ancor di pi\u00f9 i bisogni dei suoi clienti.<\/p>\n\n\n\n<p>Cos\u00ec \u00e8 nata l\u2019idea: visto che per il Black Friday tutti comprano di tutto, perch\u00e9 non vendere lo sconto?<\/p>\n\n\n\n<p><strong>In poche parole: paghi 10 euro, e hai uno sconto di 1.000 euro.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/Autotorino_Black-Fryday-2019_website-1024x576.jpg\" alt=\"\" class=\"wp-image-422\" srcset=\"https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/Autotorino_Black-Fryday-2019_website-1024x576.jpg 1024w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/Autotorino_Black-Fryday-2019_website-300x169.jpg 300w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/Autotorino_Black-Fryday-2019_website-768x432.jpg 768w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/Autotorino_Black-Fryday-2019_website-1536x864.jpg 1536w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/04\/Autotorino_Black-Fryday-2019_website.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><em>In altri termini, si comprava il diritto di far valere i vantaggi di un\u2019occasione come il Black Friday in una finestra temporale pi\u00f9 coerente con il settore<\/em>. <em>Per un gruppo come Autotorino il naturale passaggio evolutivo consiste nel far valere i propri elementi distintivi in termini di relazione con il cliente e attenzione alle sue necessit\u00e0,<\/em> <em>e ci\u00f2 significa dimostrare una perfetta comprensione del customer journey, piegando se necessario le regole dell\u2019acquisto di impulso alle dinamiche dell\u2019automotive.<\/em><\/p><cite>Massimiliano Trepiccione<\/cite><\/blockquote>\n\n\n\n<p>La meccanica che abbiamo ideato <strong>ci ha permesso di raggiungere, con la stessa efficacia, i clienti in diverse fasi del percorso di acquisto<\/strong>: chi stava per comprare un\u2019auto \u00e8 stato incentivato a farlo da Autotorino e chi era nelle prime fasi di valutazione ha avuto un motivo in pi\u00f9 per pensare ad Autotorino e continuare ad averlo in mente durante le fasi di scelta.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-video alignwide\"><video controls src=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/07\/BlackFriday_AUTOTORINO.mp4\"><\/video><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"300\" height=\"300\" src=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/07\/Interactive-Key-Award.jpg\" alt=\"\" class=\"wp-image-548\" srcset=\"https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/07\/Interactive-Key-Award.jpg 300w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2020\/07\/Interactive-Key-Award-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<blockquote class=\"wp-block-quote\"><p>Interactive Key Award 2020<\/p><cite>E-Commerce Web e Mobile<\/cite><\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"300\" height=\"300\" src=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2021\/01\/The-Indie-Awards-media-2020.jpg\" alt=\"\" class=\"wp-image-595\" srcset=\"https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2021\/01\/The-Indie-Awards-media-2020.jpg 300w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2021\/01\/The-Indie-Awards-media-2020-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<blockquote class=\"wp-block-quote\"><p>The Indie Awards 2020<\/p><cite>Media category &#8211; Gold<\/cite><\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"300\" height=\"300\" src=\"http:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2021\/01\/NC-Digital-Awards.jpg\" alt=\"\" class=\"wp-image-594\" srcset=\"https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2021\/01\/NC-Digital-Awards.jpg 300w, https:\/\/www.massimilianotrepiccione.it\/wp-content\/uploads\/2021\/01\/NC-Digital-Awards-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<blockquote class=\"wp-block-quote\"><p>NC Digital Awards 2020<\/p><cite>Digital Integrated Campaign &#8211; 3\u00b0 posto<\/cite><\/blockquote>\n<\/div>\n<\/div>\n","protected":false},"featured_media":407,"template":"","fw-portfolio-category":[32,35],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Autotorino - Black Friday - Massimiliano Trepiccione<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.massimilianotrepiccione.it\/en\/project\/autotorino-black-friday\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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