The third post about how brands see social media.
This time the interview is to Clarissa Ciacco, Clarissa Nail‘s owner, professional products and training, Italian distributor for China Glaze, Ardell and many others.
(Translation is mine)
Me: How the relationship with customers has changed with Facebook’s and Youtube’s coming?
Clarissa: Now we communicate only using web. We left a specialized paper magazine but bloggers are our preferred choice: we keep in touch with +200 of them and their reviews are really important: they give us a direct feedback which is essential for our work.
We have a Facebook group and a fan page and we’re going to use Twitter as well. Social networks are the only authentic way to reach consumers.
Me: Which is your preferred channel?
Clarissa: Facebook and bloggers.
Me: Towards which direction the relationship with customers is going?
Clarissa: Marketing is all on web: catalogues are all on our site with a reserved area for resellers, so they can have access to all promos and news. But about trainings I think that all should remain traditional: lessons in classroom with a teacher. I’m sceptical about video or Youtube training. Youtube is a great thing to learn how to do nail art, but if you want to become a pro you have to study, attend to lessons with a qualified teacher.
