Interview with Giovanni Frino, owner of ticinoWEB
Tell us about the personal/professional experience that led you to become the company’s marketing manager.
My career in marketing began to take shape in 1995, when I started working in Florence as a marketing assistant for a small local company. After gaining experience and advancing professionally—including a key role in Denmark as marketing director for a well-known European publishing house—I decided in 2017 to found my own company in Switzerland: ticinoWEB (ticinoweb.com). Today, ticinoWEB is a small company with big ambitions, featuring a qualified team, over 400 clients throughout Switzerland, and an unwavering dedication to working every day to make the world a better place by promoting products and services in which I personally believe.
My decision to start my own business was driven by the desire to put my ideas into practice in a setting that could truly benefit from my international experience and my non-traditional approach to marketing.
What are the most effective marketing strategies for your company?
One of the most effective marketing strategies for my company is “putting a face to the brand.” We strongly believe in transparency and authenticity, and we use photos and materials that reflect the day-to-day reality of our company. This approach helps build a bond of trust with our customers by showing who we are and what we stand for. Our philosophy is based on being genuine and transparent with our customers, which allows us to build lasting, trusting relationships. As a training-focused company, we invest heavily in training our team to ensure that all members are aligned with our values and goals. We believe that a well-trained and motivated team is essential to providing excellent service to our customers. This focus on training and internal growth is reflected in the quality of our work and our customers’ satisfaction. In summary, the combination of transparency, authenticity, digital marketing, strategic partnerships, and ongoing training allows us to maintain a leadership position in our industry and build strong, lasting relationships with our clients. Above all, we believe in what we do, we believe in our clients, and we invest in their success with the goal of bringing about positive change in society.
How important is it to have a plan?
The plan is everything. But it’s not just about having a marketing plan; it’s also about having a social plan at the same time. Our community and communities around the world are increasingly affected by various kinds of hardships, and as a marketing agency, we play a fundamental role in society. We are the ones who plan and implement marketing campaigns that will influence consumer choices, so we must ask ourselves: Is the product or service we want to put in consumers’ hands one that will benefit the community, or will it lead to further suffering and problems? That said, planning is vital in every aspect of business, especially in marketing. A well-structured plan not only guides our daily activities but also helps us stay focused on long-term goals. In a world where change is the only constant, having a clear plan allows us to navigate with confidence and adapt effectively to new challenges. Our marketing plan enables us to anticipate and respond proactively to market needs.
What are the plans and challenges for the future?
The greatest challenge in marketing is to shift its role from that of a sales tool—designed to get any product into consumers’ hands—to that of a social tool aimed at improving the world. Marketing agencies must assume a social role and responsibility aimed at fostering society’s progress toward the well-being of the entire community. This can be achieved through the marketing of goods and services that offer real benefits. For example, promoting and selling foods that lead to obesity and diabetes is a social ill. Promoting and selling products full of preservatives or pesticides slows humanity’s progress and increases healthcare costs. Marketing agencies today have incredible tools at their disposal to influence the public about the merits of their products, so we must ask ourselves whether it is good or bad to take on a mandate to sell and promote a new product.
What does marketing mean to you?
It isa social responsibility. It’s not just about selling products; it’s a responsibility to promote and introduce products and services into society that can advance its development and well-being. Marketing is not a tool for increasing corporate profits; it is a tool for making the world a better place.
