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Case Study on Demaclenko
The Curve of Newsworthiness

In the course of my activities in the launch of technological products, I have repeatedly encountered parallels between Gartner’s hype cycle and media reality. The hype cycle is a curve that represents the phases of public attention that a new technology goes through. It is one of the foundations of any company involved in the communication of hi-tech companies, whether they are international corporations or start-ups. The visibility of innovative approaches or products first experiences an immediate high – the “Peak of Inflated Expectations” – before entering a phase called “Trough of Disillusionment”. This is followed by another slow rise, usually as soon as the product is actually launched on the market: from this very moment, the communication strategy must be supported by a medium-term editorial plan in which the product itself becomes the medium.

 

 

Therefore, the period between the “Technology Trigger” – the first phase of the hype cycle – and market entry must be kept as short as possible – which is particularly difficult for start-ups seeking capital. Otherwise, you run the risk of saturating media attention before the innovation has even entered the market. A kind of eternal expectation forms which inevitably leads to disappointment.

A best-practice example in this sense was the launch of the road disinfection system with snow cannons from Demaclenko, a snow-making systems company from Vipiteno/South Tyrol belonging to the Leitner Group. The news was picked up by all important national and numerous international media, including “The Guardian”, “The Indipendent”, “ABC News, “Die Welt”. The communication strategy, in which Blum was particularly involved with media relation, ran parallel to the implementation of the project, whereby the whole process was characterized by constant exchange. The first press release and the first video were produced in the course of testing the disinfection system that the company provided free of charge to the communities of South Tyrol. The second step was initiated with the commissioning of the system in Val Gardena. Demaclenko gained international attention with an internally produced, emotional video, which was distributed through various channels. The sensation that was caused at international level led to the third step and made national headlines, in which the millions of video views around the world were the core of the coverage. This extended the visibility peak of the curve, which otherwise tends to fall relatively quickly. This “plateau” is carried by the reporting that an already operational system brings with it.

Three prerequisites were necessary for a successful operation: a competent partner where communication and strategic management closely work together; an understanding of the dynamics of the media system and the right approach to it; and the correct assessment of the prevailing mood in the media at the very moment. Prerequisites that were necessary, but are not sufficient on their own to achieve a good communication result.

 

Luca Barbieri
Co-founder, Blum

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Blum is a communication company skilled in innovation. We generate business and open innovation opportunities by combining three fields of action:


1. Corporate communication, strategy and tools
We analyse our clients’ potential and build tailor-made editorial plans. We create contents by extracting value from their stories. From magazines to blogs, from videos to social networks.


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We project PR strategies and online, onlife and face-to-face events. We rely on professional skills and expertise in the exhibition and event industry.

 

What we can do for you:
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Team

We are a multidisciplinary team with specific competences in the fields of communication, event planning and business matching.

Luca Barbieri

Founding partner
Journalist and co-founder of Blum, passionate about innovation, entrepreneur, TV presenter, teaches journalistic language at the University of Padua. Worked for over 10 years at RCS, contributing to the creation of Corriere Innovazione. Consultant for companies and institutions operating in the field of research and technology transfer. His mission is to build bridges and connections. By all means necessary.

Domenico Lanzilotta

Founding partner
Journalist and co-founder of Blum, years of experience in print media. For over ten years, has been helping organizations to leverage their communication to stimulate business. Through training and research, he accompanies professionals and companies to improve themselves through communication strategies and practices that generate tangible results.

Francesca Ponzecchi

Founding partner
PR professional and co-founder of Blum, dealing with the planning and execution of networking events and strategies for more than twenty years. Worked for ten years in the marketing management for RCS. Passionate about innovation, contributed to the creation of Corriere Innovazione. Believes in the value of relationships and synergies to develop sustainable businesses.

Massimiliano Cortivo

Head of content & media relations
Journalist, at Blum since 2017, coordinates the editorial operation, carrying out strategic consultancy work for clients as well as media advisoring. Devises cross-media editorial plans and manages media relations at national and international level. For thirteen years an editor for the Corriere del Veneto (RCS). Degree in foreign languages and literature.

Content & media relations

Enrico Albertini

Content & media relations strategist
Journalist, at Blum since 2014. Creates, elaborates and coordinates cross-media editorial projects. Has worked with numerous newspapers, including Il Mattino di Padova and Corriere del Veneto (RCS). Is also the spokesman for the rector of the University of Padua. Holds a degree in communication and a master’s in journalism.

Silvia Pagliuca

Content & projects strategist
Journalist, in Blum since 2018, coordinates cross-media editorial projects and carries out media advisoring for companies. Writes about innovation, work and sustainability for newspapers and magazines in the relevant fields. A graduate in communication, with a master’s in social, political and institutional communication management and master’s in journalism.

Giulio Todescan

Content & media relations strategist
Journalist, at Blum since 2015, coordinates cross-media editorial projects and carries out media advisoring, press office tasks and media relations. Contributed for ten years as a freelance to numerous publications, such as Corriere del Veneto (RCS). Is among the promoters of the “Working Title Film Festival” and has directed two documentaries. A graduate in communication.

Giulia Cimpanelli

Innovation content specialist
Journalist, carries out media advisoring, content creation and social media management. Expert in innovation, startups and economy, has contributed to the Corriere della Sera for ten years, mainly on L’Economia and Corriere Innovazione. Has written for numerous titles: Startupitalia, Millionaire, Donna Moderna, TTG Italia, Glamour, Myself, Iodonna and others.

Valeria Costa

Media Relation Specialist
Press officer and communicator. She manages relations with national and international media, dealing with press office and communication strategies. She has worked for important companies in the fashion, automotive and financial sectors and collaborated with relevant marketing and communication agencies. Graduated in Foreign Languages and Literatures, she has a Master’s in Corporate Communication.

Alessandro Di Stefano

Innovation content specialist
Freelance journalist, expert in innovation, startups and tech, carries out contents, news and social communication. Since 2018 editor at StartupItalia. Experience in environmental journalism: editor in Rivista BC and social media manager and editor at FIAB. A graduate in history and a master’s degree in journalism.

Andrea Fasulo

Content & media relations specialist
Skilled as freelance journalist and copywriter, he is responsible for content strategy, content production and media relations. Worked in the field of cultural heritage, contributed as a freelance to numerous publications, such as Il Sole 24 Ore, and gained experience in media relations as a freelance and working for communication agencies. A graduate in contemporary history.

Denise Faticante

Media relations specialist
Journalist and communication specialist. She deals with media relations, press office, and communication strategies. For 20 years, she has worked for several publications, ranging from the printed press to the web and press agencies. Her main experiences include the publishing group E Polis and the agencies LaPresse and AdnKronos. She has a degree in classical literature.

Alexander Ginestous

Content & media relations specialist
Journalist, at Blum since 2018, he carries out press office, media relations and social media management duties for companies and events. Also manages the growth of cross-media editorial projects. He is a freelance contributor to the Alto Adige daily and he undertakes journalistic work for several sporting websites affiliated to the Gazzetta dello Sport. Graduated in communication.

Andreas Inama

Content specialist
Skilled in media analitycs. Former live-team-supervisor and editor at the sports news platform spox.com, then marketing manager at Pro-Tec Italia before working as a freelance journalist at Salto.bz. Degrees in translation studies as well as media and communication.

Susanne Pitro

Content specialist
Journalist, all-rounder in print, TV and internet, focus on business and science journalism. After many years of editorial experience in local media such as Dolomiten, ff - Das Südtiroler Wochenmagazin, salto.bz, she works in the press office of the Free University of Bozen-Bolzano and creates content for various editorial products and TV reports. Holds a degree in business studies and a master's in journalism.

Giacomo Porra

Cross-media content specialist
At Blum since 2020, he creates cross-media content, alternating between writing, video and graphic creation and social media management. He is always on the lookout for new, creative, moving and engaging forms of communication. Graduated in communication.

Lead generation, event, operations

Nicola Maioli

Graphics & operations strategist
Communication consultant specialized in graphic design. Since 1999 he has been involved in communication projects developing online and offline tools as well as organizing events. He collaborated to launch local projects and products of RCS and worked for 20 years with Fondazione Città della Speranza.

Mara Scotto

Lead generation & event strategist
Project Manager, coordinates projects and events and develops new business matching opportunities. For over ten years was a product manager of the Campania and Puglia editions of the Corriere del Mezzogiorno (RCS). She lives and works in Milan. Holds a degree in humanities.

Sara Menaldo

Lead generation & event specialist
At Blum since 2018, she scouts the entrepreneurial landscape for events connected to innovation, then takes care of their PR. Passionate about event management, cultural projects and storytelling. Holds a degree in languages, literature and modern culture and a master’s in creative development and management of cultural activities.

Erika Zaniolo

Administration & operations specialist
At Blum since 2019, mainly looks after the administrative aspects of the company and provides secretarial support to the newsroom and event organisers. Worked for twelve years in a travel agency in Padua. Holds an high school diploma of accountancy.

Case studies

A selection of success stories that, thanks to our work, have become headlines

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