• The project to promote the Digital Marketing of industrial companies led by the Packaging Cluster, in collaboration with the Catalan Water Partnership and the expertise of Playbrand, ends
• An intersectoral collaboration that will allow promoting online communication of leaders in the world of packaging and water

The Digital Marketing project, promoted by the Packaging Cluster, with the participation of the Catalan Water Partnership (CWP), began 9 months ago with the aim of accompanying industrial companies to enhance their online communication with the contribution of knowledge from Playbrand, marketing agency specializing in digital strategies.

In times of COVID-19, the main challenge for companies was to know how to approach the end customer through digital tools and create a communication plan to interact online with the target audience. The development of the collaborative project, with the participation of the communication agency, made it possible to achieve the objectives and share experiences and knowledge among the marketing experts of the 8 participating companies in the packaging and water sectors: AIS Vision Systems, Cart Service, Disibeint , IFLEX, Catalan Technological Innovation (ITC), Matrix, Pastisart and TAI Smart Factory.

Playbrand's intervention has been an added value to the joint initiative, since it already had previous experience in carrying out successful collaborative projects with other clusters such as the Catalan Water Partnership. This prior knowledge allowed the pilot test with companies in the packaging industry to have better service and support in the communication and marketing department.

The lines of action have been defined in 4 stages: 1) Analysis of the challenges in digital marketing in the industrial sector 2) Initial diagnosis and positioning in relation to the sector according to the type of company to be studied 3) Development of an action plan in B2B digital marketing 4) Analysis of synergies and possible cooperative projects.

For more than 4 months, the communication teams have been involved with individual and collective training sessions, with the creation of a buyer persona through communication strategies and conclusions have been drawn from the pilot tests carried out on the companies associated with the clusters.

With the promotion of this project and analyzing the different participating companies, it has been possible to stimulate a latent need in the packaging industry: progress digitally and enhance communication in a sector that still has a long way to go. In addition, the brands involved have managed to make decisions based on real data with which to direct online digital strategies to reach new customers and markets, and gain in-depth knowledge of the sector.

Since its inception, one of the strategic challenges promoted by both the Packaging Cluster and the Catalan Water Partnership has been the importance of carrying out collaborative innovation projects to improve the competitiveness of companies and the market that surrounds them.

Digital Marketing is a project financed by ACCIÓ within the framework of Aid for Initiatives to Strengthen Competitiveness (IRC)