Telling a new story, in a new normal made up of hybrid meetings and lessons, with a new approach orientated towards the end user. We touched on the stages of the transformation of Kramer Electronics with the Italian Marketing & Communication manager Chiara Borlini.
When technological evolution goes hand in hand with a targeted rebranding strategy and a renewed presence on global markets. The history of AV Kramer Electronics integration has already done so, but with the acquisition by the Israeli company Fortissimo Capital Fund and the end of the Kramer family era, in April 2021, the change was fast and innovative.
This excitement has naturally also reached Kramer’s business in Italy: Chiara Borlini, Marketing, Communication and Business Development of Kramer Electronics Italia, tells us about it. “Kramer has always had a great strength – she explains: the character of the brand, combined with the quality of its products, built with great dedication by the founders of the company. The new owner has recognised this value, while at the same time embracing a need that we have all felt for some time, that of intensify the dialogue with end users, that has already been going on for some time in the Italian market. This does not mean overcoming the relationship with the System Integrators, who remain our only reference channel, but rather being on their side. The possibility of listening to the voice of end users and responding to their real needs will allow us to support professionals more effectively and with more complete services, useful for developing successful projects.”
Complete the audio visual experience
A clear direction, which led to the great news of the last few weeks: the transfer from Jerusalem to the new headquarters in Tel Aviv and the launch of a new global strategy that redesigns Kramer’s organisation, communication, technologies and market presence. “Kramer solutions become the connection point between the physical and digital world.” continues Chiara Borlini. “We want to offer the ideal answer to that “phisidigi world”, or hybrid world, which belongs to the hybrid generation (H Generation). Also on the communication front, the management has chosen a holistic approach, centred on valuable content and not just on product promotion. At the base, the idea of telling in a transparent way the considerable research and development efforts implemented in the last year and expressing the application potential of our AV solutions.”
Kramer’s audio-video experiences – the new logo and its payoff also say so – fuel creativity, collaboration and engagement. From AVSM solutions to advanced cloud-based communication, collaboration and control propositions, Kramer can create more inclusive and connected hybrid meetings, lectures and meetings today. “Physical and digital boundaries are increasingly blurred, but no matter how hybrid our world becomes, Kramer will continue to work to truly connect people. We will do it with sophisticated but intuitive technologies, which generate inclusion and value in any professional environment.” Explains the Italian manager.
