Pablo Apiolazza had the idea of founding APZ Media when he was in Italy, attending a course at a business management course. In his hometown, Buenos Aires, he had worked several years in the field of movie production, mainly dealing with outsourcing services for international projects. Thanks to experiences gained by its owner, APZ Media is able not only to provide the final product, but also its creative part, also regarding brand and content development.
The combination of these creative and content development capacities is the core of APZ Media vision. Its mission can be resumed as follows: using a combination of art, strategy and technology in view of “making ordinary becoming extraordinary”. This is not only a slogan, but the choice of focusing on empathy as the core element and a personal value at the basis of any activity. All communication projects have an emotional component and all situations have an emotional part, which must be caught. Giving a soul to every project means assigning it a plus, making the value of the company mission meeting the personal values of the owner.
APZ has a strong perception of the strength point of its brand, consisting in the combination of their high level capacity, both regarding creative activity and technical skills. The above mentioned mix of skills makes the difference and allows APZ dealing with more differentiated product and services in comparison to those offered by competitors. Not only different but also more complete, being them able to prepare turnkey projects, covering both concept making and its implementation. Thanks also to a EU funding, APZ is making an effort to enrich its product and their offer, proposing them as a both creative and innovative enterprise. A fix amount of resources is constantly invested on brand elements such as technology, education and training – also taking into account that their skills need peculiar training.
How does APZ introduce itself and sell its products and service? Indeed a part of the contacts is made via website: as Pablo says, their webpage has a little number of hits, but they are made by the “right” visitors. A peculiar form of word of mouth is also coming in consideration: it is helped by the fact that their products live a sort of independent life and are revitalized also after the completion of marketing campaigns.
Brand is tested with customers and external stakeholders and feedback is really positive, even if made in an informal way. The perception of quality is strong both at local and international level, in the last case with a greater perception of quality and service perception. Feedback from campaigns made on the product come directly from the customer, and it is satisfying. It seems difficult anyway to implement a benchmark system, but they directly work on metrics and understand which contents guarantee a better brand perception.