A success story in advanced aesthetics
Our work with Baldan
In this new success story we take you behind the scenes of our work with an Italian leader in advanced aesthetics. That leader is Baldan, a group covering every aspect of wellness and body care, combining technology, experience and know-how to support professionals in their search for beauty and health solutions.
What Baldan offers is a complete system of expertise, ongoing training, innovative methods and practical support for beauty salons, pharmacies and specialist centres.
Our work grew out of the need to make this value easier for the market to see, strengthen the brand’s positioning and build a communication and relationship system able to generate qualified leads and real opportunities, through an integrated strategy of communication, personal branding, social selling and contact management.
What will you find in this new success story?
Company profile
Italian company specialising in high-performance professional aesthetic equipment for the medical, wellness, spa and high-end hotel sectors
Project duration
1
year and 3 months
Target
High-end hotel chains
Spas & wellness centres
Med spas
City spas
Fitness centres
Client brief
Strengthen the brand’s positioning, making the value of Baldan’s technologies even clearer and developing new business opportunities in the chosen sectors
Opportunities generated
55
Markets
Italy
Dubai
USA
Challenges
01
Raising the visibility of the LinkedIn page
strengthening the digital presence with communication aligned to the language and values of the brand and consistent with its positioning.
02
Entering the hotel segment in Italy
a new market where the brand had little presence and needed to make itself known.
03
Building connections with decision-makers in each sector
to establish direct relationships with the people who matter, avoiding wasted effort and poorly targeted approaches.
Solution
HOW DID WE ARRIVE AT THE IDEAL SOLUTION?
After an initial research phase analysing the market, competitors and targets, we built a tailor-made strategy for Baldan that combined communication and business development.
A DATABASE OF
TARGET CONTACTS
We built a database of spas, hotels, wellness centres and medical facilities, carefully selecting the most relevant decision-making roles.
MANAGEMENT
Every contact was handled strategically, with personalised messages, targeted follow-ups and a relationship built up over time.
COMPANY PAGE
The company page became the place to tell the story of Baldan’s technologies, applications, events, vision and life behind the scenes.
PERSONAL PROFILE
We created content that presents Brando Baldan, Chairman of Baldan, as the authoritative voice of the brand, highlighting his experience as an entrepreneur, his vision and his knowledge of the sector.
SELLING
We made strategic connections using scripts written for each cluster, adapting tone, content and objective to the person we were addressing.
Combining communication with relationship-building generated new connections, useful contacts and concrete interest in Italy and in key markets.
Strategy
Our work with Baldan Group grew out of the need to raise the brand’s visibility in a way consistent with its positioning and support its entry into new market segments, in particular the hotel sector in Italy.
We aligned activity on the Company Page with the commercial objectives, building communication designed to speak to each target and preparing the ground for relationship-building and outreach.
The LinkedIn page was managed with a rigorous, consistent approach aimed at:
- passing on best practice
- conveying the value of the technologies
- making the brand’s identity clearer
- giving practical support to the business development strategy
In this way, communication became a tool serving the positioning objectives and the move into new markets.
In parallel, we worked on Brando Baldan’s personal profile, developing it as a natural extension of the brand. This created an authoritative space in which to share his vision, experience and approach to the sector, strengthening the brand’s credibility through the voice of its Chairman.
The second strategic strand was business development.
The aim was not simply to increase the number of contacts, but to create qualified connections, particularly in the hotel world, a segment that was new to Baldan and where it still had little presence.
We therefore set up a social selling and contact management programme based on:
- careful target selection
- identifying the real decision-makers
- messages tailored by role and sector
- follow-ups built up over time
Every action was planned analytically, with clear objectives and constant monitoring of results. The outcome was a measurable, verifiable process designed to turn visibility into relationships and relationships into opportunities.
Within a short time we created direct connections with some of the leading decision-makers in the hotel sector, opening qualified conversations and laying the foundations for new growth opportunities.
This structured, rigorous approach delivered concrete results without wasted effort and without forcing the pace, respecting the natural timescales of complex markets and lengthy decision-making processes.
Statistics
CONTACTS
PROCESSED
Results
A stronger network of on-target contacts
increase in brand reputation
Companies that became aware of the brand
Company page
management
New followers
gained since the project began
PERSONAL PROFILE
MANAGEMENT
New followers generated by the activity on Brando Baldan’s profile
outreach
activity
Expressions of future interest
Finishing on a high
This project consolidated the brand’s communication and gave it a more clearly defined positioning, while strengthening and expanding its network of relationships.
The communication strategy and outreach made the value of Baldan’s technologies clearer and more recognisable, making it easier to open qualified conversations with relevant contacts, thanks to highly customised scripts.
The result for Baldan Group, to date, is that it has more structured tools, digital identity and relationship processes with which to keep moving in complex markets with greater confidence and continuity.
We leave the last word to Brando Baldan, Chairman of Baldan:
Working with Mallei has been an extremely positive experience.
They gave us practical support in raising the visibility of our LinkedIn page, passing on clear best practice and consistently publishing content in keeping with the positioning and language of the Baldan brand.
One of our main needs was to enter the hotel sector in Italy, a segment that was new to us and where we were little known. In a short time they managed to create qualified connections, putting us in direct contact with some of the sector’s leading decision-makers.
Their approach is very structured and rigorous: they work analytically, on the basis of data and clear objectives, with measurable, verifiable results.
I recommend them without hesitation as strategic partners, especially for anyone looking to expand into new markets or enter segments they have yet to explore.