Today, to have a more realistic description of WellTv, we will interview its Patron, Massimiliano Lanzani.
Who is Massimiliano Lanzani?
I am 55 years old, I am an entrepreneur in the field of communication, head of the advertising agency that bears my name, and in fact I am a media planner who collaborates with communication professionals, starting, for example, from Publitalia, at a national level, to get to Brescia Stadio, at a local level; and for our clients we are able to convey corporate messages and commercials, on social media, such as Instagram and Facebook, etc., and on local, regional television, such as WellTv we collaborate with....
Do you also collaborate with national and international broadcasters? What do you offer?
We have agreements with Mediaset, Sky, Discovey, and, as regards the international offer, always through WellTv we collaborate with Value 24 TV, Eurosport by Sky, Eutelsat and Dazn.
How does your offer differ in the panorama?
Our goal is to offer our marketing and advertising automation program, which will allow a new strategic approach to corporate communication, using the collaboration of well-known partners with decades of experience, such as the communications agency NaluF 3.0.
With all this range of opportunities, what will the costs of your service be for a company?
A company can invest what it wants because, for tax purposes, marketing and television advertising expenses are fully deductible at 100%, from the business income defined in the relevant annual financial year.
You deal with marketing and advertising, so what differentiates one from the other?
In this area we need to make a further distinction, namely the marketing and advertising that we use from the point of view of identifying our customers, and the marketing and advertising that are put into practice in order to develop our customers' clientele.
It is clear that the two profiles are closely connected in the sense that if a customer is satisfied with the way we present ourselves to him, he will consequently think that our television advertising will be profitable for him in terms of customers and turnover.
As regards both marketing and advertising under both profiles, it can be said that there are no major differences, in the sense that, looking carefully at the fundamentals of modern marketing, as stated by its creator Philip Kotler, advertising represents one of the factors of the marketing mix, that is, one of the famous four "P" of marketing.
And what I was saying, is valid both in the context of strategies to find our customers, and to ensure that the latter have advertising campaigns that bring customers and turnover.
Obviously, the choice to carry out advertising campaigns with us falls within the marketing mix options made in relation to the corporate communication choices made by our customers, and in this sense, everything that is part of the strategies of that company, our client, is marketing.
From the point of view of our strategies to acquire customers, we similarly focus on a communication that is essentially based on two pillars.
That is, the first pillar is conceived by marketing in the strict sense, and is based on all those actions that lead to a consolidation of our brand and that push towards obtaining the trust of our target audience, also through word of mouth.
The second pillar is based on communication through promotion or advertising, carried out on the territory by our sales force composed of representatives and reporters.
As regards the strategic marketing choices of our client companies, we take care of making the company enter the local, national and international market, Europe, Asia and America, while as regards television advertising as a marketing mix factor, we take care of commercials and advertising broadcasts, as content to present clients' companies and products, in a widespread manner to their respective audiences.
For these services we offer 1000 square meters of WellTv recording studio in via Mantova 27, and the strategic management offices, located in via Inganni, n. 4.
Is it to facilitate your advertising agency that you became a publisher?
I am a publisher by passion and family tradition.
My uncle Gianbattista was the Director of the Giornale di Brescia for decades, when the people of Brescia truly loved our city and wanted to be protagonists of its history.
The publisher of the Giornale di Brescia, Notary Giuseppe Camadini, was also a relative of mine.
On the Facebook page www.calciobrescia.com I am followed by about 5000 followers.
In 2023 I entered the world of publishing and television, with the acquisition of WellTv, to create an independent, non-servile voice that gives space to the world of culture, politics, sports and well-being, in an interactive form with the television audience, allowing everyone to speak and have their say.
I believe in the meritoriousness of socialization, because it is only in this way that we can achieve, over time, an upward social well-being.
What do you think of Brescia today?
I have been abroad for several years, around the world, always working in communication for the purpose of marketing various products.
When I returned to Brescia I found a city a bit static compared to the past.
It seems to me that entrepreneurs in general have limited themselves to cultivating their own company garden.
An example for everyone is football.
We have two teams in Serie B, Brescia and Feralpi di Salo', to which Lumezzane could soon be added.
And all this confirms the individualism of our entrepreneurs, who give up joining forces and helping each other.
In particular, I am critical of Massimo Cellino, who forced Giuseppe Pasini to play the home games of Feralpi Salò in Piacenza, denying him the use of the Rigamonti.
So football is your greatest passion?
I started as a player in Mario Mantovani's Viando Plodari, then continued as a coach and finally manager of Viando.
Then I was in the Voluntas of the late Roberto Clerici, then continued as a coach and manager of Bettinzoli Brescia, then in Volta Mantovana, to end up as president of Calcinatese, Nuova Verolese and Pro Palazzolo (living the explosion of Giorgio Scalvini, then sold to Brescia and now in the national team) and vice president of Rodengo Saiano in C2, which I then became the major shareholder of.
Basically, a lifetime of following football since I was a kid.