Industrial marketing for a group in 150 countries: revenue up 15% in five years
Catalogues in 6 languages, 50 international trade fairs, websites, video and product photos for a group selling in 150 countries that grew 15% in five years.
- Year
- 2017
- Role
- Web & Graphics Designer
- Client
- Cavagna Group
Human experience
Knowing the technical products and talking to engineers, agents and distributors let me turn complex data sheets into clear catalogues for each market. Trade fairs teach you what customers really ask for: every piece of material grew out of those conversations.
How I’d do it today
Today I would start from a single library of technical data sheets: AI would translate and adapt the catalogues into 6 languages, create product photo variants for each market and prepare trade fair material country by country, with a person reviewing every text.
Result
+15%group revenue from 2012 to 2017
- 70
catalogues and brochures in 6 languages
- 50
international trade fairs in 5 years
- 150+
countries served by the group
Context
From 2012 to 2017 I ran industrial marketing communications for Cavagna Group, a manufacturer from Brescia, Italy, that makes valves, regulators and components for LPG, compressed gases, natural gas and healthcare applications, and sells them in more than 150 countries. Every market needed catalogues in its own language, trade fair material and sales tools, across several brands: Cavagna, Bigas for automotive gas systems and Green Gear for LPG equipment.
Goal
Give a multi-brand group with dozens of product lines consistent B2B communication worldwide, and put up-to-date sales material in the hands of agents and distributors.
Product catalogues in 6 languages and by region
As Web & Graphics Designer I handled communication from layout to print: product and technical catalogues, corporate brochures, the company magazine “Blue” and ads in trade publications. Over five years I produced 70 catalogues, brochures and ads in 6 languages (Italian, English, Spanish, German, Turkish and Thai), organised by sector with dedicated editions for regions such as North America, Latin America and the UK.
International trade fairs and the sales network
For five years I prepared the material for about 10 trade fairs a year, from LPG and technical gas shows in Europe to events in the Americas and Africa, together with presentations and tools for the sales network. I also managed the communication budget and reporting.
Websites, video, photography and 3D renders
I worked on the group and Bigas websites, shot and edited corporate, product and tutorial videos, and produced product photos and 3D renders. For Bigas I ran the autogas campaign, built on 15% lower CO2 emissions than petrol and on rally cars in the brand’s livery.
How I would do it today, with AI
I would start from a single library of technical data sheets: AI-generated translations into 6 languages reviewed by native speakers, product photo variants created in batches for each market, and trade fair and catalogue content adapted country by country.
Results
In the five years I led communications, group revenue grew by 15%. My contribution: 70 catalogues and brochures in 6 languages, about 50 international trade fairs and recognisable communication for every brand in the group, in more than 150 countries.
