The Idea of Vivere la Toscana
“Vivere la Toscana” is an idea of “Diverso CMI”. Its main purpose is the knowledge and the purchase online of homemade and wine and food products of Tuscany, by fostering in a second time the growth of the qualitative tourism. The e-commerce portal allows the local managers and craftsmen to promote and sell their own products online, by spreading in the same time the regional culture and the gastronomic and manufacturing tradition.
By decreasing the supply chain and the intermediate stages and, as a consequence, the reduction of the final price, “Vivere la Toscana” gives the local producer new sale chance; therefore, the customer feels the quality of the products, their tracking and the opportunity of a direct contact of the producer in the land. Thus, “Diverso CMI” supplies a vital supporting activity, both to the local producers and to the consumers. Moreover, the users can find in a sole website all the excellences of the Region, in order to “Live” Tuscany in all its aspects, flavours and values.
- A warranty for the consumer: to find the authentic territory on the sole brand “Vivere la Toscana” that selects and chooses only the best productions;
- Direct Relationship of Confidence between the producer and the customer;
- The creation of new sale channels for the producer;
- Convenience: online orders and “home deliveries”;
- Smaller environmental impact, thanks to the decrease of transports and packing;
- Transparency: the chance for the consumer to visit the producing factories;
- Tracking: products’ information about ingredients, origin, etc.
- Promotion of the Local items of Tuscany, their periodicity, their quality.
Who is DiversoCMI?
“Diverso CMI” is a company found by Elisa Micheli in 2009. It provides planning services and web marketing campaigns; market, sector and online semantic analysis; advisory service for research; analysis and keyword, SEO Web copywriting; creation and optimization of SEO contents and reporting and indexing on Italian and foreign browsers; Popularity Links; Social Media Managing; Article Marketing; Blog management; 2.0 and 3.0 web forum. The company is a partner of several Tuscan factories and web marketing agencies in Milan, Florence and Rome for advisory services, training or projects.
Elisa Micheli, born in Grosseto and graduated in Industrial Design (post graduate course of the “Services” in the inter-faculty Managing Engineering of the “Politecnico di Milano”) has been working since 2006 as teacher, Marketing and communication advisor and Web Marketing. She has been working for two years in a consultancy firm in Milan, one year in the marketing office of a high tech consultancy firm in Pisa and, in 2009, she created DiversoCMI. In November 2009, she created the blog “Vivere la Toscana” as a “test”, in order to have an idea of how the foreign users imagine Tuscany. The answer was astonishing: in a year, the blog reached over 17.000 visits each month. The deep knowledge of the logics of the web marketing, the position on the browsers and the necessity for Tuscany to be a unique, complete Brand of its land for the international tourism, has stimulated the creation by DiversoCMI of a web marketing communication project, usable by all those structures that consider this particular target as vital. This is the reason why the e-commerce portal “Vivere la Toscana” has been created.