Even a niche sector has important stories.
Packaging for dangerous goods belongs to a world where precision and trust carry real weight. Communication starts from that substance and finds forms able to reach customers, readers and newsrooms.
The starting point.
Serpac produces and distributes UN-certified packaging for the transport of dangerous goods: chemicals, lithium batteries, diagnostic samples. Based in Segrate, ISO 9001 certified, in a market where buyers rarely get it wrong and choose on trust.
The problem was that everyone was playing for that trust on the same ground, word of mouth and trade fairs, and online the sector barely existed. Anyone looking for approved packaging found technical sheets and PDF catalogues, and the few visible companies were not necessarily the best ones.
What they had already tried.
The site was there, the e-commerce too, and both stood still. It is the stage where companies usually change agency every eighteen months: each one proposes its favourite tool, the budget moves from one channel to another and nobody answers the real question, which is whether any of it produced customers.
What changed with us.
Two disciplines together, instead of one at a time. Google campaigns to catch the people searching for approved packaging right now, and the press office to get the subject talked about in front of the people who read those outlets before they even have the problem. The measurement sits in one place, where advertising spend and press placements are read next to the real traffic on the site.
The moment it showed.
When the enquiries stopped coming only from long-standing customers. In the twelve months tracked by DM Intelligence, from September 2025 to August 2026, the Google campaigns produced €211,881 in attributed sales on €20,588 of spend, with 1,334 results. That is 10.3 times the investment, in a technical B2B market where the price per click is not low.
In the same period the press office brought 66 placements. Over four years they became 288, across 167 different outlets: Ansa, Adnkronos, La Stampa, Il Messaggero, television and radio, plus the logistics and packaging magazines that buyers in the sector actually read.
Where they are now.
The site receives 83,258 sessions over the twelve months tracked, and the largest share comes from people typing the name directly or finding it on Google, not from advertising. That is the sign the work is doing what it should: advertising brings today’s demand, press and organic build tomorrow’s.
The link between the two is not an opinion, it shows in the numbers: the same platform that measures the campaigns also records the sessions arriving from AI engines, 558 in the last year, and the sources those models cite when they talk about certified packaging.
