Blue and White
299
Interesting topic
May 26, 2014,02:04 AM
This is highly intriguing because the watch industry which cannot be really called innovative compared to other industry sectors, capitalizes largely on building an image.
There are at least following points that come into my mind when we talk about the contribution of ambassadors, and these below are not comprehensive, but rather examples:
- Segmentation
There may be a difference when it comes to assessing the assumed impact of using ambassadors on image and eventually sales, depending on the brand core value and its targeted customers. For example, using VIPs may be helpful in creating brand awareness for a new brand, striving to get attention and thus recognition. It may also depend on the clientele, i.e. if it is retail mass market, some of potential customers may find it appealing that people known from mass media are also wearing that, while the watch itself is relatively affordable. It is a completely different story for a brand with a long history, tradition which presumably contribute to building up a brand and its image, and then the question is what do they need ambassadors for.
- Conveying brand values
In fact, I do not see how those brand ambassadors help in building an image (eventually propelling sales) because a) I don't understand what core values of a brand they are supposed to convey and b) I am not sure whether everyone knows those ambassadors.
The first point is the more important one, and here is for example why I keep wondering about the marketing strategy of a fine brand such as Audemars Piguet. I associate certain values and properties with AP, such as craftmanship, tradition, competence/skills, dedication to details etc. When I see the website of AP with their ambassadors, it rather raises eyebrows. What do they stand for and more important, what has it to do with AP's core values? Now, some here may dispute that but it is a fact that the brand image of AP is eroding, maybe not on an absolute basis, but compared to PP and ALS (IMHO).
- Non-intended adverse reactions
There is a phenomenon in psychology called reactance. Maybe this term is nor really fitting here but still I would like to draw attention on the possibility that it is not only about whether ambassadors can or cannot help in selling watches, but if they might rather induce adverse reactions. Meaning, I do not buy the watch x or y because of the poor marketing concept which transports a different image than what I expect. For example, I could imagine that the majority of buyers of fine brands such as PP, ALS, Breguet etc are working hard for their money and are at least ok with conveying a certain understatement (how many outside this forum know Patek or Vacheron?). Are those ambassadors in line with that? At least some of them I associate with being quite young (whereby young does not stand for immature, but at least inexperienced in many cases), "flashy" in appearance, and strongly overpaid in relation to talent, and quality of their work. Best example are actors in my view. But even if not, how many want to be identifying with sports or entertainment stars? On the contrary, a slightly bitter taste remains in that buyers are aware that some part of the price for their dream watch goes into the pocket of such VIPs that do not represent the brand's and/or the customer's own values.
If AP had a limited model called after "Noam Chomsky", I would be much more intrigued than all those celebrities in entertainment that rather cause adverse reactions with me ;-)
Regards
Abdullah