The theme of the 14th International Watchmaking Marketing day was "Watchmaking and its ambassadors". In this event, participants had the opportunity to discover what are the ambassadors of watchmaking products, what strategies and how ambassadors are involved and used. The concept of ambassador was widely discussed during the day. In short, everything that talks or makes talk about the product can be regarded as an ambassador, including the product itself (one may not be in agreement with this way of "overuse" the title).
Expert round table with Antonio Calce, CEO Corum, Richard Mille, CEO Richard Mille, Jean-Marc Jacot, CEO Parmigiani and Prof. François Courvoisier HEG/Watchmaking Marketing Institute.
But what is the aim of an Ambassador usually? It is a country representative to other nations… by extension, the products manufacturer ambassador in the country of potential buyers. Therefore an ambassador represents the brand, conveys the same values, must be consistent and be sufficiently "glamour" to raise up desire, to convince, or make people dream. In addition, contrary to what is usually happening to countries, brands are in competition with each other. Not an easy situation…
And what are the ambassadors of subcontractors? What about a little extrapolation? What are the ambassadors for manufacturers? It is clear that a subcontractor doesn’t want and cannot hire an American star (which could also make some advertising for coffee for example) to represent its turning or milling capabilities. So what are its ambassadors? Finally it is not very different here as they should be passionate and confident, they must feel in affinity… The only difference? Visibility!
Targeted visibility But what matters is targeted visibility … who represents sub-contractors? Will an American actor be more effective than a business manager or than a sales guy on a specialized trade show? More effective than a CEO explaining his passion to a journalist? More effective than a targeted magazine which transmits your belief in his audience?
Exhibitions, press or the web First target, sales people of the company, these women and men are in contact with customers and present them their products. If they are not passionate and confident, sales will simply not follow. Same story for business leaders who present their skills to enable the realization of an press article. If they are satisfied with the minimum, the results will be in accordance. But if I visit a company and encounters this passion, if I discover extraordinary abilities and willingness to share… I become an ambassador.
Then are we all ambassadors? The Watchmaking Marketing Day reminds us of certain truths applicable in all areas… and to value ambassadors is very important. We are all ambassadors of our products and it is essential to behave as such; with passion!
I am not going to reprint my business cards with the mention "ambassador"... but why not? You need ambassadors to fight for your microtechnology skills in Europe? Consider the Eurotec Embassy; on the market at your service.
Pierre-Yves Kohler Ambassador Eurotec
For more information about the day: www.marketinghorloger.ch
