this_hobby_of_hours
3660
I hear you Semyon ....
But the current approach is not effective.
I see marketing budgets as being both sales focussed as well as engagement focussed (brand value).
It's the same as in my accounting or software business. Even after clients have engaged our services, we still keep in touch beyond the said services. We meet for lunch and just check in on them. This means that we also hear of potential morr business from them.
We see other brands like IWC that have an active community with meet ups. And this is effective indirectly towards sales and even client retention.
GP is totally dead in this area. This is why I formed the GP Laureato Fanclub FB group and we now have 3,500 people in the group.
As existing customers of GP, we may not be buying many new watches. But we certainly can influence potential new customers with their decisions via forum posts abd and general impression of the brand.
If we are not engaged, we may not be bothered to post or influence others.
Also, I do not see it as an either or situation. Let the ADs continue their white tablecloth dinners. But when GP folks are down from Switzerland, they can also organize another informal pizza and beer event where they invite existing clients. They have our contact details. And local chapters can help organize or even host. I while be more than happy to have 20-30 collectors come by the house for a meet and greet session with the GP folks from Switzerland.
As for pre-owned, I totally agree with you. But there are akso many who do not buy pre-owned. So GP new, would be all that they consider. The pre-owned value are so much lower than current MSRP and this may change in the long-term if GP starts a CPO business.
These things need to be discussed in greater detail but in essence, a 360 degree approach towards collectors needs to be taken.
The biggest hurdle right now are the ADs that bundle GP in order for a customer to get a FPJ at retail. These leads to the GP beint dumped to the secondary market brand new at artificially low prices.
I have spoken out extensively about how toxic the bundling practices are by these ADs. It destroys brand value.
Thoughts?
Best,
Marc
Dinner with Marc Michel-Amadry (MMA), the Managing Director (MD) of Girard-Perregaux
What a treat
Thank you
Wow, what an amazing and kind gesture from MMA.
It was fun. I don't like wearing jackets and such anymore
Wow, that sounds superinteresting!
That's a good question
That would be great if it works but I doubt.
I hear you Semyon ....
OK, thanks Marc. Let's see how it goes and I really
We pretty much talked as two collectors
Very cool.
Some infections are good for you 😃
It was enjoyable
Yes, all very impressive
