Overview of recent articles for which IC-Agency was solicited during the last three months:
Comment les marques de luxe reprennent le contrôle de
leurs ventes sur Internet ? – Le Temps, 17 juin Le
secteur a longtemps été confronté à une distribution en ligne bas de
gamme mettant en péril son image. Appuyé par une directive européenne
plus favorable, le luxe tente maintenant de gérer ses propres circuits
d’«e-commerce».
L’art de raconter
des histoires pour convaincre – Swissquote Magazine, 9 juin Pour
séduire investisseurs et consommateurs, les entreprises ont de plus en
plus recours aux techniques du storytelling. Exemples, entre
auto-mythologie et vérité.
IC-Agency
relie le luxe à son client final – CB Web, 31 mai IC-Agency,
une agence de 30 personnes (3 millions d’euros de CA en 2009, en
croissance de 30 % /08) réparties entre Genève et Barthurst au Canada.
Créée en 2000, elle est spécialisée dans le digital marketing du luxe.
Swatch
Surges After CEO Says Watchmaker’s Sales Rose – Bloomberg /
Business week, 26 mai Swatch Group AG, Switzerland’s biggest
watchmaker, rose the most in more than seven months in Zurich trading
after Chief Executive Officer Nick Hayek Jr. said sales climbed in the
first quarter.
Travaux
pratiques – Le Temps, 25 mai La toile regorge de vidéos
didactiques pour apprendre à jouer de la guitare, se maquiller à la
façon de Lady Gaga, renforcer ses abdos ou survivre à une attaque de
zombies. Un phénomène à la hausse qui intéresse les marques, ravies de
pouvoir parler de leurs produits différemment.
La réalité augmentée pourrait faciliter les ventes sur
Internet – TSR, 10 mai Les innovations se multiplient en
ce qui concerne les commandes de produits sur Internet. Des simulations
en trois dimensions toujours plus poussées permettent à l'internaute de
se représenter l'objet comme s'il était devant lui.
VENTES
EN LIGNE - Le luxe affûte encore son commerce digital –
Worldtempus, 4 mai Récemment, Richemont annonçait le rachat
du site de vente de produits de luxe Net-a-porter.com tandis que
Longines inaugurait son magasin virtuel focalisé uniquement sur les
Etats-Unis.
China
Swatch Partner Hengdeli’s Sales May Grow 30% – Bloomberg /
BusinessWeek, 3 mai Hengdeli Holdings Ltd., the retail
partner of Swatch Group AG in China, said 2010 sales growth may be the
fastest in three years as it expands market share and Chinese consumers
splash out on luxury watches and jewelry.
Cresce
il falso d’autore dichiarato – Il Sole 24 Ore, 26 avril Il
business viaggia prevalentemente sul web e riguarda soprattutto orologi
di lusso, profumi e design.
Les gagnants de
l’internet suisse – Bilan, 6 avril Sur la centaine de
sites qui se lancent en Suisse chaque mois, 5% seulement rentabilisent
leur activité. Le secret? Être le premier dans son domaine et fidéliser
la clientèle avant que des concurrents ne fassent leur apparition.
SIHH 2010: The Haute Horlogerie under the WorldWatchReport’s magnifying glass
The Premiere WorldWatchReport 2010 is launched today exclusively for the opening day of the SIHH in Geneva.
Among the main trends revealed by the 2010 report:
Despite a gloomy economical context, demand expressed for Haute Horlogerie brands registers a 14% increase in 2009.Alexa Traffic Rank for htt
Facebook becomes the biggest online community for watch fans, with more than 300'000 declared aficionados. Hublot is the most popular brand there with 56’000 fans.
Emerging markets from the BRIC already account for 12% of global demand for luxury watches on the Internet.
The 6th edition now includes:
BRIC markets Brazil, Russia, India and China
Additional contributions from opinion leaders of the industry
Social Media impact, measured through historical data
The market study is carried out by IC-Agency and published in partnership with Europa Star "the most influential watch magazine", with the precious support of the Fondation de la Haute Horlogerie. It will be officially released during BaselWorld 2010.
Book Release: "La communication horlogère - Stratégies et nouvelles technologies"
Available at last! We strongly recommend reading the book "La communication horlogère - Stratégies et nouvelles technologies" which brings together the contributions made during the 12th Journée Internationale du Marketing Horloger, organized last year in La-Chaux-de-Fonds by the Association de Journées de Marketing.
APlease note the remarkable work done by the book editors in transcribing the analysis and debates, as well as the various research efforts needed for the occasion. You can purchase the book here.
The 13th edition of this event was held on November 26th, discussing "L'utilisateur Horloger dans un Monde en Mutation". Rich and exciting discussions were had by the participants in the presence of specialists like Antonio Calce, CEO Corum, Emmanuel Vuille, General Manager Greubel Forsey, Nathalie Veysset, Director De Witt, Françoise Bezzola, Marketing and Communication director TAG Heuer and Gregory Pons from Business Watches & Jewelry.
IC-Agency Participates in the HowToSpendIt.com Launch
The renowned How To Spend It magazine has launched its innovative new website: Howtospendit.com
The Financial Times had chosen Switzerland, more precisely the Beau Rivage Palace Hotel in Lausanne, to organize the launch last October 8th.
IC-Agency made a presentation on "The Essentials of Luxury Digital Marketing”, addressing relevant issues such as the importance of decoding the online environment of its target audience or social media integration.
This was followed by a presentation by DynamicLogic (WPP) and by Razorfish / Avenue A (Publicis) which developed the new Howtospendit.com platform.
Discover the presentation "The Essentials of Luxury Digital Marketing"
by Yves-Alain Schwaar, Head of Consulting & Operations, IC-Agency
What are the most important points that need to be addressed before doing online marketing?
Do Luxury shoppers search for your brand online?
How can E-advertising campaigns be effective for Luxury Brands?
How to balance social media and the need for exclusive communication?
In addition to the slides from the presentation available below, please find all videos from this exclusive event on http://www.youtube.com/FTStrategicSales.
IC-Agency continues to grow by welcoming its latest additions
With new contracts under our belt, and the arrival of TAG Heuer international SEO strategy, IC-Agency is proudly announcing the addition of new reinforcements.
1) Additional resource for SEO (Search Engine Optimization) / SEM (Search Engine Marketing)
Stephen Noton, internationally recognized SEO expert, joins IC-Agency in Geneva as resident SEO Guru / SEO Project Manager with the objective of reinforcing our clients’ ongoing international visibility and traffic strategies.
Stephen has 11 years of international experience in SEO/SEM and worked on mandates in the USA, Canada, China, Thailand and Singapore.
For his last work experience, Stephen had the responsibility of defining and implementing Alibaba’s global SEO strategy, China’s most important e-commerce site. Regarding SEM, Stephen is one of the few experts to have been triple-certified by Google Adwords, Yahoo! Search Marketing and Microsoft adExcellence Member and has managed campaigns with a monthly ad spend of over $15 millions.
2) Additional resource to the Marketing Team / WorldWatchReport Project
Salohi Andriamananaivo joined the agency’s marketing team to actively participate in the production of our
watch industry market study WorldWatchReport 2009. Only 24 years old, Salohi has already held many
internships with agencies such as Kilroy James in London and Media Contacts International in Paris, not to mention her recent internships in Marketing and Communication with Michael Page and Canonica Management in Geneva.
We offer them a warm welcome and lots of success with IC-Agency.
Yesterday, Yves-Alain Schwaar, Consulting Director for IC-Agency, hosted a workshop about the impact the Internet has had on the rules of customer acquisition and loyalty. Organized by Ecole Hôtelière de Lausanne (EHL) and its research department, this event incited a great deal of interest from the audience, which consisted of directors and executives from EHL’s Alumni Enterprises.
The key players in online tourism: comparison sites, search engines, travel agencies like Ebookers, Expedia and TripAdvisor were reviewed in order to better understand their impact on a traveler’s online behavior before, during, and after their trip. It is important to note that Kayak, leader in tourism search engines overseas, has extended into Europe: further proof that things are far from stagnant.
Whether its reputation on the Internet, luxury and watch brands expertise, e-tourism strategies or domain names, IC-Agency has been frequently solicited by french speaking media during the last two months: Le Temps, Capital.fr, L'Hebdo, com.in, Radio Suisse Romande have called upon the expertise of its staff to better understand the new challenges of the Internet for business:
Luxury Watch Making Publication: New Technologies and Strategies
IC-Agency had the honor of being invited to the Journée Internationale du Marketing Horloger, organized by Club Swiss Marketing in Chaux-de-Fonds, the Swiss capital of luxury watch making.
This was an opportunity to meet over 300 industry professionals primarily from France and Switzerland united by a main theme: “Luxury Watch Publications: New Technologies and Strategies”.
The event took an interesting look at certain efficient trends and news on watch making publications. From the importance of blogs and product placement in videos, to the analysis of campaigns linking the arts to luxury watch brands, the topic of e-marketing was covered by David Sadigh around the theme “How to use the internet to gain efficiency in you rmarketing strategies”. Some of the more notable subjects he discussed are:
The round table, hosted by Grégory Pons around the captivating topic of the future of luxury watch making press, welcomed editors from the main Swiss publishers including Jean-Philippe Arm from Watch Around, Didier Pradervand of Montres Passion, Eric Othenin-Girard of Movment, Peter Braun of Armbanduhren and Philippe Maillard of Europa Star.
A side note on Europa Star, an IC-Agency partner, who brought forth more than 10 years of experience with regards to integrating the internet into luxury watch makers’ marketing strategies. By pointing the “Actualities” section of the magazine towards the website, Europa Star has succeeded in adapting its publication to the most relevant media channels.
IC-Agency and Holistis expect to see you at their booth at the Paris E-Commerce convention which will be held from September 23 to 25. We have two conferences scheduled for this event:
On Tuesday, September
23, at 4:45 pm, Holistis will present: “2% of Your Visitors
Become Clients, a Fatality?”
On Wednesday,
September 24, at 4:45 pm, IC-Agency will present: “Tag Heuer: Measuring
the Global Impact for the Launch of the Meridiist” In collaboration with
Fréderic Layani, International
Internet and CRM Manager – Tag Heuer
