Earlier this year, Tom Davies reminded readers about peer power when he relayed his Ray-Ban-filled holiday experiences. There is no more powerful push to purchase than seeing someone else and thinking to yourself: ‘I want to look like that.’ As Davies alluded, the sheer volume of the Luxottica flagship brand on holidaymakers’ faces makes every beach a showroom.
But what if your brand is not ubiquitous, what if customers are not familiar with your brand; how do you achieve that recognition? Sunglass supplier Maui Jim is well known for its high-quality technical lenses and frames; it decided early on in its life to build its brand through a string of high-profile sponsorships. Unsurprisingly, these started in sports close to the demographic habits of its traditional buyers, such as golf, equestrian activities and sailing. This has expanded into more mainstream sports such as tennis, football and Formula 1, which is finally breaking into the US market. These partnerships are backed by offering special products and event branding, while support staff and other stake holders are given the opportunity to wear the product so they can become advocates for the brand.
While these sponsorships are all backed with editorial, media advertising and influencers’ social media coverage, Maui Jim is attempting to bring marketing, through product, closer to buyers in a more concentrated form.
Any of your clients holidaying in Majorca early in August may have seen Maui Jim’s support for the Copa del Rey Mapfre, Spain’s most prestigious sailing regatta. Perhaps they stayed in a Puro Beach resort or took a trip to the Rafael Nadal Academy? It may well be worth asking.
Innovative approaches
Explaining the Majorca connection, senior director of marketing Europe, the Middle East and Africa and Asia Pacific at Maui Jim, Martijn van Eerde, said it was about raising the profile of the brand where people use product. ‘We have always marketed where people buy sunglasses, why not do it where people use them?’ This, he says, opens opportunities to allow people to try the product, which remains the best route to converting sales for Maui Jim sunglasses.
‘We want to find places where people can really try it,’ says van Eerde. Another initiative is through links with high-end resorts. Here, Maui Jim representatives circulate in popular areas to offer product try-ons or a sunglass cleaning service. While the client’s sunglasses are being cleaned, they can try on some Maui Jims. ‘In other partner resorts guests can use the product during their stay,’ says van Eerde. Another approach is to have boxes of Maui Jim products in situations where people experience high-end yachts.
Such partnerships enhance the users’ experience and get a pair of Maui Jim frames on their face. While direct sales in resort boutiques or at sporting events are welcome, the idea is to promote the brand in a less obvious way, says van Eerde.
Majorca testbed
Majorca has been selected as a testbed because it is such a popular destination for people from across Europe. Maui Jim wants to replicate the concentrated brand activity it has on its home island of Maui in Hawaii. On Majorca, Maui Jim partnerships can be seen at the private jet terminal, at the Rafael Nadal Tennis Academy, the famous Flor de Sal salt flats and at the island’s Puro Hotel and Beach Clubs.
In these situations, there could be hosts with trays of sunglasses offering guests the opportunity to try the product by the pool, at the airport it could be a display or mini shop in a destination resort reception area. The idea is always to get people to try the product on because once they have experienced it, they will want to buy it, says van Eerde. The idea is not to prompt a purchase there and then, but, once they return to their native country. ‘There are people that will come to this island that will see Maui Jim four, five or six times. For branding, this is crucial. The idea is to benefit practices around the world in retail, once holidaymakers return home,’ he says.
By the very nature of the programme, gauging success may not be easy and the initiative is not something Maui Jim has communicated to its customer base. ‘It’s still below the radar because we haven’t really had a chance to talk to them [retailers] about it,’ admits van Eerde. In the meantime, it is worth keeping a close eye on any of your customers that holidayed in Majorca this summer.