Venezianico is a small watch brand that successfully competes with much more established watch companies like Tissot and Balenciaga.
How? Because of its focus not only on quality, but community.
“Most brands in our business are still really old school in their marketing,” says Roberto Nespolo, Head of Sales.
"They spend hundreds of thousands of dollars on online campaigns, but it’s still difficult for them to keep customers. If you buy from one of these brands, you have to deal with an official retailer and you don’t speak with the owner of the shop, but the shop assistant. Then, if something breaks, you have to send to the support center in Switzerland and wait weeks to get your watch back.
“Customers spending this amount of money don’t appreciate the distance they have from the brand, but this is the way most watch brands work.”
Out with the old, in with the bold
Venezianico saw the opportunity to stand out with a more modern approach and get even closer to its customers. Mailchimp was its only platform for lead generation. It now wanted to experiment with getting closer to customers on WhatsApp.
As Roberto explains: “We were already using WhatsApp Business, but it was basically just a chat, used with website visitors and in email marketing campaigns. Of course this is very useful, but we wanted it to do more to build loyalty with our fans.”
Additionally, it wanted to scale WhatsApp Business more than it could with the basic version – to send campaigns to thousands of people and have additional data, a more analytical approach.