Alain Afflelou: The new males introduced are managers | Business | EUROtoday

Their faces have come to the fore and elevated them as true celebrities of their manufacturers. They are managers, businessmen and entrepreneurs who conquer the media and go viral on social networks starring in promoting campaigns for his or her corporations. A dangerous technique that seeks not solely to construct a reputable story about their services but in addition to humanize the corporate they lead. But the trail of the media chief requires not solely a steady train {of professional} and private coherence, but in addition enduring excessive publicity that usually assessments his waistline.

“The consumer wants to know who is behind the product they consume and the companies with which they interact. Its leaders have become a valuable resource to create strategies of closeness and trust always aligned with the brand values,” says Paco Lorente, professor at ESIC University. This is confirmed by Nielsen’s Trust in Advertising research, in keeping with which 81% of customers belief user-generated content material and phrase of mouth greater than conventional promoting. Something that the businessman and picture of his model Alain Afflelou may be very clear about, with greater than 1,400 opticians and audiology facilities distributed in twenty international locations.

A meteoric growth wherein its Tchin Tchin marketing campaign has had rather a lot to do with it. “My agency, CDP, considered that putting me in the ads would give credibility to the message and guarantees to the consumer. He generated a real impact that was at the same time a protagonist, an optician, a hearing care professional, the bearer of the brand, its owner and inventor of all the concepts,” he highlights. And he warns that this isn’t going to develop into well-known. “The presence of the manager must highlight the message and the company. I have always said: ‘My name is Alain Afflelou and I am an optician or hearing aid professional.’ That’s what makes it believable. I haven’t said ‘Hello, I’m here to show off’. There is a risk in thinking that one can afford to say or do everything,” he factors out.

For Afflelou, the important thing to this promoting working lies in being backed by a monitor document. “As a professional he knew well the problems of glasses wearers and people with hearing impairments. So I was credible, and that’s why the French followed me.” A credibility linked to the exploitation of his image that has made Jesús María de Arriaga, founder and CEO of Arriaga Asociados, add 300,000 clients and 400 employees. His ‘Let’s make it easy’, which seeks to “democratize access to justice,” has made him an omnichannel chief. “I represented myself in a trial and saw the trust you generate when your case is true,” he says.

Become the scourge of large companies and banks, his image travels from television to press and radio, internet, buses and social networks, where he has invested 20 million euros in one year. “I use my image to change that of a sector like the legal profession, which is cold, distant and charges in advance.” And for this it allocates 2 million euros from a turnover of around 42 million. He recognizes an overexposure of himself “which doesn’t scare me at all because I have based my business model on this strategy.” His counterpart in the real estate sector, Eduardo Molet, speaks of closeness and trust, but also of transparency, who has made his effigy his brand for years.

Dangerous strategy

His popular ‘Sold’ has elevated him in a sector he knows like the back of his hand. “On a trip to the United States I saw that consumers knew who was behind each company and that transparency generated trust, something key for the owners to give you their houses to sell.” The economist speaks of coherence in the media exhibition. “If you employ your picture for your enterprise it’s a must to be very conscious of every thing you do and say, handle your organization effectively, deal with your workers, your private life and above all, ignore criticism as a result of they have an inclination to go towards you and never towards you. your organization, which is what actually issues.” A complete roadmap that the ESIC professor describes as “dangerous” as a result of “it puts a person as a guarantee of the brand, which must also be blameless.”

Among social networks, Linkedin (830 million members and 58 million corporations, in keeping with Kinsta) is consolidating itself as a enterprise macro showcase the place prime executives search to attach by way of their movies and publications. This is what the president of McDonald’s Spain, Luis Quintiliano, has completed with the ‘The Last Order’ marketing campaign to “give voice to our commitment to the primary sector and make visible the work of Spanish ranchers and farmers.” A proximity that Ikea additionally seeks, since “at these times it is essential to be close and accessible,” in keeping with its CEO in Spain, Nurettin Acar. “Social networks allow me direct and unfiltered contact, in addition to being an essential channel for active listening. “They are a perfect place to humanize the brand,” he says. The agency has prolonged this closeness to 125 professionals with whom it has created a spokesperson hub “so that they can show the day-to-day life of the company in a different way.”

From LG Electronics, Francisco Ramírez, common director of B2B, turns into the picture of his model, giving visibility to “projects such as the worldwide digitalization of cinema or the modernization of 80% of football stadiums to convert them into multifunctional spaces” , he factors out. “Getting exposure in a technology company means giving credibility and humanizing the projects, because some can last up to 25 years.” And he concludes: “Starting to publish is an exercise in sincerity that exposes you to potential rejection that you have to know how to accept.”

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