Brand Ambassador - Panerai (Second Round) Flashcards
What makes Panerai stand out from our competitors?
- A rich history
- A very distinct design language (legible dials, sandwich dial, large case size, cushion-shaped cases, crown-guards lever)
- A variety of case materials (not only in brozen, goldtech, steel, titanium, but also in carbontech, Panerai Composite)
Imagine you are faced with a new customer. How would you sell a Panerai? What model would you sell them?
How would you approach someone who seems interested in Panerai?
Would you feel comfortable striking up a conversation with someone at an event aimed at raising awareness? How would you discuss our brand?
- introduce them to a brief history of Panerai
- Ask them what collection they’re most interested in, the case style they’re looking for, the style they’re going for.
- if appropriate, i can invite them to try it on
How would you respond to a negative comment?
Tell me about a time when you had to deal with an irate person at work?
Tell me about a time when you had to deal with an angry person, how did you handle it?
- I’d be patient and really listen to what the client is saying
- From there, my focus will be finding a solution as soon as possible
E.g in my experience working in a coffee shop, there was one time where our team saw a negative comment on an online forum. I took the initiative to reach out to the customer to understand the issue.
Once we identified the issue, we reflect that to the manager and gave the customer a complimentary drink for their next visit.
- turn negative into positive experience
- good problem-solving and listening skills
What makes you the right fit for this position?
- my most recent work experience has been with Panerai
- I developed my genuine interest and passion for the brand
- it was also my first marketing role in a renowned global company.
- I got to help alleviate the workload of our marketing team and made sure all our marketing efforts were able to run smoothly
- This firsthand experience has allowed me to create a strong connection with the brand and I’m excited to continue my Panerai’s journey with this role
What is your experience in the service industry?
1 year experience in customer service
- summer intern in Disney
- barista in Starbucks
- create a positive and memorable experience for customers
- represent the brand and engage new customers
What are your career goals?
- to further advance my skills and expertise in the field of marketing and brand management
Especially with my most recent UX degree, I’m passionate about making impacts for the users and customers. I hope I can contribute success to brands and products that I believe in.
- in long term, I hope to take on more responsibilities and work my way towards leadership
- driving campaigns or contributing to strategies
What do you know about the client and/or brand that we are currently promoting?
Can you describe our target audience? How would you engage with them?
In my experience
- Mostly men
Workshops and Events that can cater to women and younger generations
- Light painting event
- Knot-tying event
On international women’s day, we also gave out bouquets of flowers to our female Press and VIP
- Reach out to fashion influencers
In our light painting event, we invited three young influencers to tour the store and try out our watches and straps
Skills a brand ambassador need
- Assertive (can think on their feet when there are emergencies)
- Creative (think outside of the box to approach different types of clients)
- Informative
What is your experience in selling?
- I don’t have experience in sales, but in my previous role, I did always work with the sales team in Panerai
- So for example, since our marketing team is often in constant communications with the boutique staff, we often talked about what kind of customers are going into the store lately, what are the demographics like, and how the marketing team can support the boutique sales staff
- Even after every events we did, we will contact our boutique staff to learn about customer behaviour and how we can improve our next event based on that
- I can leverage these skills to the sales process
What do you think are the best techniques for promoting a brand?
Brand Storytelling
- An arts and craft (mizuhiki) workshop, using cords to form a fish-shaped accessories
- fish symbolises prosperity and abundance in chinese culture
- craftsmanship and heritage of this art form is similar to that of Panerai
- To tie back to Panerai’s Italian heritage and unique craftsmanship
Strategic Partnerships & Personalised Customer Experience
- Partner up with local Italian chef to curate chocolate box and gift basket for clients
What were the biggest challenges you face when promoting Panerai in your last marketing job?
- maintain brand consistencies across all marketing materials
- from digital assets to print and press releases
- Because Panerai has such a strong brand identity, I was reminded by my superiors about making sure every details and even the language I use for the press releases has to be consistent and accurate
What do you think is the most important thing to remember when representing a brand?
Be consistent, professional and customer focus
- Whether I’m interacting with clients or press or partners, I think it’s my responsibility to consistently promote and protect Panerai’s reputation
- that means I should be well-informed with any Panerai updates so i can provide accurate info
- and I should go above and beyond when it comes to building relationship with the clients
How do you stay organised and efficient?
Prioritising, having good time management, and being communicative with my team
- to-do list
- breaking down tasks into manageable tasks
In my previous experience, I will set up appointments with my superiors to talk about my tasks at hand and questions that I have for them
List five words that can describe your character
Patient
- allow me to be calm even in stressful situations
Detail-orientated
- allow me to deliver high quality work
Reliable
- meeting deadlines and delivering on commitments
Collaborative
- working in teams
Adaptable
- adjust my approach with different clients
Tell me about a time when you have helped Panerai in your last job
Working with suppliers and local partners
Coordinate gifting and inventory allocation
Coordinate installation of in-store decor with both boutique staff and installation staff
Press Release translation and preparations
Dilibra WeChat Promotions/ Video Assistance
WeChat Online Store with dealers
Events Assistance
Press Coverage Circulation to Boutiques
Social Media Report
Invoices Follow Up
Pop up store in China
Panerai Hong Kong Site and Google Info Update
