Something that you might not know about me - the day before I was born, my Grandfather gave my father a Mido watch. My grandfather bought the watch in San Angelo, Texas. Mido has for many years had a tough time really establishing itself in the US, and it has been mentioned more than once that it is really a watch for certain markets, etc. Texas, California and Arizona are some of the stronger areas for Mido. But elsewhere it is next to impossible to find one.
Mido survived the quartz crisis and in the SWATCH group family, they will hopefully stay the course. Moreover, with the evolution of watch marketing via the internet, watch companies like Mido have the opportunity to become truly global and not "niche" specific. Travel to Switzerland, and look in a watch store window - you will find Mido there. Mido is respected for what it is, a solid watch at a fair price.
BUT...
Recently, a friend emailed me a job advertisement from Mido in which they state that they are looking for someone to help them connect with the "Latin American" market. The job listing went to great lengths to point out this strategy, in essence that the marketing approach would be to focus almost exhaustively upon the Latino market place alone. And finally I had to hit the "pause" button. Those of you who regularly visit here will know that my main rule is - nothing negative. BUT - ENOUGH! In essence, if I am reading between the lines, what Mido is saying is that they are pinning their hopes of success in the US on a single demographic. I think what bothers me the most is the short-sighted approach that this represents. I also find it a bit dismissive of Latino consumers. This is one of the fastest growing, and most sophisticated demographics in the US - and therefore it DOES NOT exist in a vacuum. In essence, it is not unlike saying that if you are German you will love sour kraut, Italians all work in family restaurants, etc. It is ignorant.
Now, I am a reasonable person, but when I read stuff like this it really makes me think. I realize that this is a pretty bold statement for me to make, but this really bothers me. Watches are for EVERYONE - not just a demographic - and when you so blatantly state that your product is apparently only for a given demographic, what is that really saying? Is Mido and the SWATCH group telling Latino customers that they won't (or can't) want a Blancpain, or a Panerai or Zenith? Are they also saying that non-Latinos will not want a Mido watch?
Time does not speak only one language, and watches can transcend language, culture and religion. Go to BaselWorld and you will see people from every country on the planet coming together. And here in the US - c'mon Mido - that's what we're founded on!
As I write this, I am wearing my Mido Multifort - yes, another Mido. I LOVE Mido, but I honestly feel that they have this marketing approach WRONG. A stereotype can be a very hard thing to overcome, and only more so when you actively work to keep it going.
Mido survived the quartz crisis and in the SWATCH group family, they will hopefully stay the course. Moreover, with the evolution of watch marketing via the internet, watch companies like Mido have the opportunity to become truly global and not "niche" specific. Travel to Switzerland, and look in a watch store window - you will find Mido there. Mido is respected for what it is, a solid watch at a fair price.
BUT...
Recently, a friend emailed me a job advertisement from Mido in which they state that they are looking for someone to help them connect with the "Latin American" market. The job listing went to great lengths to point out this strategy, in essence that the marketing approach would be to focus almost exhaustively upon the Latino market place alone. And finally I had to hit the "pause" button. Those of you who regularly visit here will know that my main rule is - nothing negative. BUT - ENOUGH! In essence, if I am reading between the lines, what Mido is saying is that they are pinning their hopes of success in the US on a single demographic. I think what bothers me the most is the short-sighted approach that this represents. I also find it a bit dismissive of Latino consumers. This is one of the fastest growing, and most sophisticated demographics in the US - and therefore it DOES NOT exist in a vacuum. In essence, it is not unlike saying that if you are German you will love sour kraut, Italians all work in family restaurants, etc. It is ignorant.
Now, I am a reasonable person, but when I read stuff like this it really makes me think. I realize that this is a pretty bold statement for me to make, but this really bothers me. Watches are for EVERYONE - not just a demographic - and when you so blatantly state that your product is apparently only for a given demographic, what is that really saying? Is Mido and the SWATCH group telling Latino customers that they won't (or can't) want a Blancpain, or a Panerai or Zenith? Are they also saying that non-Latinos will not want a Mido watch?
Time does not speak only one language, and watches can transcend language, culture and religion. Go to BaselWorld and you will see people from every country on the planet coming together. And here in the US - c'mon Mido - that's what we're founded on!
As I write this, I am wearing my Mido Multifort - yes, another Mido. I LOVE Mido, but I honestly feel that they have this marketing approach WRONG. A stereotype can be a very hard thing to overcome, and only more so when you actively work to keep it going.
Nicely said, sweetie; we can't all be put in boxes and thinking outside of one will take you where you want to go....
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