We’ve all heard the phrase, ‘it’s not what you know, it’s who you know’. It often has quite negative connotations. But in the public relations industry, relationships are everything. At Spring PR we know our brands, their products, their issues…and their people.
It’s an ethos that our client, Elliot Brown Watches adheres to: “Our business is its people,” says founding partner, Ian Elliot. “How we actually behave, how we speak to people, the way they are treated is all second nature. Over time word spreads, the friendship group grows, it naturally gains momentum and remains strong.”
It’s why Spring PR, and Elliot Brown, still prioritise events as part of their marketing strategy. Now often thought of as simply ‘time consuming’, the style and nature of the events we choose is becoming more and more fundamental. If you’re asking people to spend a whole day out of the office, they want to get something out of it. An opportunity. A chance to learn. And a chance to form long term relationships.
Ian continues: “When we hold an event it’s not about blinding friends and customers with product info and stats, it’s about shared enjoyment and spending time together – generous, friendly, welcoming time that builds understanding and genuine relationships.”
Elliot Brown was the official timekeeper for the 2017/ 2018 Clipper Round the World Yacht Race and recently invited a group of journalists, ambassadors, and retailers to join them for a day on a Clipper yacht in celebration.
“When someone has enjoyed themselves, spent time with inspiring individuals, heard about extraordinary feats of survival – and all in the context of using watches that are honestly built and tested to perform in extremes – they return home enlightened with new friendships and a knowledge base that’s deeper and remembered.” Says Ian.
Ultra-swimmer Beth French is an ambassador for Elliot Brown watches and was one of the invitees. What does she get out of such an experience? She says, “Bonding is such an over-used cliché but being taken out of our own environments like this is beyond refreshing. Coming away with such a sense of validation where I could have been left in awe, not having time or space to worry about all the trivia that could stop us from getting on with people is a real treat.”
Retailer, Rivoli Jewellers of Jersey were also one of the invitees. They sell Elliot Brown watches but, owner Gary Wroe, hadn’t yet met the founding partners. This was his chance to put faces to names: “Having never had the chance to sail any big boat, it really was a nice challenge to do something I have wanted to try but never had the opportunity to do. The event was really well organised and lots of fun.
“Meeting the Elliot Brown Ambassadors and speaking about their achievements and future ventures really was inspiring. Ian Elliot and Alex Brown are both great characters, what a great partnership. It was lovely to finally meet them both.”
At Spring we believe in building relationships in the now perhaps considered ‘old fashioned’ face to face fashion. As long as they’re memorable. Beth French best summed up the day, “Deeply satisfying, a taste of adventure with like-minded people from all walks of life. A rare opportunity indeed!”