{"id":7721,"date":"2014-02-13T20:33:00","date_gmt":"2014-02-13T20:33:00","guid":{"rendered":"http:\/\/www.wheelsforwomen.ie\/?p=7721"},"modified":"2014-08-19T22:15:52","modified_gmt":"2014-08-19T22:15:52","slug":"women-influence","status":"publish","type":"post","link":"https:\/\/www.wheelsforwomen.ie\/index.php\/women-influence\/","title":{"rendered":"Women of Influence"},"content":{"rendered":"<div>\n<div id=\"attachment_7723\" style=\"width: 410px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.wheelsforwomen.ie\/wp\/wp-content\/uploads\/2014\/02\/Opel-Claudia-Schiffer.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-7723\" class=\"size-full wp-image-7723\" src=\"http:\/\/www.wheelsforwomen.ie\/wp\/wp-content\/uploads\/2014\/02\/Opel-Claudia-Schiffer.jpg\" alt=\"Claudia Schiffer\" width=\"400\" height=\"600\" srcset=\"https:\/\/www.wheelsforwomen.ie\/wp\/wp-content\/uploads\/2014\/02\/Opel-Claudia-Schiffer.jpg 400w, https:\/\/www.wheelsforwomen.ie\/wp\/wp-content\/uploads\/2014\/02\/Opel-Claudia-Schiffer-200x300.jpg 200w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><p id=\"caption-attachment-7723\" class=\"wp-caption-text\">Claudia Schiffer<\/p><\/div>\n<p><em><strong>We examine the role of brand ambassadors for carmakers, are these women of\u00a0influence?<\/strong><\/em><\/p>\n<\/div>\n<p><b>Who are they?<\/b><\/p>\n<p>High profile women from the worlds of entertainment, fashion and sport &#8211; Victoria Beckham for the Land Rover Evoque, Maria Sharapova for Porsche, Claudia Schiffer for Opel. In Ireland, some carmakers use female brand ambassadors as part of their marketing activities \u2013 for example Rachel Allen and Kathryn Thomas for Audi, Lorraine Keane for the Renault Captur and Amy Huberman for the Range Rover Evoque. In the UK, Olympians Nicola Adams and Katarina Johnson-Thompson represent Hyundai and Nissan respectively.<\/p>\n<p><b>Why use brand ambassadors?<\/b><\/p>\n<p>It\u2019s about promoting brand awareness and reaching out to your target market.\u00a0\u00a0<b><\/b><\/p>\n<p>According to Richard Molloy of Audi Ireland, feedback from customers towards Audi brand ambassadors is always very positive. \u201cWe find that all our ambassadors resonate well with our customers, both male and female,\u201d\u00a0says Molloy.\u00a0Audi Ireland use ambassadors to help them to promote the brand, with them appearing at Audi promotional and customer events and new product launches.<\/p>\n<p>At Opel the philosophy is that a brand ambassador helps bring attention to a brand and give the brand a more positive image.<\/p>\n<p>\u201cChoosing Claudia Schiffer as a brand ambassador is a good example of fitting a face to fully illustrate and enhance the brand\u2019s values. It comes at a time when Opel wants to remind the public that they are a German brand,\u201d says\u00a0Phil Dykewicz, Market Research Director at Opel.<\/p>\n<p>Schiffer is one of the world\u2019s most famous women, gracing the covers of over 1000 magazines over her 25 year modelling career. Her face is instantly recognisable.<\/p>\n<p>\u201cClaudia Schiffer is well known and liked based on research,\u201d says Dykewicz.\u00a0 \u201cIn addition, the majority of people we asked know that she is German.\u00a0 Opel also wants to reinforce that it is a quality German brand and selecting an ambassador who is German helps reinforce that message.\u201d<\/p>\n<p>Dykewicz touches on an important characteristic of the brand ambassador \u2013 likability. \u201cThe target audience needs to positively relate to the ambassador, so personalities tend to be chosen who are well known and liked,\u201d he says.<\/p>\n<p>For Land Rover Ireland, the arrival of the Evoque in 2011 was an opportunity to appeal to a new market, and actress and author Amy Huberman was suitably chosen to promote the car here in Ireland.<\/p>\n<p>\u201cThe arrival of the Range Rover Evoque marked a significant step for Land Rover in reaching out to a younger, more metropolitan audience,\u201d says Melanie McCourt of Land Rover Ireland. \u201cAmy has been a terrific ambassador for the car in that it complements her persona very well.\u00a0 She possesses an inner strength and confidence which is perfectly in tune with Land Rover\u2019s spirit.\u201d<\/p>\n<p>Huberman also has the all-important likability factor which has not gone unnoticed.\u00a0\u201cOf course the use of female brand ambassadors is typically targeted at female buyers, but I think Amy\u2019s appeal extends beyond females.\u00a0 I\u2019d like to think that our partnership with her has had a positive effect on the brand in reaching out to males and females alike,\u201c says McCourt.<\/p>\n<p><b>How influential?<\/b><\/p>\n<p><b><\/b>\u00a0According to\u00a0Dykewicz,\u00a0for Opel the association between brand and celebrity needs to be credible for it to work.<\/p>\n<p>Female ambassadors are well matched to the cars they represent and reflect the target market. Lorraine Keane, Rachel Allen, Kathryn Thomas and Amy Huberman drive cars suited to their lifestyle and image. As a mum, Claudia Schiffer can see the benefits of the rear-hinged rear door of the Opel Meriva.<\/p>\n<p>A quick poll amongst friends on the effectiveness of female brand ambassadors and the name Victoria Beckham and the Evoque keeps cropping up.\u00a0A famous woman driving a certain car opens up the market to a different type of buyer who otherwise may have little interest or awareness of a particular brand.<\/p>\n<p>But motor industry be warned.\u00a0\u00a0Women expect the ambassador to have a genuine interest in the car and show some enthusiasm for the car\u2019s attributes or special features. Most women will know when there is a lack of authenticity on behalf of the brand ambassador.<\/p>\n<p>Before we get too cynical on the motor industry\u2019s attempts to market towards women, finally consider this comment left by one of our readers on Wheelsforwomen about female brand ambassadors:<\/p>\n<p>\u201cI think it\u2019s a wonderful idea. What\u2019s really happening is women are promoting the car in a professional and equal manner, as opposed to years ago when women would be half dressed draped across the bonnet of a car.\u201d<\/p>\n<div><b>Do you think female brand ambassadors for cars have influence?<\/b><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><strong>14th February, 2014<\/strong><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>We examine the role of brand ambassadors for carmakers, are these women of\u00a0influence? Who are they? High profile women from the worlds of entertainment, fashion and sport &#8211; Victoria Beckham for the Land Rover Evoque, Maria Sharapova for Porsche, Claudia Schiffer for Opel. In Ireland, some carmakers use female brand ambassadors as part of their [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":7723,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[161,1212,503,1634,1205,81,1204,222],"class_list":["post-7721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-features","tag-brand-ambassadors","tag-claudia-schiffer","tag-featured","tag-land-rover-evoque","tag-maria-sharapova","tag-opel","tag-porsche","tag-victoria-beckham"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Women of Influence - wheelsforwomen.ie<\/title>\n<meta name=\"description\" content=\"We examine the role of brand ambassadors for carmakers, are these women of influence?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wheelsforwomen.ie\/index.php\/women-influence\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Women of Influence - 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