Brand Profile: Jeffrey Brenner on the Seiko Story
.jpeg)
This veteran of the incentive, rewards and recognition (IRR) market updates RRN on Seiko corporate sales.Most Popular Collections
Customization Remains Critical
Click here for EEA sponsors; here to subscribe, and here for an RRN media kit.
With a dedicated executive in charge of corporate sales, Seiko is one of the relatively few brands fully committed to the incentive, rewards, and recognition market. It even has a link from its consumer web site to corporate gifts. RRN recently checked in with Jeffrey Brenner, the company’s Director of Special Markets, to learn more about the brand’s enduring appeal in the market. With over 30 years in the IRR market, Brenner probably has as much experience as anyone currently active in the market.
“The Seiko brand story is one that is steeped in history, and more importantly the quality of every timepiece that is produced and put into the market. In our 143-year history, with our origins going back to 1881, our focus has been to ‘keep moving forward’ then and still today,” Brenner says. That commitment to quality control, he says, is reflected in the fact that Seiko wholly owns all its factories, instead of contracting out work to third parties.
To learn more about the Seiko brand story and corporate services, click here for its profile on the Brand Media Coalition marketplace.
Most Popular Collections
“Our appeal crosses every demographic due to our variety of collections under the Seiko brand. Prospex speaks to the outdoor enthusiasts both on land and in the water, with the most rigorous certifications by PADI (Professional Association of Diver Instructors). Coutura is a fast-paced, technology-guided assortment, with an edge. Presage boasts superior design, elegance, while providing a mechanical movement far superior to competitors. Seiko 5 Sports is coveted by Gen-Zer’s alongside watch enthusiasts across the globe. Its youthful appearance partnered with an impressive mechanical movement exudes confidence while still having a bit of whimsy. Essentials harken back to the traditions of Seiko, classic designs, movement excellence, always keeping up with each decade’s consumer and their needs.”
Brenner says the brands younger consumers are focused on Seiko 5 Sports, with our “Prospex Collection still popular. Occasion plays a significant role in an individual’s timepiece selection. People may only need something for dressy, more formal events, then Presage fits that need, but Essentials has other options to fill the same need, all dependent on budget.”
The brand continues to experience steady growth, he says, due to its introducing new and relevant collections that have broad appeal. “In a crowded marketplace for timepieces, our rich history of quality in manufacturing and design continues to allow us to provide a product that I feel proud to promote.”
Customization Remains Critical
Customization continues to be a strong part of the company’s IRR business. “We offer a variety of customization options: standard engraving, dial imprints, custom straps, custom dial medallions, and packaging, among others. Our experts offer a more consultative approach to this service, taking an in-depth view of the full needs of the customer, offering options that will ensure that the purpose for the gift is met. It’s a boutique approach vs. just placing a logo on a dial.”
He adds, "Custom dial medallions allow us and our customers/partners to be creative, think far outside the box because they have supplied the design. By having the Seiko brand on the dial, the customer’s brand is further elevated."
As with any consumer industry, he notes, changes occur due to generational shifts, global economic conditions or new and inventive technologies. The traditional timepiece, even with the invention of smart technology, remains strong.”
To Brenner, key opportunities are to marry technology and high service levels. “If you are not utilizing current technologies to speak to your customer, specifically social media platforms, then you are not reaching the masses”. Your brand needs to be where consumers get their content. This is a challenge for those brands who do not utilize a variety of social media platforms. At Seiko, our social-media-directed marketing efforts are strong, creative and relevant. The incentive and recognition business is the happy recipient of this focused approach to telling the Seiko story.”
For More Information
Jeffrey Brenner
Director of Special Markets and Military
jbrenner@seikousa.com
Enterprise Engagement Alliance Services
Celebrating our 15th year, the Enterprise Engagement Alliance helps organizations enhance performance through:
1. Information and marketing opportunities on stakeholder management and total rewards:
ESM Weekly on stakeholder management since 2009; click here for a media kit.
RRN Weekly on total rewards since 1996; click here for a EEA YouTube channel on enterprise engagement, human capital, and total rewards insights and how-to information since 2020.
2. Learning: Purpose Leadership and Stakeholder
Management Academy to enhance future equity value and performance for your organization.3. Books on implementation: Enterprise Engagement for CEOs and Enterprise Engagement: The Roadmap.
4. Advisory services and research: Strategic guidance, learning and certification on stakeholder management, measurement, metrics, and corporate sustainability reporting.
5. Permission-based targeted business development to identify and build relationships with the people most likely to buy.
6. Public speaking and meeting facilitation on stakeholder management. The world’s leading speakers on all aspects of stakeholder management across the enterprise.
