Who is talking about Richard Mille and what exactly are they saying?
- Dylan John
- Nov 25, 2021
- 3 min read
Updated: Nov 29, 2021
To better understand what makes the Richard Mille customer tick, no pun intended, this article will take an analytical approach using the Digimind tool to extract data from the last twelve months. Digimind allows us to practice extremely efficient social listening, we can explore the online space and find out where the brand is being discussed, how people are talking about the brand and more importantly who is talking.
A good place to start understanding the customer is first to identify who exactly Richard Mille customers are, due to the nature of the products and the market the brand evolves in there are a few elements to keep in mind. First, the watches are made in restricted quantities, in fact less than 5000 pieces are made per year which may even sound like a lot for such a young watch making brand. This first element ensures a natural barrier to entry, you can’t buy a watch if they are sold out… second, the watches have a hefty price tag meaning that very few people can afford to make such a purchase. These two elements are worth bearing in mind because they allow us to assume that, given the extreme exclusivity, the people talking about the brand may be potential owners or future clients, but they could also be watch enthusiasts, fans of the brand or even people who negatively view the brand often referred to in the online space as “haters”.
When looking at the gender of the people talking about Richard Mille, we find that they are predominantly men, in fact 68% of the mentions are from male sources. It is generally a brand that men are more interested in than women are, interestingly if we investigate the most represented age categories by gender there is a notable difference: 56% of women interested in the brand are aged 26-40 whereas for men 59% interested in the brand are aged 41-55. Some of the main interests’ keywords of the people mentioning Richard Mille are sport, business, motorsport, and lifestyle, this is in large part due to the brands sponsoring activities for instance the sponsoring of McLaren F1 Team. On a professional level the people most interested in the brand are creators, producers, artists, engineers, founders, and entrepreneurs. This is a positive discovery because in large part the brand has put effort into developing partnerships and sponsorships in the sporting world along with promoting ideas of performance, image, exclusivity, and lifestyle which fit well with their customers.
Now that we know that the people talking about the brand are primarily men, aged 41-55 who are interested in sport, business and lifestyle is interesting to find out how these people are speaking about the brand. To start, the majority (55%) of the sentiments of the brand mentions are positive which is a good sign for any brand, along with that 16% of sentiments are neutral and 26% negative. In this digital age a lot of communication is done using symbols that have become familiar and used daily for most people, we use emojis to express ourselves and reach to our environment in a short and simple manner that is quickly understandable to anyone. The most commonly used emojis associated with Richard Mille further reinforce the overall positive sentiment surrounding the brand (the most common emoji is the thumbs up) but it can also reveal other ideas like wealth (the dollar bill emoji or the bag of money) or approval (the flame emoji, which is often used to describe something as cool, awesome or exciting).
Positive mentions of the brand serve Richard Mille as a company by increasing the reach of the products and events that the company is involved in which could potentially have an impact on future sales or failing that, at least boost the notoriety of the brand. It serves as publicity that the company does not directly have to pay for, even though we know that most of these mentions are the result of campaigns or decisions that Richard Mille as a brand consciously make and pay for directly.
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