The European and Spanish ceramics industry’s commitment to its customers translates to personal service, specialist technical support, advice on design and product selection, and after-sales service.
“The secret ingredient” is a 360-degree campaign showcasing the excellent work of the European and Spanish ceramics industry which reveals the secret ingredient used to produce these materials: respect.
The Spanish Association of Wall and Floor Tile Manufacturers (ASCER), with financing from the Generalitat Valenciana, is launching a campaign titled “The secret ingredient” in order to shine a spotlight on the attributes and values of the European ceramics industry, which include respect for its customers and attention to detail.
The companies of the European ceramics industry deeply appreciate their relationships with their customers, treating them more like partners than just buyers and striking up long-term dealings. This commitment to customer satisfaction translates to personal service, specialist technical support, advice on design and product selection, and aftersales service. Furthermore, companies from the industry make significant investments in promotional tools, such as display stands and samples, to improve the visibility of their products in their customers’ retail outlets, helping them with their final sales.
On the other hand, an extremely widespread practice among European ceramics companies is organising training for their distributors’ sales networks, providing training on products and new developments, sales techniques, market trends and the use of support tools. With this, they seek to help distributors offer better recommendations to their customers and ensure satisfaction with the end product. Also widespread are sales engineers, who work to advise and support customers such as construction companies and architectural studios to ensure that products are used correctly in accordance with the project specifications.
In addition to respect for customers and attention to detail, with this new campaign, the industry is seeking to showcase all of the values, attributes and qualities which make European ceramics unique: respect for the environment, a commitment to technological development and innovation, respect for tradition and cultural heritage, and local roots. Throughout, it does so by making an emotional appeal to our sense of belonging, to our way of doing and creating things which is aligned with the principles which govern European society.
The campaign is composed of a main audiovisual piece with emotional content telling the story of how European ceramics are present in every moment of our lives, accompanying people from the perspective of the Secret Ingredient, where we underscore our tradition, customs and history, our social and environmental commitment and our respect for people. We do so by constantly shining the spotlight on European ceramics and raising awareness about what makes these ceramics unique materials: respect.
In addition to the main video, clips have also been produced to show “what lies behind” European ceramics, as told by workers in the industry – specialists who provide us with more detail on each specific area of European and Spanish ceramics production – opening the door to their experience and knowledge, and how each of them provides a “secret ingredient”: respect for the environment, respect for people, respect for ideas, and respect for customers.
All of the campaign videos in their different language versions are available on the landing page thesecretingredient.info, which is home to all of the campaign content and materials.
The campaign is active in Germany, France, Italy, the United Kingdom and Spain via digital platforms and amplified in traditional media. Furthermore, additional marketing and public relations actions will be carried out in order to impact the different target audiences, such as the distribution industry, the construction and decoration industry, and end consumers.
Campaign financed by the Generalitat Valenciana.
