Analysis of the brand Agami Ceramics

The AGAMI Ceramics brand was founded in 2016 in Moscow. It has grown from a tiny workshop into a full-fledged production facility for handmade tableware. The brand serves both the restaurant industry and custom home orders.

The brand’s production is distinguished by its use of high-quality materials and its own glaze. This makes their products unique. Their tableware is unlike any other

The brand’s target audience includes restaurant businesses and private clients. Brand representatives say that many restaurants prefer unique, handcrafted tableware, which adds a cozy touch to their interiors.

The AGAMI Ceramics brand uses Telegram, VK, and its own website as its primary promotional platforms. They also have a real store in Moscow, where anyone can visit and purchase the brand’s products.

To maintain contact with their audience, the brand actively uses various social media promotional methods. For example, they frequently hold give-aways on their channels for finished products

They also actively share insights into the brand and its products with their audience. They describe the stages of their cookware production and regularly update their social media pages.

Another PR-strategy they use is collaboration with different artists and chefs combined with give-aways.

The Elaboration Likelihood Model, or ELM, was brought up by Richard Petty and John Cacioppo in 1980s. This theory offers us two ways of elaboration information: through central route and peripheral route.

The central route is a path that requires a lot of personal involvement in the subject of information. The person that elaborates information through central route is deeply interested in the subject and process the information on a deep cognitive level. The peripheral route, however, relies on the surface-level cues like visual aesthetics, while changing the attitude temporarily.

Agami Ceramics communicate through visual content on their website and social platforms. Mainly their content consists of aesthetically pleasing photos of the product itself, making the product, and the usage of the ceramics in real life.

Agami Ceramics has mastered the art of presenting an ideal vision of how to use their product on social media. They don’t just sell beautiful ceramic tableware to their audience — they sell an aesthetically pleasing lifestyle that becomes attainable with the purchase of one of their mugs or plates.

Their focus is on softness and comfort, which they convey both through the design of their products (with product photography taking center stage in their content) and through the scenarios in which they film their target customer interacting with the product: in a stylish kitchen, with visually appealing breakfasts, or a nice cup of coffee, is attracting their target audience, making it the main channel of communication.

In doing so, they make use of the peripheral route, using their aesthetic appeal to attract people who resonate with it.

Pleasant visual content helps capture the user’s attention in situations where they are consuming information quickly and are not ready to process it on a deeper level.

They often pair aesthetic content with native communication with the audience. Common themes of their posts in social media are «match your aesthetic with the product», how to use the product and what inspired the company to make this exact design.

These themes are easy to elaborate and consume.

However, they don’t use emotional stories and don’t connect with the audience through other emotional hooks, which are often used for elaborating the information through the peripheral route.

Also this brand makes collabs with famous persons in the different niches: often these persons are illustrators or chefs. This draws attention to certain products and creates the strong belief that the products of the brand are good, because even famous people like it, which is a nice way to communicate with audience through the peripheral route.

As it was said in the beginning, Agami Ceramics often make give-aways between their audience and announce sales in their social media, which draws the attention to their content. Also they share promocodes for discount only for their subscribers, which also creates the motivation to follow them on social media.

To sum up, the brand makes good use of the principles of presenting information for peripheral-route processing, but its main focus is on the aesthetics of the product as the primary way to capture the audience’s attention.

We recommend that the brand diversify its content themes in order to attract more attention from the audience and generate engagement. For example, Agami Ceramics could create trending videos featuring creative food presentation on their own tableware, share customer stories that involve their products, and place emphasis not only on aesthetically pleasing product photography but also on an interesting, design-driven presentation of their pieces.

We also recommend that the brand continue using content formats such as «choose the product that matches your aesthetic, ” as these effectively grab the audience’s attention and build an emotional connection between the brand and the consumer.

Another good way to attract the audience’s attention would be collaborations with major influencers and other well-known personalities.