Essilor launches Varilux X advertising campaign
Independent practitioners will be able to combine multi-pair promotions with personalised marketing
Essilor has launched a consumer advertising campaign for its Varilux X series of ophthalmic lenses, which will see independent practitioners allocated a personalised marketing consultant.
The Empower your vision campaign will include a multi-pair promotion, which independents can combine with personalised marketing to achieve sales growth.
Commercial director at Essilor, Randeep Gill, explained: “We know from independent surveys that opticians running multi-pair promotions can achieve double-digit growth, generate new customers and more satisfied customers by offering great value for money.
“From feedback we also know that when you combine this with local, personalised marketing, it also results in much higher footfall levels too.”
The campaign will be advertised across home media channels, cinema, digital and social platforms with the aim of sending potential Varilux X customers to Essilor’s store locator list.
Mr Gill added that bus advertising will be used to reach consumers on the High Street in cities, as well as bus shelters and outdoor poster sites in order to maximise visibility.
“Independents can now offer patients the very best lenses and the best visual solution through multi-pair deals, which can include a second pair for driving, holidays, work, sports or fashion choices,” Mr Gill said.