Best of the Best Want to Find Faces to Show Off Your Business? Take a Page from This St. Louis Practice EyeWearhaus in St. Louis MO came up with what we believe is a great example of a campaign whose clear goals and execution yielded clear rewards. Published 5 years ago on January 30, 2018 By Heath Burslem Invision February 2018 Issue Share Tweet EyeWearhausSt. Louis, MO SETTING ASIDE THE ELUSIVE alchemy that sends TV spots viral, the experts tell us the Advertising 101 textbook hasn’t changed much. Unless you luck into the meme of the week, your ad campaign is most likely to be successful if you deploy a practiced strategy to achieve one of a handful of clearly defined goals. What are you trying to accomplish? Create name recognition? Educate the market about a new product or service? Get folks to buy stuff? Get them to buy more? Showing us how it’s done is EyeWearhaus in St. Louis MO, who came up with what we believe is a great example of a campaign whose clear goals and execution yielded clear rewards. Looking for a unique way to sell its unique frames, EyeWearhaus fit a handful of eminent Missourians — people who had achieved enough to warrant emulation but who were at the same time local and “real” — with their handcrafted eyewear, took pictures, came up with a few fun taglines … and welcomed a whole new audience of curious customers into their store. THE IDEA Michael Harris founded EyeWearhaus 30 years ago, building on a previous 15 years of experience of the Midwest optical scene. With the new business came a new set of problems: “Having participated in management of a large optical firm, my emphasis then on frame product mix always included prominent … nationally recognized fashion names. Having hand-made and limited edition eyewear in my office now, that marketing tactic would no longer work.” But the eyewear and his reputation for great service were luring some interesting patients into his practice. He started raising the possibility of involving them in a marketing strategy. “As they are unique individuals, the concept of modeling unique eyewear many had never seen was easy to sell.” THE EXECUTION Harris’ first step was to get the basics sorted. “The first thought when contemplating this type of ad campaign is the ad size, where to run for maximum viewership and [determining] the budget to support this.” The objective of the campaign was to market unique, handcrafted frames that didn’t necessarily come with famous names attached. So, it made sense to find subjects that were doing something similarly unique. Many — though not all —of the participants were tied to non-profit organizations. Harris took out full-page ads in local media featuring the subjects’ pictures with bullet points identifying them and their organization. It was deemed a win-win scenario and no payment was involved on either side. High achievers tend to know other high achievers, making recruitment easier. “Choosing eyewear was an office endeavor and all, including the participant, helped. We would, on occasion, choose a few pieces before the individual and photographer would come to the office.” Advertisement Coordinating photo shoots and the models’ schedules was sometimes a challenge, Harris admits, but nearly everyone who was approached agreed to participate. The subjects included Maxine Clark, founder of Build-a-Bear workshop, MamaSpace founder Jessica Manela Litwack, Cardinals radio play-by-play caller John Rooney, and a range of other figures from the CEO of the St. Louis Symphony to Miss Missouri herself. THE REWARD According to Harris, the campaign’s success is objectively measurable. “When patient questionnaires are completed, the source of their reason for coming in must be notated and entered into patient management software. Patients have mentioned particular ads upwards of a year or more after first being published.” The rewards are real, but they won’t necessarily appear overnight, he counsels. “As with all ad campaigns … it may take months before you realize any returns, so patience is a must.” Do It Yourself: Enlisting A-List Locals For Ads 1. Shop around. Don’t just grab the first A-lister who takes your call. Are they right for your demographic? If Michelle Obama and Justin Bieber were both available; which one would your customers relate to? Advertisement 2. Be credible. Teen-girl marketing expert Heidi Dangelmaier said her audience didn’t buy that Jennifer Love Hewitt was shopping in stores that sell Hanes. If you’re trying to unload tennis glasses, James Corden’s not your man. 3. Understand the risks. These are real-life people, not cartoon characters. Think Jared Fogle and Subway sandwiches. 4. Get yer own. Sharing a sponsor dilutes brand recognition. If the local weatherman’s already touting a store in your area, try the sports woman instead. 5. Capitalize. Ad campaigns like these get newspapers and trade mags interested. Be prepared for a call and get ready to capitalize on some free hype. Related Topics:Best of the Besteyecare businesses in MissouriINVISION February '18 click to Comment(Comment) Up Next Successful Texas Optical Seeks to Avoid Sophomore Slump in Launch of New Location Don't Miss Looking to Help Your Community but Don’t Know Where to Start? Here’s How It’s Done Heath Burslem After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at [email protected] SPONSORED VIDEO Explore New Crizal® Sapphire™ HR lenses on Leonardo Did you know there’s an online course on the new Crizal Sapphire HR lenses available now on Leonardo? With best-in-class learning content, including a wide range of ABO certified CE courses, Leonardo can take your practice’s optical knowledge to the next level. Visit leonardo.essilorluxottica.com today to learn about new Crizal Sapphire HR and take advantage of the 3-month free trial of this innovative online learning platform brought to you by EssilorLuxottica. You may like 58% of You Offer Health Insurance, the Remainder Don’t We Asked ECPs What Took Them a Surprisingly Long Time to Realize They Were Doing Wrong Check Out These Six Memorably Named Eyecare Businesses Promoted Headlines 5 REASONS WHY BIOACETATE S70® IS THE BETTER, GREENER ALTERNATIVE FOR EYEWEAR Explore New Crizal® Sapphire™ HR lenses on Leonardo Essilor Varilux Young Presbyope Testimonial Video Essilor Advertisement Latest Trending Videos Do You Or Don't You11 hours ago 58% of You Offer Health Insurance, the Remainder Don’t Buzz Session11 hours ago We Asked ECPs What Took Them a Surprisingly Long Time to Realize They Were Doing Wrong Benchmarks11 hours ago Check Out These Six Memorably Named Eyecare Businesses Best of the Best11 hours ago Want to Curate a Top-Level Eyewear Collection? Start with the Rep… Headlines18 hours ago Few Retailers Investing in Improving Experiences of Frontline Workers Headlines2 weeks ago Optical Industry Trade Shows and Conferences 2023 Headlines2 weeks ago Georgia Ophthalmologist to Pay $1.85M to Settle Fraud Claims Headlines2 weeks ago Founding Dean Named for Optometry School at High Point University in North Carolina Real Deal3 weeks ago Patients Are Upset About Unexpected Out-of-Pocket Costs. Who’s to Blame? Spexy2 weeks ago 3 Reasons to Purge Stagnant Inventory for the New Year Spexy2 weeks ago 3 Reasons to Purge Stagnant Inventory for the New Year Sponsored Content1 month ago Explore New Crizal® Sapphire™ HR lenses on Leonardo Sponsored Content2 months ago Varilux Young Presbyope Testimonial Video Sponsored Content3 months ago Explore New Crizal® Sapphire™ HR lenses on Leonardo Sponsored Content3 months ago NEW Crizal® Sapphire™ HR No-Glare Lenses Advertisement Advertisement SubscribeBULLETINS Get the most important news and business ideas for eyecare professionals every weekday from INVISION. Instagram invision.mag Sarah Bureau, of SBSpecs in St. Catharines, Ontari Tradewinds Eye Care Optical in Davidson, North Car #MadeinItaly, the BRUNO MAGLI Mona is an #oversize This month's edition of Real Deal features the tri Have you ever thought of designing and constructin What does the word meaningfulness mean to you? Doe Have a need for speed? Introducing the Carrera | D #Simple but #stylish, the #handcrafted Barton Perr LOAD MORE Most Popular Brand Portfolio1 week ago This Attractive Florida Practice Lets Its Brand Do the Marketing Headlines3 days ago Nelly’s Continuous Eye Rolls During Odd Performance in Australia Draw Concern Columns1 week ago What Does the New Google Mean for Your Eyecare Business? Headlines4 days ago Data Incidents Reported at 2 Eyecare Practices Style to Sell!2 days ago You Only Need 5 Minutes to Increase Your Capture Rate! Seriously. Headlines1 week ago Bausch + Lomb Acquires AcuFocus Ophthalmic Medical Device Company Products5 days ago Not So Basic: 9 Patterned Specs and Sun Styles for Something Special John Marvin1 week ago What’s Your Personal Growth Plan for 2023?