OPTICAL PRISM | SPECIAL FEATURE
It ’ s interesting how we see ripples of the radio campaign in digital metrics , but it ’ s also not surprising . What you may find surprising is that when more people go to Google looking for you , Google realizes that you must be more relevant than you used to be and , in turn , shows you more often in its results .
In the wake of COVID-19 and the social distancing measures enacted by much of North America , you should also be able to negotiate some great rates from local radio stations . your own optical line , but to the end-user , there might as well not be much of a difference .
At a local community event last summer , an optical dispensary in the community decided to sponsor the event . They had a small booth that was a short walk away from the bouncy castle ( which , as you can imagine , was packed ). They were giving away free sunglasses to kid , and over the course of the two hours I was there , I must have seen more than 50 kids rocking their own pair of “ OPTICAL STORE ” sunglasses .
Engaging Product Demonstrations
One of the most successful viral optical ad campaigns in recent memory is the video campaign deployed by Enchroma . If you haven ’ t seen these tear-jerking videos of colourblind people wearing Enchroma ’ s for the first time , check it out : they ’ re all over YouTube and their view counts are staggering .
This campaign was a brilliantly executed example of how an old-fashioned product demonstration can sell ideas , products and people .
Look for ways you can employ a similar tactic in your own YouTube or Facebook video marketing campaign . A few ideas :
• Showcase how a particular line of frames is virtually indestructible by beating them up on camera ;
• Create side-by-side comparison videos , where competing products are tested alongside each other so the user can see the differences between them ;
• Drop a YouTube playlist filled with quick how-to videos ( how to properly clean your eyeglasses using X , how to properly use X-brand contact lens solution , etc .). This is an obvious but often overlooked tactic , as many people seek instructions / how-tos for products they buy or are interested in .
With YouTube and a modern smartphone , it ’ s never been easier to educate and elevate your target audience .
Branded Promotional Products … for Kids
You better believe that they were all the rage among the bouncy castle demographic .
In the push for digital everything , we often neglect the value that something tangible and accessible provides . For these kids , it means a free pair of sweet sunglasses … and for their parents , perhaps a new eye care practice to visit .
In the push for digital everything , we often neglect the value that something tangible and accessible provides .
Just Remember to Plan !
The best-delivered marketing campaigns in the world will fall flat on their face if they lack a plan . The three old-school tactics called out in this article can work really well , but they need to be positioned as part of a larger strategy .
But , while your competitors flock to Google and Facebook , you may find a gem of an opportunity hidden in plain sight . OP
Stamping your logo and phone number on a pair of inexpensive sunglasses may not qualify as having
OPTICAL PRISM | November 2020 29