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Pearle Vision: Focusing on results.
Challenge
The Pearle Vision Franchise Development Group has been asked to perform at a very high-level in 2002. Their mission is to open 40 new stores throughout the country, primarily within six target development markets.
In order to accomplish this task, Zerotime Interactive was asked to assess and provide media mix recommendations and then work with Pearle Vision to develop the messaging, the tools and coordinate the execution and program release. Developing the optimal media mix of print, direct and e-marketing to generate the required number of qualified leads needed for conversion was critical. "Understanding how to reach our audience segment and generating awareness for our franchise business is key to our success. Zerotime has provided outstanding thought leadership and project execution in both areas," said Bill Vaughan, Director of Franchise Development.
The primary profile segment was optometrists, opticians and ophthalmologists, which mirrors the majority of Pearle's 420 current franchise holders. Opening a Pearle Vision franchise requires a substantial financial and personal commitment; hence conversion is fairly difficult in this industry. Compounding the challenge was the motivating factor for opening a franchise; it differs for all three audiences. "Communicating value behind the opportunity is crucial for conversion, " said Vaughan. In addition, Pearle needed to test a new secondary audience comprised of investors for potential leads. From an ROI standpoint, the team was challenged to generate the needed volume of qualified leads to affect the standard incidence of conversion. Solution The campaign was driven and comprised of the following elements and considerations: Target the audience as vertically as possible to maximize reach. Reinforce the message in more than one media channel simultaneously for increased visibility. More importantly, tailor the message to meet the "emotional touch points" for that particular target audience to ensure greater relevancy. Direct potential leads to one source for data capture and ongoing monitoring. Continually measure results and optimize, optimize, optimize. Print media selections tested for the investor audience included local business publications in the six markets targeted by Pearle. Also included was a well-respected, national business newspaper. For the latter publication, its online channel for the franchise segment was used to extend the Pearle Vision message in an integrated fashion. Larger sized color ads in trade publications were used to reach the primary audience of optometrists, opticians and ophthalmologists. An e-marketing campaign that included sponsorship of trade e-newsletters was designed to pinpoint the primary audience while cementing industry credibility. In addition, a highly targeted email database consisting of Vision Expo attendees, one of the largest trade shows in the optical industry was secured for an email campaign. Outcome The email campaign generated a double-digit click through rate and the print portion of the program has generated a higher percentage of leads in comparison to prior years. Said Vaughan, "We have been extremely pleased with the programs performance. Our lead count is up substantially from years past and we feel we're building enough momentum to reach our goal." http://www.pearlevision.com