Site for Sore Eyes

EGC was selected as Advertising Agency of Record for the Northern California-based chain of stores in 2008. Like its sister company, Sterling Optical, Site for Sore Eyes was in need of a way to differentiate itself from the optical industry sameness.

Using insights from research conducted with customers of Site for Sore Eyes and their competitors, EGC developed a positioning that addressed key differentiators of “service” and “style” and leveled the playing field with the chain’s main competitor–independent optical boutiques.

EGC developed a new advertising and marketing campaign that positioned the company as “the eye care boutique.” Spanning print, radio, online and direct mail, the campaign featured strong offers and promoted the mix of high-style fashions and low prices that are unique to Site for Sore Eyes.  The results of the campaign were eye opening (sorry, we couldn’t resist). Store owners reported a strong increase in store traffic, driven from the print and radio, and redemption rates for coupons downloaded from online advertising and the direct mail piece were above previous efforts.