SITUATION: A tough economy posed serious challenges to national chain Sterling Optical. As competitors began offering deep discounts and free eye exams, Sterling needed to be competitive beyond price – they needed to differentiate themselves in a way that would position them as the provider–of–choice.
ACTION: EGC worked to carve out an offer-based creative campaign that broke through the “sameness” in the optical industry. With bright, fresh creative, EGC implemented a strong online campaign that drove to a proprietary online appointment scheduler, making it easier, faster, and more convenient to book appointments.
THE FINISH LINE: A dramatic rise in appointments led to significantly more customers crossing Sterling thresholds, as well as a 30%+ increase in brand awareness. To take advantage of the uptick in store visits, EGC revamped in-store POP and their existing CRM program to help drive per-patient sales and referrals – both of which have since increased.