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Nikon brand’s tremendous recognition Members of Nikon’s Alliance
and value. Nikon has the highest brand Program will benefit from Nikon’s
awareness (62 per cent) in the industry, new consumer campaign, coming
compared to other lens manufacturers in this autumn. “This digital advertising
the same category. Interestingly, although program will work well for iECPs,”
the majority of patients don’t know what says Geoffray. “In order to create
brand of lenses they wear, 80 per cent of consumer awareness of the Nikon
Nikon wearers do know they’re wearing lenswear brand, the campaign
Nikon. International brand status for will have an emotional twist and
Nikon products is 90 per cent and that will help drive traffic into ECP’s “We are eager to bring together
includes young people who were not stores and clinics. This will stretch our ECP partners with a range of
exposed to Nikon cameras, as were beyond our already well-known people from the industry to share
previous generations. Moreover, Nikon attributes of performance, quality our plans, get feedback and share
is recognized as the best-quality lens in and reliability.” information on best practices,” says
Canada. The digital ad campaign will be Geoffray. “Given the restrictions on
The survey results demonstrate significant coupled with local boosts for gathering during the pandemic, we
impact for iECPs who partner with Nikon: winners of Nikon’s growth accelerator feel the time is ripe for a dynamic
higher conversion rates, more word of challenge: Cataleyes. online marketing event.”
mouth, and greater willingness to pay Another exciting opportunity to In closing, Geoffray stresses the need
more for Nikon products compared with for iECPs to differentiate radically.
non-branded lenses. help iECPs leverage the digital This is a mature marketplace and
world for their practices is the
“The brand creates a positive halo upcoming virtual Nikon Rendez-Vous to stand out in it, requires an
informed marketing strategy backed
that influences consumer purchasing events, where marketing experts will by innovative products that are well
behaviour,” says Geoffray, adding that share digital marketing trends and recognized for their quality. Nikon
strengthening one’s online presence is conduct practical workshops on stands by its independent partners
a must for independents who want to how to leverage digital marketing and strengthens them every step of the
compete. to attract new patients, nurture way with a unique value proposition
Strikingly, 75 per cent of patients of all patient relationships and encourage and a continuing commitment to
E
ages visit ECP websites before booking engagement with a brand. their success.” l
appointments. Yet less than 25 per cent EYE ON INDUSTRY
of Canada’s independent ECPs invest
in digital marketing. Here, again, Nikon
is the most effective partner for the
independent.
Consumer behavior has changed, with
cross-channel activity (starting online/
finalizing offline and vice versa) gaining
momentum during the pandemic.
People want to visit ECP websites, book
appointments and get information
on products, even if they don’t buy
online. Nikon believes this consumer
experience will continue after the pandemic.
“ECPs don’t have to sell online,” says
Geoffray. “You can offer high-quality,
reliable eyewear in-store but you must
also be visible online. Nikon Optical
Canada’s mission is to support practitioners
in developing a digital consumer 2021 has already seen product innovations from Nikon, including:
approach, both in their shops, using • New mirrors in sunwear • Pure Blue UV, a new and
digital tools, and online with digital • New best-in-class SeeCoat™ innovative material with
content, where they can be active on social Next coatings embedded molecules within
networks. We will help to enable • Nikon’s new frame collections, the lens that intelligently filter
UV, and part of the blue light
consumers to move from one channel to such as Chromalis and Thick before it reaches the patient’s
the other and help iECPs find solutions to Rim eyes
enrich the consumer journey.”

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