A Marketing Campaign Yield Results
In June 2011, COS launched the Silhouette Joint Business Plan (JBP), a partnership aimed at reinforcing the position of COS and eyecare professionals in the competitive environment of the optical industry. The goal of the 8 week strategic marketing campaign, using a variety of media including radio and the Web, was to drive consumers to participating ECPs. Radio spots, Web banners, promotional emails and search engine optimization converged in a single place: the microsite for the campaign, www.betransparent.ca.
The website offered consumers the opportunity to learn about Silhouette products and promotion details, download a coupon and find a participating optical store with an online store locator. The website recorded nearly 40,000 visits during the campaign, generating over 1,250 downloaded coupons. The company observed a 17% increase in Silhouette rimless frames sales among participating accounts during May-June 2011 as compared to sales during May-June 2010. The results are also explained by the increased motivation of participating retailers.
“The results were better than expected. Normal Web conversion rates for downloaded coupons are 1% for every product and service combined. During the 8 weeks of JBP, we counted a conversion rate of 3.1%, which represents a success for this convergent campaign. Indeed, this demonstrates COS’ ability to identify and reach the Silhouette target consumer, online and in the rest of the media.” says COS Marketing Director Manuel Magini.
Silhouette andCOS wish to congratulate all the ECPs nationwide who participated in the JBP. The grand prize, won byOntario’s Ivan Optical, is a week-long trip toAustriavalued at $4000. The trip includes visits to Salzburg,Vienna and the Silhouette factory in Linz.
