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.
