The New Ads Strategy Of Lenscrafter

LensCrafter is now launching a new ad campaign in the time of economic turndown to

enhance the brand penetration and boost sales through unique as this unique ads strategy, the theme of the ads being Love what you see, see what you love.

LensCrafter is the nations biggest optical chain, which operates mainly in USA and Canada as a subsidiary of the worlds largest eyewear manufacturer Luxottica based in Milan Italy. The new campaign is followed by a 5% revenue drop of LensCrafter in 2008 due to the strike of financial crisis. In the present slow economy, most of the optical retailers are advertising on discount and value to improve sales, while LensCrafter is trying efforts to do something bigger. LensCrafter uses the emotional elements to be embedded into the brand image, with target of catching peoples eyes through heart and soul. To execute the ad campaign, Lens Crafter created a visual device of two hands forming the shape of a heart. This heart shape is used to frame all different things people love, such as their children, their pets and their beloved ones. The visual language reveals that LensCrafter treats their customers and offer their services and products with their heart and soul fully committed, and shows the strongest love of Lens Crafter to help people see better.

This ad is the most recent one for Lens Crafter in the past three years. The earlier ad of Lens Crafter was about the one-hour service offered by the stores of Lense Crafters enabling the customers to have eyes checked and pick up the finished prescription eyeglasses in one hour. The new sentimental ad idea of Lense Crafters was the result a three-day meeting in its headquarter focusing on the brand tactics. This ad shows the determination if LensCrafter to put the customer- LensCrafter relationship high above everything else, which is the first time of applying such kind of ad in the history of LensCrafter.

Ad experts commented that the similar emotional marketing strategy had been utilized in the countrys biggest sneaker company Nike, which was proven to be a big success in grabbing the heart of its customers and in selling high-end shoes. Experts hope the similar efforts by Lens Crafter will also soon pay off.

by: MichellePerkins

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