National Trade Promotion
Carl Zeiss Vision
CHALLENGE:
Carl Zeiss Vision conducts an annual national sales promotion designed to increase sales of their innovative optical products by providing practice incentives to more than 6,000 eye care practices. With it being an annual initiative, keeping the program fresh and engaging and fun remains an ongoing challenge. Logistically, it is a very large and multi-layered distribution channel involving internal sales people, partner retail laboratories who fabricate much of the product and then eye care practices that range from husband and wife teams to multi-store chains. How to engage all of them in an on-going promotion program that lasts for 4 months?
SOLUTION:
Develop a creative, involving, educational and fun promotion concept that grabs attention at the outset and keeps participants engaged for four months. A “road-map” direct mail piece, collectible stickers, instant wins, targeted postcards/emails and a website through which the program is promoted and online education is delivered are all part of the “Road To Better Vision” campaign.
RESULT:
The program launched on time under the pressure of an extremely tight timeline and restrictive budget. This marks the second time Carl Zeiss Vision has turned to Brandwidth for development and implementation of this important national program.