Results - RightMinds

Carl Zeiss Optical, an industry leader in the European market, needed to create brand awareness for Zeiss Optical Lenses and Coatings, as well as optical manufacturing and finishing equipment, in the North American market. RightMinds was tasked with developing brand awareness and positioning with optical lens and coatings decision makers, building trade support/loyalty from retailers and developing trade support/loyalty from optical labs. In addition, RightMinds would drive consumer demand with the fast growing baby boomer market.

Solutions

Consumer brand awareness campaign

“Certified Vision Experts Marketing System” for the trade

Message that “Experts Never Compromise Vision” communicated in every advertisement and trade communication

Customized websites for “Expert” retailers

Equipment marketing tools, advertising, and tradeshow displays

Thorough line of collateral, advertising and programs to support and reinforce position

Results

Certified Vision Expert Marketing System so successful that retailers and labs were on a waiting list to be scheduled for the Zeiss Experts program

Trade support grew to over 1,300 Zeiss Certified Expert Retailers

Trade support grew to over 200 out of 500 Optical Labs of America

U.S. market share has increased dramatically, and they recently acquired a larger competitor due to the sheer power of the Zeiss brand