Results - RightMinds

Creating product differentiation is very difficult in the progressive lens market, where differences between lenses are very technical and mostly indistinguishable by consumers. So, when Carl Zeiss Vision needed to launch the GT2 lens, their newest high-end progressive, to respond to increased competition in this category, RightMinds was asked to develop a comprehensive and multi-tiered B2B2C marketing strategy.

Solutions

Product message platform and visual concepts highlighting satisfaction

Trade support for lens retail stores, including ads, collateral, direct mail, and sales tools

Point-of-Sale materials for eye care professionals, including a consumer brochure, dimensional display, fitting table display, in-store signage, product packaging and postcard

Results

The launch established the brand in new channels and secured market share

Strong initial sales figures and ROI made the program scalable

Field sales representatives embraced the campaign because of its success