Saturday, December 5, 2009

Advertising Campaign of LensCrafters


Competitors are astonished at the LensCrafters’ expenditures on marketing. The company planned to launch a millions of dollar worth advertising campaign and that is in the time of hard economic situation.

Luxottica is an Italian company, parent for the LensCrafters. Luxottica’s marketing manager said that their products are exposed to a number of economies all over the world. The United States is considered as their only largest market, especially in terms of retail. In its turn, LensCrafters is the company’s largest business in North America. And the corporation is trying to make the most of it.

Cutwater agency San Francisco was hired by to develop the design of the campaign. However, the major part of the work and managing operations were handled in Mason. Here Luxottica employs about 1,600 while LensCrafters’ employees account for about 12,000 in total.

That commercial was launched on television April 19. It features the world through the heart-shaped lens of two hands. This “I love LensCrafters” item (a heart, an eye, and the LC letters) were also brought to billboards, as well as the Web site ads, direct mail and ads in magazines and newspapers, such as Newsweek, People, Sports Illustrated and the New York Times.

According to Luxottica representative, Biondolillo, “While altogether the campaign is valued at $100 million, the actual cash investment by Luxottica is less, maybe 50 percent to 60 percent.” He said that the cost was not too high but an average across the industry.

The investment was made at the time when consumers were reconsidering their needs and purchases. According to the research held by Jobson Optical Research of New York and the Vision Council Sales, the level of eyeglass lenses and frames was relatively stable over the past two years on the U.S. market (2008 – $15.6 billion, 2007 - $15.7 billion). Besides, the research by the trade publication Vision Monday showed that people are not likely to change their suppliers. 85% of eyeglass consumers always return to the same office or chain for an eye exam.

This is a positive tendency for LensCrafters. However, this is good only in terms of keeping the old customer, and the task of attracting new ones has automatically become more complicated.

Moreover, other optical chains save money on marketing strategies while LensCrafters are making their way to customers’ hearts. And it is the LensCrafters name will be on top of people’s minds when the economy recovers. That’s how the company will attract new consumer s, because it is a well known character of human’s memory – we remember the last thing were hear and see.


2 comments:

  1. Nobody wants to have vision problems and use lenses or glasses. But if it is a necessity, you should take care to buy expensive and high quality eyewear. It isn't that case when you can save money and buy something cheaper. LensCreafters is a good company, and you can always get consultation with one of its representatives.

    ReplyDelete
  2. Here is the investors contact Email details,_   lfdsloans@lemeridianfds.com  Or Whatsapp +1 989-394-3740 that helped me with loan of 90,000.00 Euros to startup my business and I'm very grateful,It was really hard on me here trying to make a way as a single mother things hasn't be easy with me but with the help of Le_Meridian put smile on my face as i watch my business growing stronger and expanding as well.I know you may surprise why me putting things like this here but i really have to express my gratitude so anyone seeking for financial help or going through hardship with there business or want to startup business project can see to this and have hope of getting out of the hardship..Thank You.

    ReplyDelete