A younger family man home from work sorts through the mail. A puppy walks by outside of his vision, but he hears it. He walks in the family room to find his wife and daughter on the couch holding the puppy saying, "Suprise!" As he looks at them inqusitively he states, "Where did you get your glasses?"
Philosophy
Liggett-Stashower made the decision to use television to reach this younger audience. Sears Optical manages risk very carefully and asked that we convert media dollars from print to television. Our first step was to analyze sales against the cost of television. We wanted a test that was significant, and a test that could be measured. The agency recommended investing in mid-level markets, that had sales volume that placed them in the Top 25, as measured by sales. We used cost per rating point and operational efficacy to determine which areas the program would open in.
Problem
Sears Optical business had leveled off, showing a slight increase in sales, year to year. The agency team did a deep investigation of the customer database to find a high proportion of our customers were 50 years and older. When we compared our database with the indices of the marketplace, we found that Sears had a very low index with optical customers 35-49.
