A woman stands in an elevator on here cellular phone. The door opens and another woman gets in as the first is ending her phone conversation. The second woman in looks at the first and says, "it's amazing how small and lightweight they can make those." The first noods and puts the phone in her purse and the second says, "So where did you get those 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.