We followed what the ProVision marketing team guided us to do.
At EyeStore in Kiama, the ProMarket campaigns have been consistently implemented, are gaining momentum and are producing results. “These marketing activities are an extremely cost-effective way to boost ROI”, says practice owner Susan Ang.
“It’s all scalable, you can commit to as much or as little of the ProMarket campaigns as you desire and it is granular in that you can use the campaigns to target the ‘gen x mums’, increasing the odds of securing the traffic because they are interested in our practice services, product and experience.”
It can be difficult to conceptualise just how valuable marketing is without seeing it for yourself.
“I agree. I’ve had continued success through implementing the various campaigns that are at our fingertips in ProMarket. We love the design of the materials, it’s professional and on-point. The visual images are eye catching and create trust. Images have never been more important in driving engagement, and the team at ProVision use all the design principles to create the point-of-sale materials that attract and drive purchase decisions in-store and the imagery to drive greater engagement online.”
In the 3-month period Oct – Dec 2018 you had a significant increase in sales growth compared to the prior year. What do you attribute this to?
“We are very good at following instructions. We registered for the End of Year Health Fund campaign (EOYHF). You told us that implementing a multi-channel and integrated campaign is crucial to generating extra revenue. Therefore, we made a wide selection of communications and materials active to support the campaign including the in-practice materials, ProMarket direct mail templates, the email templates, the SMS reminders as well as digital images in the scheduled Facebook posts.”
Eyestore campaign steps targeting 2220 patients:
The figures are excellent in January too compared to the previous year. Can you talk to this?
“We spend all our time in the clinic building those relationships whereas the marketing that ProVision creates for us builds the relationship when they’re not in the clinic which is just as vital.
It’s important to work hard in your clinic but you’ve also got to work hard when the patient isn’t there. The campaign materials really spark a conversation with our patients around complimentary eyewear. This also supported the purchase of a pair in 2018 and another pair in January 2019 with new health fund benefits, when multi-pair benefits are identified and discussed with patients.
We trained our staff in October on how to use the EOYHF offer and how to increase the average spend. We are in a small community of about 10,000 people here, but we have a high percentage of health fund patients because they’re all quite affluent in this area, so we got strategic in the up-sell from just the ‘no-gapper’.
We used a sales rep to train up the staff on the benefits of buying a Maui Jim prescription or a multi-focal polarised lens.
The sales success would never have been as pleasing without the backbone of the EOYHF campaign. We use all the ProVision campaigns. Currently we are using the Presbyopia and Myopia campaigns, which are fantastic. Everything is at my fingertips.”
