Upfront: L&T Marketing

Sep
2011

Lens Marketing

SHAMIR WINS FOURTH HERMES AWARD
The Association of Marketing and Communication Professionals has selected Shamir Insight’s 2011 trade advertising campaign, “Obviously, Those Aren’t Shamir Lenses,” as a winner of its Platinum Hermes Award. This is the first Platinum Hermes Award Shamir has received, having won Gold Hermes Awards for the past three years.

The ad campaign, which started September 2011, is titled “Obviously, Those Aren’t Shamir Lenses,” depicts funny situations and mishaps which can occur when wearing other brands of lenses. It is illustrated by CF Payne, a world renowned illustrator whose works have appeared in Time Magazine, Rolling Stone, The New York Times and other publications.

“The ‘Obviously, Those Aren’t Shamir Lenses’ campaign has allowed us to explore dozens of funny and embarrassing vision-related mishaps,” says Matt Lytle, VP sales and marketing. “Like our past campaigns, this one has allowed us to continue to use ‘out of the box’ imagery and get readers to stop and examine the ads. We’ve had some exciting scenarios so far and we have received a lot of positive feedback regarding this new campaign.”

Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards recognize outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals. There were approximately 4,400 entries submitted throughout the U.S. and several other countries in this year’s competition.

VSP GLOBAL LAUNCHES INITIAL PHASE OF EYECONIC.COM

VSP Global has launched the initial phase of Eyeconic.com, its online optical store, which enables consumers to purchase contact lenses, browse sunwear and connect to a VSP provider.

Citing the accelerating growth in the online optical market and a larger number of consumers browsing and buying optical products online, VSP’s announcement says, “This emerging market is becoming an important channel for VSP providers to continue to connect with their patients shopping online.” Daniel Mannen, OD, FAAO, vice president of optometric programs for VSP Global states, “It seems to me that we have a choice: either to figure out a way to create an online presence and have something to offer this growing category of patients, or simply let them slip away. The message is pretty clear; we need an online solution to offer our patients.”

The sunglass browsing feature of the site enables visitors to browse for men’s and women’s styles, by brand, shape and materials and offers face shape and trend advice as well as a try-on feature. The site features sunwear from a range of Marchon and Altair house and designer brands. An eyewear doctor locator is linked via those brand sections of the sunwear browsing sections of the site. Tips and Trends, for both sunwear and contact lenses, are also featured.

According to VSP, future Eyeconic site developments will include additional products and functionality.

For more information, VSP providers can visit VSP online. For specific questions on Eyeconic, they are advised to call 1-855-EYECONIC or e-mail info@eyeconic.com.

TRANSITIONS OPTICAL SURVEY REVEALS ETHNIC MINORITIES NEGLECT EYE HEALTH
According to new research supported by Transitions Optical, two out of three minorities don’t know that their ethnicity could be putting them at higher risk, despite the fact that ethnic minorities are more likely than the general population to develop serious eye—and overall—health issues that can take a toll on their vision. The survey specifies its results for African-American, Hispanic and Asian populations, as well as the “general population.”

“These results validate an urgent need to educate all Americans—and particularly at-risk ethnic minority groups—about the importance of UV protection and regular eye exams,” says Manuel Solis, multicultural marketing manager for Transitions Optical.

Survey results suggest that ethnic minority groups may not be taking adequate steps to protect their vision. Less than four out of 10 Americans reported visiting their eye doctor within the past 12 months, with consistent responses across all demographic groups, Transitions said. Additionally, the survey confirmed low understanding of the dangers of ultraviolet (UV) radiation—with one in four Americans believing that it is only important to protect their eyes from UV rays during the spring and summer months. “Ethnic minorities, particularly Asians, were more likely than the general population to believe year-round UV protection isn’t necessary,” Transitions adds.

Transitions Optical will be releasing results from the survey throughout the year in its education courses and through its multicultural initiative.

—Andrew Karp

 

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