Magazine article Marketing

Dollond Ads Focus on Service

Magazine article Marketing

Dollond Ads Focus on Service

Article excerpt

The battle for market share among opticians has led Dollond & Aitchison to take a distinctive line with its ads.

No one needed glasses to see the recent flurry of marketing activity among opticians.

An increasingly competitive market, price wars and the sudden trendiness of spectacles - thanks to the likes of Scary Spice. and Chris Evans - have led to more creative and high-profile advertising campaigns.

This has propelled optical retailers to the top of the Adwatch table. Early in June, Specsavers reached a high of fourth place in the table of most recalled ads, while last week saw Dollond & Aitchison enter at number 13.

Dollond & Aitchison's campaign starring Butt Reynolds, which is now coming to a close, has been highly successful. The ads, through Lowe Howard-Spink spearheaded a [pounds]10m relaunch of the high-street brand and introduced the slogan 'Where everyone gets star treatment'.

Standing out

The 250-year-old company wanted to introduce a point of difference, recognising that its much younger competitors had specific platforms on which to trade; Boots has the power of its umbrella brand, Specsavers focuses on value and Vision Express emphasises its speedy service.

The company undertook extensive research to help it define its brand positioning and discovered that many people hated wearing glasses and hated the process of choosing them.

Believing that no other optician was addressing the problem, Dollond & Aitchison developed its 'Star Treatment' proposition: a personalised fitting service where customers are advised about style and suitability. The service allows the wearer to see themself on a computer screen in a range of glasses suiting their skin tone, face shape, hair colour and so on.

Burr Reynolds was chosen .to front the [pounds]4m TV campaign because he is a spectacle-wearer who appeals to the target market of 30- to 50-something men and women. …

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