Alex Corn - Sarah diGiovanna - Emily Massaro - Tyra Mazzer
Situation Analysis History
Industry Objective
America’s Best has been a pioneer in offering low prices since their start-up in 1978. Advertising for eyewear, eye exams and related services had previously been regulated by the Federal government, but shortly after America’s Best came into the picture, this was no longer the case. Advertisements became prevalent, Focusing mostly on price as a benefit. Keeping their offerings consistent with this trend, America’s Best quickly became the first eyewear provider to offer contacts and services for under $100 as well as services and glasses for less than $50. What started out as one location on Chicago’s “Magnificent Mile” later expanded to 34 full-service retail locations, in addition to in-house legal consultations, real estate agents and IT departments. Founder Bill Grody then sold America’s Best to Chrysallis Management, where the revenues swelled to $103 million and the workforce to 1,500 employees. By 2004, America’s Best had generated around $133 million in revenue from 111 retail locations. In 2005, America’s Best was purchased by Berkshire Partners along with National Vision, Inc. as part of their mission to consolidate the eyewear industry. America’s Best is now the largest and most well-known division of the parent company, National Vision, Inc. The eyecare industry is growing and has many opportunities for companies in the future. As the population ages, demand for eyeglasses and contact lenses will continue to grow. This is especially true as more and more jobs require the population to be staring at computer, laptop, tablet or smartphone screens. The industry will also benefit from recent healthcare reform. More people will be given access to vision care, helping to increase demand. As services continue to go digital, eyeglass or contact lenses providers who offer products and post-purchase services online will benefit. To increase awareness of the benefits provided by America’s Best as compared to their competitors, including over 800 different styles of eyeglasses at majorly discounted prices.
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Situation Analysis Competitor Analysis 1-800-Contacts offers brands ranging from Acuvue to FreshLook. They focus primarily on selling contact lenses online but they also have a mobile app where consumers can order their contact lenses. The website is easy to navigate and offers access to a lens specialist 24/7 to answer any questions. 1-800 Contacts offers vision insurance and free torn lens replacement as well.
Walmart offers low price products and services in a location convenient to your everyday shopping endeavors. Walmart provides contacts, eye care services, frames and sunglasses. They also carry brands from JLo and Covergirl. It is easy to search the products by specific attributes on their website with the filtering search feature. Walmart also carries specific lines for children and males.
LensCrafters offers a wide variety of designer frames, such as Ray Ban and Ralph Lauren, as well as children’s and men’s selections. They tend to be more expensive than other brands, but offer special discounts paired with prescriptions for children and elderly AARP members. Their website is simple and easy to navigate, and most locations are full-service.
Choice Eyewear prices start around $20 for glasses plus shipping. The website is difficult to navigate, but contains a lot of important information needed to make a purchase decision. The lenses include scratch resistant and UV coatings. Choice Eyewear offers over 300 frames to choose from.
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EyeBuyDirect.com offers extremely low prices, as low as $6.95 plus shipping for a pair of basic glasses. They also have a number of higher priced options, although no name brand designer frames are offered. The website is easy to navigate and has a unique help bubble feature that accompanies every option for lenses, frames and contacts. EyeBuyDirect.com allows customers to use payment services such as PayPal and Amazon payments, which aren’t offered by many retailers. Additions to lenses such as jewels and UV protection can be implemented for an extra cost.
Situation Analysis S
W O T
Offers specialty items, such as prescription safety glasses and prescription sports goggles Purchases eyeglass frames in large bulk, negotiating low prices from vendors, which are then passed on to customers Offers the convenience of both online and in-store service and purchase ability Owns and operates three of the highest-volume optical laboratories in the United States Offers a deal of two pairs of eyeglasses for $69.95 Offers free eye exam for glasses ($45 value) when you buy two pairs Contact lens exam is only $79, which is inexpensive compared to other brands Offers options to make eyeglasses more durable, including a solid or gradient tint, scratch resistant coating, UV-block coating, anti-reflective coating or polarized coating • Most of the America’s Best stores have more than 800 eyeglass frames to choose from • It is not mandatory for customers to have an eye exam done by America’s Best– customers can bring in their own prescriptions • Offers a variety of well-known contact lens brands, such as Acuvue and PureVision • • • • • • • •
• Notion that discounted eyeglasses signifies lower quality
• Because clear vision is crucial, eyewear is a fairly inelastic item • Eyeglasses have shed their utilitarian image of being just a vision correction to become a fashion accessory • High-end lenses and frames have fallen in sales as a result of reduction in personal incomes and a reduction in discretionary spending • The rise of the Internet as a vehicle for selling eyeglasses and contact lenses will help with expansion
• Increasingly, retailers that don’t specialize in eyecare are offering optometry services (ie. Walmart) • Consumers are usually loyal to their eyecare providers whether it is due to compatibility with their insurance provider or the fact that new eyeglasses are often purchased less than once a year
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Research Objectives
1. Investigate what consumers are looking for in eye care providers 2. Explore which well-known individuals or fictional characters are recognizable based on their eyewear
Primary
Secondary
Through multiple surveys, we found the following insights:
We conducted research on each of the iconic eyeglass owners in order to make specific references in the body copy of our ads and in our extra executions. Using the official websites of the well-known individuals featured in our ads, we concluded:
• An overwhelming 94% of survey respondents said that the most important thing they considered when purchasing glasses was either price or variety of styles. • 64% of survey respondents look for discounts when purchasing a new pair of glasses. • 66% of survey respondents would switch service providers if the new provider offered less expensive options. • 24% of survey respondents would switch service providers if the new provider offered more variety in the style of eyeglasses. • When asked to name specific fictional characters whose glasses would be recognizable if pictured alone, a second survey revealed that 34 survey respondents would recognize Harry Potter’s eyewear, followed closely by the goggles of the minions from Despicable Me. • When asked to name well-known individuals whose glasses would be recognizable if pictured alone, a second survey revealed that 19 survey respondents would recognize John Lennon’s glasses, followed closely by Elvis Presley and Jackie Kennedy Onassis.
• Two of John Lennon’s most well-known music references are from the songs, “All You Need is Love” and “Imagine.” • Some of Elvis’ well-known tracks include “Fame and Fortune” and “Dontcha Think It’s Time.” • Jackie Kennedy Onassis, in an interview after her first husband’s death, compared the Kennedy years in the White House to King Arthur’s mythical Camelot. This reference has since then grew in familiarity and popularity. Using the official movie websites from which each of our fictional characters are from, we concluded: • Despicable Me 2 was a movie enjoyed by not only the target audience of children, but also their parents. It was in theaters this summer, and will be out on DVD in time for the holidays. • Although the Harry Potter books were all published before 2007 and films produced before 2011, they are still popular with children who are just now reaching the series’ target audience.
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Target Audience
Demographics Psychographics
Our target audience is men and women between the ages of 25-40. This audience is of the lower to middle class. They are price conscious when it comes to larger purchases, such as eyewear, but they don’t want to sacrifice their ability to chose from a varied and quality selection.
Our target audience is made up of recent graduates, graduate students and young professionals. They are buying their first homes, working their first jobs, or just starting families. Because of this, they are on a budget and look for savings whenspossible. This audience is familiar with musical and political icons, and are influenced by them in terms of style and interests. They are also familiar with the characters from current films and books, whether they enjoy this media themselves or with their
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7. Executional Mandatories Current Logo Campaign Tagline: All eyes on you. Call to Action: See your savings at americasbest.com
6. The Tone The tone of our advertisements will be playful, using popular culture references to relate to our younger demographic. We want to focus the copy towards the benefits of low price and large selection, while adding hints as to who the iconic frames pictured belong to. The advertisements will break through the clutter by being simple with only the images of the glasses paired with body copy.
5. Promise With so many frame options, America’s Best can make you feel like a star without paying a fortune.
4. Supporting Evidence a) Primary research found that an overwhelming 94% of survey respondents said that the most important thing they considered when purchasing glasses was either price or variety of styles b) 66% of survey respondents would switch service providers if the new provider offered less expensive options c) America’s Best purchases eyeglass frames in large bulk, negotiating low prices from vendors, which they are able to then pass on to customers d) Most of the America's Best locations have more than 800 eyeglass frames to choose from e) Our target audience looks to both past and current icons for inspiration, especially when it comes to style f) Our target audience is familiar with today’s more popular fictional characters, whether they enjoy a children’s or teen’s film or book on their own or with their child
3. Target Audience Demographics: • Ages 25-40 • Yearly income of around $40,000 • Finishing school, beginning new jobs, starting families • Price conscious Psychographics • Recent college graduates, graduate students, young businesspeople • Consume media based on both their interests and the interests of their children • On fixed budgets, looking for discounts when possible
2. Role of Campaign The objective of our campaign is to increase awareness of the benefits provided by America’s Best.
1. Background America’s Best has been a pioneer in offering low prices since their start-up in 1978. However, eye care is an industry in which consumers are often loyal to their current providers. With increasingly more retailers offering discounted prices, America’s Best needs help to stand apart based on the major benefits of not only their prices but also their selection.
Creative Brief
Big Idea
With so many frame options, America’s Best can make you feel like a star without paying a fortune.
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Don’t be all shook up at the thought of paying a fortune for your frames. At America’s Best, you can buy two pairs of frames for only $69.95. Dontcha think it’s time to spend a little less to look a whole lot better?
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Get some black frames to match your pillbox hat. At America’s Best, you don’t need to be the first lady to be able to afford prescription sunglasses. Create your own Camelot with iconic frames at iconic prices.
The tone of our advertisements will be playful, using popular culture references to relate to our younger demographic. We want to focus the copy towards the benefits of low price and large selection, while adding hints as to who the iconic frames pictured belong to. The advertisements will break through the clutter by being simple with only the images of the glasses paired with body copy.
With over 800 to choose from, all you need is America’s Best. You’ll want to give our frames a chance when you see our wide selection and discounted prices. Rock the charts with eyewear from America’s Best.
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Other Executions America’s Best 3D Glasses Sponsorship
Despicable Me 2 was a recent hit with children and parents alike. Both the original version and 3D version are soon to come out on DVD. America’s Best will design the 3D glasses that come with the 3D version of the DVD. They will be made to look exactly like the minion characters’ goggles, with the America’s Best logo along the strap. Within the DVD case will also be a small promotional brochure, targeted towards parents, featuring the T’Zone Sports Goggles that America’s Best offers for children who are active.
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Other Executions ‘Guess the Glasses’ Microsite
America’s Best will create a microsite that houses a quiz game called “Guess the Glasses.” The name of a political, musical, fashion, etc. icon will be shown on the top of the screen and many pairs of iconic frames will be laid out below. Consumers must correctly choose the frames that the icon wears. If interested, after each question, consumers will have the ability to browse a selection of America’s Best frames on the website that look similar to the iconic pair they just encountered in the game.
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Other Executions TV Spot
Opens on boy, with subtle hints that he is Harry Potter fan
Boy reluctantly gets America’s Best eye exam
Scans over 800+ options, America’s Best rep finds “just the pair.”
Rep chooses Harry Potterlike frames, boy ecstatic
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Boy finds out he needs glasses, is sad
Mother receives bill, is just as pleased. “America’s BestAll eyes on you.”