National Optical Retail Franchise
OVERVIEW OF BUSINESS
Franchise: Open 7 days; Optician on-site to provide exams; distributes many major
eyewear brands; highly competitive market. Currently has locations in: California, Florida, Illinois, Massachusetts, New Hampshire, Pennsylvania, District of Columbia, Georgia, Indiana, Maryland, New Jersey and Virginia.
Direct Mail Type: 6×11 Postcard, Full-Color, Heavy Paper Stock; High Gloss
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OPPORTUNITY / BUSINESS NEED
The Franchise corporate marketing team realized the big box retail stores, like Wal-Mart, were compromising their opportunity to win fair market share. The competition was fierce and only growing. Their ideal prospects are individuals more inclined to purchase high fashion eyewear solutions. The Franchisor realized to combat declining sales, their Franchisees needed consistent marketing that would build local brand awareness and drive store traffic. The objective included adding an offline marketing vehicle that would allow them to run market-specific promotions and give both the Franchisor and Franchisee tracking and reporting capability.
- Type of Mailing: Database Mailing- Customers who haven’t visited in 6-18 months
- Direct Mail Type: 6×11 Postcard, Full-Color, Heavy Paper Stock, High Gloss
- Type of Mailing: Saturation List- Surrounding neighborhoods
- Direct Mail Type: 6×11 Postcard, Full-Color, Heavy Paper Stock, High Gloss Cards Mailed: 234k
After reviewing their customer database, it was determined their ideal customer profile are females with an age range of 25-45, females with children, middle to high income and neighborhoods within a proximity of the retail store. The optical retailer partnered with Mudlick Mail to execute customer acquisition and retention marketing campaigns. The consultation and post-mailing database match included giving the eyeglass and lens store insights on:
We do it all!
Price includes (no contracts or volume commitment)
Compared to emails sent to existing customers, direct mail has 30X
the chance of receiving a response from the customer.
Direct Marketing Association
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