The promotion combines attractive benefits for opticians with accurate addressing of end customers at the POS
Munich, April 2013 – Rodenstock draws attention to itself with a campaign for greater brand recognition at the point of sale (POS) and in the process helps opticians to increase the frequency of customers in their businesses.High-quality advertising materials point out the eyewear collection to spectacles wearers in a way that matches the season in order to find the right frames.
Hence, the traditional Munich company is focussing on the topic of POS marketing. The goal is to create a global brand presence in all participating markets with coordinated themes and imagery that match the brand perfectly and stage the products in an appealing way. All advertising material is made available to Rodenstock opticians. The campaign covers all the company’s eyewear brands, hence three different decorations are planned for the course of the year for Rodenstock’s own brand and the licensed brand Porsche Design. The licensed brands Alfred Dunhill, Mercedes-Benz Style and Baldessarini concentrate on two display windows each. A competition with attractive prizes rewards the opticians with the most appealing displays.
Micha Sascha Siebenhandl, Head of Strategic Business Unit Eyewear at Rodenstock, summarises: “The international display window campaign provides standardised, clearly structured and consistent customer communication at the POS and that way makes it easier for end customers to recognise their favourite brands and find the right frame in the shop. This goes perfectly with the Rodenstock ‘System of Better Vision’, because a clear presentation of our five eyewear brands supports the success of the optician through higher sales figures,” says Siebenhandl. He continues: “The response from our customers is very positive, because more than 9000 sets have already been ordered so far for 48 countries.”
Course of events of the display window competition
After receiving the materials, the participating opticians decorate their display windows over the course of several weeks with the marketing packages provided by Rodenstock.
The retailers show their shops from the best side with snapshots of the designed windows and then take part in the Rodenstock competition by sending in the pictures. A jury selects the best motifs and that way determines the winners. Here, the nicest decorations compete first of all against each other nation-wide.
At the end of 2013, the country winners see how they measure up on an international scale. Attractive prizes can be won for each brand. Rodenstock will hold a draw for a VIP weekend for two persons to the fashion metropolis of Milan. The P’9981 from BlackBerry is in store from Porsche Design.
Display windows can be seen as of May
Two decoration packages are available for the Rodenstock brand for an appealing design under the brand claim of “See better.
Look perfect.” The individual modules are appealing posters and banners that are linked to the brand campaign and draw attention to highlight products. Counter stands create a flair in the shop, such as the oversized spectacles as a decorative hangar that points the way to eyewear trends. Rodenstock displays put the frames into the right light. The package is completed by the trademark “R”, which has a very exquisite effect as a 40 cm high
stand.
Premium display combines lenses and frames
Rodenstock presented the Rodenstock Competence Centre at the opti 13, which is a modular display system that visualises the complex product spectacles in an emotional and vivid way. This makes it possible for opticians to present lenses and frames from Rodenstock in an attractive display. Lens coatings and tints are explained to end consumers in a way that is high-quality and understandable at the same time. The modular system is available in different sizes – from the display window decoration up to the comprehensive shop-in-shop solution.
Selected highlights of the licensed brands
Porsche Design display windows pick up on the visual impressions of the campaign shootings – with technically inspired products and the typical iconic style of the luxury brand. The advertising materials include a display for five frames to ensure that interested glances are sure to fall on the right sunglasses.
Modern gentlemen prefer Alfred Dunhill. The British luxury brand uses models such as Jamie Hewlett, artists and cofounders of the band “Gorillaz”. The hero display picks up
observers at the POS with the imagery, and stays up-to-date thanks to replaceable motifs.
The Baldessarini brand combines self-assurance, stylistic confidence and authenticity. The one who wears Baldessarini is confident in his life, appreciates quality and style and brings together that which appears to be incompatible. He has a twinkle in his eye, is cheerful, adventuresome, surprising and relaxed.
The model of the current Baldessarini image campaign, surfer and artist Chris del Moro, stands for exactly these attributes.
