Continuing our close ties with the optical industry we were approached by No7 , the UK's largest independent contact lens producer. We had worked for the UK Commercial Director, Maxine Green when she was marketing director at Bausch & Lomb and she was so pleased with the results that she knew exactly who to turn to in her new role.
As well as wanting to produce some online accreditation videos for optometrists, they saw the opportunity to use video to enhance their marketing activity. I was invited down to Hastings to listen to their needs and come up with some suggestions as to how video might work for them.
It is my firm belief that people buy from people, and well produced video testimonials from happy clients are one of the best ways to promote your products or services. It's a soft sell - you let your clients do the selling for you, and it's presented as a TV style 'feature' on your company, not a sales film. Potential customers are more likely to believe a video testimonial than a written one, because they can see that it is genuine.
No 7 are also the major supplier of a really clever machine that measures eyes extremely accurately called the Topographer. They needed a marketing tool that would give optometrists an idea of how good a tool it is, and why they should have one. Again, the video testimonial is perfect for the job. Customers can explain how the Topographer is invaluable to them in their practice - the underlying message being that if you're serious about fitting contact lenses you MUST have a Topographer.
Of course, the testimonials wouldn't be effective on their own - they had to be presented professionally and accompanied by shots that prove to the viewer that number 7 know what they are talking about, and are a serious company to deal with
As the leading UK supplier they had no problem in identifying some key clients who would be happy to be interviewed, and filmed using their topographers.
You can see the resulting films here
The Topographer promotional film has been used a number of times at trade shows and the great news is that sales of the Topographer have definitely increased.
The online accreditation videos are supplied by No7 to help Optometrists fulfil their ongoing professional training requirements. As well as being good branding for No 7, provision of the training films helps to maintain their reputation as being serious professionals who really are experts in their field.
Maxine Green - Commercial Director and Ian Goble - Sales Director are seeing positive results already....
