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The Eye People

Research & Brand Strategy

DELIVERING 418% ROI. YOU SHOULDN’T HAVE GONE TO SPECSAVERS

The Brief

Priding themselves on customer service, and giving each customer their undivided attention and time, The Eye People came to Gasp to help get that message out in the local area and beyond. Their brief was simple, raise brand awareness and position The Eye People as eye health specialists. Increasing appointment bookings by two thirds from an average of 4 daily appointments to 6+.

Purveyors of fine eye wear and finer eye care. Quality opticians in the heart of Wokingham town.

The Response

Competing with big high street names like Boots and Spec Savers is never easy. Having them both a stone’s throw from your door makes things even more interesting, but that didn’t put off The Eye People. Having researched the market extensively, we developed their brand to focus on eye health as opposed to just eye tests. Bringing clarity and consistency to their messaging and a winning argument for why exemplary service should cost a little more.

We then applied this new brand code to an updated website which enabled bookings to be made directly. We knew the bounce rate was extremely high on the current site, so we put the user experience at the forefront of our thinking. The new site is clean, tech savvy and far more personable.

Together we have worked on numerous new campaigns to raise awareness and drive footfall both online and in-store. From Google Ads campaigns to affiliate partnerships. One key focus was increasing online reviews which we quadrupled. Averaging 4.9 stars, these words are a testament to The Eye People team delivering on what they promise.

What was critical was that on every piece, however small, the design and message was always on point and on brand. This ensured that a small independent was never lost in the noise of bigger brands vying for mind share.

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The Results

“I’ve been too busy for a lunchbreak!” Hardeep, Optometrist, The Eye People

We have some cracking results for The Eye People; website visits up 64% with 56% resulting in a conversion. Paid search accounting for a 36% increase in bookings and most importantly hitting the target of 6 appointments a day.

We worked out that a new appointment cost £119 in marketing spend. An average customer is worth £500 so the resulting ROI is 418%. ROI is often an intangible thing but in this instance, we’ve done a great job and have the figures to prove it. Lovely.

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“I’ve been too busy for a lunchbreak!”

Hardeep Bahra, Optometrist Director, The Eye People

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