Sometimes the tried and true tactics just don’t work for the task at hand. Essilor, one of the world’s leading manufacturers of ophthalmic lenses, came across just such a problem. They had a polarized lens for active wearers that just wasn’t getting traction with optometrists – and this was despite the lens being an outstanding product. The company had tried several initiatives to connect with the market, including advertising and education programs, all to no avail.
After discussing the challenges being experienced with the Essilor team, it became clear that more focus was needed on educating the sales force – so that they would be a driver for product demand. Because there was already so much competition for this group’s mindshare, we wanted to take advantage of the lengthy amount of time the members of the sales team spent behind the wheel.
The solution was the Essilor Drive Time CD – an info-tainment collection of 20-minute (or less) presentations scripted in the form of a radio show. Sound bytes, sound effects, interviews, quizzes, call-ins, ‘commercials’, and contests were all used to keep the listener entertained while educating them on the product specifications and benefits of the Xperio lens brand.
Not only were the CDs well received but the contests received more than twice the targeted number of call-ins from the sales team, despite limited incentives. Best of all, sales numbers for Xperio increased in the quarter immediately following the program.