Marketing Lessons to Draw from Eyewear Retailers

The importance of content marketing for the success and visibility of blogs and online businesses cannot be overstated. In fact, a Forbes article notes that according to 74% of companies, content marketing has proven effective in boosting lead generation. Still, many businesses struggle with outdated or ineffective content strategies. As we covered in a previous article, these poor content marketing tactics lack a clear direction and fail to engage their intended audiences. Per SEO expert Dan Alderson, businesses need to cultivate authenticity, craft audience-focused content, and integrate new marketing technologies to stay relevant.

We’ll draw inspiration from several giant eyewear retailers to help you create a more efficient content marketing strategy. Let’s explore key lessons from the marketing playbooks of three leading eyewear retailers – OPSM, Oakley, and Sunglass Hut.

OPSM: Creating an effective call to action

A strong call to action is an integral aspect of any successful marketing campaign. OPSM’s Penny the Pirate campaign is a stellar example of how an impactful call to action can drive significant results. With this ad, the company aimed to encourage parents to have their kid’s vision checked. Notably, OPSM has been a leader in the eye care space since it began conducting eye tests in the same place it dispensed glasses in the 1930s. Now, this service is even more accessible as OPSM allows customers to book eye exam appointments online.

The company revolutionized eye care further when it created an interactive children’s book and app that entertained kids while subtly testing their vision through the story. The clever integration of vision tests into an engaging narrative made it easy for parents to identify potential eye problems in a non-invasive way.

According to leading marketing company WARC, more than 126,000 parents obtained Penny the Pirate following its release, and the number of children’s eye tests conducted by OPSM grew 23% year over year. The campaign’s success was largely due to its clear and compelling call to action. By embedding the eye tests into a fun and interactive story, OPSM motivated parents to take the next step–booking an eye test for their child. Just as OPSM’s campaign made eye tests a natural next step, your call to action should guide your audience smoothly toward the desired action.

Oakley: Focusing on culture marketing

Oakley’s approach to culture marketing offers another valuable lesson. Culture marketing is about connecting your brand with the trends and values that appeal to your intended audience. Under the direction of Reggie Casagrande, the brand’s head of strategy for global sports marketing, Oakley has excelled in this area.

Casagrande emphasizes the importance of understanding and integrating into your audience’s cultural fabric. In the case of Oakley, many of its campaigns reflect its core values of performance, innovation, and resilience. As such, the brand has become known for sponsoring extreme sports events and collaborating with athletes who embody these values. Casagrande also stresses that diversity and inclusion must be ingrained in marketing strategies, reflecting real communities. In turn, Oakley has built a strong cultural connection with its customers.

To effectively use culture marketing, understand the values and interests of your target audience. Create content that reflects these values and integrates seamlessly into the cultural context of your customer base. Whether through collaborations, sponsorships, or storytelling, ensure your brand message echoes the identity of your audience.

Sunglass Hut: Promoting customer loyalty

A report by recruitment platform Zippia estimates that increasing customer retention rates by 5% can boost profits by as much as 25% to 95%. In other words – without customer loyalty, brands may struggle to succeed. For this, we’ll take inspiration from Sunglass Hut’s recently implemented strategies that reward and retain its customers.

In 2024, the brand debuted the Sun Club loyalty program, designed to reward customers with exclusive offers. Benefits of the program include early access to new collections, free expedited shipping, and same-day delivery for online purchases. Essentially, Sunglass Hut incentivized repeat purchases. At the same time, it enhanced the overall customer experience by making loyal shoppers feel valued and appreciated.

Bloggers and online businesses can follow suit and similarly boost customer retention and engagement. To do so, they can offer exclusive content, discount codes, or early access to new features, effectively rewarding their most loyal followers.

Drawing inspiration from the marketing strategies of top eyewear retailers provides invaluable insights for both bloggers and online businesses. Embrace these key lessons to drive engagement, foster loyalty, and achieve enduring success in the digital marketplace.