Case Study: Specsavers’ twist on its famous tagline Victoria Simpson-Clarke, Marketing Services Director, Specsavers, gives us a 20/20 look at the strategy.
ClickZ Daily: Nov 23, 2022 |
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| Good morning! ‘Finger Lickin Good.’ ‘Just Do It.’ ‘Should’ve gone to Specsavers…’ The power of a well-known tagline cannot be underestimated. Capturing awareness and association with your brand in a few short words evokes familiarity and fondness in equal measure. To boost awareness of its home visits service, Specsavers launched “I don’t go…” in a playful twist on its well-known ‘Should’ve’ tagline. In our latest case study, Victoria Simpson-Clarke, Marketing Services Director, Specsavers, gives us a 20/20 look at the strategy behind this tagline twist. How can ClickZ help you in 2023? Let us know the topics you want to hear about. Team ClickZ Subscribe to the ClickZ Marketing Masters Podcast: Apple | Spotify | Google | Amazon |
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Brand awareness Benjamin Broomfield “Starting with the subverted tagline gets people to stop and look. Everyone knows our usual tagline, and this message completely cuts through that. But ultimately, it goes on to reveal the joke and like all Specsavers adverts, should leave you with a warm feeling.” |
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Advertising & Promotion Mark DiMassimo The cost of bad advertising, its link to consumer behavior, and how you can map and action these levers for positive results Read more |
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| ROI Marketing Benjamin Broomfield “The biggest pitfall is thinking organic social will boost your brand. It won’t work for 99% of people. Ryanair is the exception, not the norm. Taking a paid-first approach is the right way for most people to build their brand.” Download now |
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| Inclusive marketing Benjamin Broomfield "The party scene is consumed by younger people who are exploring, experimenting and having fun with parties. This generation is incredibly open to technology but is also highly engaged with inclusivity and diversity. An app that offers them both whilst they party is a win on three counts!" Read more |
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| Web3 Benjamin Broomfield Tech for Good advocate Donnovan Andrews addresses Web3 champions and critics alike in this Q&A, covering the benefits (and responsibilities) for early adopters Read more |
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Marketing Masters Podcast |
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Strategy Benjamin Broomfield Vista is partnering with the likes of Liverpool FC and the Boston Celtics to place the spotlight on small businesses who have seen increased followers, engagement, and customers through this one-of-a-kind sports sponsorship. Download now |
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| ROI Marketing Benjamin Broomfield “The biggest pitfall is thinking organic social will boost your brand. It won’t work for 99% of people. Ryanair is the exception, not the norm. Taking a paid-first approach is the right way for most people to build their brand.” Download now |
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| Strategy Benjamin Broomfield "Marketing took on the role of storytelling within the organization to explain the power of its investments. It showed how these changes would impact the customer." Download now |
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AI Amy Wright Conversations are happening all around us in different forms. But many conversations are not actually being heard. Uniphore is working to evolve conversations with the trifecta of voice AI, computer vision, and tonal emotion. Enhance the agent experience and drive results like: Reduced agent onboarding time Increased upsell and cross-sell opportunities Increased agent performance and productivity Minimized costly errors Reduced repeat calls Consistently exceptional customer service Download resource from Uniphore to find out how to achieve these results and more. Download now |
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| Third-party cookie Shyam Lakhani Consumer privacy regulation and the death of the third-party cookie are impacting virtually every industry and every facet of the digital marketing and advertising ecosystem. While the push for privacy is forcing companies to rethink how they collect and utilize data to orchestrate customer experiences, it’s also opening up new opportunities to differentiate their brand and transform their relationships with customers. The companies that will thrive on the other side of this seismic shift aren’t taking a passive, “wait-and-see” approach. They’re executing against a third-party data deprecation playbook right now. Download our eBook to learn how you can successfully navigate the ongoing changes in the privacy-first era. You’ll discover: The four tools you need in your third-party data deprecation playbook How a customer data platform (CDP) enables you to execute on the playbook What companies like VF Corporation, HEINEKEN USA, and others are doing to make the transition now Download now |
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| Analytics Rucha Kadam Consumers appreciate when companies recognise and prove they know their customers. With various ways to reach current and prospective customers, companies have numerous opportunities to personalize marketing messages. Download now |
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