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Clear returns for Essilor with outbound sales campaign

25/06/2014

Clear returns for Essilor with outbound sales campaign


Clear returns for Essilor with outbound sales campaign

Introduction:

Essilor International was founded in 1972, with the amalgamation of two French companies Essel and Silor. Essilor has had a presence in Britain since 1881 when Société des Lunetiers opened its British operation in Hatton Garden, London. With a 25% market share, Essilor is the world leader in ophthalmic products with operations in Europe, Asia and North & South America.

One in every two varifocal lenses sold worldwide is an Essilor lens. Essilor is world famous for the Varilux lens, the world's first varifocal, which was invented in 1959. Since then over 200 million Varilux lenses have been manufactured world-wide. With offices and production facilities based in Thornbury, near Bristol, the company employs 400 people in the UK.

Globally, Essilor operates in around 40 countries in the world over 5 continents.

Challenge – Contacting customers about a new ground-breaking product within a short time frame

Tracy Burden, Communications Manager at Essilor Ltd, a subsidiary of Essilor International explains, "We wanted to promote our new Optifog lenses to opticians across the country. Whilst our in-house team would focus on contacting those customers that already had a high affinity with Essilor, we needed additional resource to reach the rest of the independent practitioners in the UK. It was also critical for us to be able to set this up quite quickly."

Winner of the 2011 Silmo d'Or award in the Vision category, Optifog represents a real scientific breakthrough, allowing spectacle wearers to avoid 'glasses steaming up' when moving from cold to hot environments.

Although there are sprays and solutions available to buy over the counter that reduce the effects of steaming up or fogging, there has never, until now, been a total solution that will prevent it. Optifog lenses deliver unique lens technology that gives long lasting fog free vision to all patients.

Solution – Within a month, started outsourced telemarketing

Tracy continues, "We found Ventrica via the Internet and after speaking and meeting with them, we felt confident that they could meet our objectives. Within a month they were up and running. Together we worked on some basic scripts, with Ventrica offering their own advice and guidance on what would work best."

The purpose of the campaign was to:-
 

  • Introduce the new Optifog lenses
  • Discuss with Opticians the benefits and solutions of the product
  • Gain interest from the prospects
  • Arrange a follow up conversation with an Essilor advisor

Results – "Ventrica provided us with some good leads"

In less than one month, using continual data analysis and dedicating two senior sales agents to the campaign Ventrica produced 976 leads, producing a conversion rate of 43% from the decision makers contacted. Together with daily reporting to provide full visibility of progress, the leads were then passed on to Essilor sales representatives so they could arrange all appointments based on locality and availability.

Tracy says, "Outsourcing worked well for us as it was able to supplement our in-house team when we needed the extra resource."

Summary:

Tracy concludes, "The whole experience of working with Ventrica has been very positive, we are happy with the results and will consider campaigns with them in the future."

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