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So, you’ve worked hard to understand and establish your brand values and your market position – great. Now it’s time to communicate those values to your target audience and grow your business. It’s easy to say but difficult to execute on your own – especially when it’s not your key skill set. That’s why ambitious businesses call in outside help. Which is what we do for our clients, including Kings Hill Opticians, whom we’ve been helping to grow their business and reach more of their target audience with clever messaging and communications.
We were initially referred to Kings Hill Opticians’ by a website design agency to help them get their new site live; it had been languishing for 18 months because the director simply didn’t have the time to write the content himself. Having demonstrated our skill at creating effective content that communicates brand values quickly, with the website up and running within two months of us coming on board, the company realised how expert outside support can make their lives simpler, enabling them to get on with their core business. They therefore asked us to provide ongoing marketing communications support to increase brand recognition, engagement and loyalty.
Kings Hill Opticians’ target market is people willing to invest in their eye health, but there is a lot of patient education required to help this audience understand why it’s necessary, especially as consumer opinion in this sector is largely shaped by the ‘buy one get one free’ promotions of the big chains. We therefore built our communications around the slogan “Because you only have one pair of eyes”, this central message underpinning all digital, social and offline communications to summarise the clinical excellence, top-of-the-range products and unmatched customer service offered by Kings Hill Opticians’.
Our flexible marketing package means we respond to Kings Hill Opticians’ business needs, providing a range of outputs across different channels to engage their target market:
“Sharp Minds Communications have provided us with marketing support for the past couple of years. We initially turned to them to write the content for our new website; the project had stalled for 18 months as I couldn’t find the time to write the content. Sharp Minds made the whole process so simple, with our new website live within a matter of weeks of them coming on board, that we now employ them on an ongoing basis for a wide range of strategic marketing support.
“Sharp Minds have got us through to the finals of the prestigious, national Opticians Awards, onto BBC TV and radio, into the local newspapers and into national trade publications, boosting our reputation within the industry and with our target customers.
“They make marketing easy. We had never entered the Opticians Awards before as we didn’t know how to tell our own story; Sharp Minds knew how to position us so that our Points of Difference stood out. They are proactive, keeping our marketing on track and looking out for news and developments that will provide us with relevant marketing opportunities. They also always try and accommodate our needs, juggling their work commitments to make sure anything urgent is dealt with in a timely way. Communication with them is always swift and they get things done when they say they will.
“Finally, and importantly, Sharp Minds are thorough in everything they do. As medical professionals, it is vital that anything we put out is scientifically accurate. Sharp Minds research everything thoroughly and have the intelligence to interpret and evaluate research papers to make sure the information we give our patients is up to date with the latest scientific research and advice – and the confidence to flag up anything they are not sure about. They are a general marketing agency, but their ability to get up to speed with their clients’ businesses and sectors makes it like we have employed a specialist eye health agency.”
SATVINDER SHOKER, Director, Kings Hill Opticians