For optical product developers, introducing new eyewear, lens products, imaging and diagnostic tools, etc. to potential buyers can be a tall order. The vast selection of competing products available, the ever-shrinking margins and the shifting buyer behavior due to budget constraints and economic uncertainties all present obstacles to effective product marketing in the optical industry.

The solution? Optical brands need to implement an engaging, multichannel marketing strategy that reaches ideal buyers in the right place at the right time. It’s a big ask, but with these four steps—and the support of the right marketing management partners—you’ll be on track for success.

Step 1: Identify your audience & its influences.

The first step for successfully marketing your optical products is to identify your target audience and tailor your messaging to meet their specific needs and values. For example, the way you communicate with optical shops will differ from how you approach consumers directly, in person or online.

But there’s more to your audience than your direct buyers. Parties besides your direct buyer—like optometrists, opticians, optical office managers or health insurance providers—can heavily sway purchasing decisions.

Suppose your primary audience is the optical shops. You’ll want to create messaging that aligns with their priorities—such as product variety, quality, and profitability. But remember, optometrists and other eye care professionals can significantly influence the products these shops carry—and which brands customers are looking for specifically. Knowing this, developing messaging that focuses on these influencers’ values is critical if you want them to advocate for your products.

Or, perhaps your products are sold directly to optometrists, for use in diagnosis and treatment of vision problems, but their purchasing decisions are guided in part by insurance companies who will decide to what extent the use of your product is covered for patients. In this case, crafting two layers of messaging is key: one aimed at the optometrists, likely touting the product’s effectiveness and ease of use, and another designed to show insurance companies how much money the use of this product can save in the long run.

In short, the first step to building a strong marketing campaign is to understand who you’re targeting and why, so you can address the needs of both the decision-makers and the influencers.

Step 2: Develop & execute a multichannel marketing campaign.

Once you’ve identified your audience and its influencers and crafted compelling messaging for both, it’s time to determine where and how you’ll engage them.

Your strategy will include traditional in-person sales visits, of course, but that’s just one component of a successful multichannel marketing campaign. You’ll need to provide sales reps with high-quality materials—brochures, lens samples, and branded items—to place directly in the hands of optometrists and shop owners. You’ll also want to develop a digital outreach strategy, direct mail campaigns, and eye-catching signage for consumer-facing messaging in optical shops and offices.

Why is this holistic approach so vital? Because people are busy. They might not read every email, keep every brochure, or click every link, but with repeated exposure across different platforms, your message will start to stick.

Pro tip: Equip every sales rep with access to a through-channel marketing automation platform.

With distributed sales reps working with buyers across the country, how can national marketing teams ensure the company’s message is preserved across every local campaign? A TCMA platform including a centralized digital asset repository is crucial to maintaining brand consistency and empowering every sales rep to reach their unique audiences. With a platform like OneTouchPoint’s U.Connect, stocked with the latest approved collateral and customizable templates, every sales rep can execute these campaigns confidently—without the need for constant oversight from already overcommitted national marketing leaders.

Step 3: Produce & distribute high-quality printed materials and promotional items.

A multichannel campaign includes all the printed materials you’d expect in optical device marketing—and then some. And it’s critical to ensure these materials are produced and distributed in a way that reflects the meticulous standards that have gone into researching and developing your optical products.

The good news? Optical brands don’t need to manage the production and distribution of these materials in-house or alone. Partnering with a single-source vendor for print production is an effective way to save money, reduce waste, and ensure that every piece of collateral (and swag) meets your quality and brand standards. Whether it’s trifold brochures, appointment cards, lens cleaning cloths or branded tote bags, having a trusted partner like OneTouchPoint means your reps will always have the right tools to make a lasting impression.

Pro tip: The right vendor can trim costs & boost sustainability.

Promotional items often get a bad rap for their cost—and for how much of that money winds up in the landfill. And yet, these critical pieces of an optical brand’s marketing strategy don’t have to be wasteful. From minimizing overproduction through on-demand printing and real-time inventory management, to strategic shipping and mailing strategies, to simple vendor consolidation, OneTouchPoint is dedicated to saving our clients money while producing high-quality, sustainable campaigns.

Step 4: Get OneTouchPoint on your team.

Successful optical product marketing is a big undertaking, and with the many responsibilities brands juggle—from product development to distribution—finding the resources to design and execute a comprehensive marketing campaign can seem daunting.

Fortunately, OneTouchPoint is here to help. As a single-source distributed marketing partner, we are dedicated to streamlining all the logistics involved in optical product marketing—so you can focus on building relationships and driving sales.

We invite you to explore our website to learn more about our platform and our print and digital marketing capabilities. When you’re ready to elevate your optical brand’s marketing efforts, contact us or request a quote for your next project.