Good results for the Vision Service Group sign
It’s just under a year since the presentation of the VisionOttica sign that was designed and produced to highlight the professionalism and services offered to customers by associated opticians’ centers, but already it is a great success with Vision Service Group associates with over 80 signs installed and requests from 180 firms.
The Premium Brand of the first Italian group is the natural evolution of the Vision Service Group strategy: to increase the business capacity at associated opticians’ centers by providing management and promotional tools and enhancing expertise and professionalism in the eyes of their public.
The attention to quality by Vision Service Group, which in 2002 was the first Italian group in the optics sector to achieve ISO 9001 certification, is confirmed by the introduction of service certification to VisionOttica centers, which will join the certification of medical devices already acquired.
The VisionOttica sign is designed to give strong impact and outlet visibility, create immediate recognition of the brand and the entire coordinated image and to convey, through the choice of colors, symbols and typeface in an elegant context, a set of values based on quality and reliability.
VisionOttica is also a “glocal” sign with a strong global identity, but it is also adaptable at local level: it allows the new brand name to be associated with the historical name of the opticians’ centers and therefore guarantees continued professionalism and service.
“In the current competitive context in which customers are looking for purchases with more value, it is essential to invest in order to be continually innovative”, said Vision Service Group Marketing Manager Sergio Perris.
“VisionOttica’s branding strategy”, Perris explained, “aims at quality, service, professionalism and value for money and responds to a precise market demand: we intend to offer our associates tools and support for the management and promotion of their business to leave them free to concentrate on customer service”.
“The aim of the advertising campaign is to communicate a natural evolution, not a revolution”, Perris continued. “This is why we have proposed using professionals as testimonials in our ads: they are the reference figures in the territory and in terms of current and potential customers.”
The VisionOttica project envisages that about 200 optics centers will change to the new format by 2010, when the national campaign in support of the brand will be launched. Local campaigns will be planned when the centers change to the new sign. The plan foresees investments of over 2 million euros for design, materials, IT systems, contributions for converting, and advertising support.
Vision Service Group confirms its strategy based on continual innovation, cooperation between companies, suppliers and customers, and on “glocalization”, the ability to grow at global level by maintaining local characteristics and specifics.
