AVT is a unique contact lens manufacturer that combines real-world experience with expert consultation to meet the most challenging contact lens demands. They specialize in the innovative design of premium and specialty contact lenses, providing optometrists with exceptional products and support.
They needed tradeshow graphics for the Global Specialty Lens Symposium, a conference focused on the management of ocular conditions using specialty contact lenses and continued education efforts. Since this was the biggest show of the season, it was very important that AVT make a splash that introduced their new design system, drove awareness, increased prospects within their sales funnel, and provided events in a fun, stress-free environment.
AVT differentiates themselves by providing contact lenses that are not required to have a fitting set, which results in less time needed to fit the lenses. This ultimately results in cost savings for the target market as they spend less time on each patient. They also wanted to communicate a secondary message that their lenses ensure OD’s have an easier time fitting, inserting and removing the product on the patient. This results in a patient that has less anxiety, pain, and are ultimately more satisfied with the entire process, resulting in a better brand image for both the OD and AVT.
We developed a new design system that brought the AVT brand into the 21st century. We used the shape and angles of the logo to ensure the system was easily recognizable, progressive, custom, and easy for AVT staff to follow. From this system, we then developed a booth that highlighted their family of specialty contact lenses, but focusing on those messages that were of most importance to the audience. While most of our efforts were focused on preparing for the GSLS tradeshow, we also developed email marketing initiatives and social media calendars to help push engagement.
This integrated strategy was implemented to not only drive brand awareness, but was developed to have OD’s engage with AVT who would otherwise not have had the opportunity to do so. We felt the message and imagery of the large booth graphic caught the attention of viewers while communicating the main message of what AVT focuses on: specialty custom contact lens solutions.
Once visitors were pulled into the booth by this, we had added signage that communicated the benefits of the two main AVT product lines that they wanted to promote. Once in or near the booth, we developed a messaging toolbox for AVT staff to engage each visitor to first create rapport, qualify the prospect, and make them comfortable enough to want to engage in the promotion.
The main target audience for AVT was optometrists (ODs) that were attending the GSLS conference. It is these ODs who would then fit their patients with AVT lenses when developing new prescriptions for them. Although AVT is a Denver-based company, it is capable of servicing customers nationwide and even internationally. So it was imperative to drive as much awareness as possible to GSLS Conference attendees.
The second target audience was optometry students who were close to graduating. While the segment is typically split down the middle gender-wise, it skews a little older than the typical medical student.
As millennials, they are obviously more tech-savvy and use technology frequently, are interested in pop culture, and rely on small but powerful personal relationships.
They typically are not married, and have no children. Since they are the next generation of practicing ODs, it was our job to ensure they were aware of AVT, its products, and ancillary services to help grow their business even further.
The third target audience were AVT vendors and suppliers. Although they do have a direct impact in sales of AVT products, they are integral in keeping AVT profitable, nimble, and innovative. These vendors range from equipment manufacturers, wholesale product suppliers, and others.
The tradeshow resulted in a huge increase in brand engagement. The booth itself was swamped all three days of the conference, and hundreds of new prospective customers, students, and vendors. Collection of contact name, numbers, and emails was higher than it has ever been, and the Customer Management System increased by 13%!
In addition, the opening night reception AVT hosted drew in hundreds of new contacts as well. In fact, while the show itself attracted thousands of people within the contact lens industry, AVT was one of the only exhibitors to attract five times more attendees to their opening night reception.
In addition, the quality of attendees had surpassed the quality in past years. Previously, AVT had relied on pure volume to drive brand awareness. They invited anyone and everyone to their events, hoping the right audience was within the masses. This year, focusing specifically on those individuals that fit within their target market drove not only more people to their event, but attracted the correct ones.
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