Leslie Wright Productions | Warby Parker Changed How You View Your Eyeglasses… and You Helped Them Better the World
Leslie Wright Productions located in Harrison, Arkansas specializes in web design, graphic design, internet design, social media marketing, social media management, merch design, promo materials, printing services
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Warby Parker Changed How You View Your Eyeglasses… and You Helped Them Better the World

 

Warby Parker is a name you’ve probably heard of by now. The low cost prescription eyeglasses giant make ordering your eyeglasses convenient, affordable, and even allowed a person in need to get a pair free when you placed your order. What’s not to love? As it turns out, Warby Parker is more than just an eyeglasses company – they’re a genius marketing company.

How they made it happen

Marketing is simply finding a solution to a buyer’s problem, and then making that buyer feel that your product is the best brand for their needs. Everyone knows prescription eyeglasses are expensive.

Amir Ismael/Insider

Image by Insider.com

Warby Parker’s website states that “2.5 billion people around the world need glasses but don’t have access to them; of these, 624 million cannot effectively learn or work due to the severity of their visual impairment.” To solve this problem, the company not only found an effective way to produce affordable eyewear, they were able to make it insanely convenient to the customer, and then added a bonus of a socially beneficial “give back” situation. Warby Parker came up with the idea to allow customers to try on their glasses at home by choosing 5 pairs of frames to be shipped to them for trial.  Then they encouraged customers to share on social media about their experience.  To top off an already sweet situation, the company then teamed up with VisionSpring to give a pair of glasses to someone in need when a Warby Parker purchase was made. Not only could the customer now feel good about the price and convenience, they were also doing good for the world as well!

Why did it work?

What can YOUR business learn from Warby Parker’s marketing model? First of all, traditional products don’t always require traditional marketing. Just because prescription eyewear has been used since the 1200’s this doesn’t mean that there isn’t a convenient virtual world ready for such a product. Where there is a problem, there is a solution, and that’s exactly what good marketing does. There are very few things that can’t be marketed and sold outside of a physical brick and mortar store – some just require a bit of creative thinking. Secondly, encouraging your customers to use social media to share their experience is free advertising and makes others curious about your product as well. Third, adding a social benefit makes customers feel good about their purchase and give others a reason to join in for a good cause.

Repurposing the plan for your business

You’re probably thinking your own business couldn’t do something this extravagant. Maybe you’re a small business and this feels like way too much to tackle. Here’s the thing – you CAN apply these principles to your business, and it doesn’t have to be a global solution. Here’s how:

  • Think about why your customers need your brand
  • Think about what problem your product/brand can solve for your customers
  • Decide how you can make your brand’s “solution” (product) convenient for your target audience
  • Think about how your customers will talk about your product and how you can encourage this discussion over social media
  • Come up with catchy hashtags to monitor the process and see what customers are saying about you
  • Think of a social benefit to your product. It doesn’t have to be huge – just something that makes the customer feel good about their decision

Using the Warby Parker marketing model for your business

Now, let’s put this into a real life scenario to see how easy this marketing model can be. Let’s say we have a new brand of organic cat food out of Arkansas that is looking to sell nationwide. Let’s look at each bulleted point above and answer this as if we were the head of this company.

  • Think about why your customers need your brand
    • Our brand offers organic cat food that is healthier, non-gmo, locally grown by Arkansas farmers, affordable, and your cats obviously need to eat!
  • Think about what problem your product/brand can solve for your customers
    • You want your cat to be healthier and live longer because they’re special to you, and you’re tired of stores running out of your current brand
  • Decide how you can make your brand’s “solution” (product) convenient for your target audience
    • Let’s profile the potential customer’s cat by creating an online interactive form that asks specific questions about the customer’s cat. Then we send the customer a free sample of the product we feel is best suited. We also set up a convenient discounted auto-ship option if the customer chooses to continue purchasing.
  • Think about how your customers will talk about your product and how you can encourage this discussion over social media
    • Let’s now offer the customer a free first bag of food if they post their cats reaction and hash tag it with our campaign tag
  • Come up with catchy hashtags to monitor the process and see what customers are saying about you
    • We need a hash tag that is fun, trendy, and also reflects our brand. For example #kittysaysmeowtothechow
  • Think of a social benefit to your product. It doesn’t have to be huge – just something that makes the customer feel good about their decision
    • The packaging is green and recyclable. The product is produced by local farmers who can then feed their own families. AND for every purchase, we send a free bag to a human society in your area.

See how easy that was? We successfully created a solution to a problem, made it affordable and convenient, encouraged the customer to do some free advertising for us, and made the customer feel good by helping the earth, farmers, families, and animal shelters. Now it’s your turn to try it out, and we want to hear from you! Tell us how you tried this marketing model and what it did for your company!

 

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