Vision Point / Sunglass Point
Boosting Sales to Sell
overview
VisionPoint was a family-owned business with six locations across Northwest Indiana. It offered glasses, sunglasses (through its division Sunglasses Point), and eye exams with independent optometrists on site. The company also operated two in-house labs, allowing it to provide same-day or next-day service for most frames. As one of the top distributors in the country for brands like Oakley and Ray-Ban, VisionPoint had strong brand partnerships but lacked a modern marketing strategy.
When VisionPoint partnered with The Barbauld Agency in 2017, the team had never ventured into digital advertising. The family handled all marketing efforts internally, focusing primarily on print media. The client’s ultimate goal was to increase their customer base and sales to make their business ready for acquisition, which occurred two years after working with us.
objectives/ GOALS
- Increase appointments for eye exams
- Transition from print-only advertising to a comprehensive digital strategy supported by print only as needed
- Develop a modern and responsive website to drive digital traffic
- Establish a consistent brand identity across all marketing platforms
- Improve customer service perception and online reputation
services provided
Market Research & Audience Analysis
VisionPoint had two primary customer segments:
- Blue-collar workers, including steel mill employees, who needed everyday eyewear for their families and protective eyewear for work.
- Affluent adults and families with an annual household income of over $70K, living within a 10-mile radius of any VisionPoint location.
To position VisionPoint effectively, we analyzed competitors, including regional eye care facilities and big-box retailers like Target Optical and LensCrafters.
Challenges & Constraints
- Marketing was limited to print ads (newspapers and billboards)
- The website was outdated and ineffective for online appointment scheduling
- Customer data was stored on paper, making the digital transition difficult
- Employee turnover resulted in poor customer service, reflected in numerous negative online reviews
- Owners were resistant to shifting the marketing budget from newspaper ads to digital efforts
Integrated Marketing Strategy
Seasonal Campaigns:
- March (tax refund season): Promoted eye exams & glasses purchases
- August (back-to-school): Focused on kids’ eye exams
Multi-channel approach:
Digital ads
(social media, display ads, retargeting)
Direct mail
(targeting high-value households)
Video-on-demand TV commercials
Billboards & print ads
(with updated branding)
Brand Development & Creative Execution
Since VisionPoint lacked branding consistency, we created a cohesive identity across:
- Social media ads
- Billboards
- TV commercials
- Direct mail campaigns
- Newly designed website
results
15%
increase in eye exam appointments
(March 2018 – March 2019)
- Shifted marketing budget from newspaper ads to digital & direct mail
- Strengthened brand consistency across all platforms
- Improved customer experience despite high employee turnover
- Business growth positioned VisionPoint for acquisition
- Sold to a national chain in May 2019 at a higher-than-expected valuation
Key Takeaways & Lessons Learned
Clients sometimes need to see ineffective strategies fail before embracing change.
VisionPoint had been heavily invested in newspaper ads. To illustrate their lack of effectiveness, we placed front-page ads and tracked results. When they saw no significant ROI, they allowed us to reallocate their budget to more effective digital and direct mail campaigns.
A strong digital presence is essential for customer acquisition.
Before working with us, VisionPoint had zero digital marketing experience. Their transition to a modernized approach significantly increased appointment bookings and customer engagement.
Branding consistency builds credibility.
Before our involvement, VisionPoint lacked a unified look and message. Once we streamlined their branding, it enhanced recognition and trust across all platforms.
Strategic marketing increases business valuation.
Our work with VisionPoint improved short-term sales and boosted their market value, leading to a successful business sale in 2019.
conclusion
The Barbauld Agency helped VisionPoint modernize its marketing, improve customer engagement, and increase appointments through strategic marketing, branding, and digital transformation. Our efforts contributed to a significant business milestone—their successful sale to a national chain—demonstrating the power of a data-driven, multi-channel approach.