Walman Optical

The Challenge
As the largest independent ophthalmic company in the U.S., Walman Optical wanted marketing solutions to increase lens frames and equipment sales, improve corporate and product awareness as well as eyecare doctor account retention.

The Strategy/Solution
• Agency developed multiple sales promotions to get opticians and optical retailers to purchase from Walman and think of the company as their main optical supplier.
• Developed various promotions (sweepstakes, tie-ins, reward/points programs, etc.) that often included borrowed interest tie-in partners like Nissan Infiniti, Sharper Image, Sony, American Airlines, and included sell-in brochures/mailers, in-office POP, advertising materials, rules/legal and measurement and analysis.
• Browne+Browne produced over 30 successful programs for Walman Optical, earning the status as their
“internal marketing department” for over 10 years.

Results/Testimonials
• In American Express® tie-in, client’s Comfort® lens sales increased 15%, Walman’s Comfort market share grew by 7% from promotion, 2,500 eyecare doctors participated and sweepstakes entries were at an all-time high of 12,400
• In the Sharper Image® tie-in, Walman’s Varilux® lens sales increased 14.5%
• In Infiniti® automobile tie-in, Walman’s Infinity® lens sales grew by 21%, 1,100 doctors participated and generated 10,000 sweepstakes entries

“In looking to Browne+Browne, we needed a marketing communications and promotion agency to help drive sales and profits in maintaining our leadership position as the No. 1 wholesale optical lab in U.S. Your efforts in this area have been very strategic and did indeed drive our business forward with success. Your work was excellent in increasing sales and retail merchandising opportunities, while establishing and building our account relationships.”

                                                                            Vice President, Sales/Marketing
                                                                            Walman Optical

“By bringing us account specific marketing programs, Browne+Browne helped establish Walman Optical as a marketing partner with local grass roots eye care practitioner promotions, positioning us as an innovator in response to our customer needs.”

                                                                            President, Walman Optical