Vision Express | Company Profile, Marketing Contacts, Media Spend, Brands
Vision Express is one of the largest British eyeglass retailers. The company markets spectacles and contact lenses through its branded stores, which also offer optical testing, and sunglasses, through online and offline retail operations.
|Main Telephone||0115 986 5225|
Vision Express ContactsContacts (5/8)
|Jonathan L.||Chief Executive Officer||Nottinghamshire|
Sample of Associated Brands
|Kate C.||Human Resources Director||Nottinghamshire|
|Steve I.||IT Director||Nottinghamshire|
|Jennifer W.||Senior Public Relations Manager||Nottinghamshire|
|Lauren H.||Brand Manager, National Marketing||Nottinghamshire|
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Video, Adtech Opps: Vision Express ups TV, digital and direct marketing
Subject: Digital, Video, Direct, TV, Social Media, Sponsorship, Adtech.
Company: GrandVision with sister eye care brands Grand Optical, Solaris and Generale D'Optique.
Opportunity: Has increased spend across direct marketing, TV, video and digital advertising in the last 12 months. More recently, during the first half of the year Vision Express has increased its focus on digital video, favouring programmatic, increasing its presence nearly 5x year-over-year.
In 2015, overall spend increased 34% year-over-year led by increases in direct mail marketing (+75%), TV and outdoor. Q3 was its biggest spending period and planning begins in Q4. Typically, Q1 sees another big push if you miss Q3. We encourage you to get involved in the planning process to be sure you're a part of 2017 spending.
As for digital, sellers with a large affluent millennial audience should have an advantage. Blue 449 handles media planning and buying.
In April, the company hired a direct marketing manager, Hannah Mitchell, so look for revenue tied to more direct marketing efforts as well.
Media Spend: Spent £27.3m last year, up 34% from 2014, according to Nielsen.
Digital Breakdown: In the first half of 2016, Vision Express has published two ads on 57 publishers. Of those, 11% were published site-direct versus programmatic, leaving the majority to programmatic buying techniques. Top destinations overall included liverpoolecho.co.uk, walesonline.co.uk and viki.com.
As for display ads, Vision Express has run 51 standard display ads with 532 publishers so far this year. Of those, 10% were published site-direct and top destinations have included raconteur.net, newsandstar.co.uk and ebay.co.uk.
In comparison, during the same period last year, the company ran 10 standard ads with 452 publishers, nearly all using programmatic. Top destinations were healthguru.com, spectator.co.uk and elle.com. Three video ads ran with 18 publishers during this time. Top video sites were dailymail.co.uk, time.com and lvierpoolecho.co.uk.
Competitors: Specsavers appeals to a less affluent millennial crowd as well as fellow discount sites such as Eye Buy Direct, Zenni Optical and Glasses Direct. Luxottica is the dominant frame producer, owning Persol and Ray-Ban, in addition to holding the licences to produce eyewear for global fashion brands such as Chanel, Armani, Prada and Michael Kors. The second biggest player, the Safilo Group, holds licenses for Dior, Fendi, Céline and Marc Jacobs.
Ruddington Fields Business Park
Mere Way Ruddington,
Nottingham, NG11 6NZ
0115 986 5225
Ms Hannah Mitchell
Marketing Manager - Direct Marketing
Mr Richard Lallo
Digital Marketing Manager
Mr. Jamie Allard
Digital Strategy Director
Ms. Sacha Garay
Assistant Buyer & Planner