Kitsap Optical scores with "$100 off" banner ad

A great-looking banner starts with a great offer.

Splash page: Maui Jim picks up some of the advertising costs.

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Customer: Kitsap Optical
Website: Pnwlocalnews.com/Kitsap, Central Kitsap Reporter & Bainbridge Island Review
Owner: Sound Publishing, a division of Black Press
Executive: John Greenland, Director of Sales and Marketing, New Media

Challenge: With 400 advertisers on 35 local web sites in small communities, Sound Publishing relies "mostly on mom & pop" advertisers. Kitsap Optical is one of those small businesses that targets the communities of Bainbridge Island and Silverdale.

Strategy: Kitsap Opticalsponsors the community and news sections plus ROS with a banner ad that includes a variety of aggressive offers. One that works well for them is "$100 off" especially with well-known brands like Maui Jims. The banner links to a simple advertising style landing page that also serves as a printable coupon.

Results: During a recent month the ad was served 13,414 times, with 37 click-through inquiries a ratio: .275%. The customer has renewed for another year.

Lessons learned: Optical stores are too often overlooked as an advertising category. They are a common high end purchase, so very easy to create a substantial ROI with the right offer. This one, $100 off, seems to work well. We've also seen $99 offer for an eye exam and set of contacts bring in steady results. Some brand eyeglasses may also offer coop dollars.

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