The Optical Vision Site

Publicizing Eyewear Brands

Submitted by By: Niki Ostin Publicist Focus Group West

Spreading the word about your eyewear brand is even more crucial given the current economic climate. Consumers were already bombarded with an overwhelming amount of products on a daily basis, but now with less disposable income, it’s essential to remain proactive so that your brand stands out from the clutter. Public relations (“pr”) should become a key element in any successful marketing campaign.

There are many ingredients in a pr campaign for eyewear, including media coverage, celebrity placement, special events and product collaborations. All these components work together to generate awareness for your brand, and ultimately drive consumers to your retail outlets.

Typically, the cost of a pr campaign is significantly lower than advertising. Public relations also lends itself to instant credibility. Chances are that if you read about an eyewear collection in your favorite magazine, or if you see a big movie star sporting a pair of aviator sunglasses, you will believe the writer or the celebrity is a fan of the brand. After all, they chose to focus on a specific eyewear line. Since you want the media and celebrities to know about your line instead of your competitors’ brands, it’s time to get proactive and start publicizing!

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