Customer-led Marketing

An important focus of the marketing strategy for this eyewear producer and distributor is targeted materials that fulfill the needs of primarily B2B customers and leads.

Keeping this approach in mind, I developed multiple communication channels such as an online live chat and ordering form, and created a database through Hubspot to strengthen relationship management.

All marketing materials are developed with retailers in mind, for example, a loyalty program called The Sospiri Elite Club. This program is distributed to final customers through their respective retailers. I manage this program by onboarding retailers, distributing gifts and developing the online community page for members.

Ottica Veneta eyewear is not sold online in order to protect retailers of the product. This presented an interesting marketing challenge, but also revealed a huge piece of the strategy puzzle, and informed the customer-focused direction.