Doug Zarkin<\/a>, vice president and chief marketing officer of Pearle Vision, said in this interview with Beet.TV. \u201cWe are not going to be a brand that outspends the competition. We are a brand that continually out-thinks the competition.\u201d<\/p>\nHe said Pearle Vision is seeking marketing partners that understand its business and how they can add value to its marketing infrastructure.<\/p>\n
\u201cFrankly, I don\u2019t care if you have a bunch of ex-Google people that work for you,\u201d Zarkin said. \u201cI don\u2019t care if you worked for Procter & Gamble or Johnson & Johnson, and I certainly don\u2019t care if you worked for one of our competitors. What I\u2019m really interested in is a vendor who comes to us with really strong insights driven from their investigation into our business, and very clear reasons to believe they\u2019re a solution we currently don\u2019t have in the portfolio.\u201d<\/p>\n
\u2018Human Truth\u2019 Overrides FOMO<\/h3>\n
Zarkin said marketers need to recognize qualities of “human truth” that are enduring, such as the need for relationships with others.<\/p>\n
\u201cWhen you finally decide to go out of your home, and enjoy a meal at a restaurant or shop in your favorite brick-and-mortar outlet, there is a sense of joy and a bit of nostalgia for how great it is when there\u2019s somebody there to care for you,\u201d he said. \u201cPersonal relationships are something people are longing for as they look for goods and services.\u201d<\/p>\n
Brands also should focus on the fundamentals of consumer needs, rather than current trends, he said.<\/p>\n
\u201cFear of missing out is not a marketing strategy,\u201d Zarkin said. \u201cThere are so many things that you could do. There are less things that you should do. There are even less things that you need to do, and a much smaller set of things that you must do\u2026We have to make that sure we\u2019re nailing \u2018the must.\u2019\u201d<\/p>\n
You are watching \u201cOutcomes-Based Advertising: Connecting Ad Exposure to Business Results,\u201d a Beet.TV leadership video series presented by LoopMe. For more videos,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Marketers are looking for more ways to measure the effectiveness of their advertising campaigns, especially amid the drastic change in consumer habits during the pandemic. For Pearle Vision, one of the biggest franchised optical retailers in North America, results are measured in the number of patients who visit their stores. \u201cThe expectations right now is […]<\/p>\n","protected":false},"author":24,"featured_media":75621,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8587],"tags":[8192],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75596"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75596"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75596\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75621"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75596"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75596"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75596"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}