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June 2009, Vol. 2, Edition 6
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The ViVA Partnership - Miami, Florida
EYEING HISPANIC MARKET, LASIKPLUS CENTERS OF AMERICA SELECTS ViVA PARTNERSHIP FOR NATIONWIDE CAMPAIGN, “CHANGE YOUR PERSPECTIVE”
LasikPlus, a leading provider of laser vision correction services with over 75 locations in the United States, has selected ViVA Partnership for a “360-degree” program to reach Hispanic consumers. Included in ViVA’s extensive scope of responsibilities are TV, radio, print, and a comprehensive program for “operational readiness”. According to Linda Lane Gonzalez, founder and CEO of ViVA, operational readiness for LasikPlus centers means ensuring that the Hispanic customer experience is positive “from beginning to end.”
ViVA will also be working in partnership with Flyin’ West, a direct marketing firm specializing in the multicultural consumer for a direct mail component, as well as with Razorfish for digital, Horizon Media’s DRTV multicultural division, and with other LasikPlus marketing partners.
“Operational readiness for the Hispanic market is in keeping with the company’s overall, highly personalized customer approach,” says Gonzalez. “LasikPlus is one of the largest, most technically advanced providers of laser vision correction in the industry, yet maintains one of the highest levels of close customer contact, service and satisfaction.”
Gonzalez adds that LasikPlus is focused on building long-lasting relationships in their markets and enhancing the customer experience not only during the initial eye examinations and subsequent procedure, but also before and after. To that end, ViVA will be working with LasikPlus centers nationwide to enhance multicultural sensitivity in patient reception, telephone manner and other aspects and touch points affecting the customer experience.
As an example, Gonzalez points out that Hispanics like to spend more time on the phone than general market consumers, engaging in “get to know you” moments and relationship building before launching into a business discussion. “We showed the company how to make a few adjustments to the style, tone and timeline used by their customer service representatives. These small changes will make a big difference in capturing and retaining Hispanic customers,” she adds.
The advertising campaign, in production now, will begin rolling out May 18 in top Hispanic markets with the theme “Cambia tu punto de vista” or “Change your point of view” –or perspective-- because not all laser vision correction centers are the same. This is based on the premise that once Hispanic consumers get to know LasikPlus, they’ll change the way they see Lasik because LasikPlus is equipped with the latest, most advanced technology, with doctors and staff of the highest quality and customers receive highly personalized care. According to Ms. Gonzalez, LasikPlus is known for a customer care approach, “you’re not just a procedure, you’re our patient.”
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OIL CAN HENRY’S SELECTS ViVA PARTNERSHIP TO STEER HISPANIC MARKETING
“Operational readiness” a key element of Oil Can Henry’s Hispanic marketing approach
Oil Can Henry’s (www.oilcanhenrys.com), one of the nation’s top automotive service franchise companies with 82 locations nationwide, has engaged ViVA Partnership (www.vivamia.com) to steer a comprehensive Hispanic marketing program in select markets. Effective immediately, ViVA will assume responsibilities encompassing strategy, creative, point-of-purchase materials, and media recommendations for TV, print and radio for the target markets. Additionally, ViVA will work with Oil Can Henry’s to further enhance the Hispanic customer experience through “operational readiness” programs.
“This is an exciting campaign that reaches down into details of the customer experience that are vitally important to Hispanics,” says Linda Lane Gonzalez, CEO of ViVA Partnership. “Oil Can Henry’s is a true innovator in their industry, reinventing the customer experience at every touch point and delivering service that it is fast, comfortable and built on a platform of trust.”
ViVA will steer Hispanic marketing efforts in sync with general market agency Turtledove Clemens (www.turtledove.com), Oil Can Henry’s Agency of Record for over a decade. John Wanderscheid, Director of Marketing for Portland, Oregon-based OCH International, franchisor of Oil Can Henry’s centers, said ViVA was selected for the agency’s expertise, track record within the automotive sector and insights into Hispanic consumer behavior based on ViVA’s proprietary research methodologies.
TV, print and radio components of Oil Can Henry’s advertising campaign, themed “Testimony 1-2-3”, will begin rolling out next month in select market areas. All elements underscore Oil Can Henry’s points of difference from competitors with its unique “drive up, drive in, drive through” business model, and their integrity in recommending only those services that are also recommended by the manufacturer.”
Gonzalez adds that Oil Can Henry's earns its customers' trust with a unique approach to service that involves them in the service and educates them about their vehicle. “There are no waiting rooms,” says Gonzalez. “Customers stay in their vehicles, relaxing with a complimentary newspaper and can watch as the work is performed. This kind of trust is very important to Hispanics, and should win Hispanic loyalty for Oil Can Henry’s.”
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