No matter the industry, audiences are busy, distracted, and constantly bombarded with marketing messages. While reaching customers has never been easier, cutting through the noise and turning attention into action has become increasingly challenging…

This has been no different for businesses like Mac Nally Opticians, one of our clients who has been operating in the heart of Dublin City on St. Stephen’s Green for over 25 years. Despite their central location, they have faced a new set of hurdles due to COVID, which has had a lasting impact on consumer habits. Combined with a decline in city footfall and the rise of hybrid working, customers now have more flexibility in where and how they get their eyes tested, making it harder for them to get people through the door. 

Make Every Click Count

Having already worked on Mac Nally’s brand and design, we were challenged with the goal of increasing leads and making the website work harder for them by turning digital eyeballs into actual eye exams. Our aim was to make Mac Nally Opticians top-of-mind, and encourage people to take a proactive approach to their eye health. 

Get Your Message Right  

The tactics were nothing new: Meta, Google Ads, Landing Page, and tapping into Mac Nally’s email list. But the real differentiator was messaging. Without the right message that would resonate with audiences, none of these channels would be as effective. 

So, like with any good marketing campaign, we started with research. Understanding what customers actually like about Mac Nally Opticians, what their eye concerns are, tapping into their deeper motivations – confidence, self-care, feeling good and identifying what barriers might be stopping them from trying our services. That insight helped build the blueprint for how we would then communicate the message across each touchpoint.

Show, Tell, and Sell

Running Ads without a tailor-made landing page with clear CTA’s is like trying to fill a bucket that has giant holes in it. With a user-centric design in mind, we ensured the booking flow on the new landing page was as simple as possible, highlighted the benefits of booking an appointment, and used clear CTAs to encourage actions.

Speak to Pain Points

With video and static creatives focused around ‘Eye Health’ and ‘Signature Style’, we leaned into emotionally persuasive language, empowering people to take pride in their eye health and discover their signature look. Messaging included phrases like “Remove the Hassle of Choosing Eyewear,’’ and “Get People Staring,” or “Mac Nally Opticians, personalised eyecare that sees you, not just your prescription.”

The Benefits of Meta Ads

Geo-targeted, conversion-driven Meta campaigns were designed to reach new audiences and drive online appointments, using broad targeting for prospecting and remarketing to re-engage warm users. 

Feed Your Funnel with Google Ads

Using detailed audience signals, location targeting, and multiple assets, we ran Performance Max campaigns targeting people actively searching for opticians in Dublin. Messaging in these campaigns was highly call to action and lead encouraging. 

Focus on Metrics that Matter

Over a 3-month period, there was a 74% increase in website sessions. This showed that more people not just saw the message but clicked through. More importantly, we generated 389 form submissions, which is 176 more compared to the proceeding period and of these, 62% were new customers. This was achieved through modest media spend, proving that a well-thought-out customer journey strategy with tailored messaging can drive action. 

In essence, your message is your anchor. It’s what cuts through noise, builds trust, and drives results. Tactics will continue to evolve, but the brands that excel will be the ones that know exactly what they stand for and communicate it with clarity.

At Bradley, we help brands turn strategy into results. Want to give your business a digital boost with one of Ireland’s leading brand agencies? Get in touch here. 

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