Integrated Marketing - Advertising/Design/Social/Digital/PR

CLIENT: AMPLIFON

SECTOR: RETAIL

Shifting Amplifon’s strategy from quantity to quality

When Amplifon, the world’s largest hearing care provider, came to Refinery, their UK lead generation activity was based on volume rather than quality. The creative featured a “celebrity” doctor and their strategy was underpinned by the free gift of a TV amplifier. We identified that leads were of poor quality – people just wanted their free gift – so conversion was low, and the high volume of leads was eating capacity in the hearing centres, keeping appointments full whilst preventing better prospects from getting in.

CLIENT: AMPLIFON​

SECTOR: RETAIL

Shifting Amplifon’s strategy from quantity to quality​

When Amplifon, the world’s largest hearing care provider, came to Refinery, their UK lead generation activity was based on volume rather than quality. The creative featured a “celebrity” doctor and their strategy was underpinned by the free gift of a TV amplifier. We identified that leads were of poor quality – people just wanted their free gift – so conversion was low, and the high volume of leads was eating capacity in the hearing centres, keeping appointments full whilst preventing better prospects from getting in.

SO WHAT
DID WE DO?

Our strategy was to shift Amplifon’s current approach from a high volume of poorer quality leads to a lower volume of higher quality leads. Our campaign achieved incredible results, with significant increases in appointments, hearing tests, numbers of orders and average order value.

Refinery undertook focus group and workshop research with consumer audiences and marketing, branch and operations staff. It became clear we were dealing with a savvy audience that was tired of being condescended to by brands and wanted to see the aspirational side of themselves through the brand, and deal with a company which lives up to the promises it makes. Whilst some people accepted that they had hearing loss and did something about it, others were in denial because it was linked to old age and weakness. We knew that some people felt frustrated with hearing loss and didn’t really know what to do about it.

So our strategy was built on the positioning of EMPOWERMENT… “Get your Hearing Life back”

We believed that a richer and more engaged form of communication would lead to warmer, more qualified leads and, in turn, improve conversion rates. We devised a campaign which was consistent, authentic (using customer testimonials), tapping into the everyday struggles that resonate with the target audience, and placing Amplifon as the solution. Working closely with the media agency and Amplifon we devised a new media strategy that was more content driven.

SO WHAT DID WE DO?​

Our strategy was to shift Amplifon’s current approach from a high volume of poorer quality leads to a lower volume of higher quality leads. Our campaign achieved incredible results, with significant increases in appointments, hearing tests, numbers of orders and average order value.

Refinery undertook focus group and workshop research with consumer audiences and marketing, branch and operations staff. It became clear we were dealing with a savvy audience that was tired of being condescended to by brands and wanted to see the aspirational side of themselves through the brand, and deal with a company which lives up to the promises it makes. Whilst some people accepted that they had hearing loss and did something about it, others were in denial because it was linked to old age and weakness. We knew that some people felt frustrated with hearing loss and didn’t really know what to do about it.

So our strategy was built on the positioning of EMPOWERMENT… “Get your Hearing Life back”

We believed that a richer and more engaged form of communication would lead to warmer, more qualified leads and, in turn, improve conversion rates. We devised a campaign which was consistent, authentic (using customer testimonials), tapping into the everyday struggles that resonate with the target audience, and placing Amplifon as the solution. Working closely with the media agency and Amplifon we devised a new media strategy that was more content driven.

CAMPAIGN RESULTS

Booked appointments increased by 16%
Attended appointments increased by 17%
Extended hearing tests increased by 30%
Orders placed increased by 12%
Average order value increased by £795

‘The new work looks fantastic. Great work; have had some very positive feedback from the branches.’ – District Manager

‘Just to feedback that a few patients have seen the “positive articles in the paper” and are full of praise. Good job!’ – Branch Staff/Audiologist

CAMPAIGN RESULTS

Booked appointments increased by 16%

Attended appointments increased by 17%

Extended hearing tests increased by 30%

Orders placed increased by 12%

Average order value increased by £795

‘The new work looks fantastic. Great work; have had some very positive feedback from the branches.’ – District Manager

‘Just to feedback that a few patients have seen the “positive articles in the paper” and are full of praise. Good job!’ – Branch Staff/Audiologist