Stories: a best-seller

Smith & Jones has scored another win with the publication of Silhouette Stories – An Intimate Look At Life, In Silhouette, part of a two-year-long integrated marketing campaign for the eyewear brand.

Featuring "love stories" to Silhouette from people who believe Titan Minimal Art (TMA), Silhouette's signature product, has changed their outlook on wearing glasses, the book includes portraits of the letter writers alongside their moving stories.

“What makes this campaign unusual is that now we are receiving ’love stories’ from the Silhouette sales force, telling us how we are changing their approach to selling and changing how eyecare professionals are selling eyewear to consumers” said Mark Shipley, Chief Thinker and cofounder of Smith & Jones.

“When we hear that our efforts have enabled our client’s sales force to turn their accounts into brand advocates, versus simply points of distribution, then we know we have done our job.”

Love stories the agency has received from Silhouette’s sales force have included:

“TMA has won numerous design awards, the dedication of our customers and the hearts of those who wear it. There has to be an award for advertising programs, as the story book would surely be a winner.”

“My account had a husband and wife come in for eye exams. When they were finished and brought to the optician for their frame selection, the gentleman said, ‘Don’t bother showing us any frames, we already know what we want.' Then he walked over to the waiting area, picked up the book and said, we both want a pair of these!'”

“The new TMA story book is certainly proving to be a big hit with my customers. EVERY book that I’ve presented is proudly on display in the patient’s waiting area…”

"If only given 15 minutes with an account, the best time would be spent on presenting the book. More reorders would come from this than selling in new product…”