Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

92. Sharpen Your Sights: Using Clever Advertising That Makes Viewers Stop and Think About Their Needs

Northern Eye Center, located in Little Falls, Minnesota, was looking to attract the younger demographic to its practice, as well as elevate recognition in the market it serves. But the optical industry isn't known for its snazzy ads, so the project became a challenge. The firm brought in Adventure Advertising to create a series of ads that would grab readers' attention.

Why It Works

Eye doctors don't do much clever advertising, which is why Northern Eye Center ads stand out. Rather than the traditional “buy a pair, get one free” ad, this is an ad within an ad. The series of ads are from the perspective of someone looking at the ad in a magazine. One's wearing glasses, one's holding the magazine at a distance, and one is holding the magazine up close—all scenarios that people with bad vision can relate to. It's tongue in cheek, and very visually appealing.

The ad, which ran in several regional and local publications, had tremendous success thanks to its relatability, according to Scott Mitchell of Adventure Advertising. “First, the campaign's photography and design had stopping power. The ads looked like nothing else in the publications. Second, it caused the reader to assess the ...