STOCKPORT’S JUICED ORANGE MARKETING CREATES CAMPAIGN FOR STARKEY

Stockport’s Starkey Laboratories challenged neighbour and fellow Marketing Stockport member Juiced Orange Marketing to create and deliver a marketing campaign to support their Independent network of Audiologists throughout the UK and reach the ‘silent’ sufferers.    

Although 1 in every 7 people in the UK are affected by impaired hearing, most won’t admit to it for many reasons including vanity and embarrassment. The challenge was to deliver a marketing campaign that removed the stigma and resonated with a wider, younger audience.

Pre-promotion research provided vital patient insight and resulted in the creation and delivery of the “I’m Back” campaign, featuring a real-life case study of Ian, a classic rock drummer and included direct mail, POS materials, above-the-line advertising, video production and a dedicated  website – www.imback.org.uk

Neil Pottinger, UK Sales & Marketing Director at Starkey Laboratories, is delighted with the creative outcome and our customers’ reaction to the campaign:  

“Our customers include independent, professional dispensing audiologists who are highly skilled in diagnosing and prescribing hearing solutions. They are not by definition, marketers so we provide marketing support to aid business growth. The “I’m Back” campaign puts their patients in touch with reality; they are able to directly relate to Ian’s story as he talks about his personal experiences as a musician and the subsequent impact impaired hearing has had on his life. 

“But the most powerful part of the story is demonstrated by Ian’s first hand experience of how his life is transformed and enriched with Starkey hearing aids. This virtual ‘referral’ approach to our marketing strategy coupled with the latest in ‘invisible’ hearing solutions has helped to remove some of the stigma and increased sales for our partner audiologists”.  

Starkey, a US based world leader in hearing innovation, created the industry’s first in-canal hearing aid and the first custom, digital and fully programmable invisible hearing aid, bringing the world smaller, more discreet hearing solutions.  Find out more at www.starkey.co.uk