Rodenstock launches emotional end customer campaign „Values for life“
Specialist opticians achieve great things every day: they combine precise craftsmanship, highly qualified advice and entrepreneurial management and often only have limited time to plan and implement consistent marketing. This is exactly where Rodenstock comes in.
With the new 2026 annual end customer campaign „Values for life“, Rodenstock is underlining its claim to be on an equal footing with partners and is creating targeted, individual support for specialist opticians both for new customer acquisition and for activating existing customers and ultimately for the right positioning in the local market.
Emotional message, measurable success
The focus is on an emotional appeal that gets to the heart of optometry: Why did I become an optician? Because it's about improving people's lives. Every day, with every glance! Rodenstock combines this attitude with clear added business value: partner opticians who specifically implement Rodenstock marketing increased their sales of biometric lenses by an average of 17%*.
„We know that opticians have to cover a lot of areas in their businesses that are spread across entire companies in larger structures, from HR management and commercial issues to optics with a great deal of specialist knowledge, craftsmanship and exceptional consulting expertise. This often leaves little time for marketing. And this is precisely where we want to advise and support as a partner: based on the question of what an optician specifically wants to achieve - activating existing customers, acquiring new customers or strengthening their image - we offer tailor-made measures and implement them efficiently with our partner agencies,“ says Sara Sydow, Marketing Director DACH at Rodenstock.
Flexible modules for individual annual planning
The campaign offers a broad, modular kit of proven formats and fresh ideas that allow opticians to position themselves individually and differentiate themselves from the competition. In addition to highly customizable and established marketing materials such as print and online advertising media as well as POS materials for product highlights, the campaign also offers an expert module with a customizable expert film that turns the optician into the face of their business. Opticians who like to plan the entire year are well advised to use the campaign's multi-topic approach. Here too, opticians can choose the thematic focus and the appropriate measures, formats and start date themselves from an existing modular system.
Additional impetus for local visibility
The additional bookable „success kicks“, which represent an additional sales booster, are designed as a special highlight. These attention-grabbing impulses, such as the B.I.G. eyewear story, in which a local influencer brings biometric vision and the specialist optician to life, create a more emotional customer approach and generate local awareness.
The „Values for life“ campaign not only provides opticians with eye-catching content, but also a reliable, individually controllable marketing toolkit that can be efficiently integrated into everyday life and offers a positioning that suits the respective business. In this way, contemporary communication and genuine partnership result in a common goal: greater relevance for the end customer, a higher profile in local competition and sustainable success - Blick für Blick.
* Customers who advertised with Rodenstock in 2025 increased their sales of biometric lenses by an average of up to 17 % in the 2 months after the measure was implemented (internal Rodenstock figures, spring 2025).
Source: www.rodenstock.com
