Clara D, Jordan D, Isabel D, Santi G, and Morgan W

About Spectacle Society

Problems & Objectives

Research Methodology

Recommendations
Agenda
Potential Risks & Mitigations

Conclusion / Q&A
Optical boutique located in
Detroit

Founded by Tina Arroyo in

December 2020

Targets microcultures of
people who are looking to
express themselves via eyewear

Her service aims to provide

hedonic value
Citations: First Meeting with Tina & Spectacle Society
Spectacle
Society
Value Proposition Problem Objective

Spectacle Society offers unique,
high-end, personalized designs
geared towards facilitating
independent eyewear for young
Detroiters, urban professionals,
and loyal customers.
Spectacle Society currently
suffers from a lack of brand
recognition and awareness as
well as a lack of time to dedicate
to customer acquisition
strategies.
Help Spectacle Society
increase brand awareness
and schedule five new
clients per week to grow
their customer base.

Citation: First Meeting with Tina & Spectacle Society

Primary Secondary
Research Research
Industry Data
Consumer Data
Qualtrics Survey (n=99)
Social Media Engagement
Phone Interviews (n=5)
Other Eyewear Businesses
Site Visit In-Store Sales Data
Google Reviews
Previous SS Marketing Efforts
Recommendation #1
Develop Consistency of Content on Social Media Platforms

Percentage of respondents who follow

Spectacle Society on Instagram
Revamp Instagram profile through cover
45% photos and templates

Percentage of likes gathered

Utilizing the color palette will better embody
by reels
the brand personality and brand image
45%
Alternating between still photos, graphics, and
Reel engagement score with a reels to increase the differentiation of content
designated cover photo

<14.5

Citations: Customer Survey (Primary), Engagement Analysis Table, and Instagram Analytics Table
Recommendation #1
Develop Consistency of Content on Social Media Platforms

Easily identifiable brand image and

personality
Content stays on brand despite
different types of posts
Kirk & Kirk: posts once a day
Lenscrafters: posts 3-4 times per week
Both are successful businesses with
thousands of followers

Citations: @kirkandkirk profile and @lenscrafters profile

 @spectaclesocietydetroit

Current
Instagram
Page
 @spectaclesocietydetroit

Proposed
Instagram
Page
Proposed Content Calendar and Descriptions:

Content Planner (Canva) and Content Descriptions (Canva)

Recommendation #2
Boost Referral Program ("Share that SPECtacular Feeling")

Percentage of respondents that have not

heard about the referral program:
Create Instagram post explaining the referral
~72% program & pin the post at the top of the profile

Leads from referrals have a 30% higher
conversion rate than the leads generated from
other marketing channels
Percentage of respondents who have
already recommended friends/family or
are going to soon:
~93%
"I highly recommend her to anyone in Detroit
(or around the country) who is interested in
purchasing great frames (designs, colors, quality)."
-Mary S.
Give a small 3x5 card to each customer after a sale
to remind them about the referral program and
increase word-of-mouth marketing.
Incorporate reels about clients who have been
referred by friends/families talking about their
positive experience with Spectacle Society
Social influence and primary reference groups
are key drivers in referrals
Citation: Customer Survey (Primary), Importance of Referral Marketing, and Google Reviews
Recommendation #2
Boost Referral Program ("Share that SPECtacular Feeling")

Pinned Instagram Post

Front

Back

*Deliverables can be incorporated into email newsletters as well

Referral Card (Canva) and Instagram Post (Canva)
Recommendation #3
Do Not Lower Prices, Keep Them the Same

Percentage of Respondents who indicated

financing their glasses was "not at all
important" when coming to Spectacle
Society:
~78%
Percentage of Interviewees who thought
the price of the product was
reasonable for the quality and
uniqueness of the design
"It’s the most I've paid for eyewear in my life;
however, I see the difference in what I’m
wearing and how it fits me, and how I can
express myself. It’s the first time I've ever
wanted more than 2 pairs. I would love to
have 3-5 just to express different parts of who
I am and how I'm feeling"

100%

Citations: Customer Survey (Primary) and Phone Interviews (Secondary)

Risks
#1
Social media and content
creation can be time-
consuming. Plus, this needs to
stay consistent... not just for the
month of May.
#2
By drawing more attention to
her referral program, she may
lose out on money in the short
run.
#3
As of 2021, nearly 1/3 of
Detroiters live in poverty (higher
than national average). Due to
their lower socioeconomic
status, keeping prices the same
will likely deter them from
becoming clients.
Citation: US Census
Mitigations

#1 #2 #3
The creation of content
Boosting the referral program Work with clients of lower
templates should streamline the
will help with the retention of socioeconomic status to finance
process of posting on social
existing and loyal clients who their glasses
media. Templates can be
will come in more often to
modified to keep feed consistent
redeem their discount.
yet exciting.
Conclusion
Problems: Recommendations:

Lack of brand recognition because Create a cohesive and consistent

of non-cohesive social media
presence
Lack of awareness regarding the
referral program
Instagram layout
Raise awareness regarding "Share
that SPECtacular Feeling" Referral
Program
Thank You!
Appendix #1: Primary Research
Initial Meeting Notes

https://docs.google.com/document/d/1fq09flqzxyzDtDvLjrci_cWkNnLUnwm-N1u3txSsv1s/edit
In-Store Observations
Store is clean and sleek looking Client Lifecycle:
A lot of wood finishes Goal: "Receive the Royal Treatment"
White walls 1st Client Appointment:
Decor is various shades of blue 1v1 experience
Most frames are found on the left side of the store, few on the right side Tina asks about client's fashion style, lifestyle
of the store Discuss eyewear selection
Sunglasses can be found at the front beneath the windows Ensures client understands quality and craftsmanship
Multiple mirrors for try-on purposes 2nd Client Appointment:
Long "desk" in the middle of the store, feels very personal and warm Sends email when glasses have arrived
with comfy chairs 1/2 hour appointment & presentation
Back wall is very plain and boring; however, she intends on adding a Extremely personal
polaroid wall of her clients wearing their glasses Presentation on how to take care of glasses
All glasses are manufactured by small businesses Follow up with client 1-2 weeks after receiving the glasses
Tries not to give money to big businesses as much as she can Sends a reminder every 4 months to bring in glasses for Tina to
Aims to support small businesses service
Tina loves to watch that look on their face
Like a prize when they come to pick up their glasses Virtual client:
She wants everyone to have that little boost of people asking where Has Zoom meeting to select frames
their glasses are from. Tina ships box with 7-8 options
2nd meeting to try on the pairs together to ensure they fit
Ships box back and Tina processes the order
Ships glasses out to client upon retrieval
In-Store Photos
 Phone Interview Questions
1. What drew you to Spectacle Society over other opticians?
2. What was your initial opinion of Spectacle Society?
3. What adjective did you attribute to your perception of the brand? Could you expand on why you chose it, and potentially give a specific
example of why?
a. Luxury
b. Aspirational
c. Fun
d. Unique
e. Community-oriented
4. Can you describe your experience with Tina at Spectacle Society? Was she friendly and helpful?
5. Did you find the price of the product to be reasonable for the quality and uniqueness of the design?
6. How would you rate the quality of the product you purchase? Please expand on the reasoning behind your rating.
a. (1= Awful Experience, 10=The perfect eyewear experience)
7. Would you consider returning to Spectacle Society for future eyewear needs, or recommending Spectacle Society to others?
8. Is there anything you would change or improve about your shopping experience?
Phone Interview Data
Phone Interview #1: Phone Interview #2:
Drawn to Spectacle Society due to the fact that they carried a line Drawn to Spectacle Society because she has never seen a small business
no one else carries (Retro Specs) that offers eyeglasses, likes supporting small business
Enjoys supporting independence, small businesses Also, wanted a 1v1 experience, an honest opinion about what suited
Bought 5 pairs of glasses her face, unique options
Thinks price is expensive; however, he likes the fact that no Appreciated that Tina asked Morgan to choose a playlist she liked to play
one else is wearing the same frames and enjoys the history and while they were looking at frames (set the mood)
uniqueness that they have Thinks S.S. is fun, unique & community-oriented
Has recommended and referred people Personally loves the area of Detroit that S.S. is in
Said Tina was very professional & knows her stuff; pays attention No one else in the store allowed her to be really comfortable, be
to detail, very knowledgeable herself and give her honest opinion (no people pleasing)
Thinks S.S. is unique Tina created a fun environment
All handmade products Unique -- selection of glasses (wide variety), Tina nailed the style that
Selection is different than what everyone else offers Morgan liked
Experience: "you get the whole thing with her" Felt excited to go to her first appointment
Rates the experience a 11/10 Was very excited to receive her glasses: "it was a cool thing to wait
Wouldn't change anything about it for"
Will "absolutely" return & recommend to others Finds the price to be reasonable for the quality/uniqueness
Experience: 9/10 because glasses require maintenance and there is "no
perfect pair"
Will return and has already recommended it to 3 people
Wouldn't change anything about her experience
 Phone Interview Data Phone Interview #3:
Tina has been her best friend for 16 years
"Best optician I have ever worked with"
Customer service is incredible, makes her feel special
Talent of knowing exactly what she would like and finding the perfect thing by looking at her
No one has the same selection that Tina does
Lives in Maryland (Zoom appointments)
Really cool experience
Messaged back and forth, received pics of certain frames
Scheduled a zoom call with selected frames to look at
Selected the ones she wanted to try on, Tina mailed them to her
Scheduled another zoom call to see how it went, then she sent back frames. Tina then sent pair to be customized to fit Kimberly's face well
Describes S.S. as unique, fun, community-oriented
Brand is centered around being inclusive, donates to charity, wants to be part of the surrounding community
Tina super whimsical and fun, doesn't see opticians with her kind of energy on IG (enjoys the videos)
Closely relates Tina to her brand
Finds the price to be reasonable for the quality/uniqueness of product
More expensive than she used to pay but they're the "coolest, nicest, most well constructed frames" that she’s ever had
Experience: 10/10
Details matter to Tina, checks everything she sends out to make sure it's perfect, goes the extra miles to customize frames for her clients
Offers maintenance
Always gets a cute case, eye cloths, spray with her glasses (feels so professional)
Would return/recommend S.S.
“I will never go to another optician ever”
Recommends her to anyone that says anything about glasses ever
Virtual experience isn’t her favorite but she does it for obvious reasons
 Phone Interview #5:

Phone Interview Data

I love the idea of really unique, artistic eyewear and the
independent brands
I was amazed since my first interaction was virtual. I loved
the way tina operated since it was so different. I have been
wearing glasses since I was 9 years old, and I've never had
Phone Interview #4:
anyone treat the experience quite like this, someone who
It is very close to where I live and I like that it was a minority-owned business that I wanted to support
cared about my style and how things fit, especially with a
Kind of customer service that is so personalized, so focused on building relationships over time, just really
strong prescription
tailored to my own needs. And with someone who has a deep experience not only around the science of eyes
Fun (artistic?): has a lot to do with the frames themselves
but aesthetically. How adding glasses to the face creates such composition and what feels good, so a really
and what she's chosen to be there. The detail and the
unique skillset
backstory of each brand- interviews on social media. Tina
Luxury: the way that I spent maybe 200 on sunglasses, but I could spend 1000, she asks every month if I want
has the photography background so I love how that comes
frames tightened and cleaned, most luxury brands wouldn’t do that
into everything she does
Community-oriented: she is very dedicated to Detroit and they talk about the city and problems and
Beyond friendly, tina is excited to see you fall in love with
opportunities, she's very invested and gives back each year and customers decide
eyewear. To find what fits you, she had fun looking for things
I don’t wear glasses, only sunglasses, and I’ve never experienced anything like it and it’s such a beautiful
for me and stretching my comfort zone, and playing with
space. The way she operates is so mindful and caring about her customers and what they need; asking a lot of
different parts of my personality.
questions and not being a salesman telling you what you need. She offers the service of just spending time
Found the price of the product to be reasonable for the
with you which is so generous. I tell everyone I know about this business, that kind of attention to detail
quality and uniqueness of the design?
(design and layout of the store to the service or discovering the brand/website) she has really thought about
10, it’s the most I've paid for eyewear in my life; however, I
the lifespan of her products. No doubt I want another pair and I want to bring everyone I know along
see the difference in what I’m wearing and how it fits me,
Did you find the price of the product to be reasonable for the quality and uniqueness of the design?- 1000%
and how I can express myself. It’s the first time I've ever
How would you rate the quality of the product you purchase? Please expand on the reasoning behind your
wanted more than 2 pairs. I would love to have 3-5 just to
rating- 10
express diff parts of who I am and how I'm feeling
Would consider returning to Spectacle Society for future eyewear needs, or recommending Spectacle Society
Absolutely, and I live in Boston
to others
No, I felt like everything was very thorough, she would say
I hope that she is able to thrive, I love that she’s here. And I know it’s hard to run a business on your own in
yes but maybe this isn’t right but she would email me when
the bureaucracy of Detroit. There are a lot of new businesses opening in Detroit and a lot require you to
new pairs came in that would fit me and what you’re looking
navigate their system in order to participate but with SS, it’s the other way around as she wants to design the
for. I used to be terrified to go in and get glasses, so
experience from start to finish with what works for the customer
intimidating bc I didn’t know what looked good on me, and
most people would tell me “yeah looks good” just to make
the sale.
Customer Survey Results
Q5 - What zip code do you live in?
Appendix #2: Secondary Research
Media Analytics
Page Speed

Desktop Mobile
Media Analytics
SSL Mobile Friendliness Tool
Media Analytics
Keyword Checker
Media Analytics
Keyword Checker
Media Analytics
Word Count
 https://docs.google.com/spreadsheets/d/1dEw8EgyZXQOshxdWePsuw96EjY0yV-1qtTVpF3-nfaY/edit#gid=0

Instagram
March Instagram Do not edit
Post Type of Post Day Time LikesLink ClicksComments Shares Views Engagement % Conversions

Still March 29 16 0 0 162 9.87654321

Analytics
Swipe (2) March 26 36 8 0 328 13.41463415

Reel
March 25 27 5 2 218 15.59633028
(0:21 duration)

Reel
March 24 17 4 0 53 39.62264151
(14:17 duration)

Reel
(1:27 duration) March 22 24 2 0 180 14.44444444

Still March 18 14 1 1 196 8.163265306

Swipe (5) March 17 28 3 1 196 16.32653061

Reel
March 12 32 3 0 257 13.61867704
(0:08 duration)

Reel
March 10 20 4 0 165 14.54545455
(0:17 duration)

Still March 8 25 5 1 209 14.83253589

Still March 7 28 3 0 224 13.83928571

Swipe (2) March 4 14 0 0 221 6.334841629

Reel
March 3 12 0 0 167 7.185628743
(0:05 duration)
Instagram
Do not edit

Analytics

Reels gathered more views and likes than still and

swipe posts
Enhancing their quality will boost brand
recognition

https://docs.google.com/spreadsheets/d/1ewQyInPokCJA1nSYC_PyGHW5tZk7UJCs/edit#gid=1462052206
In-Store Sales Data

https://docs.google.com/spreadsheets/d/1ewQyInPokCJA1nSYC_PyGHW5tZk7UJCs/edit#gid=1939820744
Online Customer Reviews
Online Reviews Link

18 Reviews 9/18 reviews mentioned love for their new frames

18/18 Reviews are 5 stars 13/18 reviews mention a positive experience
7/18 reviews include photos 12/18 reviews mention Tina's passion & expertise
Tina responded to every review except 1 that was just a 11/18 reviews encourage people to visit S.S.
rating
Online Review Example:
Previous Marketing Efforts
From September 2020 to February 2022, Tina spent $473.40 on Facebook post boosts but had
0% conversion in new clients.
Spectacle Society was paying to boost posts at first but realized it was not worth the money
She gained some followers but they didn't convert into clients
Appearances = Live in the D (news), Tech Town Detroit (business development service),
Freedom House Detroit interview (non-profit)
Youtube: 35 videos, 2 subscribers, 221 views total; video titles: community investment fund
update, interviews, talks about topics in the eyeglasses and sunglasses industry
@spectaclesociety5471
https://www.youtube.com/@spectaclesociety5471/videos
Has partnered with the Peacock Room in Detroit (a women's clothing store) to bring in new
customers
 Current Marketing Efforts
Tina utilizes an email marketing strategy by sending out newsletters to her subscribed base. They deal
with various topics such as the community investment fund, new year specials, limited edition frames,
and events.

She has already hosted an event with

the brand Francis Klein: the event
gathered many new clients and
increased sales (it was the most
successful month). She plans to host
events of this type twice a year with
other brands.
 Industry Data Revenue of eyewear in the United States from 2014 to 2027 by product type (in
Billion US dollar) according to Statista

The global eyewear market was valued at around 170

billion US dollars in 2022, but it is likely to be larger
and better in years to come.
Will increase to about 258.63 billion by 2027
By 2029 it is forecasted to reach 300 billion USD

Contact lenses are likely to become the new trend:

Modern lenses can be seen as more comfortable
and can change according to different lighting
conditions
Reduces irritation and dryness
Science and technologies will further improve their
quality

"The United States was the leading eyewear market in the world as
of 2021. Eyewear revenues in the United States were more than
double the size of those in China, which was the next biggest
market." according to Statista
Statista: Eyewear Value, Eyewear Revenue, and Eyewear Market
Industry Data
Citation: https://my-ibisworld-com.proxy.lib.umich.edu/us/en/industry/44613/about

IBISWorld - Eyeglasses & Contact Lens Stores in the US

Rising income in addition to an aging population will encourage and support revenue growth in years to come
Major products and services include:
Frames
Eye exams
Contact lenses
Prescription lenses
Eyeglass accessories
Readers
Other
2023 Industry Revenue projected to be ~ $23 billion
Projected 2.5% annual growth between 2023-2028
11,756 businesses in this industry, 149,000 people employed
Per capita disposable income greatly affects demand for eyewear, especially if it's higher-end
In 2023, experts expect per capita income to fall which could be a threat to eyewear retailers
A few top eyeglass retailers dominate the market including: Costco Wholesale,
Industry is in a mature lifecycle stage
Referral Program "There is a general consensus that says referral marketing

Data
is the most influential form of advertising" according to
financesonline.com

Referral programs are an efficient means to raise

awareness about a brand and boost it's sales. In fact,
consumers sharing experiences about a product has a
lot of influence over other people.

Word-of-mouth is thus one of the most effective

marketing channels, especially when it comes to finding
new customers.

Word of mouth may be directly responsible for 9

in every 10 purchases. (Business News Daily)
Word of mouth can generate up to five times as
many sales as paid ads. (Business News Daily)
Leads from referrals have a 30% higher
conversion rate than the leads generated from
Citations: FinancesOnline, Business News Daily, Invespcro
other marketing channels (Invespcro)
Consumer Data
Citations: https://opticalprism.ca/key-eyewear-industry-statistics-you-as-a-glasses-lover-must-know-in-
2022/ , https://www.grandviewresearch.com/industry-analysis/eyewear-industry
Consumer Data
Citation: https://www.census.gov/quickfacts/detroitcitymichigan
 Brandwatch Data
Search term: Search term: "Luxury
"Fashionable eyewear"
eyewear" Sentiment is
Mentions saw a overwhelmingly
sharp spike on April neutral while
4th due to U.S. emotion associated
Polo Assn. tends to be
launching their joy/neutral
Spring-Summer Top hashtags
2023 including "on- include: #eyewear
trend eyewear" and #luxury
other accessories. #sunglasses
Sentiment tends to #fashion #glasses
be positive/neutral #accessories
while emotion #style
associated tends to #luxuryeyewear
be joy/neutral
Top hashtags
include: #eyewear
#sunglasses
#fashion #glasses
#eyeglasses
#fashionable
#eyekeeper
#readingglasses
Citation: https://app.brandwatch.com/project/1998301174/search/measure/volume?q=entityId:37501 #style Citation: https://app.brandwatch.com/project/1998301174/search/measure/volume?q=entityId:37501
 Brandwatch Data
Search term: "Warby Search term:
Parker" "Prescription lenses"
Consistently Very large amount
mentioned in a of mentions over a
wide variety of wide variety of
content sources content sources
Sentiment and Sentiment is
emotion tend to be neutral while
mostly neutral emotion associated
Top hashtags tends to fluctuate
include: #eyewear between joy, anger,
#sunglasses and neutral
#fashion #glasses Most mentioned
#eyeglasses words/phrases
#fashionable include: "reading
#eyekeeper glasses", "tinted
#readingglasses lenses", "pair of
#style glasses", "glasses
Jimmy Fallon frames", "wear
recently partnered glasses",
with Warby Parker "prescription
to create "Flippies" sunglasses",
(reversible "medical device"
sunglasses)
proceeds go
Citation: https://app.brandwatch.com/project/1998301174/search/people/influencers?q=entityId:37501 towards supporting Citation: https://app.brandwatch.com/project/1998301174/search/measure/contentsources?q=entityId:37501
Pupils Project
Deliverables
Content Calendar & Descriptions
Reel Covers
Still Post Templates
Referral Program Flyer/Post

Front

Flyer Post

Back