Case Study : Cohen's Fashion Optical
CHALLENGE
As a moderately sized retail company, Cohen’s Fashion Optical faced many challenges with a much smaller budget to compete against larger competitors who were reaching the same target audience. In addition, the other larger retailers were national chains as opposed to Cohen’s regional campaign which faced must higher advertising prices. Cohen’s had to be smart in its strategy in order to outsmart the competitor as it could not outspend them. The larger companies had bigger budgets to invest in their brands in order to support their direct response advertising. Cohen’s needed every dollar spent to produce a justifiable result.