新锐时尚眼镜品牌瓦尔比派克的营销秘方

    尽管瓦尔比派克是一家盈利性公司，但它的服务要素却和布鲁曼萨尔所钦佩的几家非盈利组织非常相似。它们都致力于为发展中国家服务，比如，“上善若水”努力为发展中国家的社区提供清洁的饮用水，“许诺铅笔”则致力于建设学校并提供教育类项目。

    而“Movember”和“看不见的孩子”近来都掌握了病毒式营销的要领。其中，Movember在去年11月发起了一项风靡一时的蓄须活动，旨在唤起人们对前列腺癌的重视，同时募集基金。而Invisible Children则领衔发起了流传甚广的“Kony 2012”活动，目的在于阻止乌干达军阀约瑟夫•科尼的战争暴行（这一活动由詹森•罗素一手策划。今年3月开始，它在全球激起了广泛关注，同样在3月，它在圣迭戈市引发了公众对科尼的强烈声讨。布鲁曼萨尔将罗素视为挚友。不过，在讨论看不见的孩子的最佳实践时，他没有提到“科尼”这个名字。）

    当然，瓦尔比派克并没有放弃传统的资本主义扩张计划，它打算在SoHo再开一家旗舰店。布鲁曼萨尔表示，公司如果放慢扩张步伐就能盈利。公司现在还为客户提供一种在家试戴服务：客户在决定购买前，能试戴5副尚未经过验光的眼镜。

    等到业务有更大发展时，瓦尔比派克就能有更多资金投入品牌营销活动。但是，布鲁曼萨尔表示，公司不会改变其“特别谨慎”的作风，即在慈善团体中共同投资公益事业。布鲁曼萨尔称：“这些企业家都是讲故事的行家里手，他们正在开发的内容、网站和营销材料属于业界顶尖水准，足以与苹果公司（Apple）和耐克公司（Nike）相媲美。”只要这家眼镜公司的业务的确蒸蒸日上，他的这种说法就很难被驳倒。

    译者：清远

    While Warby Parker is a for-profit company, its service component is common to most of Blumenthal's group of favored non-profits. Instead of eyewear, Charity:Water works to bring clean water to communities in the developing world; Pencils of Promise works to provide schools and education programs.

    Movember and Invisible Children have both recently mastered viral marketing campaigns, with Movember leading the new popular practice of growing a mustache through November to raise awareness and funds about prostate cancer, and Invisible Children spearheading the viral 'Kony 2012' campaign to stop Ugandan warlord Joseph Kony. (Blumenthal counts 'Kony 2012' creator Jason Russell, who brought extra scrutiny to the embattled campaign in March following a public breakdown in San Diego in March, as a friend; he did not mention 'Kony' when discussing Invisible Children's best practices.)

    Of course, Warby Parker has more traditionally capitalist expansion on its mind, including opening a new flagship retail store in SoHo. Blumenthal says the company could be profitable if it slows down its expansion. The company also now offers a try-at-home service that allows customers to putter around with five, non-prescription trial pairs before considering a purchase.

    As it grows, Warby Parker will have the chance to pump more money into its branding. But Blumenthal says the company won't change from its "extra thoughtful" approach to spending common among the charitable groups. "These are all guys that have master story-telling and are developing content and websites and materials that are some of the best out there, that rival Apple (AAPL) and Nike (NKE)," Blumenthal says. As long as the eyeglass company keeps it up, it's tough to argue.