MARKETING MATTERS
Planning a Big Event
by Karlen McLean, ABOC, NCLC

Wilson Eye Center doctors (l to r): Alex Culbreth, OD; Cynthia McMurray, OD; Eric Kolisz, OD; and Steven Wilson, OD

Wilson Eye Center, with two locations in Valdosta, Ga., concluded its 25th anniversary after a year-long tropical-themed celebration that involved doctors, staff, the community, and the practice's new as well as the established patient base.

Before initiating any public events, the practice planned each step of the celebratory program.

"An incentive plan was set up for staff's participation in the anniversary. Collectively, all the staff had to meet goals that were set monthly," Shirley Enfinger, LDO, explains.

Monthly goals were based on eyewear sales, recall appointments, and retinal exams. In many of the months, staff met or often exceeded their goals, resulting in gift cards for each staff member. 

"Gift cards work great because the staff is likely to use the money for something they really want," Heather Gaskins, marketing manager, says. "In keeping with our theme, we had a huge bar graph on a palm tree posted in the break room. As points increased, we colored in the graph."

The graph kept everyone up-to-date on the points, helping to sustain the year-long event and "keep the goal on everyone's mind," says Heather Gaskins. "It was a team effort—either we all got the goal or we all failed."

Guests mingle at the 25th anniversary trunk show event

The practice also ran a sweepstakes giving patients a chance to win prizes. Twelve second-prize winners received eyewear reimbursements. Four first-prize winners received a four day/three night Caribbean cruise, and one grand prize winner received an eight day/seven night cruise to the Caribbean. The practice worked with a local travel agency to put together the cruise packages while the increase in eyewear sales paid for the cruises. The sweepstakes also followed Georgia guidelines: With no purchase necessary, entries were only eligible if entered by mail or if a second pair or backup eyewear was purchased. 

In addition to the cruises, there were also monthly sunwear, fragrance package, and other gift package giveaways. The practice contacted key vendor-partners to help supply merchandise for the prizes.

"Patients loved the sweepstakes and prize giveaways. The excitement of choosing winners kept up staff morale and kept the patients involved in the office," says Enfinger.

The celebration's grand finale was a 25th anniversary trunk show bash with wine, hors d'oeuvres, and more prizes. The tropically themed event included the announcement of the grand prize winner. Several patients modeled designer sunwear and frames on a runway. The trunk show featured the practice's premier lab, lens, frame, sunwear, and contact lens products and services.

In addition to supplying tropical gift packages, lens/lens treatment giveaways, Home Depot gift cards, and door prizes, several representatives helped with setup and cleanup.

Additionally, Wilson Eye Center received the Reader's Choice Award, which is given annually by the Valdosta Daily Times, for "Best Optical Shop," for its sixth year in a row. Also, at the grand finale, Steven M. Wilson, OD, was honored with a 25th anniversary plaque.