news
Hot List: october
1 M.I.A. Marketing
The Guerrilla Marketing Association, guerrillamarketingassociation.com, says you know you have a marketing shortage when:
■ Your sales are driven by price.
■ There is no way of differentiating you from your competitors.
■ You use a steady stream of disconnected sales gimmicks.
■ There is no unified plan for communicating your message to customers and the trade.
■ Most sales leads come from the sales staff.
■ When your customers say, "I didn't know you did that."
■ There is no customer or prospect database that can be used for marketing.
| SELLING SOUNDS |
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| 2 According to a white paper, "Emotional Engagement," by Ruth Simmons, music can soothe the savage phone client. Simmons analyzed the results of an Image Generators USA Business Telephone Survey: 52% of callers surveyed got fed up and hung up when presented with silence on hold. 13% hang up when met with just music on hold. 85% agreed that they actually liked to hear interesting messages with the music background. 10% acknowledged that they had actually bought as a result of hearing about additional services and products. |
3 What's your fancy?
Fashion is getting down to business this season and looking glamourous in the process, reports WSJ.com. A more formal look will be hitting the streets in the fashion hot spots and the glam quotient is on the rise in department stores all over the nation. Far from the low-rise jeans and flesh-baring fashions that have consumed culture for the past few seasons, the new look is a bit more prim, pulling inspiration from the past. Dresses are making the scene, particularly with tailored jackets adding a serious feel to the styles. For accessories fans, the pickings are rich, with hats and gloves making a comeback. In addition, the big purse is staying strong, but smaller options are filtering in for those who wish to avoid carrying the weight of the world each day.
| Luxottica's Ilori Hits Soho |
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| New York has a new option in luxury optical retail. Ilori, Luxottica's new retail brand, has opened its first shop in the Soho section of Manhattan. This is the first step in Luxottica's plan to tap into the luxury retail market. In a recent earnings call, CEO Andrea Guerra noted that the expansion was a natural progression considering the current marketplace in the United States. "It's a response to this great growth of premium and luxury segments in eyewear. As you know, I always talk about the North America as being the real emerging market for luxury." Planned as a North American chain, the rollout of Ilori is expected to pick up speed and another shop is set to open in Los Angeles this month. The company reports that they will have about 10 stores by year end, and an additional 150 stores will open in the next two years. The product mix will not be limited to Luxottica product, Guerra said, "Our products will represent in the region of 60 percent…" He added: "We had, I think, a nice design concept. If you go to this in SoHo, you would immediately understand where we are based, and we are optimistic, we will work hard, we will be humble, but I think that there is a real great opportunity for Luxottica to be a big player in this part of the market." |
| Stat Box |
| The AOA Paraoptometric Section has released the results of a Practice Efficiencies survey conducted in January 2007 to determine optometrists' understanding of the role of paraoptometrics in the practice. The survey, which was provided through an education grant from Vistakon, was sent to a random sampling of 4,000 ODs. Key findings included: On average, ODs paid for: 11 vacation/holidays 3 days of sick leave 2 days of personal leave 2/3 of ODs offered health/medical insurance benefits to their staff. |
Lens Company Hits Index
Essilor International, has been listed on the Dow Jones Sustainability World Index.
According to Essilor representatives, the Dow Jones Sustainability Indices track the fiscal performance of the leading sustainability-driven companies worldwide. As a component of the DJSI World, Essilor is recognized for its ability to deliver business growth and meet its commitments to people, society, and the environment. Essilor joins 13 other French CAC 40 members on the DJSI World.
Essilor has been part of two leading socially responsible investment indices—the ASPI Eurozone® and the FTSE4Good—since 2001 and 2003, respectively.
Essilor operates worldwide through 15 production sites, 244 lens finishing laboratories, and local distribution networks.
A New Start for Neostyle
Neostyle, based in Germany, has opened a new marketing office in Bradenton, Fla., and will no longer work through its West Coast distribution channel.
Instead, Sandra Nufer from Neostyle Germany, daughter of founder Walter Nufer, and general manager Bob Lawson are working together on the U.S. operation.
Direct sales representatives will fill territories throughout the country. For more information, call 888-675-4518.
| PERFECT MOVE FOR VSP |
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| VSP Vision Care has invested in Perfect Optics, an optical laboratory located near San Diego, Calif. The lab will be part of VSP's contract lab network. Perfect Optics was established in 2006 by managing partners Warren Meyer and Matt Schmidt-Wetekam in conjunction with Carl Zeiss Vision. The laboratory produces a wide array of advanced optical products, and is one of the first optical labs in the United States to use free-form digital surfacing technology, producing personalized progressive lenses onsite. Meyer and Schmidt-Wetekam are expected to continue to manage Perfect Optics's operations. Meyer stated, "VSP has established a first-class reputation for customer service and we're thrilled to connect in this joint venture. Perfect Optics looks forward to delivering cutting-edge optical products and services to VSP doctors and members nationwide." Fred Howard, Carl Zeiss Vision's president, the Americas, said, "We are very excited to be a part of this joint venture with Perfect Optics and VSP. Perfect Optics will continue to be a center of excellence for service and innovation." |
Optical Rocks
Optical's rockers will be banding together to raise funds for Give the Gift of Sight. Eye Rock is slated for April 10 from 8:30 to 10:30 p.m., the day before International Vision Expo East's exhibit hall opens. The concert will be held at BB King's Blues Club on 42nd Street in New York.
Event organizers are seeking sponsors at the $4,000, $2,000, and $1,000 levels, and tickets for Eye Rock go on sale in February. For more information, contact Steve Santinelli at 631-731-1317 or email at ssantinelli@santinelli.com, or Susan Knobler at 513-765-6248 or email sknobler@luxotticaretail.com.
Hong Kong Optical Fair Set
The stage is set for this year's Hong Kong Optical Fair. Slated for Nov. 6 through 8 at the Hong Kong Convention and Exhibition Centre, the event is expected to attract more than 530 exhibitors from 19 countries and regions.
The fair will feature themed sections and events for the audience of 10,000 buyers. The showfloor features Visionaries of Style for international eyewear brands; Retail & Shop Design; and the Equipment and Technology sections.
Tied in with the show, an Eyewear Trend Seminar will provide insights on the Hong Kong optical scene. Also, the ninth Hong Kong Eyewear Design Competition will explore the design thoughts of professionals and design students alike.
To attract new buyers to the event, the Hong Kong Trade Development Council runs a hotel sponsorship program covering one room at one hotel per new attendee.
For more information or exhibitor information, visit the website, http://hkopticalfair.tdctrade.com.
| Test Your Mettle! |
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| Take a crack at these questions for ODs from a previous Varilux Optometry Super Bowl and for opticians from a National Federation of Opticianry Schools College Bowl. OPTOMETRY Q. Acute hydrops occurs in what corneal condition? OPTICIANRY Q. How is the right side of the front affected when the right temple is angled downward? |
| Test Your Mettle ANSWERS |
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| Thanks to Essilor and the NFOS for providing this month's questions and answers. Optometry Answer: Keratoconus Opticianry Answer: It is raised |
On the town
To celebrate the launch of Cole Haan Eyewear, ClearVision Optical hosted an intimate "shopping" cocktail party for close to 100 guests at the Cole Haan store in Rockefeller Center. After the store event, guests were treated to a night of dinner and dancing on World Yacht Cruises, while traveling around the New York City Harbor. Shown here l to r: Phil Pistolarides, David Friedfeld, and Loy Shirley.
Special Olympics' award-winning Healthy Athletes® public health initiative, the Opening Eyes program, celebrates a 10-year anniversary this year. Sponsored in part by Sàfilo, it provides vision care for the global population of people with intellectual disabilities. Opening Eyes and the Healthy Athletes now screens athletes in more than 50 countries. Opening Eyes is implemented through volunteer vision care professionals (optometrists, ophthalmologists, opticians) and Lions Clubs members.
NASA mission STS-118 on the Space Shuttle Endeavor took off on Aug. 7 bringing two new components to the International Space Station, as well as supplies for the crew. Several of the Endeavor crew were outfitted by Silhouette, including astronaut Tracy Caldwell, shown here in Titan Next Generation.
Robertson Optical Laboratories held an Eye Care Boot Camp at the Greenville lab, recently. The Eye Care Boot Camp teaches practice-building opportunities, including effective communications between the practice and the patient/consumer, improving photochromic sales, maximizing revenues, enhanced teaming, and learning how to brand the eyecare practice, not just the products. Shown here are two new recruits.
Star Gazers
1. He may be approaching 50, but George Clooney is still an eligible bachelor. He looks suave in Persol frames from Luxottica, worn to the Venice Film Festival.
2. JC Chasez, born Joshua Scott Chasez, is still trying to find his own way after the breakup of pop band 'N Sync. He attended a John Varvatos runway show wearing the designer's style V103 from BaseCurve.
3. Robert David Hall is best known for his role as coroner Dr. Albert Robbins, MD, on the popular television show "CSI: Crime Scene Investigation." Hall wears the ClearVision Andy frame.
4. HBO's "Entourage," loosely based on Mark Wahlberg's life, captures the rise to fame of a young A-list celebrity. In the season finale, Jeremy Piven, who plays the star's agent, wears Marc by Marc Jacobs style 0004S from Sàfilo Group on set.
5. There have been mixed reactions to the revelation that Kate Walsh would be leaving Grey's Anatomy for the spinoff "Private Practice." She walks onto her new set in style, wearing Robert Marc style RM 573-2.
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