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Hot List: August 2011

Alicia Isenberg

1 Face Time

Respondents of a recent report published by the Social Media Examiner revealed the top benefits of social media marketing:

88 PERCENT generating more business exposure

72 PERCENT increased traffic

62 PERCENT improved search ranking

2 Website

A recent study conducted by Hennerberg Group revealed that 80 percent of small businesses have a website, with 50 percent reporting good results.

3 Staying Inbounds

According to Hubspot's “The State of Inbound Marketing” report, inbound 3 marketing, such as blogs, social media, and SEO, costs 62 percent less than outbound marketing.

Outbound marketing …………………$373/lead

Inbound marketing …………………..$143/lead

4 Investing Online

In its 2011 Outlook Survey, Borrell Associates, a Williamsburg, Va.-based advertising firm, asked nearly 3,000 small and medium-sized businesses about their 2011 advertising budgets.

4.5% increased their offline ad budgets

29% increased their online spending

VEW Sneak Peak

Exhibitors and attendees alike are gearing up for next month's 2011 International Vision Expo West. The tradeshow, which is slated for Sept. 21 to 25 at the Sands Expo & Convention Center in Las Vegas, will feature a 168,000 square foot showfloor offering the latest in frames, lenses, equipment, and accessories from optical companies the world over, as well as 388 hours of continuing education opportunities, celebrity meet and greets, and other special events.

• Education. Courses are broken up into four categories—business solutions, clinical/medical, optical technology, and contact lenses—for easy planning. Those looking for tips on assessing and maximizing practice profitability can check out Visionomics, a 15-course track.

The EB-sponsored Frame Buyer's Certificate Program returns with 13 hours of content on managing, monitoring, positioning, and promoting frame inventory, including “Seeing is Believing: Tapping Your Inner Retailer,” moderated by EB's editor-in-chief Stephanie DeLong.

• Trend preview. The Vision Council's Eyecessorize Blog (feeds.feedburner.com/TheEyecessorizeBlog) lets attendees preview many of the fall and winter eyewear collections to be debuted at the show

• Special Events. Attendees can share a glass of champagne at the Blush Opening Night Reception on Sept. 21, from 9 to 11 p.m. at Blush at Wynn Las Vegas. Afterward, attendees can head to Lavo at Palazzo for a complimentary after-hours kickoff party from 11p.m. to midnight. Other highlights include The Optical Women's Association networking reception and raffle on Sept. 23.

• Eyes on 25 Design Contest. Don't forget to stop by the EB booth to get a firsthand look at the winners as well as a select number of entries of our Eyes on 25 Design Contest.

For more information about International Vision Expo West, or to register, visit the show website, visionexpowest.com.

fore!

In conjunction with this year's Vision Expo West, Prevent Blindness America is hosting it fourth annual Swing Fore Sight Golf Tournament at the Bali Hai Gold Club in Las Vegas. PBA is hoping to raise $140,000 to support its sight-saving programs. Transitions Optical, Inc., will serve as the presenting sponsor. Other sponsors include Advantica, Essilor, Gilbert Displays, Hilco, Hoya Vision Care, Kenmark, National Association of Vision Care Plans, Refac Optical Group, Stereo Optical, UVEX by Honeywell, Vision-Ease Lens, Viva International, as well as Zyloware. The tournament will run on September 21 and will consist of a four-person scramble. Individual golfers may sign up for $625 or foursomes for $2,750. Registration is available online at preventblindness.org/swingforesight. Sponsorship opportunities are still available. Contact Sue Corbett at scorbett@preventblindness.org for more information.

STAT BOX
As part of the Wolters Kluwer Pharma Solutions Vision Care Media Use Survey 2011, respondents were asked to identify the current challenges they face in optometry. Following are the most popular responses. - Economic downturn - Reduced reimbursements - New healthcare guidelines - Attracting/training staff - Need to cut overhead

Essilor Golf Event

The Essilor Vision Foundation honored optical industry and Gentex Corp. veteran L. Peter Frieder at its 2011 Golf Classic, the Liberty Mutual Invitational.

Held at the Nassau Country Club in Glen Cove, N.Y., events included the golf tournament, dinner, and awards ceremony, as well as a silent auction and raffle. The charity celebrated another successful year of providing screenings, eye exams, and other vision resources to children who cannot otherwise afford them.

Award recipient Peter Frieder (c) with The Vision Council's Ed Greene (l) and Essilor's Bob Colucci

Pro Fit Optix Terminates Rodenstock Agreement, Appoints New CFO

As part of Pro Fit Optix' shareholder reorganization, the company has terminated its agreement with Rodenstock for distribution of semi-finished lens blanks and frames as of July 15. Pro Fit says it will ship from its current stocks as available to allow for market continuity of loyal Rodenstock distributors, but will not back order. Shareholders elected to rationalize the product portfolio to better concentrate resources to what it recognizes as its strength: free-form lenses (identity and Acuity), software (ProFitCalc), and complete eyewear (SmartEyewear), as well as new products and services. In other news, the company has named Brigitte Bazelais its new chief financial officer in charge of overseeing all financial and accounting aspects, as well as helping to manage the Human Resources function. Previously, Bazelais was the accounting manager for the tax accounting firm SourceCorp TBG, LP, and served as controller at Gateway Global LLC, American Tire Distributors, and Ginsa LLC.

WebWatch

Transitions Optical, Inc., now offers “Creating a Comfortable Eyecare Experience for Your Diverse Patients,” an online seminar providing strategies to enhance patient communication throughout each stage of the eyecare experience and demonstrate ECPs' commitment to culturally appropriate vision care. The course can be downloaded at Transitions.com/PRO.

Essilor USA recently announced the launch of No-Glare.com, a new digital resource for ECPs and their patients outlining the benefits and importance of No-Glare lenses. The site offers training videos to help ECPs explain No-Glare lens offerings to their patients. ECPs who watch and correctly answer simple multiple-choice questions at the end of each video will receive a No-Glare training program completion certificate. Registration is free with the creation of a new online account. The first 250 ECPs to complete training will receive a $50 general use gift card. For more information, visit No-Glare.com/training.

ClearVision Optical's “Summer of Like” campaign is awarding prizes to those who help generate 2,000 “likes” on the its Facebook page. ECPs will earn one credit for each referral. The profiles or pages with the most referrals will be awarded cash prizes of up to $200. The deadline for entry is Sept. 2, 2011. For more details, visit the website clearvisionoptical.com/summeroflike.

Esotika, LLC's newest frame offerings, which will be showcased at New York Fashion Week, can now be viewed on the company's new website, esotika.com.

Liberty Sport has debuted sports-eyeinjuryprevention.wordpress.com, a new blog designed to provide information direct to parents, coaches, and medical professionals to increase awareness, learn, and share stories about the prevention of eye injuries in youth sports.

Eschenbach Optik is offering webinars in the coming weeks covering topics such as hand-held magnifiers, low-vision exams, and overcoming patient objections. Visit eschenbach.com for a full list of educational opportunities.

From top: ClearVision Optical recently kicked off its “Summer of Like” campaign; Esotika's new website, Esotika.com; ECPs can learn about the benefits of Essilor's No-Glare lenses at No-Glare.com

Industry Gathers to Fight MS

Optical industry veterans are showing their support for the elimination of multiple sclerosis (MS) by fundraising and signing up to cycle during the Bike MS: Valero 2011 Alamo Ride to the River in Texas, running from San Antonio to New Braunfels to San Antonio, Oct. 14 through 16, 2011. In the ride to raise funds for MS research, one of the participating teams will be Team In-Vision, captained by Michael Ness, president of Hoya Lens of America, in honor of EB's senior editor Karlen McLean, a San Antonio-area resident diagnosed with MS more than 20 years ago. The team also includes Tom Annuziato, OD, and Drake and Zach McLean. A party on Oct. 14 kicks things off. Day One, riders take off from the AT&T Center on a 45-, 65-, or 95-mile route to New Braunfels, Texas. On Day Two, the riders head back to San Antonio on a 55-mile route. Food, fun, and festivities are planned for the entire three-day affair. You can get more information about the event, sign up to ride, donate, or volunteer, by visiting the event site at http://biketxh.nationalmssocie ty.org. To donate: Click donate; then select search for a team and type in “Team In-Vision.” Next, click search and then click Team In-Vision again.

AOA Presents Awards at National Meeting

The American Optometric Association (AOA) presented numerous awards at the recent Opening General Session of the 114th Annual AOA Congress & 41st Annual AOSA Conference: Optometry's Meeting.

2011 AOA Award recipients include: Brian Klinger, OD, of Rye, N.H., Distinguished Service Award; Senator John Boozman, OD, of Rogers, Ark., Optometrist of the Year; Laura Windsor, OD, of Hartford City, Ind., Young Optometrist of the Year; and Shoni Sharp, CPOT, of Olivet, Mich., Paraoptometric of the Year Award.

The AOA Contact Lens and Cornea Section award recipients are: Joel A. Silbert, OD, of Cherry Hill, N.J., Achievement Award; David B. Seibel, OD, of St. Louis, Mo., Dr. Rodger Kame Award; Earl L. Smith III, OD, PhD, of Houston, Texas, Dr. Donald R. Korb Award for Excellence; and, James A. Boucher, OD, of Laramie, Wyo., Luminary Award.

The AOA Sports Vision Section presented the Eagle Award to Coach Al Wile of Colorado Springs, Colo., an associate professor and the director of Sports Vision at the United States Air Force Academy, and named Jack Gardner, OD, of Hickory Hills, Ill., the Sports Vision Optometrist of the Year.

Optometry Services of Veterans Affairs was awarded the AOA Vision Rehabilitation Section Distinguished Service Award for their participation in the Gold Ribbon Panel and subsequent Visual Impairment Advisory Board (VIAB) that were commissioned by the Under Secretary for Health and charged with the task of improving access to vision rehabilitation services.

At the event, The National Optometry Hall of Fame, administered by Optometry Cares - The AOA Foundation, inducted three new members—William R. Baldwin, OD, PhD; Lester Caplan, OD, MEd; and Gerald E. Lowther, OD, PhD—for their contributions to the optical industry throughout their careers.

From top: William R. Baldwin, OD, PhD; Lester Caplan, OD, MEd; and Gerald E. Lowther, OD, PhD

Marchon3D and MasterImage 3D Theatres Ink Deal
Marchon3D has signed a distribution agreement to provide 3D eyewear with MasterImage 3D under which Marchon3D eyewear will rollout “in-theater” displays and vending machines featuring the patented EX3D line of glasses in theaters across Europe and Asia.

On The Town

Safilo USA and Solstice Sunglass Boutique held their annual Summer Solstice Soiree in New York City. During the event, Solstice and LIM College announced the winner and runners-up, all LIM students, of the first-ever Summer Solstice Visual Merchandising Competition.

Luxottica's Ray-Ban Polarized Tour has been traveling to select U.S. cities over the past few months to demonstrate the benefits of the brand's Polarized lenses and Tech Styles. Aboard the traveling truck, brand ambassadors guide consumers through the experience tools, such as a virtual try-on mirror, an old-school arcade game with polarized technology, the opportunity to star in Ray-Ban's “Never Hide” campaign, and other fun and informative activities.

In other news, to begin celebrating Luxottica's 50th anniversary, team members visited the New York Stock Exchange where CEO Andrea Guerra rang the closing bell, marking the end of the trading day on June 30, 2011.

1. Luxottica's Ray Ban Polarized Tour makes a pit stop in New York City; 2. Luxottica CEO Andrea Guerra rings the closing bell at the New York Stock Exchange; 3-4. “Twilight” star Kellan Lutz and actor Stephen Baldwin are fitted for sunglasses at the Safilo USA and Solstice Sunglass Boutique's Summer Solstice Soiree

Transitions Optical
Introduces New Awards Program

Transitions Optical, Inc., has introduced Transitions designed to honor and celebrate loyal ECPs who actively promote healthy sight to their patients and local communities. This December, up to three finalists will be recognized for their year-long achievements, and one practice will be named the 2011 Eyecare Practice of the Year during the 2012 Transitions Academy.

Entry is open to independent practices with either a single location or part of a non-franchise group with fewer than four locations, and must have a strong photochromic lens share. Interested practices must complete a nomination form or be nominated to be considered.

Finalists will receive a trip for two to the 2012 Transitions Academy. The winning practice will receive a cash prize to use toward a staff-wide celebration, among other prizes. Nominations are due by November 5.

INFO: Call customer service at 800-848-1506 or visit Transitions.com/ECPoftheYear

Think About Your Eyes Campaign Wins Award

The Foundation for Eye Health Awareness' “Think About Your Eyes” campaign received top honors from the International Public Relations Association, winning the 2011 Golden World Award in the Media Relations category. The award was given for the campaign's launch activities last summer, including a surprise dance performance of 10 dancing eyeballs and 90 additional flash mob dancers in front of a crowd on Broadway in New York and special appearances of costumed eyeballs at Wrigley Field, Navy Pier, and Lincoln Park Zoo in the Chicago area.

GOOD IDEA

ClearVision Optical's Marc Ecko Cut & Sew is being launched with a new technology that speaks directly to the identity and interests of the brand's male and tech-savvy target demographic. Providing an introduction and preview of the collection, which is available for order beginning in August and fully launches in September, ClearVision has developed a web presence for the brand at cvoptical.com/marcecko.

Whether starting from the company website or from a QR code that can be scanned by smart phone, ECPs can take a look into the world of this fashion-forward men's collection of eyewear and sunwear.

Part of the experience is a series of videos featuring the designer himself. “Videos are intimate. They provide an opportunity to get up close and personal with the designer himself. That's invaluable, and cant happen in a 2-D world,” says marketing director Sheila Haile. “The video section allows you to get to know who the Marc Ecko guy is, why the collection is designed the way it is designed. That information helps reinforce the brand and complete the sale.”

The custom designed website also features innovative virtual try-on technology, a catalog featuring 180-degree and zoom viewing, as well as online ordering.

Shamir
Secures New Partner Lab

Capitol Optical of Olympia, Wash., is the 47th lab to partner with Shamir Insight, Inc., to process Shamir Autograph II lenses. Capitol Optical, a full-service lab wholly owned by VSP Labs, has been serving independent ECPs in the Pacific Northwest for nearly six decades with advanced lab capabilities, high-quality ophthalmic products, and superior service. Now it expands its offerings to include Shamir's full line of Freeform lenses.

Team Brooklyn educating passersby on the importance of UVA/UVA protection

On TV

The Vision Council sponsored an episode of NBC's “The Great American Health Challenge: NYC,” a reality-driven series featuring 15 contestants, divided into five different teams by NYC borough, competing in daily health missions to capture the title of “Healthiest Borough.”

In The Vision Council-sponsored episode, the teams hit the streets of New York to get as many people as possible to sign The Vision Council's UV Awareness Pledge and to spread the word about the importance of protecting one's eyes from harmful UVA and UVB rays. The episode also featured visioncare experts Jamie Shyer, chief operating officer of Zyloware Eyewear and chairman of The Vision Council's board of directors, and Dr. Justin Bazan of Park Slope Eye.

Going Green

Zyloware installed recyclable LED lighting in its new head-quarters in Port Chester, N.Y., making it the first privately owned company based in Westchester County, N.Y., to convert from fluorescent to fully recyclable LED lighting throughout its entire offices and distribution center

Vision-Ease Lens has signed on to measure its carbon footprint as part of the Carbon Disclosure Project, and independent nonprofit that tracks corporate greenhouse gas emissions, water use, and climate change strategies. This latest addition is one of many green initiatives the company has taken, including powering its Ramsey, Minn., manufacturing facility with 100 percent renewable energy for more than three years.

As part of its “One Frame One Tree” project, Eco, a subsidiary of Modo Eyewear, has planted more than 500,000 trees on the Western Highlands of Cameroon in partnership with Trees For the Future, a nonprofit organization that integrates tree planting into agriculture and land restoration projects.

Test Your Mettle!

Whether you're new to your profession or have been in practice for 20 years, remembering everything you've learned is one tough assignment. To help you clear any cobwebs, Test Your Mettle features one question each month for optometrists from a previous Varilux Optometry Super Bowl and one for opticians from a National Federation of Opticianry Schools College Bowl. Thanks to Essilor and NFOS for providing this month's questions and answers. OPTOMETRY Q. If a refractive correction is OS −1.25 X 180, the refractive diagnosis is: OPTICIANRY Q. A lens that has power in only one meridian is known as ________? For the answers, go to end

STAR Gazers

1. Once “Urkle” on “Family Matters,” Jaleel White wearing IZOD 338 in black tortoise by ClearVision Optical in this summer's “Judy Moody and the Not Bummer Summer.”

2. Actress Elizabeth Mitchell on the set of her TV show, “V,” sporting John Varvatos style 103 shades by REM Eyewear. Mitchell can be seen in the upcoming movie “Answers to Nothing,” set to release later this year.

3. Pippa Middleton, sister-in-law to Prince William, was spotted wearing Gucci model GG 3132/S sunglasses by Safilo Group. Middleton recently competed in Scotland's Highland Cross Challenge, a 50-mile running and cycling dualathon.

4. Actor Paul Dano, most known for his role in “Little Miss Sunshine,” will be wearing Eco's 1054 and 101 styles by Modo in his latest movie project “He Loves Me,” which also stars Annette Benning.

5. Singer and fashion designer Gwen Stefani steps out in Prada Minimal-Baroque style shades by Luxottica. Stefani and her fellow No Doubt bandmates are hard at work on a new album.

Test Your Mettle ANSWERS Thanks to Essilor and the NFOS for providing this month's questions and answers. Optometry Answer: Compound myopic astigmatism Opticianry Answer: Cylinder lens