news
Hot List: September 2011
Alicia Isenberg Hoglund
1 Marketing Magic
In her article, “Birthdays: 50 Ways Marketers Celebrate,” marketing expert Heidi Cohen (heidicohen.com) provides tips on how companies can market special anniversaries.
Social Media
Post specials and coupons on your Facebook, Twitter, and other social media pages.
Party time
Hold an after-hours cocktail reception to thank loyal customers.
Contest:
Hold a contest or raffle to get people excited about your milestone anniversary. Use QR codes to create a scavenger hunt inside the store.
2 FIVE ALIVE
To mark its fifth birthday this year, Twitter released some statistics to showcase the site's growth since it's inception in 2006.
1 billion
The number of tweets sent by Twitter users each week.
140 million
The average number of Tweets sent per day.
572,000
The number of new Twitter accounts created on March 12, 2011.
3 POWER OF 10
Search engine powerhouse Google celebrated its milestone 10th anniversary by announcing the Project 10^100 (project 10 to the 100), a program through which Google donated a total of $10 million to the top five user-created charity programs to “help as many people as possible.”
■ Khan Academy
■ FIRST
■ Public.Resource.Org
■ Shweeb
■ African Institute for Mathematical Sciences
| Message in a Bottle |
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| In honor of its 125th anniversary, the Coca-Cola Company produced a limited-edition 125th Anniversary Crystal bottle, which retails for $129.99 at coca-colastore.com. |
The Optical Industry Gathers for VEW
The optical industry is gearing up for this month's International Vision Expo West 2011, to be held September 21 to 25 at the Sands Expo & Convention Center in Las Vegas. With close to 400 hours of continuing education and the latest in frames, lenses, equipment, and more from companies the world over, as well as a variety of exciting activities, parties, and celebrity appearances, VEW truly has something for everyone.
■ Students: Optometry students receive free exhibit hall registration and access to sit in on any continuing education free of charge. Student-specific courses and networking events are also available.
■ Celebrities: Many stars will be appearing at the show. Marie Osmond will be at the Revolution Eyewear booth on Thursday from 1 to 3 p.m. On Friday, catch “Real Housewives” star Vicki Gunvalson at the Cilea Eyelash Growth Stimulator by PureSuasion booth and LA Clipper Al-Farouq Aminu at the GEEK Eyewear booth from 1 to 3 p.m., and racing superstar Danica Patrick from 3 to 4 p.m. at the Viva International Group. Singer Lisa Loeb will be on hand at the Classique Eyewear, Inc. booth daily from 10:30 to 12 noon and 3 to 4 p.m.
■ Parties: Newly announced parties include the Marchon Party of the Year, the A&A Optical Happy Hour and Essilor of America's EyeRock Benefit Concert, all on Friday, and OWA's “Pathway to Success” Workshop Thursday.
INFO: visionexpowest.com
| OLA Introduces “Master Class” at VEW |
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The Optical Laboratories Association has created a “master class” specifically for laboratory personnel. Attendees of “First-Time-Fit: High Wrap, Bevels, Drill Mounts” course, scheduled for Saturday, Sept. 24 in conjunction with Vision Expo West, will be presented as three 30-minute presentations at the exhibitors' booths of each participant's choosing. Exhibitors include AIT, Briot, Essilor, Gerber, MEISystem, National Optronics, Santinelli, Satisloh, Schneider, and Visionix. |
And The Winners Are …
Eyecare Business editors hard at work reviewing entries to the Eyes on 25 design contest
To help celebrate EB's milestone 25th anniversary, we asked readers to participate in our Eyes on 25 design contest. After a few months and more than a few entries, the votes have been tallied and the results have been finalized.
THE CHALLENGE: To create an 25th anniversary-themed design using an existing frame, sunglass, lens, or eyewear accessory.
THE STAKES: Three $500 American Express Gift Cards were up for grabs, publication of winning designs in the anniversary edition of EB, a spot in the Eyes on 25 design contest gallery at Vision Expo West, and, of course, bragging rights.
THE RESULTS: The response was better than we could have imagined: We received more than 40 frames, lenses, and eyewear accessories.
After careful consideration, the judges picked three winners, who will each receive a $500 American Express Gift Card: Paul Garcia, of Charlotte's Optical, Colorado Springs, Colo.; Carolyn Pressman, of Walmart Vision Center (Dorman Center Eye Care), Spartanburg, S.C.; and Seema Nanda, OD, of Texas Eye Institute, Houston, Texas.
We'd like to congratulate our winners and thank everyone who submitted a design, or simply showed their support throughout the contest.
Visit the EB Facebook page to get a look at all of the entries (facebook.com/eyecarebusiness). Also, a select number of submissions will be on display at the EB booth at this month's Vision Expo West (LP5113).
| WINNER'S Circle |
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Designed by Paul Garcia, Charlotte's Optical, Colorado Springs, Colo. 
Designed by Carolyn Pressman, Walmart Vision Center (Dorman Center Eye Care), Spartanburg, S.C. 
Designed by Seema Nanda, OD, Texas Eye Institute, Houston, Texas |
ABO-NCLE Conference Returns to Cincinnati
The American Board of Opticianry (ABO) and the National Contact Lens Examiners (NCLE)'s ABO-NCLE National Opticians Conference will take place this Sept. 8 to 11, 2011, at the Duke Energy Convention Center in Cincinnati.
The Optical Women's Association (OWA) will host the general session, a professional optical women's workshop, and guest speaker Dave Caperton will present “Healing Humor: Making Your Lens of Perception Ultralight (and Impact Resistant).” OWA members and non-members are invited to attend for free with advanced registration.
The conference will include more than 100 hours of optical and continuing education covering spectacle lens and frames, contact lenses, and business, as well as ABO and NCLE review courses. Educational grants will be supplied by Carl Zeiss Vision, Ciba Vision, Essilor USA, Hoya Vision Care, Marchon Eyewear, Inc., and Transitions Optical, Inc.
The Opticians Association of America's (OAA) 2011 National Opticians Convention will also take place at the conference. OAA members will be electing new officers during the OAA Delegate Assembly. In addition, the organization will also hold its 3rd annual “Celebrating the American Optician” Reception.
The ABO-NCLE conference will also play host to the National Academy of Opticianry's (NAO) Membership Meeting and Awards Ceremony, the Contact Lens Society of America (CLSA) Fall Symposium, and the National Federation of Opticianry Schools College Bowl.
INFO: abo-ncle-conference.org
| CooperVision |
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Appoints New Leadership TeamCooperVision, Inc., recently announced some upcoming changes to its executive team. Dennis Murphy has been promoted to executive president for global sales and marketing; Andrew Sedgwick has been promoted to president, The Americas, including Latin America; Juan Carlos Aragon has been named the new president, EMEA, and will continue to be responsible for Australia and New Zealand; and Fernando Torre, who will continue his post as executive vice president, will take on global distribution and packaging responsibilities.The position changes, set to take effect on Nov. 1, 2011, are in an effort to help update and expand CooperVision's market presence in key regions. |
| STAT BOX |
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| Weekly Use of Social Media by Optometrists
Source: Vision Care Group Media Use Survey 2011 Facebook…………………………59 percent No social media usage……………33 percent LinkedIn…………………………14 percent Twitter……………………………7 percent Professional blog sites………………6 percent |
On The Town
ClearVision Optical unveiled its Marc Ecko Cut & Sew Eyewear Collection to its sales team at the “Discover ME” national launch meeting, which included a cocktail reception, private tour of the Cut & Sew showroom, training courses, and a World Yacht Cruise excursion.
Ogi Eyewear partnered with Chicago-based sunwear store Lumiere to outfit performers in Seraphin sunwear at Lollapalooza 2011.
The Santinelli International team gathered for its 2011 national sales meeting to discuss the company's recent successes and honor its highest achievers during a special ceremony. Santinelli also unveiled a new automated IOF Profit Analysis tool and gave a sneak peak at the company's new website.
Luxottica's DKNY Sunglass Soiree, held at the Dream Hotel in New York City, boasted celebrity guests and musical sets by DJ Matty Million$.
1. ClearVision team members aboard a World Yacht Cruise
2. Santinelli's Rick Noonkester and Steven Ruef
3. Local Natives band members wearing Seraphin eyewear at Lollapalooza 2011
4. Singer Kevin Jonas with wife, Danielle, at the DKNY Sunglass Soiree in New York City
Web Watch
Best Image Optical's new corporate website features a clean, fresh design, improved navigation, and an interactive banner showcasing the company's current frame offerings. New to the site is a Store Locator feature, making it faster than ever to find a Best Image Optical retailer.
Prevent Blindness America debuted the redesigned preventblindness.org. The new site boasts adjustable text sizes and a simplified layout for faster navigation. The site is also the landing page for Eye CAN, the Eye Care Advocacy Network, a program providing tools and resources to help local communities promote vision and eye health through legislation and advocacy. Visitors to the site can join Eye CAN to receive state and federal legislative updates and information about local grassroots campaigns for improving public health policies.
VSP Global has launched Eyeconic, a website designed to help VSP providers capture patients online. Consumers can browse and buy optical products as well as connect with a VSP provider. Eyeconic is the only online optical store that will pay VSP doctors for providing support services for online purchases.
The McGee Group has entered the social scene by creating Facebook, Twitter, and LinkedIn pages to share news and to better connect with its customers and those interested in the company.
Augen Optics' new company website combines high-tech imagery with easy navigation and multilayered content. The site features links to free continuing education courses for Augen Trinity Spacia progressive lenses, as well as the Trivex learning course, a core material used in premium Augen High Definition Lens products.
Now available for download on the Transitions Optical, Inc.'s YouTube page (youtube.com/user/transitionsoptical) is a video segment of Lifetime Television's “The Balancing Act” featuring Dr. Larry Lampert, a developmental and behavioral optometrist, and Betsy Coward, a kindergarten teacher from West Shore Elementary School in Tampa, Fla., discussing the importance of back-to-school eye exams and the advantages of using Transitions lenses in kids' eyewear.
Modo Eyewear has unveiled its recently redesigned website featuring a more engaging and user-friendly brand experience. Modo added new features, including a trend look book and a retailer search engine as well as direct links to Modo's social media offerings.
1. ECPs can access free online CE at augenoptics.com;
2. Best Image Optical's all-new website
3. The recently revamped modo.com features a trend look book
4. VSP's eyeconic.com aids VSP providers with online sales help
5. Prevent Blindness America's new site plays host to the Eye CAN Network
6. Transitions Optical's YouTube page offers free videos for ECPs, including an episode of Lifetime Network's “The Balancing Act”
Marcolin CEO Saracchi Resigns
Massimo Saracchi, CEO and general manager of Marcolin Group, announced his resignation at the conclusion of the company's director's meeting on August 8. Saracchi, who has been with the Marcolin since December 2007, sighted the ending of his contract as the reason for his departure. Saracchi will continue to hold his post until September 30.
| Test Your Mettle! |
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| 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. What is the difference between mydriasis and cycloplegia? OPTICIANRY Q. To what index of refraction are Standard Lens Clocks calibrated? Answers found, at the end |
The Vision Council Seminars Sell Out in Hong Kong
In partnership with the Hong Kong Optical Manufacturers Association and the Xiamen Optical Association, The Vision Council hosted two high-profile seminars in Hong Kong and Xiamen regarding important optical manufacturing changes occurring in U.S. standards and government compliance.
More than 270 individuals representing five distinct trade organizations and approximately 200 ophthalmic product companies attended the seminars led by The Vision Council's technical team and member services.
The seminars were held in response to requests from member companies to aid component and device suppliers in Asia. Key topics included U.S. customs and regulations, Consumer Product Safety Improvement Act, California State Proposition 65, U.S. optical market overview and outlook, and U.S. national standards. The seminars also included an overview of The Vision Council's programs and resources.
The Vision Council also completed an eight-day tour of Hong Kong, Xiamen, and mainland China-based manufacturers to see how they are run. Follow-up meetings were conducted upon request to address additional questions concerning content covered during the seminars.
| Essilor |
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Makes Forbes List of Most Innovative CompaniesEssilor International recently earned the 25th spot on Forbes magazine's list of “The World's Most Innovative Companies” for its game-changing innovations in eyeglass lens production within the optical industry including Varilux, the world's first progressive addition lens, and Crizal, the company's No-Glare lens offering.Essilor has three dedicated research and development centers in the U.S., France, and Singapore, and recently broke ground on a world-class innovation and technology center at the Essilor of America headquarters in Framer's Branch, Texas. To view the complete list of winners, visit the magazine's website at forbes.com/innovative-companies. |
PECCA 2011 Annual Meeting
Professional Eye Care Associates of America (PECAA), a member-driven organization specializing in business consulting and marketing, recently hosted its 4th Annual Meeting in Sunriver, Ore.
During the the three-day event, which saw a 60 percent attendance increase from the previous year, attendees listened to industry professionals and guest speakers covering topics such as patient experience, the future of the optical industry, and tips for the effective CEO.
PECAA presidents Drs. Brad Smith, Lance Anderson, and David Wolf, addressing meeting attendees
AOA Releases 2010 Census
The American Optometric Association (AOA) Research and Information Center recently published its 2010 Census of Optometric Practice.
The Census surveyed private and corporate optometric practices to collect key practice information including patient visits, hours worked by optometrists and paraoptometrists, as well as economic information. The results will be released in three reports: 1) Income from Optometry; 2) Employment of Paraoptometrics; and 3) Practicing Optometrists and Their Patients.
Key statistics from the first report, which was released this summer, include: the average net income of optometrists in 2009 and gross billings and practice expenses, with a breakdown of sources of gross billings received. An executive summary of the first report is available for download on the AOA website. AOA members and non-members wishing to purchase the complete Census can visit the AOA website for more information.
The 2011 Survey of Optometric Practice is currently underway. Information obtained will be used in conjunction with the census data to report trends within the profession beginning in late 2011.
INFO: aoa.org
GOOD IDEA
Photo Finish
My best tool for selling anti-reflective lenses is a professional cruise photo of my girlfriend (who worked in ophthalmology) and her husband. He's wearing lenses with AR and she is not. It's so, so obvious that his eyeglasses look awesome next to her ‘glare-filled' face.
In addition, we just put in a boxed pink flower display from [wholesale lab] Homer Optical that is a wonderful demonstration, with half of the glass treated with AR and the other half untreated.
—Dianna Finisecy, president, Wagner Opticians, Washington, D.C.
| Distribution Deals |
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PixelOptics had added three new labs to its emPower! limited-lab network. Tri-Supreme Optical, Toledo Optical, and Cherry Optical have signed on to become emPower! distributors beginning in the fourth quarter of 2011. All three labs will complete comprehensive training by PixelOptics support teams. |
| STAR Gazers | |
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| 1. Corey Montieth, star of FOX's “Glee,” out and about in John Varvatos style V758 sunwear by REM Eyewear. “Glee” returns with all-new episodes this fall. 2. “Real Housewives of Beverly Hills” star Lisa Vanderpump in Paul Frank style My Excuse to Travel sunglasses by Baumvision. 3. Celebrity stylist Indashio wearing 7 For All Mankind style Arlington sunglasses in rosegold by Modo Eyewear at a Hennessy Black event in New York City. Indashio styles for national and international publications as well as celebrities Nicky Hilton and Tyra Banks, among others. 4. Madonna was spotted wearing Yves Saint Laurent model YSL 6337/S shades by Safilo. The singer has partnered with Smirnoff Vodka to help find a backup dancer to accompany her on her upcoming tour. |
| Test Your Mettle ANSWERS |
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Thanks to Essilor and the NFOS for providing this month's questions and answers. |
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