marketing matters

The Ins and Outs of Community Events

Susan Tarrant

Earlier this month, events in 23 cities across the country observed the second annual Great Glasses Play Day (GGPD). Co-created by Ann Zawistoski of LittleFourEyes.com and Kristin Ellsworth of Peeps Eyewear, the day celebrates children who wear glasses and promotes childhood vision health. For ECPs, this community-oriented event is a perfect opportunity to participate in a great cause and promote their business.

WHAT YOU PUT IN

Cindy Seeman, ABOC, of Design Vision Optical and Kids Optique, in Wauwatosa, WI, uses the event as a springboard for a week-long celebration in her shop. Here are her tips for doing the same:

■ Social network. Let everyone know you are participating via your website, social media, and posters in your office and throughout town.

■ Cross-promote. Invite the state chapter of Prevent Blindness, the local children’s hospital, or a nearby eye clinic to participate.

■ Be seen. Get a booth at your town’s Farmer’s Market or any other public event to disseminate vision health information and marketing material, and to serve as a meeting place for kids with glasses.

■ Promote yourself. Show a sample of product and provide coupons for first visits and back-to-school care special discounts.

■ Make it fun. Simple games are easy to set up, and can draw a crowd. Try a beanbag toss, or create vision-related games, crafts, and puzzles for kids. One resource is eyedidntknowthat.info from Transitions Optical. Small prizes or candy giveaways help, too.

■ Inform. Be loaded with pamphlets about eye injuries, UV protection, and the importance of sports goggles.

WHAT YOU GET OUT

Community events like Great Glasses Play Day can raise not only your visibility in town, but your reputation as well.

“People know I’m a provider of useful information,” says Seeman. “And I want to be known as a reference, not just a provider of glasses.” It also, she notes, gets people into her business and builds referrals.

Hyper-local events aren’t likely to attract the large chains, so it serves as another way to set your practice apart from the competition.

“Through events like this, I’ve gotten a lot of word-of-mouth advertising,” Seeman says. “It’s very low cost and very easy to do, and it has made a big difference for our children’s eyewear.” EB

Great Glasses Play Day Minneapolis featured fun activities such as face painting

IN BRIEF

For more information about the Great Glasses Play Day, and for resources on starting a similar event in your area, see GreatGlassesPlayDay.com.