Three Strategies for Selling to Spectators
By Erinn Morgan
Above, Rudy Project style Rydon; below, Glen Plake in Julbo goggles of his own design, Glenak
From football to freestyle skiing, spectators follow their sport and emulate their heroes by wearing pro athletes’ endorsed sports eyewear styles and brands
Sports fans are notably passionate about the sports and athletes they follow. In fact, more than 75 percent of sports fans spend between two and 10 hours a week watching sports on television, according to a 2011 ESPN survey.
That’s a significant amount of time spent following sports leagues, teams, and athletes, many of which have signature eyewear and sunwear styles associated with their names.
“The three main sports eyewear lines we carry all have some type of sports celebrity associated with them,” says Dennis Deshay, lead optician at the Moran Eye Center’s Park City, UT, location. “The lines typically have posters with the athletes’ faces on them to help market the line.”
While sports celebrities have been endorsing eyewear products for many years, this product area has experienced significant growth in the past few years. “It seems to be growing, as we are seeing more and more athlete-endorsed products entering the marketplace,” says Jackie Vanderweil, marketing manager at N3L Optics, the 15-store retailer of performance sports eyewear.
Consider the following selling tips when aiming for sports fans sales.
SELLING TIP #1: PRESENTING
The best way to sell sports- and athlete-inspired sports eyewear is to make sure to present it as an option to patients. Casual conversation may reveal whether patients are sports fans. If they are, ECPs can show them the dispensary’s selection of appropriate sports eyewear.
| ORGANIC GROWTH |
|---|
|
Some ECPs suggest that, beyond spectator eyewear, sports eyewear sales are realized more from word of mouth than anything else. “We have one customer who is a golf instructor and he wears a style from one of our product lines. As a result, he promotes that to all his students and they all end up coming in here asking for the same sunglass,” says Dennis Deshay, lead optician at the Moran Eye Center’s Park City, UT, location. Building upon this type of word-of-mouth marketing, many sports equipment and eyewear companies today sponsor professional athletes with products and payments for their endorsements. “I have two sons who are pro mountain bikers and their sponsor companies give them a lot of equipment, so they’re wearing certain sunglasses, riding specific tires, etcetera,” says Thomis Buell, optician and owner of Tom’s Sportique Eyewear in Boulder, CO. “The sponsor programs really help to get products recognized by fans and athletes.” |
Top to bottom: Beach volleyball champion Misty May-Treanor in Nike eyewear by Marchon; Callaway’s three-piece display from ImageWear; Maui Jim style World Cup
“I always tell customers that Rudy Project sponsors a team in the Tour de France, and that they also they sponsor a ski team in the Olympics,” says Deshay. “I always make an effort to point out and discuss the athletes behind the products.”
Deshay also notes that while the celebrity athlete endorsement is the icing on the cake, it is ECPs’ knowledge about the products and their features and benefits that really make the sale in the end.
SELLING TIP #2: MERCHANDISING
If space permits, highlighting athlete-inspired eyewear in the dispensary can lead to increased recognition—and increased sales. “These specialedition sunglasses are typically prominently displayed inside our stores along with any collectable pieces, such as cases, pins, and boxes that are packaged along with the sunglass,” says Vanderweil.
Whether designed, worn, or represented by professional athletes, sports eyewear has firmly integrated manufacturing and performance. Clockwise from top: Oakleysponsored skateboarder Bob Burnquist; former Eagles quarterback and current ESPN personality Ron “Jaws” Jaworski represents XXL from A&A Optical; Julbo’s Glenak goggle; Bollé-sponsored golfer Lee Westwood hits the links
Most spectator-friendly eyewear products have eye-catching point-of-purchase materials that can create recognition and inspire sales in the dispensary. Seeing a favorite athlete on in-store P.O.P. can be an excellent conversation starter.
| SPECTATING By the Numbers |
|---|
|
A2012 Washington Post poll asked U.S. survey respondents, “What is your favorite sport to watch?” Football 35% Baseball 12% Basketball 9% Soccer 9% Auto racing 6% Ice hockey 3% Tennis 2% Volleyball 2% Gymnastics 2% Golf 1% UFC/MMA 1% Boxing 1% Horse racing
Swimming
Something else
None/don’t watch sports 3% |
Visit EyecareBusiness.com for an exclusive interview with legendary competitive freeskier Glen Plake, who designed the signature Julbo Glenak goggle on his own unique take on eyewear style. eyecarebusiness.com |
| HALL OF FRAMERS: Buying In |
|---|
|
Are sports fans really more likely to purchase eyewear endorsed by athletes today? “Athlete endorsement provides instant credibility. If the athlete is wearing the sunglass or goggle, it must be the best,” says Jackie Vanderweil, marketing manager at N3L Optics. The target customer for athlete- and sports-inspired eyewear may be more niche and is more apt to buy sports sunwear products that tickle his fancy. “The target customer for athlete-endorsed eyewear is typically a sports memorabilia collector or sports enthusiast that finds inspiration from elite athletes,” she adds. Dennis Deshay from Moran Eye Center’s Park City, UT, location adds that amateur athletes may also be eyewear collectors. “I have several patients who [compete in] triathlons, and they want to buy what the winning athletes are wearing.” |
Top to bottom, left to right: Josh Hamilton at the All-Star baseball game in Kaenon style 302EF6; Rudy Project athlete Pete Jacobs at the Ironman Classic; Maui Jim Blue Marlin World Cup winner 2011 Captain Thomas Casey and Angler Scott Shaw; Bassmaster Elite 50 angler Casey Ashley in Costa del Mar; Bassmaster Ish Monroe in Live Eyewear; Professional rally driver on the Monster World Rally team, Ken Block, in Spy eyewear style Helm, shown left
“Rocking cool shades inspired by a famous athlete like Ken Block or Shaun White gives the customer a sense of confidence and personal satisfaction,” says Vanderweil. “From a performance viewpoint, knowing that you are wearing the MX goggles that MX Champion Ryan Villopoto wears gives you the confidence that you have the equipment you need to perform.”
SELLING TIP #3: PROMOTING
Beyond promoting spectator-friendly products in the dispensary, some ECPs suggest getting out to local sporting events to promote your product offering.
“Having promotions at events where athletes are competing or racing makes a lot of sense,” says Mary Gigolo, director of customer service at the Sunglass Shoppe Abacoa in Jupiter, FL.
She adds: “Marketing to Ken Block fans, for example, at a race where those fans might be present, is a smart idea because those customers are going to buy because of him.” EB
![]({"src":"/media/1emfakmj/22013.jpg","focalPoint":null,"crops":[{"alias":"thumbnail","width":1110,"height":700,"coordinates":null}]})