retail ops

Marketing NOW

Karlen McLean

In the 1990s, I was working with Sherwood Optical, an independent opticianry practice in South Florida. Owner Mitchell Small and I decided to pinpoint and play to our local demographics within a five-mile radius of our location. This group included ocean-centric residents as well as businesses, retirees, small manufacturing operations, and a harness racetrack.

We developed an approach for each of those demographics. For example, we marketed corrosion-resistant frames and durable lens materials to fishermen, along with eyeglass cords that helped eyewear float if it went overboard. In addition, we built a custom Rx scuba diving mask business that grew to include worldwide clients.

We promoted special services and eyewear to retirees—such as eyewear fitting and delivery for home-bound individuals, as well as specialty eyewear for a range of activities—from golf and mahjong to shaving and viewing the TV.

The results? Single-vision lenses for retirees who complained, “I can’t see the screen when I recline in my chair because the bifocal gets in the way”; protective eyewear to jockeys…and, through word-of-mouth spreading in the horse community, a steady business in this niche market; and safety accounts at a light-industry manufacturing park along with everyday eyewear business (discounts were extended to employees for personal and family eyewear).

Those were some of the marketing highlights of this practice. To see what other practices are doing, we asked several savvy ECPs to share which marketing initiatives have worked best for them. Their answers show that outside-the-box thinking and getting involved in the community are two key elements to successful marketing.

WELCOME WAGON

“Recently, my partners and I helped an optometrist open a private practice,” says Nikki DiBacco, LDO, COA, ABOC, NCLE, managing partner of The Visionaries Group. “Remember the Welcome Wagon, when a new person moved into a community and the neighbors would bring over a casserole to welcome them? We did this for the doctor, but in reverse.”

DiBacco explains: “The doctor’s office is located on a busy commercial street. We put together and hand delivered goodie bags of chocolates, candies, wine, and invitations for a private gathering to each of the street’s businesses. We asked each restaurant to prepare a dish to be featured during the event. So, for very little cost, we welcomed this optometrist to her neighbors and fellow business owners, who were extended ‘preferential pricing’ of 20 percent off on exams and eyewear.”

THE WRAP: “The party was a hit, and when she officially opened for business the next day, referrals from those merchants kicked her practice off, immediately generating income,” DiBacco says. “It was an easy and effective way to garner goodwill and new patients.”

UNIQUE EXPERIENCES

“Our practice believes in experiences with subliminal messages,” says Maria E. Moody, manager at Moody Eyes, a private optometric practice in Indianapolis, IN.

“We’ve created a unique experience from the moment a patient walks in the door. It starts with a homemade scent and handpicked music. Eyewear is delivered in handmade, fashionable bags and candy on a tray. Patients have fun using our photo booth to take pictures of eyewear to help with selection and to share with friends and family.”

For after hours, “We’ve created fun venue events, such as Girl’s Night Out, chamber of commerce events, and Yoga Tuesdays,” says Moody.

THE WRAP: “This level of experience helps bring us the goodwill and word-of-mouth referrals we need,” adds Moody.

PRIVATE CARE PLAN

Think third party care is the bane of your existence?

Then create your own plan.

“We developed and marketed our own Eyecare Optical Service Plan,” says Pat Kuhl, LDO, of Eyecare Optical in Montgomery, OH. “We marketed it to local businesses—dry cleaners, auto mechanics, pizza shops, jewelers, dentists, manicurists, travel agents, and more—and distributed brochures explaining our services, products, and special pricing options for our members. We also provide member ID cards for all our employees and their families.”

In addition, adds Kuhl, “Our business owner decided to be known as the office with the largest and most diverse frame selection. And it worked! People travel many miles—including those from other states—because they heard that we have the best selection.”

THE WRAP: “We explain that we offer this service as part of our commitment to promote and support local businesses,” she concludes. “It’s brought in many new patients who have no eyecare plan, who thought they couldn’t afford quality eyewear. Once they realize they can get the best products and personalized service at affordable prices, they become loyal patients and provide word-of-mouth advertising.”

TRAVELING OPTICIAN

David Foster, LDO, is “The Opti-Guy, Traveling Eyeglass Salesman,” based in Charlottesville and Palmyra, VA. He says the problem with traditional dispensing is that many people “think selecting eyewear only takes five minutes, and when it takes more time, they become stressed, and that leads to an unhappy experience.”

The solution, Foster felt, was to reverse the order to the optician visiting clients. “The Opti-Guy travels to clients wherever they are,” Foster says. “Often, that’s at home. Plus, I offer an online component at theoptiguy.com, which allows people to browse online and then try on in person. The website is uncluttered and simple by choice, so it’s not overwhelming.”

Nursing homes and industrial sites are two categories he addresses. But in Charlottesville, home of the University of Virginia, his best success has been with college students. “I’ve gone to the UVA campus and student hangouts to distribute flyers,” says Foster.

THE WRAP: “I’ve found that if a product is sold,” explains Foster, “it doesn’t matter how it’s displayed—online, in a store, or in person. The business, launched in September 2012, is garnering great word-of-mouth reach.”

STRATEGIC CHANGE

How many times have you been told to embrace change? And how many times has this adage been right? The answer: Almost always; fresh never goes out of style.

“The best marketing technique we’ve implemented is constantly evolving our practice,” says Mile Brujic, OD, a partner at Premier Vision Group, a four-location optometric practice in Ohio. “This means always exploring ways to more efficiently create a positive patient experience through strategic change. When you adopt [that] mindset, you optimize your chances of success.”

THE WRAP: Change will do you good. Remain fluid, not fixed. EB