retail ops

We are the Champions

Karlen McLean

During my optical career, I wish I had participated in a “best of” regional or city campaign at one of the opticals I worked in or managed.

Many practices have found being part of a “best of” competition has been a real boon to business. They say placing in the top three can create unique marketing and public relations possibilities, while also drawing in new patients.

One such practice is An Optical Galleria, located in Centreville, MD. It has won What’s Up? Eastern Shore magazine’s Best of Eastern Shore contest for four years. Thanks to co-owners Bob Pino, optician, and Niki Pino, graphic designer, this optical boutique is highly active in the local community.

In addition to selling eyewear, An Optical Galleria sells art, and as such has been voted both the best boutique as well as best optician in the Best of Eastern Shore contest. Here, the Pino’s describe what it takes to become the best in your community.

ASK FOR VOTES

Several years ago, they noticed that What’s Up Eastern Shore didn’t have an optical category. They approached the magazine, mentioning there were several opticals in the area, and the publisher agreed to add the category.

When voting starts in February of each year, the An Optical Galleria owners reach out to friends, family, clients, and businesses to garner their votes.

“We didn’t win one year simply because we didn’t ask for their votes,” recalls Bob Pino.

Potential voters are also tapped through the practice’s website (eyesandart.net) and Facebook page, as well as via email. A short, 10-word note asks for votes and includes a direct link to the ballot, making it easy for recipients to cast their votes.

YEAR-ROUND INVOLVEMENT

Like a badge of honor, An Optical Galleria’s clean and simple website features its ‘Best of’ designation on the home page. And, throughout the year, An Optical Galleria remains active in the community.

Its consistent message is: “Shop local, and support local businesses as we continue to provide donations for our schools, churches, and local youth groups.”

Community involvement and support is key. But, it can also be fun. “Our annual block party,” Bob Pino says, “is held in July on the main street and brings in a good crowd. There’s a band and a dance contest. All area businesses are credited, but it’s held in front of our store.”

Proof that “best of” works is simple: “July is consistently our busiest month of the year,” Bob Pino says. “That’s the month after the contest results come out.”

Participation is a win-win. However, if there is a negative, Niki Pino notes, it’s the need to live up to the high expectations that come with being named the best. The key to success, she says, is “to give back…and hire people who are active in the community.” Most important, she adds, is to “be passionate about your community.”

“We live it in our daily routine,” explains Bob Pino. “Believe you are the best, and go above and beyond with everyone. If there’s someone in the hospital, for example, take their glasses to him. Give the best service, and be there for your customers.” EB