Re: here goes... something, at least
 

> Michael,

> Excellent observations about many, if not
> most, people's behavior, when it comes to
> dental and vision care. It's generally
> REactive -- and then, usually only when it's
> really bad -- rather than PROactive.

> I read your post just before leaving to see
> Tom, and I thought you had an interesting
> point about the ad, so I mentioned it to
> him. He disagreed -- we weren't targetting
> people who were functionally blind, after
> all! ;-> (Just f.y.i., the 5 symptoms
> given in the ad were Computer-related
> Eyestrain, Ghost Images or Trouble
> Focussing, Unusual Light-Sensitivity,
> Constant Scratchiness, and Floating Spots.)
> He makes a good point, too, though I
> wouldn't have so readily dismissed your
> observation (no pun intended). Who knows...?

It doesn't matter whether you were targeting legally blind people or not. And he can disagree all he likes. It won't change how people act...

A person with bad eyes - such as trouble focusing - will find it difficult to read. So they won't read. Thus, the people you are targeting will not see your ad.

Remember also, a person with bad eyes - such as trouble focusing - has probably lived with it for a long time. And may even know they have the problem. Yet, their actions show they would rather spend their money on other things than getting their eyes seen to. Possibly, they think, "I've lived with it for forty years already, it's too late to correct my eyes - or I can't be bothered."

Again, Tom can disagree if he wants. It will not change the behavior of these people and how THEY view their problem.

> Interesting suggestion about using flyers to
> get his name in front of people. I'll have
> to think this one over and discuss it with
> him.

Well, if 25% of people wear glasses - and I'm making this number up because I don't really know how many do - then a flyer drop will target 25% of potential customer. If another 25% have problems but don't wear glasses, then the flyer drop will target 50% of the potential market.

Because it's a low/no pressure marketing method, and will be viewed as a friendly note, response rates could be expected to be higher.

It's a low cost marketing method that is at least worth a test.

> One point of clarification about the
> subscription fee idea: is that fee for the
> "on call" service?

The fee is for whatever service he cares to offer under it - repairs, lense replacement, etc. The fee gives his customers priority service over all other customers.

> As for the cleaning fluid, I know he's
> mentioned it before, but I'm not sure how
> hard he pushes it.

If you're not sure, then he probably doesn't push it very hard.

> Thanks for chiming in, Michael. I was hoping
> you would.

Thanks, Chris. And from reading your response here and the "update," it would appear that he is not really that interested in pursuing a long term, effective campaign/system to increase his business. Too much resistance to everything other than a magic bullet "this one ad will bring me all the business I need."

Another thought: does he push fashion contact lenses and fashion frames?

Michael Ross

Re: here goes... something, at least
 

Michael,

I'm gonna try the same format you did, this time.

> Well, if 25% of people wear glasses - and
> I'm making this number up because I don't
> really know how many do - then a flyer drop
> will target 25% of potential customer. If
> another 25% have problems but don't wear
> glasses, then the flyer drop will target 50%
> of the potential market.

I'm a bit confused on your numbers here. If 25% of the local population (i.e., in his geographic market) wears corrective lenses and another 25% don't wear them but need them (or at least need some sort of treatment), then a flyer drop to the entire local population would (obviously) include the 50%, which is 100% of his prospective, target market. Is that what you meant, or am I missing something here?

> Because it's a low/no pressure marketing
> method, and will be viewed as a friendly
> note, response rates could be expected to be
> higher.

> It's a low cost marketing method that is at
> least worth a test.

The more I think about this, the more I like it. And if we targetted people just moving into the area and made a great introductory offer, Tom would be preeminent in their minds when they needed an optician. He could include a small gift, like a magnetized notepad (w/ the Mr. Optics logo/address/phone, of course) to put on the fridge. Hm, maybe I could get a few of Tom's neighbors to do something similar and put together a complete care-package, sort of like the "Welcome Wagon" does in some areas.

> If you're not sure {about cleaning fluid}, then he probably doesn't
> push it very hard.

Not necessarily. It could mean that I forgot or it was just mentioned in passing and I wasn't listening closely enough or...

> Thanks, Chris. And from reading your
> response here and the "update," it
> would appear that he is not really that
> interested in pursuing a long term,
> effective campaign/system to increase his
> business. Too much resistance to everything
> other than a magic bullet "this one ad
> will bring me all the business I need."

I didn't mean to give that impression. On the contrary, Tom is very open and eager to implement several of the ideas & strategies I've discussed with him. He is just really hurting for cash right now and is understandably reluctant to go into debt. And, as we all know, many of the best, cheapest and easiest ways to grow a business is through one's existing customer/client/patient list, but it needs to be on a computer database of some sort in order to efficiently & effectively take advantage of it. Once we figure out a way to do that (and work on curing Tom's computo-phobia), we'll be in a much better position to proceed with a long-term strategy.

> Another thought: does he push fashion
> contact lenses and fashion frames?

He doesn't seem to "push" contacts at all, probably because the margins are smaller, plus there's even more competition there with the chains and the mail-order channels (like 1-800-CONTACTS). As for frames, since the "fashion" frames are higher-quality and he stocks extremely little lower-quality, then I guess you could say he "pushes" fashion frames. The only reason he carries the lesser stuff is for those patients who either can't afford the better quality or who are "stuck in the 70's" and refuse to pay more than two or three hundred bucks for a complete set of glasses.

Chris

Re: here goes... something, at least
 

Chris:

> I'm a bit confused on your numbers here. If
> 25% of the local population (i.e., in his
> geographic market) wears corrective lenses
> and another 25% don't wear them but need
> them (or at least need some sort of
> treatment), then a flyer drop to the entire
> local population would (obviously) include
> the 50%, which is 100% of his prospective,
> target market. Is that what you meant, or am
> I missing something here?

The total potential market over their lifetime is 100% of the population based on the many varied products and services an optician can offer. One hundred percent of the population could opt for an eye exam, correct? So any targeting will get a smaller number than 100% of the total POTENTIAL market.

The 50% is based off of the above numbers. If you look at it from a "repair & need treatment now" perspective, then you do market to 100% of THAT current market. But, that is 50% of the overall potential lifetime market.

> The more I think about this, the more I like
> it. And if we targetted people just moving
> into the area and made a great introductory
> offer, Tom would be preeminent in their
> minds when they needed an optician. He could
> include a small gift, like a magnetized
> notepad (w/ the Mr. Optics
> logo/address/phone, of course) to put on the
> fridge. Hm, maybe I could get a few of Tom's
> neighbors to do something similar and put
> together a complete care-package, sort of
> like the "Welcome Wagon" does in
> some areas.

See, now you're complicating it - people new to the area and getting others to participate. These complications become reason to not do it.

Just do the simple flyer all on its lonesome and see how it goes. Straighforward and simple... and thus, likely to actually get done.

H.G. had three flyers printer per page. So 3000 flyers would require 1000 copies which are then cut. How much would that cost? Probably less than an ad, right?

As for delivery... if the cost is too prohibitive, then YOU offer to do it, for a percentage of the profits the promotion brings.

> I didn't mean to give that impression. On
> the contrary, Tom is very open and eager to
> implement several of the ideas &
> strategies I've discussed with him. He is
> just really hurting for cash right now and
> is understandably reluctant to go into debt.
> And, as we all know, many of the best,
> cheapest and easiest ways to grow a business
> is through one's existing
> customer/client/patient list, but it needs
> to be on a computer database of some sort in
> order to efficiently & effectively take
> advantage of it. Once we figure out a way to
> do that (and work on curing Tom's
> computo-phobia), we'll be in a much better
> position to proceed with a long-term
> strategy.

He doesn't need to go into debt. And he doesn't need his own computer for marketing. He's an optician... let him concentrate on that.

Here's how his database can be computerized and marketed to without Tom needing to go into debt:

1. YOU use your computer to hold and manage his database. And YOU enter all the details for free.

2. Whenever marketing is done, YOU get a percentage of the sales as your fee for managing his database.

Tom gets to concentrate on being an optician and you get an ongoing source of income. You both win.

> He doesn't seem to "push" contacts
> at all, probably because the margins are
> smaller, plus there's even more competition
> there with the chains and the mail-order
> channels (like 1-800-CONTACTS).

I wasn't thinking of corrective or prescription contact lenses. I was thinking of fashion contacts... the colored ones, the ones that make your eyes look feline, etc. Appealing to people's vanity and taking advantage of their constant desires to "change their look." (Cat eyes would sell great at halloween.)

As for the prescription contacts... while they may have a smaller profit percentage compared with glasses, in an initial purchase, don't they create a repeat sale market? People's lose lenses and need another. Special soaking fluid. Etc. He could set up a "'til forbid" program with contact cleaning/soaking fluid with those who buy contacts. And then he has residual money coming in all the time and ties the customer to his business.

> As for
> frames, since the "fashion" frames
> are higher-quality and he stocks extremely
> little lower-quality, then I guess you could
> say he "pushes" fashion frames.

No. He stocks higher-priced frames. That doesn't mean he PUSHES the FASHION aspect.

Story: I wear glasses (sun glasses) that suit my face - regardless of what's in fashion. A few years back - in the '80s - I was being stopped on a daily basis and being asked "Where did you get your glasses?" I'd bought them at a pharmacy about a year earlier and I was puzzled about the sudden interest in my glasses. So I asked the next person who inquired about my glasses and they said, "Because they are like the glasses Tom Cruise wears in Top Gun... they are Top Gun glasses." Not having seen the movie... or being aware of its existence, I just smiled and said "Oh."

The point being: The fashion trend crossed paths with my chosen style and then moved on. So any glasses seller who sells the latest Trend - regardless of sale price - will generate increased sales. And more so when they PUSH the fact they have the lastest glasses.

> The only reason he carries the lesser stuff
> is for those patients who either can't
> afford the better quality or who are
> "stuck in the 70's" and refuse to
> pay more than two or three hundred bucks for
> a complete set of glasses.

Perhaps he would consider a funnel aproach... cheap glasses lead to middle of the road lead to high priced.

He's got to get 'em in the door first. Half the battle is won once they are in the door.

The more successful opticians in my area - the ones who have been around for ages - display eye exam rebate posters in their windows ( the cost of the exam is offset by medical insurance funds) as well as two for one offers - buy one pair of glasses and you get two (I think it's just frames though... or cheaper frames no one wants with lenses... or you forgo the 2 for 1 and upgrade to an even higher priced set of Good Looking frames - whatever gets 'em in the door).

Another service he can offer: Pick and deliver glasses in need of repair - do it for free or charge a nominal amount, like $5, for doing it. (Dry cleaners increase their business by offering pickup and delivery. And remember the "framing guy"?)

Besides perscription sunglasses, does he sell sunglasses people without eye problems can wear?

I'm not suggesting he goes into competition with the sunglass stores, but a selection of various-priced sunglasses can't hurt. Again, get 'em in the door first.

I don't know much more about his business other than what you've posted here but I'm now thinking, affiliates - not necessarily online - and a small network of salemen and women who get a percentage of sales they generate - without being paid retainers (commission only). Sort of like dropshipping.

Michael Ross

P.S.
 

> Another service he can offer: Pick and
> deliver glasses in need of repair - do it
> for free or charge a nominal amount, like
> $5, for doing it. (Dry cleaners increase
> their business by offering pickup and
> delivery. And remember the "framing
> guy"?)

> I don't know much more about his business
> other than what you've posted here but I'm
> now thinking, affiliates - not necessarily
> online - and a small network of salemen and
> women who get a percentage of sales they
> generate - without being paid retainers
> (commission only). Sort of like
> dropshipping.

Of course, to make this work, he would need to have tested and proven flyers which could be used by those doing the marketing. It's almost as if they are being paid to drop off flyers but only get paid when the flyer bring results.

As one business in my area advertises: "Make $80 - $120 for 8 to 12 hours work just dropping off and picking up catalogs."

Michael Ross

Re: here goes... something, at least
 

> See, now you're complicating it - people new
> to the area and getting others to
> participate. These complications become
> reason to not do it.

> Just do the simple flyer all on its lonesome
> and see how it goes. Straighforward and
> simple... and thus, likely to actually get
> done.

Sorry if I wasn't clear. I do intend to suggest Tom do just the flyer, by himself, w/o targetting other than perhaps by zip code. The additional twists was just me thinking out loud, as it were, for what I might do to expand on the idea down the road.

> As for delivery... if the cost is too
> prohibitive, then YOU offer to do it, for a
> percentage of the profits the promotion
> brings.

Thanks, but that's not a service I want to get into. It shouldn't be TOO hard to find a couple or three semi-responsible kids to do the footwork, especially with Tom's contacts at his kids' school. (Though I'm not sure how high the grade levels go.) I guess a bored housewife/househusband wanting to get out of the house for awhile is also a possibility.

> Here's how his database can be computerized
> and marketed to without Tom needing to go
> into debt:

> 1. YOU use your computer to hold and manage
> his database. And YOU enter all the details
> for free.

> 2. Whenever marketing is done, YOU get a
> percentage of the sales as your fee for
> managing his database.

At first, I balked at this (see my response to Ken's post above). But, I suppose I could do that and hire someone myself to do the initial data entry -- we're talking multiple fields of data for each of several thousand patients, folks. And, if Tom didn't want to do a percentage-based deal, we could do a fixed monthly fee, like the "Local Email Club" that Jim E. and others do.

I see two main problems, however. First is the need to decipher Tom's records. Granted, I only got a brief look at a few pages. But, not only are they in handwriting that is typical of a medical professional, but they also have various little notes in the margins and such. Some of this can probably go in generic, memo-type fields, but others may need to so into specific (possibly customized) fields. As I'm thinking about it, this may be resolvable w/o TOO much pain. Tom would, of course, need to go through the files himself before passing them along (in batches) for input. In doing so, he might be able to clear up some of the writing and maybe even color-code certain types of notes to be entered into certain fields.

My second concern is perhaps a bigger roadblock to this idea. Namely, as you may have inferred from the above, Tom wants to put more than just simple customer-profile info in his new database. He also wants to keep prescription info and complete patient histories, perhaps even more admin-oriented stuff, too (especially if he opts to go with actual Practice Management Software like OfficeMate, which he asked me to look at). Plus, he keeps talking about being able to carry it with him, which is why he wants a laptop. But, with some duplication of effort, I may be able to handle just the mailing list end of it.

> No. He stocks higher-priced frames. That
> doesn't mean he PUSHES the FASHION aspect.

I guess I should have added "in one sense" to the end of my sentence. I suppose it depends on your definition (at least, in this instance) of the work "push". In any case, the point here, I think, is whether or not Tom EMPHASIZES the fashion aspect over other benefits. It probably depends on the patient. In general, I would guess 'no'; but, if Tom knows the person is particularly interested in fashion or he can make an educated guess based on appearance or something they say, then I'm sure he would talk up that particular "benefit".

> The point being: The fashion trend crossed
> paths with my chosen style and then moved
> on. So any glasses seller who sells the
> latest Trend - regardless of sale price -
> will generate increased sales. And more so
> when they PUSH the fact they have the
> lastest glasses.

Good point. He could certainly benefit from keeping an eye on trends. I know he does to some degree, at least, but I don't know how much he pays attention to the Hollywood scene.

> He's got to get 'em in the door first. Half
> the battle is won once they are in the door.

Yes, we're all agreed on that. :->

> Another service he can offer: Pick and
> deliver glasses in need of repair - do it
> for free or charge a nominal amount, like
> $5, for doing it. (Dry cleaners increase
> their business by offering pickup and
> delivery. And remember the "framing
> guy"?)

I doubt he would do this himself, so it would be a matter of whether there was enough demand to justify hiring someone P/T (or on-call F/T) to do the driving. Or, perhaps he could use OPR -- like the dry cleaner's deliveryman -- in exchange for a cut.

> Besides perscription sunglasses, does he
> sell sunglasses people without eye problems
> can wear?

I think so.

> I don't know much more about his business
> other than what you've posted here but I'm
> now thinking, affiliates - not necessarily
> online - and a small network of salemen and
> women who get a percentage of sales they
> generate - without being paid retainers
> (commission only). Sort of like
> dropshipping.

Maybe I'm dense or I just need to go to bed, but I'm not getting just who these commissioned salespeople would be. Business owners or commissioned salespeople in other industries (e.g., insurance, cars, clothiers, jewelers) who would make referrals and/or hand out flyers or coupons? Or just Joe or Jane Citizen who may or may not be employed elsewhere? Or...? Could you flesh this out a bit more?

Thanks,
Chris

Re: here goes... something, at least
 

Great thread this :-) You know, I've been surfing around the AARP website recently and see that there are a number of enquiries from retired people who have computers at home, who are looking to supplement their income using their computers .... and here you are looking for a way to put an optician's records into a database .... hmmm; there's just gotta be someone in your area with those types of qualifications to get the job done; and to keep it updated!

Margaret

Re: here goes... something, at least
 

> Thanks, but that's not a service I want to
> get into. It shouldn't be TOO hard to find a
> couple or three semi-responsible kids to do
> the footwork, especially with Tom's contacts
> at his kids' school. (Though I'm not sure
> how high the grade levels go.) I guess a
> bored housewife/househusband wanting to get
> out of the house for awhile is also a
> possibility.

My initial thoughts were to use kids. But seeing as most people think, "Kids means I get it done for cheaper," I didn't want to be one to promote "slave" labor. - If you're going to pay kids, pay them the same you would pay an adult because they are doing the same job.

> I guess I should have added "in one
> sense" to the end of my sentence. I
> suppose it depends on your definition (at
> least, in this instance) of the work
> "push". In any case, the point
> here, I think, is whether or not Tom
> EMPHASIZES the fashion aspect over other
> benefits. It probably depends on the
> patient. In general, I would guess 'no';
> but, if Tom knows the person is particularly
> interested in fashion or he can make an
> educated guess based on appearance or
> something they say, then I'm sure he would
> talk up that particular "benefit".

It shouldn't depend on the person because he can't know what each person wants before they walk in the door. Pushing the Fashion Aspect is designed to get 'em in the door - it's a marketing angle. Not something to be talked about after they get in the door.

For instance, at the end of "The Matrix" Keanue Reeves puts on a pair of glasses. Those who see a sign in Tom's window which reads, "The Matrix Glasses Sold Here" will either think of Keanue's glasses or the glasses the agents wear. And if they want either of those types of glasses they will walk in the door.

> Yes, we're all agreed on that. :-> I
> doubt he would do this himself, so it would
> be a matter of whether there was enough
> demand to justify hiring someone P/T (or
> on-call F/T) to do the driving. Or, perhaps
> he could use OPR -- like the dry cleaner's
> deliveryman -- in exchange for a cut.

You doubt he would do this himself? Why wouldn't he?

See, it's this reluctance to DO anything that lead to my previous comment about him wanting a Magic solution.

I can understand if he is busy. But, it appears he is not busy.

But what if a customer walks in the door while he is visting a customer?

In that case I say, "take care of the pizza in the oven." In other words, look after the certain customer - the one in front of you - instead of foregoing them in favor of a phantom maybe customer.

Look. I understand a reluctance to not want to travel to see a customer. But if it generates more sales, right?

And if he is that concerned about it - specially if it is merely a pickup for a repair - then outsource it on an as needed basis. No need to hire anyone. Just call someone (courier you've done a deal with) to do the pickups. (See below for another solution.)

> Maybe I'm dense or I just need to go to bed,
> but I'm not getting just who these
> commissioned salespeople would be. Business
> owners or commissioned salespeople in other
> industries (e.g., insurance, cars,
> clothiers, jewelers) who would make
> referrals and/or hand out flyers or coupons?
> Or just Joe or Jane Citizen who may or may
> not be employed elsewhere? Or...? Could you
> flesh this out a bit more?

They aren't professional salesmen or women. They are normal people who want to make a few extra bucks. - Stay at home moms or dads, people who do many things (like me), and so on.

As I mentioned in my P.S.... there is a business in my area that advertises, "Make $80 - $120 for 8 to 12 hours work just dropping off and picking up catalogs."

Those who respond to this ad and go with it, put the catalogs in letterboxes. On this catalog is a key-coded order form and a request to leave the catalog outside a few days later. The "walkers" then pick the catalogs back up and forward the orders to the company whose catalog it is. The company then delivers the ordered products and sends the walkers their cut.

It would work the same for Tom...

A PROVEN flyer - the flyer does the selling. People who want to make a few extra bucks would drop the flyer off. If it was for glasses repair, then any pickups could also be done by those who drop off the flyers. So no need to use a courier.

Not only would some initial business be had, but also residual business as someone's glasses need repairing 3 or 4 months later. The walker and Tom both win.

IF the success of the flyer was extraoridinary - was able to make several hundred dollars per week for a person in their area - then Tom might even be able to "sell" areas for a fixed sum and then an ongoing yearly license fee (but now I'm getting ahead of myself).

Clearer?

Michael Ross

Yes, clearer. Thanks, Michael. (DNO)