|
A Marketing Challenge For Y'All
Hi Everyone,
I have a marketing problem/situation that I'm hoping you all can help me out with. A friend (and potential client), Tom, is an optician with a store in a good-size outdoor mall. He has been there about 7 years, if memory serves. It's a prime location, right in the middle of town (Northern NJ), but he says that business has been particularly slow for all the tenants the past few months. Frankly, he is barely paying his bills. He acknowledges that November is usually a slow month in his industry, but as I said, this has been going on for awhile. Tom has a very nice store, well lit with very nice displays. He prides himself on carrying only quality merchandise at reasonable prices and is very patient-focussed. He is very friendly and recognizes regular patients by name, knows their families, occupations, hobbies, etc., and keeps detailed records. Overall, a very classy operation. I have presented him with many good marketing ideas/concepts (a la Jay Abraham & others), which he likes and sees the value in. The main problem (and his main weakness) is that he is slightly technophobic and doesn't own a computer, so naturally he doesn't have his patient info in any kind of database that can be used to do mailings. I've given him some advice on hardware & software, and between Tom's wife and I, we have convinced him that he needs to do this. (It will be a major project, but I recommended he start with a small segment -- namely, the more affluent patients.) But, he doesn't feel he can spare the bucks, at this point. Plus, he has some aversion to leasing a PC or laptop, partly because he doesn't want to get locked into a 2-year contract and then go out of business in 3 months.... He doesn't do much advertising, though he has recently been testing display ads in a very small, bi-weekly, local paper that targets some of the more affluent communities in our area. They haven't pulled very well, so Tom let me design a new ad to test, which just came out last week. The headline is "Are You Suffering From Any Of These Eye Problems?", followed by 5 bullets, four lines of text urging regular examinations and pro-active eyecare; then his name/address/phone & logo, flanked by photos of him and the optometrist. The bottom is two coupons, one for "$29 Eye Exams (reg. $80) every Friday" and one for a Holiday Special of $50 off lenses w/ purchase of new frames. I followed all the rules (I think) about fonts/typeface and color. We both thought it would work pretty well, but tonight he said he hasn't had ANY response. Tom continues to blame the economy in general (national, not just local) for the poor business and doesn't really blame me for the new ad not pulling, but I'm not sure that's the only problem. In fact, if we could just do some mailings to current and inactive patients, I think we could get him some business. Since this doesn't look like it's gonna happen real soon, I'm struggling to come up with something that's going to bring him some cash flow before he decides to pack it in. So, after doing some heavy thinking since talking with Tom earlier this evening, here are the 3 things I've come up with. 1) Consider getting a small, Small Business loan; although, I don't think he'll like that one, especially since another local optician is going out of business and is heavily in debt. 2) Something we've already discussed, which is to mail to other businesses' customers/clients, either as a JV or endorsed mailing or renting the list(s), etc. Of course, with any mailing there are printing & postage costs, but even a limited, test-mailing might prove worthwhile, then re-invest in more mailings, and so on. Also, I figure we may be able to trade for Tom's products/services or perhaps for future use of his list. And that brings me to... 3) Barter. I was just reading some Jay Abraham materials on barter, and it dawned on me that this might be just the ticket. We might be able to barter Tom's products/services (at retail) to pay off some of his bills. And, we could barter them to local radio stations (and maybe newspaper or local TV/cable) in exchange for advertising. Now, my questions for you guys & gals are: 1) Does anyone have any other suggestions for Tom and/or for his fellow tenants at the mall (maybe a group event)? 2) Any ideas why my ad didn't work? (I'll see if I can get a copy from Tom or the paper, so I can scan it in.) 3) Have any of you done any trades/bartering of products/services like I described, and what were your experiences? 4) As for radio & other media, does it make more sense to approach the Marketing/Advertising Director to suggest the barter deal, or should I go straight to the General Manager? And, what is the best place to get the up-to-date names/numbers for these people? (Yellow Pages doesn't even list all the local stations.) 5) Any recommendations on how (not) to "pitch" these people? To all those who have read thru all of this, you do me great honor. I greatly appreciate any suggestions or input any of you have. Best Regards, Chris Harris |
Re: A Marketing Challenge For Y'All
Hi Chris,
I was just updating one of Paul Hartunian's websites today, www.publicityforchiropractors.com. In the article he says: How about offering free Chiropractic services to kids at a local orphanage or home for battered children? Not only would that create a news story, it would also promote the value of offering Chiropractic to well children. I realize there is a difference between an optician and a chiropractor, but the same idea could be used to stage some publicity for Tom's service using press releases. Best Regards, Steve MacLellan homebusiness-websites.com |
Re: A Marketing Challenge For Y'All
Hi:
Here's my take on this which may be the opposite of others thoughts but you asked so here we go. Your friend is in a field where people are faithful. By that I mean those that in the past have needed the service of an optician have already chosen one. In most cases - just like choosing a doctor - once they have made their choice it is quite hard to persuade them to change. With that said if you are going to go after a market segment that is already using the services of an optician you need to address somrthing the other optician may be overlooking in offering his clients. One thing that I have found that most opticians aren't recognizing is the eye strain caused by continuous daily computer use. On a recent visit to my optician he asked if I used a computer and how many hours a day, and then suggested a special pair of specs for when I was at the computer. A market segment that should be looked at is one which will provide new lifetime customers and this means getting them before another optician does. With that in mind....a promotion directed at kids would be where I would head....work out a deal with the local schools to do eye exams for the kids for a discounted rate (also offer the school a small percentage so that it becomes a fund raiser for them) and offer a choice to the child of one of the latest crazes if the child attends the low priced exam and behaves during it. In conjunction with the school a flier could be handed out with emphasis on the free goodie - the power of kids on parents when the child wants something is quite overwhelming, and if the little prize is something that appeals the kids will bug the living daylights out of the parent until they get it (look at the McDonalds Happy Meals with their prize, and the success of them in causing kids to get their parents to take them to McDonalds). Then it is simply a matter of converting these kids to a lifetime customer - establish a a kids club with irrestible offerings for their yearly check up, etc. and then hook the parents by offering next years exam at a discount rate and if they need glasses then offering them a decent discount - hook them and there parents at this stage and the child will become a lifetime customer as they age. The other question that would arise is how do you get to the child for the followup visits..quite simply - kids love to get mail. In advance of their next check up send them a little package reminding them that it is time to visit and include a little incentive to have the appointment made....make the incentive a 2 step ....the mailing has one part of it and they have to visit to get the other part. There are loads of incentives that work on kids psyches and will cause them to be a pain in their parents butt until they get what they want ( I know - my youngest one does it on a regular basis) - birthdays and receiving their own special birthday present is just one of them. Just thoughts of where I would go with this. Cornell |
Re: A Marketing Challenge For Y'All
Hey Steve,
You're right -- publicity is one of many marketing methods that translates well from chiropractors to opticians (and similar professionals). I did mention to Tom that we should look for events & other opportunities to get free publicity, and this is certainly worth pursuing. Great suggestion! Thanks, Chris > Hi Chris, > I was just updating one of Paul Hartunian's > websites today, > www.publicityforchiropractors.com . In the > article he says: > How about offering free Chiropractic > services to kids at a local orphanage or > home for battered children? Not only would > that create a news story, it would also > promote the value of offering Chiropractic > to well children. I realize there is a > difference between an optician and a > chiropractor, but the same idea could be > used to stage some publicity for Tom's > service using press releases. > Best Regards, > Steve MacLellan |
Re: A Marketing Challenge For Y'All
Hey Cornell,
Interesting that both Steve's and your posts suggest something to do with kids. And you're right, that approach has some great potential. In fact, Tom is very good with kids (he has 8-yr-old twins himself) and the little waiting area in the store has toys & stuff for the younger ones. I've been thinking it might be worth incorporating into a USP -- or, at least, mentioning in ads. Incentivizing the kids might be something to try; eye exams are kinda fun. On the other hand, I got glasses when I was 7, and I don't remember being too thrilled with having to wear them for the first couple years or so. Something to think about, though. As for loyalty, believe it or not, it's hard enough to keep adults loyal, let alone kids. True, some adults are loyal to optometrists (even if they only go once every few years, like me), as long as the last experience was good. But, as I have been learning, the eyewear itself has become more & more treated like a commodity. A lot of people just look for the lowest prices on glasses/contacts (even generic drug store "reading glasses"), without realizing the skill & care needed to make proper corrective lenses. Tom has seen some "scary" stuff -- both incorrect diagnoses/prescriptions made by other optometrists and lenses made by other opticians that didn't match the prescriptions. The nugget to remember here, I guess, is to possibly develop some sort of loyalty program, and "start 'em young". ;-) That's where a good USP and constant communication comes in. Good point about the computer-related eyestrain. In fact, that was one of the 5 bulleted symptoms in my ad. One of the reasons Tom keeps records on patients' lifestyle activities (as I'm sure your optician does) is to make precisely those kinds of suggestions. One thing I've noticed is that Tom doesn't schedule a patient's next appointment while he's got them in the office/store. I think this is typical for his profession. (Anyone have examples otherwise?) I suggested he try to do this, even if it is a year between appointments. (Of course, a reminder postcard or two will help.) The technique seems to work for dentists, and those visits aren't exactly "fun". Perhaps a guaranteed discount would be good incentive to sign up early. I may also suggest he try a continuity program, where people pay $150 once a year to come in 2, 3, or 4 times a year for regular checkups. Of course, if people are reluctant to spend $80 to come in once a year... The main problem right now, though, is getting people in the door and spending money, so that he has some cash flow and can pay the bills. Thanks for the great suggestions, Cornell. Chris > Hi: > Here's my take on this which may be the > opposite of others thoughts but you asked so > here we go. > Your friend is in a field where people are > faithful. By that I mean those that in the > past have needed the service of an optician > have already chosen one. In most cases - > just like choosing a doctor - once they have > made their choice it is quite hard to > persuade them to change. > With that said if you are going to go after > a market segment that is already using the > services of an optician you need to address > somrthing the other optician may be > overlooking in offering his clients. One > thing that I have found that most opticians > aren't recognizing is the eye strain caused > by continuous daily computer use. On a > recent visit to my optician he asked if I > used a computer and how many hours a day, > and then suggested a special pair of specs > for when I was at the computer. > A market segment that should be looked at is > one which will provide new lifetime > customers and this means getting them before > another optician does. With that in > mind....a promotion directed at kids would > be where I would head....work out a deal > with the local schools to do eye exams for > the kids for a discounted rate (also offer > the school a small percentage so that it > becomes a fund raiser for them) and offer a > choice to the child of one of the latest > crazes if the child attends the low priced > exam and behaves during it. In conjunction > with the school a flier could be handed out > with emphasis on the free goodie - the power > of kids on parents when the child wants > something is quite overwhelming, and if the > little prize is something that appeals the > kids will bug the living daylights out of > the parent until they get it (look at the > McDonalds Happy Meals with their prize, and > the success of them in causing kids to get > their parents to take them to McDonalds). > Then it is simply a matter of converting > these kids to a lifetime customer - > establish a a kids club with irrestible > offerings for their yearly check up, etc. > and then hook the parents by offering next > years exam at a discount rate and if they > need glasses then offering them a decent > discount - hook them and there parents at > this stage and the child will become a > lifetime customer as they age. > The other question that would arise is how > do you get to the child for the followup > visits..quite simply - kids love to get > mail. In advance of their next check up send > them a little package reminding them that it > is time to visit and include a little > incentive to have the appointment > made....make the incentive a 2 step ....the > mailing has one part of it and they have to > visit to get the other part. There are loads > of incentives that work on kids psyches and > will cause them to be a pain in their > parents butt until they get what they want ( > I know - my youngest one does it on a > regular basis) - birthdays and receiving > their own special birthday present is just > one of them. > Just thoughts of where I would go with this. > Cornell |
Re: A Marketing Challenge For Y'All
Hi, Chris - you know, with Christmas coming up, it might be an idea for your client to offer gift vouchers which could be put towards the cost of eye care - either tests or specs; it's nice to have the cash flow up front!
Then, I know you said he has a well displayed, well-lit shop - but you didn't mention window display or something at the door to attract people in. Retailing is a funny game sometimes and you have to challenge people's perception of your business to attract attention. If you've read Sam Walton's book about the Wal-Mart business, you know he managed to find off-the-wall publicity stunts every now and again to make people talk about him. I also think that you're on the right track getting fellow mall owners to work together to publicise the area; but it's going to be a bit of work to get that off the ground and won't bring cash in immediately. If your client works in an area where there are a lot of hotels, he could always offer a "Flying Optometrist" service for those people who go on holiday and either break or lose their specs. A few well targetted leaflets could do that for him. Then, there's the issue of care homes for the elderly; perhaps one or two of these could be a good prospecting ground for new business. I think that while you're working on a long-term strategy, you have to encourage the cash register to start ringing; and sometimes it's the low-tech solutions that starts the ball rolling; such as targetting the employees of all the shops in the mall; targetting the local office community with a special offer; keeping the leaflet distribution local in the meantime. Offer a special deal on some designer-name frames and attract the young crowd with that. Once the bank's happier, then you can roll in all sorts of sophisticated programs. Just a few thoughts - hope they help a little. Margaret My own little retail experience!  |
Did you see Oprah?
Eye Wear...
this was a mini subject on a show she did the other day re how making "one change" in your appearance can change your life and attitude... Well...I was glued to the tv for the segment on "eyeglasses"(seeing as though I wear them on alternate days from contact lens) She had an upscale classy gal pulling people off the street. Most of these people had the same Old "big glasses"; this eyeglass makeover took off"10 years" from some faces... My point: can your friend simulate something similar? has he/or she taken a good look at their merchandise to see if their glasses are current. Do they have clients who are middle age or older who have been picking out the same 'old styles'.. Eyeglasses are big business and many people form their image based on their eyeglasses... What kind of campaign can the clinic do to appeal to people who 1) are tired of their contacts(those old eyes get drier ;-0 2) people who are nearsighted and can barely see what they look like in a new pair of glasses? 3) people who may want to change glasses but don't know how to change Perhaps there is another store in the mall that is doing big business with helping people with "fashion" and might be willing to do a joint venture to do makeovers and give special promotions to your friends' eyeglasses... aside: to survive in the optometry business your glasses have to be cutting edge but also have to meet your clients needs... I've gone on eye visits myself and actually ended up helping some of my "old friends" to try on a new pair and gave them pointers on what looks good on them. I think if you take some time and spend a day with your friend in his store you might see what it is "the customer wants" and whether he/she is meeting their need.... Hi Everyone, > I have a marketing problem/situation that > I'm hoping you all can help me out with. A > friend (and potential client), Tom, is an > optician with a store in a good-size outdoor > mall. He has been there about 7 years, if > memory serves. It's a prime location, right > in the middle of town (Northern NJ), but he > says that business has been particularly > slow for all the tenants the past few > months. Frankly, he is barely paying his > bills. He acknowledges that November is > usually a slow month in his industry, but as > I said, this has been going on for awhile. > Tom has a very nice store, well lit with > very nice displays. He prides himself on > carrying only quality merchandise at > reasonable prices and is very > patient-focussed. He is very friendly and > recognizes regular patients by name, knows > their families, occupations, hobbies, etc., > and keeps detailed records. Overall, a very > classy operation. > I have presented him with many good > marketing ideas/concepts (a la Jay Abraham > & others), which he likes and sees the > value in. The main problem (and his main > weakness) is that he is slightly > technophobic and doesn't own a computer, so > naturally he doesn't have his patient info > in any kind of database that can be used to > do mailings. I've given him some advice on > hardware & software, and between Tom's > wife and I, we have convinced him that he > needs to do this. (It will be a major > project, but I recommended he start with a > small segment -- namely, the more affluent > patients.) But, he doesn't feel he can spare > the bucks, at this point. Plus, he has some > aversion to leasing a PC or laptop, partly > because he doesn't want to get locked into a > 2-year contract and then go out of business > in 3 months.... > He doesn't do much advertising, though he > has recently been testing display ads in a > very small, bi-weekly, local paper that > targets some of the more affluent > communities in our area. They haven't pulled > very well, so Tom let me design a new ad to > test, which just came out last week. The > headline is "Are You Suffering From Any > Of These Eye Problems?", followed by 5 > bullets, four lines of text urging regular > examinations and pro-active eyecare; then > his name/address/phone & logo, flanked > by photos of him and the optometrist. The > bottom is two coupons, one for "$29 Eye > Exams (reg. $80) every Friday" and one > for a Holiday Special of $50 off lenses w/ > purchase of new frames. I followed all the > rules (I think) about fonts/typeface and > color. We both thought it would work pretty > well, but tonight he said he hasn't had ANY > response. > Tom continues to blame the economy in > general (national, not just local) for the > poor business and doesn't really blame me > for the new ad not pulling, but I'm not sure > that's the only problem. In fact, if we > could just do some mailings to current and > inactive patients, I think we could get him > some business. Since this doesn't look like > it's gonna happen real soon, I'm struggling > to come up with something that's going to > bring him some cash flow before he decides > to pack it in. > So, after doing some heavy thinking since > talking with Tom earlier this evening, here > are the 3 things I've come up with. 1) > Consider getting a small, Small Business > loan; although, I don't think he'll like > that one, especially since another local > optician is going out of business and is > heavily in debt. 2) Something we've already > discussed, which is to mail to other > businesses' customers/clients, either as a > JV or endorsed mailing or renting the > list(s), etc. Of course, with any mailing > there are printing & postage costs, but > even a limited, test-mailing might prove > worthwhile, then re-invest in more mailings, > and so on. Also, I figure we may be able to > trade for Tom's products/services or perhaps > for future use of his list. And that brings > me to... 3) Barter. I was just reading some > Jay Abraham materials on barter, and it > dawned on me that this might be just the > ticket. We might be able to barter Tom's > products/services (at retail) to pay off > some of his bills. And, we could barter them > to local radio stations (and maybe newspaper > or local TV/cable) in exchange for > advertising. > Now, my questions for you guys & gals > are: > 1) Does anyone have any other suggestions > for Tom and/or for his fellow tenants at the > mall (maybe a group event)? > 2) Any ideas why my ad didn't work? (I'll > see if I can get a copy from Tom or the > paper, so I can scan it in.) > 3) Have any of you done any trades/bartering > of products/services like I described, and > what were your experiences? > 4) As for radio & other media, does it > make more sense to approach the > Marketing/Advertising Director to suggest > the barter deal, or should I go straight to > the General Manager? And, what is the best > place to get the up-to-date names/numbers > for these people? (Yellow Pages doesn't even > list all the local stations.) > 5) Any recommendations on how (not) to > "pitch" these people? > To all those who have read thru all of this, > you do me great honor. I greatly appreciate > any suggestions or input any of you have. > Best Regards, > Chris Harris |
Specialize in a sub-niche
Hi Chris,
Here are a few things off the cuff (though you've gotten some excellent suggestions already, I think).... You didn't mention the competition.... Are there a lot of other opticians in the area? I think it would be the competition which would be the main source of a possible "problem" for him. If there are a number of other opticians in the area, of course, it's harder for him to compete for customers' attentions, since they are all comparing your friend to all the other opticians.... How is your friend's service unique? I think he needs to find a way to "stand out from the crowd".... Perhaps be a little unusual. Another possible approach is to target a "sub-niche" among the customers. I don't know much about opticians, but my impression is that they are all about the same. However, perhaps some of these customers have special "wants" which aren't being met, or special "problems" which aren't being addressed. Sandy's post is a good example of this - she is suggesting focusing on those who want to look good or look young, and doing an "eye and eyeglass makeover" - and beating all the competitors in that specialized area. If he becomes THE optometrist/optician to go to if you want to look younger, then suddenly, he no longer has any real competition, in his special area. Another idea is an "up-market" optician. I remember once reading an article about a dentist who did this.... He didn't have waiting rooms, etc. People made appointments, and when it was their turn, he was there, and they were the only patients there. It was more of a "closed" and "exclusive" dentist office - he could reject you as a customer if he wanted to. People got extras - free tea and coffee, free biscuits/cookies, and they were generally "pampered". There was relaxing music in the background.... The comfort and happiness of the customer was everything! He charged more for his service than other dentists, but that's because he targeted the "wants" of a particular niche, and he had a booming business. The "wealthy" don't always want to get the same service as everyone else, many of them want "special treatment", and many will pay extra for a bit of extra comfort and luxury. I don't know if this would work, but how about an optician who makes house calls? I can imagine that some people have difficulty getting to his office, especially if they may be elderly or disabled in some way. If he's the only optician in the area who makes "house calls," then suddenly, in this particular niche, he again has no competition. Anyhow, I hope you get some good ideas out of this.... :) Probably your optician-friend can think of much better sub-niches than I can, since he knows what the customers of opticians are like and what they look for better than I would, and what special sub-niches may exist! So, these are just some suggestions "off the cuff" from the little I know or can guess about those who might go to see an optician.... - Dien Rice |
Re: A Marketing Challenge For Y'All
Hi Margaret,
Tom's store doesn't really have a "window display" per se, in that there is no shelf or whatever coming right out from the windows and he doesn't have anything right up close to them. There is a free-standing display about 3-4 feet back from each of the two front windows, and there is a pyramid of small boxes (I don't know the product) about 3 ft. high in front of one of them. The window on the other side currently has a red sign (about 2 x 3 ft.) that says "50% Off Frames!" He likes changing things around once in awhile, so I'll see what he thinks about a more prominent window display. This "Flying ?????" is a term I am unfamiliar with. If I understand from your comments, it basically means being available for house-calls -- or, in this case, hotel/motel-calls. Is that the gist of it? I suppose going to a busy executive's or business owner's office is another option. I think Tom's main concern will be for leaving his store, but as long as he isn't gone for more than 15 minutes, it might be do-able. Hey, it doesn't hurt to mention it, right? There are at least a couple homes for the elderly in the vicinity, plus the latest addition to my own development is a 55+ retirees complex. I have suggested that Tom do an on-site seminar and/or clinic on vision care for this market. He seemed amenable to it, but I don't think he has moved on it. Good ideas all. Thanks a lot. > Hi, Chris - you know, with Christmas coming > up, it might be an idea for your client to > offer gift vouchers which could be put > towards the cost of eye care - either tests > or specs; it's nice to have the cash flow up > front! > Then, I know you said he has a well > displayed, well-lit shop - but you didn't > mention window display or something at the > door to attract people in. Retailing is a > funny game sometimes and you have to > challenge people's perception of your > business to attract attention. If you've > read Sam Walton's book about the Wal-Mart > business, you know he managed to find > off-the-wall publicity stunts every now and > again to make people talk about him. > I also think that you're on the right track > getting fellow mall owners to work together > to publicise the area; but it's going to be > a bit of work to get that off the ground and > won't bring cash in immediately. > If your client works in an area where there > are a lot of hotels, he could always offer a > "Flying Optometrist" service for > those people who go on holiday and either > break or lose their specs. A few well > targetted leaflets could do that for him. > Then, there's the issue of care homes for > the elderly; perhaps one or two of these > could be a good prospecting ground for new > business. > I think that while you're working on a > long-term strategy, you have to encourage > the cash register to start ringing; and > sometimes it's the low-tech solutions that > starts the ball rolling; such as targetting > the employees of all the shops in the mall; > targetting the local office community with a > special offer; keeping the leaflet > distribution local in the meantime. Offer a > special deal on some designer-name frames > and attract the young crowd with that. Once > the bank's happier, then you can roll in all > sorts of sophisticated programs. > Just a few thoughts - hope they help a > little. > Margaret |
Re: Did you see Oprah?
Hi Sandy,
No, I wasn't aware of the Oprah segment, but you've got me excited that maybe we can capitalize on it. Even if we just had a fashion-focussed ad with 'before' and 'after' photos of someone that got a "fashion eyewear makeover", that would be a great way to capture the attention of that particular market(s). Tom's selection of frames is very current and stylish -- name brands like Ralph Laurent, Calvin Klein, Modo, etc., as well as his own Thomas J line (slightly cheaper). He gives people a range of style and price options and makes recommendations for what would be flattering to their appearance. Very helpful and informative, w/o being pushy. I would like to get him to do a patient survey at some point to see if there are some needs he isn't meeting or opportunities he's missing. Of course, first we have to get people in the door... His patients range all over the place, but I've recommended that he make specialized offers/promotions to particular market segments. I'll bring it up again. We've also discussed JV's, but your suggestion about the "makeover" twist is very good. Thanks for the suggestions and sparkin' some new ideas in my ol' noggin'. CH > Eye Wear... > this was a mini subject on a show she did > the other day re how making "one > change" > in your appearance can change your life and > attitude... > Well...I was glued to the tv for the segment > on "eyeglasses"(seeing as though I > wear them > on alternate days from contact lens) > She had an upscale classy gal pulling people > off the street. Most of these people had the > same Old "big glasses"; this > eyeglass makeover > took off"10 years" from some > faces... > My point: can your friend simulate something > similar? has he/or she taken a good look at > their merchandise to see if their glasses > are > current. Do they have clients who are middle > age or older who have been picking out the > same 'old styles'.. > Eyeglasses are big business and many people > form their image based on their > eyeglasses... > What kind of campaign can the clinic do to > appeal to people who > 1) are tired of their contacts(those old > eyes > get drier ;-0 > 2) people who are nearsighted and can barely > see what they look like in a new pair of > glasses? > 3) people who may want to change glasses but > don't know how to change > Perhaps there is another store in the mall > that is doing big business with helping > people > with "fashion" and might be > willing to do > a joint venture to do makeovers and give > special > promotions to your friends' eyeglasses... > aside: to survive in the optometry business > your glasses have to be cutting edge but > also > have to meet your clients needs... I've gone > on eye visits myself and actually ended up > helping some of my "old friends" > to try on > a new pair and gave them pointers on what > looks > good on them. > I think if you take some time and spend a > day > with your friend in his store you might see > what it is "the customer wants" > and whether > he/she is meeting their need.... |
He Should Try This...
Borrowing from Dan Kennedy's teachings...
A 4-piece mailing over a period of 45 days to a target market that your friend can afford to market to. Would cost $2 to $3 per prospect. Of course the success of this would depend upon: 1. The offer. 2. The copywriting. Since almost every family has at least one person that needs glasses the target market could be geographical. Try it on 100 prospects (total cost $200 to $300). The first contact could be an endorsed piece from an partnering merchant. This type of direct mail program does work. Plus you can do as much as you can afford to do. Take care, Mike Winicki |
Re: Specialize in a sub-niche
Hey Dien,
Great point about the competition; that's something I need to take a closer look at. I started clipping their ads, but I should probably visit a few in person. A quick look at the Morris County Yellow Pages found around 55-60 opticians and about 80 optometrists! Of course, there is some overlap, since some list under both and those locations with multiple optometrists usually list each one separately, as well as the business itself. On the optician's side, the biggest competition seems to be the big chains, probably because they have the big marketing machine behind them and can probably get better prices on supplies (thus partially reducing costs & improving margins). And with the high amount of traffic they usually get, they can probably afford to cut their margins on some things (at least temporarily). On the other hand, Tom's part-time optometrist, Ramy, also works at an Amber store and a Pearle store, and he says business is just as slow for Amber and almost so for Pearle. Speaking of Yellow Pages, I just noticed that Tom lists himself ("Mr. Optics") under opticians but not under optometrists. I'll have to ask him if that was his choice (and why) or if maybe there's a legal reason. He used to have a YP ad in addition to the listing, but he pulled it not long ago, because the small amount of business he could trace to it didn't justify the huge expense of the YP contract (several thousand $). I think he might let me write a Gary Halbert-type, editorial-style YP ad for him, but that's many months down the road. As I think I either mentioned or implied earlier, we need to work on developing Tom's USP or competitive advantage. It might focus on customer service or the family-friendly atmosphere, but he may need to focus on a specific niche or sub-niche to truly set himself apart, as you say. As I said in my response to Sandy's post, that "fashion makeover" thing may indeed be the way to go. I am familiar with the dentist you mentioned. Actually, I've heard of two that did very similar things -- one that did so after consulting w/ Jay Abraham, the other had already done so before he met Jay. One is Australian, the other from the U.S., but I don't recall which was which. Also, one of them teamed up with Bob Morrison (of "S.O.B. book" fame) and put on the (in)famous $30,000/seat seminar to teach other dentists how to do the same thing. Made a nice chunk of change doing that, too. If Tom and I make some real strides in saving, growing, even transforming his business, maybe we can do something similar. Maybe license out our successful ads, letters, & other techniques, too. (Hope & Pray.) That reminds me, I needs to talk to my dentist... Another thought-provoking post from Mr. Rice. Thanks a lot, Dien. Keep 'em coming, folks! This is great. Chris > Hi Chris, > Here are a few things off the cuff (though > you've gotten some excellent suggestions > already, I think).... > You didn't mention the competition.... Are > there a lot of other opticians in the area? > I think it would be the competition which > would be the main source of a possible > "problem" for him. If there are a > number of other opticians in the area, of > course, it's harder for him to compete for > customers' attentions, since they are all > comparing your friend to all the other > opticians.... > How is your friend's service unique? I think > he needs to find a way to "stand out > from the crowd".... Perhaps be a little > unusual. Another possible approach is to > target a "sub-niche" among the > customers. > I don't know much about opticians, but my > impression is that they are all about the > same. However, perhaps some of these > customers have special "wants" > which aren't being met, or special > "problems" which aren't being > addressed. Sandy's post is a good example of > this - she is suggesting focusing on those > who want to look good or look young, and > doing an "eye and eyeglass > makeover" - and beating all the > competitors in that specialized area. If he > becomes THE optometrist/optician to go to if > you want to look younger, then suddenly, he > no longer has any real competition, in his > special area. > Another idea is an "up-market" > optician. I remember once reading an article > about a dentist who did this.... He didn't > have waiting rooms, etc. People made > appointments, and when it was their turn, he > was there, and they were the only patients > there. It was more of a "closed" > and "exclusive" dentist office - > he could reject you as a customer if he > wanted to. People got extras - free tea and > coffee, free biscuits/cookies, and they were > generally "pampered". There was > relaxing music in the background.... The > comfort and happiness of the customer was > everything! > He charged more for his service than other > dentists, but that's because he targeted the > "wants" of a particular niche, and > he had a booming business. The > "wealthy" don't always want to get > the same service as everyone else, many of > them want "special treatment", and > many will pay extra for a bit of extra > comfort and luxury. > I don't know if this would work, but how > about an optician who makes house calls? I > can imagine that some people have difficulty > getting to his office, especially if they > may be elderly or disabled in some way. If > he's the only optician in the area who makes > "house calls," then suddenly, in > this particular niche, he again has no > competition. > Anyhow, I hope you get some good ideas out > of this.... :) Probably your optician-friend > can think of much better sub-niches than I > can, since he knows what the customers of > opticians are like and what they look for > better than I would, and what special > sub-niches may exist! So, these are just > some suggestions "off the cuff" > from the little I know or can guess about > those who might go to see an optician.... > - Dien Rice |
This is what my optometrist does...
Hi Chris:
Being Canadian things are a bit different here in Ontario with our provincial health plan for eyes....our eye exams are paid for every two years - appointments in a shorter interval are our responsibility for payment. This is the way my optometrist works his clients: six months after the appointment a friendly call from the receptionist to make sure there aren't any problems....1 year another call with same concern but also advising that if an appointment is needed that we are still under the boundaries of health plan payment (also in the interim of the first year a birthday card is sent out)....at 18 months another call....2 weeks before the aniversary date a letter arrives saying that an appointment has been tentatively made for month,day, year and time and if this isn't suitable to my schedule they will change what is necessary if I give them a call (in the course of this second year a birthday greeting has also been recieved. Seems simple enough, but the concern as well as the committment and setting an appointment with sufficient notice to work it into the schedule keeps him at the saturation point where he doesn't accept any new clients. Cornell |
Re: A Marketing Challenge For Y'All
Chris
1)Offer FREE eye exams for a limited time, by appointment only to anyone who needs the gift of enhanced eyesight. 2)This will entitle you to PSA's thru local TV and radio stations. You can find any radio station at www.radio-locator.com 3)Talk to radio stations and newspapers about being put on list for "remnant" advertising. This is unsold inventory that's dumped at the last minute for a fraction of the cost. 4)Press release announcing Tom's "Christmas gift" to the community, which provides the "hook" the media desires before running a story. 5)Have Tom contact local shelters and social service agencies. They provide vouchers for exams and glasses that the govt. pays for low income people. 6)Contact Tom's competitor who is going bankrupt. propose a 50/50 JV of his customer list that is hopefully computerized. An endorsement letter from bankrupt merchant would be optimal. 7)Start a referral program from new leads offering discounts for new paying referrals. They've already had the exam and this will help subsidize the products Tom recommends. 8)Go thru his old list, calling everyone to inform of free exams, referral program etc... Let these people know they get first bite at the apple before the public is made aware of upcoming offer...ONLY if they act now. 9)Hire a college student to perform data entry for Tom. Of all the ideas presented, this and remnant adv.will be the only costs incurred. As you know, he will then have a relatively free way to communicate with prospects to inform and market. 10)Please wish Tom a Merry Christmas for me. I'm confident if he follows these suggestions, he'll have a good one also. Michael Madden > Hi Everyone, > I have a marketing problem/situation that > Hi Everyone, > I have a marketing problem/situation that > I'm hoping you all can help me out with. A > friend (and potential client), Tom, is an > optician with a store in a good-size outdoor > mall. He has been there about 7 years, if > memory serves. It's a prime location, right > in the middle of town (Northern NJ), but he > says that business has been particularly > slow for all the tenants the past few > months. Frankly, he is barely paying his > bills. He acknowledges that November is > usually a slow month in his industry, but as > I said, this has been going on for awhile. > Tom has a very nice store, well lit with > very nice displays. He prides himself on > carrying only quality merchandise at > reasonable prices and is very > patient-focussed. He is very friendly and > recognizes regular patients by name, knows > their families, occupations, hobbies, etc., > and keeps detailed records. Overall, a very > classy operation. > I have presented him with many good > marketing ideas/concepts (a la Jay Abraham > & others), which he likes and sees the > value in. The main problem (and his main > weakness) is that he is slightly > technophobic and doesn't own a computer, so > naturally he doesn't have his patient info > in any kind of database that can be used to > do mailings. I've given him some advice on > hardware & software, and between Tom's > wife and I, we have convinced him that he > needs to do this. (It will be a major > project, but I recommended he start with a > small segment -- namely, the more affluent > patients.) But, he doesn't feel he can spare > the bucks, at this point. Plus, he has some > aversion to leasing a PC or laptop, partly > because he doesn't want to get locked into a > 2-year contract and then go out of business > in 3 months.... > He doesn't do much advertising, though he > has recently been testing display ads in a > very small, bi-weekly, local paper that > targets some of the more affluent > communities in our area. They haven't pulled > very well, so Tom let me design a new ad to > test, which just came out last week. The > headline is "Are You Suffering From Any > Of These Eye Problems?", followed by 5 > bullets, four lines of text urging regular > examinations and pro-active eyecare; then > his name/address/phone & logo, flanked > by photos of him and the optometrist. The > bottom is two coupons, one for "$29 Eye > Exams (reg. $80) every Friday" and one > for a Holiday Special of $50 off lenses w/ > purchase of new frames. I followed all the > rules (I think) about fonts/typeface and > color. We both thought it would work pretty > well, but tonight he said he hasn't had ANY > response. > Tom continues to blame the economy in > general (national, not just local) for the > poor business and doesn't really blame me > for the new ad not pulling, but I'm not sure > that's the only problem. In fact, if we > could just do some mailings to current and > inactive patients, I think we could get him > some business. Since this doesn't look like > it's gonna happen real soon, I'm struggling > to come up with something that's going to > bring him some cash flow before he decides > to pack it in. > So, after doing some heavy thinking since > talking with Tom earlier this evening, here > are the 3 things I've come up with. 1) > Consider getting a small, Small Business > loan; although, I don't think he'll like > that one, especially since another local > optician is going out of business and is > heavily in debt. 2) Something we've already > discussed, which is to mail to other > businesses' customers/clients, either as a > JV or endorsed mailing or renting the > list(s), etc. Of course, with any mailing > there are printing & postage costs, but > even a limited, test-mailing might prove > worthwhile, then re-invest in more mailings, > and so on. Also, I figure we may be able to > trade for Tom's products/services or perhaps > for future use of his list. And that brings > me to... 3) Barter. I was just reading some > Jay Abraham materials on barter, and it > dawned on me that this might be just the > ticket. We might be able to barter Tom's > products/services (at retail) to pay off > some of his bills. And, we could barter them > to local radio stations (and maybe newspaper > or local TV/cable) in exchange for > advertising. > Now, my questions for you guys & gals > are: > 1) Does anyone have any other suggestions > for Tom and/or for his fellow tenants at the > mall (maybe a group event)? > 2) Any ideas why my ad didn't work? (I'll > see if I can get a copy from Tom or the > paper, so I can scan it in.) > 3) Have any of you done any trades/bartering > of products/services like I described, and > what were your experiences? > 4) As for radio & other media, does it > make more sense to approach the > Marketing/Advertising Director to suggest > the barter deal, or should I go straight to > the General Manager? And, what is the best > place to get the up-to-date names/numbers > for these people? (Yellow Pages doesn't even > list all the local stations.) > 5) Any recommendations on how (not) to > "pitch" these people? > To all those who have read thru all of this, > you do me great honor. I greatly appreciate > any suggestions or input any of you have. > Best Regards, > Chris Harris Here's the solution... |
Re: A Marketing Challenge For Y'All
Hey, Chris - you're getting loads of good ideas :-) ...... the "makeover" idea's great, because there is a computer programme somewhere which allows you to take pics of your patient and show them what they would look like in a variety of specs. Don't know it's name/price ... but that could open the door for your client to use his customer database more creatively over the next year!
Whatever else he does, your client needs to change his shop window display to get people to stop at the window and look round his premises. Perhaps he could make a Christmas window with a nice dining-table, dressed for Christmas; red underneath a white lace cover; full dinner setting for two; model sitting at one place; gift-wrapped on the other place - bubble caption to read "He couldn't read the invitation - buy him some cool new specs for Christmas!" Other mall merchants might supply the "set", especially if you include a list of those who did; more advertising for them. Anyway, that's just an idea - it's great for a window to tell a story; I don't always do that myself, but a themed window does work, as does changing the window and challenging perceptions of the business. A shop which looks "stale" isn't going to attract new clients. People get blind to a business in many different ways. You can walk through a shopping centre, 'knowing' exactly what kind of businesses are there, but never seeing them. But they are aware of change; and that creates interest and then business. Good luck! Margaret |
Thanks again, Cornell. (DNO)
|
Re: A Marketing Challenge For Y'All
Thanks for the ideas on themed window displays, and you make a great point about the need to break thru people's "blindness" to your store/business.
I'll have to look into that software you mentioned, too. Regards, Chris > Hey, Chris - you're getting loads of good > ideas :-) ...... the "makeover" > idea's great, because there is a computer > programme somewhere which allows you to take > pics of your patient and show them what they > would look like in a variety of specs. Don't > know it's name/price ... but that could open > the door for your client to use his customer > database more creatively over the next year! > Whatever else he does, your client needs to > change his shop window display to get people > to stop at the window and look round his > premises. > Perhaps he could make a Christmas window > with a nice dining-table, dressed for > Christmas; red underneath a white lace > cover; full dinner setting for two; model > sitting at one place; gift-wrapped on the > other place - bubble caption to read > "He couldn't read the invitation - buy > him some cool new specs for Christmas!" > Other mall merchants might supply the > "set", especially if you include a > list of those who did; more advertising for > them. > Anyway, that's just an idea - it's great for > a window to tell a story; I don't always do > that myself, but a themed window does work, > as does changing the window and challenging > perceptions of the business. A shop which > looks "stale" isn't going to > attract new clients. > People get blind to a business in many > different ways. You can walk through a > shopping centre, 'knowing' exactly what kind > of businesses are there, but never seeing > them. But they are aware of change; and that > creates interest and then business. > Good luck! > Margaret |
Good idea, Mike. Thanks! (DNO)
|
Re: A Marketing Challenge For Y'All
If the mall has poor traffic then he should pull out of it before it bleeds his business to death. Judging by the anecdotal evidence you have given, this type of retail store is a "Sunset Industry."
If you can, try to figure out what the next big thing might be for this industry. Forget about discounting your products. Its a game you can not win. Find rich people who need more eyewear to enhance their lifestyle. Tell them how they need greater quantities of high quality eyewear. Treat them well, charge full list price with great service thrown in. Ask for referrals. Hire someone to deal with that computer stuff. Get them to create, maintain and mine a great database. Carve out a new niche and own it. > Hi Everyone, > I have a marketing problem/situation that > I'm hoping you all can help me out with. A > friend (and potential client), Tom, is an > optician with a store in a good-size outdoor > mall. He has been there about 7 years, if > memory serves. It's a prime location, right > in the middle of town (Northern NJ), but he > says that business has been particularly > slow for all the tenants the past few > months. Frankly, he is barely paying his > bills. He acknowledges that November is > usually a slow month in his industry, but as > I said, this has been going on for awhile. > Tom has a very nice store, well lit with > very nice displays. He prides himself on > carrying only quality merchandise at > reasonable prices and is very > patient-focussed. He is very friendly and > recognizes regular patients by name, knows > their families, occupations, hobbies, etc., > and keeps detailed records. Overall, a very > classy operation. > I have presented him with many good > marketing ideas/concepts (a la Jay Abraham > & others), which he likes and sees the > value in. The main problem (and his main > weakness) is that he is slightly > technophobic and doesn't own a computer, so > naturally he doesn't have his patient info > in any kind of database that can be used to > do mailings. I've given him some advice on > hardware & software, and between Tom's > wife and I, we have convinced him that he > needs to do this. (It will be a major > project, but I recommended he start with a > small segment -- namely, the more affluent > patients.) But, he doesn't feel he can spare > the bucks, at this point. Plus, he has some > aversion to leasing a PC or laptop, partly > because he doesn't want to get locked into a > 2-year contract and then go out of business > in 3 months.... > He doesn't do much advertising, though he > has recently been testing display ads in a > very small, bi-weekly, local paper that > targets some of the more affluent > communities in our area. They haven't pulled > very well, so Tom let me design a new ad to > test, which just came out last week. The > headline is "Are You Suffering From Any > Of These Eye Problems?", followed by 5 > bullets, four lines of text urging regular > examinations and pro-active eyecare; then > his name/address/phone & logo, flanked > by photos of him and the optometrist. The > bottom is two coupons, one for "$29 Eye > Exams (reg. $80) every Friday" and one > for a Holiday Special of $50 off lenses w/ > purchase of new frames. I followed all the > rules (I think) about fonts/typeface and > color. We both thought it would work pretty > well, but tonight he said he hasn't had ANY > response. > Tom continues to blame the economy in > general (national, not just local) for the > poor business and doesn't really blame me > for the new ad not pulling, but I'm not sure > that's the only problem. In fact, if we > could just do some mailings to current and > inactive patients, I think we could get him > some business. Since this doesn't look like > it's gonna happen real soon, I'm struggling > to come up with something that's going to > bring him some cash flow before he decides > to pack it in. > So, after doing some heavy thinking since > talking with Tom earlier this evening, here > are the 3 things I've come up with. 1) > Consider getting a small, Small Business > loan; although, I don't think he'll like > that one, especially since another local > optician is going out of business and is > heavily in debt. 2) Something we've already > discussed, which is to mail to other > businesses' customers/clients, either as a > JV or endorsed mailing or renting the > list(s), etc. Of course, with any mailing > there are printing & postage costs, but > even a limited, test-mailing might prove > worthwhile, then re-invest in more mailings, > and so on. Also, I figure we may be able to > trade for Tom's products/services or perhaps > for future use of his list. And that brings > me to... 3) Barter. I was just reading some > Jay Abraham materials on barter, and it > dawned on me that this might be just the > ticket. We might be able to barter Tom's > products/services (at retail) to pay off > some of his bills. And, we could barter them > to local radio stations (and maybe newspaper > or local TV/cable) in exchange for > advertising. > Now, my questions for you guys & gals > are: > 1) Does anyone have any other suggestions > for Tom and/or for his fellow tenants at the > mall (maybe a group event)? > 2) Any ideas why my ad didn't work? (I'll > see if I can get a copy from Tom or the > paper, so I can scan it in.) > 3) Have any of you done any trades/bartering > of products/services like I described, and > what were your experiences? > 4) As for radio & other media, does it > make more sense to approach the > Marketing/Advertising Director to suggest > the barter deal, or should I go straight to > the General Manager? And, what is the best > place to get the up-to-date names/numbers > for these people? (Yellow Pages doesn't even > list all the local stations.) > 5) Any recommendations on how (not) to > "pitch" these people? > To all those who have read thru all of this, > you do me great honor. I greatly appreciate > any suggestions or input any of you have. > Best Regards, > Chris Harris |
Worth seriously considering. Thx Garry! (DNO)
|
Wow! Great stuff, Michael...
Some brief, scattered comments, since I'm still waking up:
Thanks for pointing me to www.radio-locator.com, where I can at least get phone #s for all the local stations. I am aware of "remnant" advertising (thanks to Ted Nicholas) but hadn't thought of it in regards to this situation. I really like the "'Christmas gift' to the community" idea, especially if it's connected with the local shelters and social service agencies. Off the top of my head, I'm guessing the local Salvation Army and Market Street Mission would be good prospects, too (assuming no one already has a similar arrangement w/ them). Tom says a lot of his business is by referral, which is why he doesn't do much advertising. (He may need to rethink that strategy now.) However, he could stand to systematize the referrals a bit more and perhaps add a couple more methods for requesting them. We talked about it a little a few weeks ago, and I drafted a combination Thank You letter & announcement of new-&-improved Referral Program (offering money & discounts). He liked it OK, but, again, we need to get his current list into a database. (I'm pushing ACT!, but I've also recommended putting the basic info into an Excel spreadsheet just to get going.) On the other hand, he could be testing a new, "formal" referral system on new patients -- that is, assuming he's getting any... Regarding the guy who's going bankrupt, based on my talks with Tom, he already approached the guy 2 or 3 weeks ago, and he was quite amenable to selling his list to Tom (as well as endorsing Tom to them) with nothing up front. I had given Tom 2 or 3 arrangements to approach the guy with, but I don't remember what they decided on. The thing is, I don't think the guy knows exactly when he's going to "hang it up" (sometime in the next few months), so Tom can't really pursue anything there, yet. As for the computer stuff, I already mentioned Tom's reluctance to get into a lease situation, although I still think that may be his best option. I have also suggested he have a college student (or mature & computer-savvy HS student) do the data entry. Right now, though, he is still hoping that his wife can arrange for an underutilized secretary or someone from her office to do it on their computers. While that would be great (if they can do it), it would probably only work as an initial effort with something like MS Access or Excel. If they did it in a contact manager like ACT!, the software would have to stay installed on their computer (not good), and I don't think there's an easy/inexpensive way to transfer the data elsewhere. I'll have to look into this more. One of the problems with the whole "Free Eye Exam" thing is that Tom doesn't control the exams. As I understand it, the optometrist uses Tom's facilities in exchange for rent or some sort of percentage, but he (Ramy) can charge what he likes. He charges $80, which seems to be standard for the area. Getting him to agree to the "$29 Exams on Fridays only" took a bit of convincing, and in fact he will be raising it soon. I should mention that Ramy is fairly young and not long out of school, so he is still learning the business side of things. But, he's pretty sharp and seems to understand and be "on board" with the marketing stuff he's heard me talking with Tom about. However, as much as he might like to give discounts & free exams to get people in the door, he's gotta eat, too. (Not to mention, pay off those school bills.) I suppose maybe Tom could offer to give Ramy $X for any free exam patient who buys anything, but as I've said, Tom's cash flow is barely a trickle as it is. As long as I'm laying out the negatives, as you may have inferred from things I've said before, Tom seems to be in a bit of analysis paralysis. And he has admitted this himself. He knows that you (generally) need to spend money to make money, even if it's a limited test of an ad or a mailing. But, with business being SOOOO slow and bills still needing to be paid, there just ain't much to play with. He figured that those recent ads (and especially the one I wrote) that ran in the biweekly paper I mentioned should have pulled a decent response, if anything would. But, they didn't. I think he's pretty convinced that the economy just sucks and nobody's spending money -- or, at least, not on eye care and eyewear. If only I'd gotten together with Tom a few months earlier, I could have helped him build up his business enough so that the recession (or whatever we're in) didn't matter. F.y.i., I hope to speak with Tom either this afternoon or tomorrow, before he leaves for his Thanksgiving trip. (Lest anyone think he's wasting money on an expensive trip, he's just visiting family in Ohio.) Hopefully, I can get him to seriously consider some of these terrific ideas you guys have shared. But, don't stop now...! ;-> Many thanks, Chris > Chris > 1)Offer FREE eye exams for a limited time, > by appointment only to anyone who needs the > gift of enhanced eyesight. > 2)This will entitle you to PSA's thru local > TV and radio stations. You can find any > radio station at www.radio-locator.com > 3)Talk to radio stations and newspapers > about being put on list for > "remnant" advertising. This is > unsold inventory that's dumped at the last > minute for a fraction of the cost. > 4)Press release announcing Tom's > "Christmas gift" to the community, > which provides the "hook" the > media desires before running a story. > 5)Have Tom contact local shelters and social > service agencies. They provide vouchers for > exams and glasses that the govt. pays for > low income people. > 6)Contact Tom's competitor who is going > bankrupt. > propose a 50/50 JV of his customer list that > is hopefully computerized. An endorsement > letter from bankrupt merchant would be > optimal. > 7)Start a referral program from new leads > offering discounts for new paying referrals. > They've already had the exam and this will > help subsidize the products Tom recommends. > 8)Go thru his old list, calling everyone to > inform of free exams, referral program > etc... Let these people know they get first > bite at the apple before the public is made > aware of upcoming offer...ONLY if they act > now. > 9)Hire a college student to perform data > entry for Tom. > Of all the ideas presented, this and remnant > adv.will be the only costs incurred. As you > know, he will then have a relatively free > way to communicate with prospects to inform > and market. > 10)Please wish Tom a Merry Christmas for me. > I'm confident if he follows these > suggestions, he'll have a good one also. > Michael Madden |
Re: A Marketing Challenge For Y'All
Chris,
I don't know about marketing but one thing I've noticed that no one has mentioned in all the good advice given and that is why don't you offer to do the computer/database work as a service to Tom. Since he doesn't have a computer and can't afford one right now and since you do and seem to be very familiar with Tom's needs why not offer this service to him. Also you may be able to offer this service to the other businesses in the mall. Just my 2 cents worth. Ken > Hi Everyone, > I have a marketing problem/situation that > I'm hoping you all can help me out with. A > friend (and potential client), Tom, is an > optician with a store in a good-size outdoor > mall. He has been there about 7 years, if > memory serves. It's a prime location, right > in the middle of town (Northern NJ), but he > says that business has been particularly > slow for all the tenants the past few > months. Frankly, he is barely paying his > bills. He acknowledges that November is > usually a slow month in his industry, but as > I said, this has been going on for awhile. > Tom has a very nice store, well lit with > very nice displays. He prides himself on > carrying only quality merchandise at > reasonable prices and is very > patient-focussed. He is very friendly and > recognizes regular patients by name, knows > their families, occupations, hobbies, etc., > and keeps detailed records. Overall, a very > classy operation. > I have presented him with many good > marketing ideas/concepts (a la Jay Abraham > & others), which he likes and sees the > value in. The main problem (and his main > weakness) is that he is slightly > technophobic and doesn't own a computer, so > naturally he doesn't have his patient info > in any kind of database that can be used to > do mailings. I've given him some advice on > hardware & software, and between Tom's > wife and I, we have convinced him that he > needs to do this. (It will be a major > project, but I recommended he start with a > small segment -- namely, the more affluent > patients.) But, he doesn't feel he can spare > the bucks, at this point. Plus, he has some > aversion to leasing a PC or laptop, partly > because he doesn't want to get locked into a > 2-year contract and then go out of business > in 3 months.... > He doesn't do much advertising, though he > has recently been testing display ads in a > very small, bi-weekly, local paper that > targets some of the more affluent > communities in our area. They haven't pulled > very well, so Tom let me design a new ad to > test, which just came out last week. The > headline is "Are You Suffering From Any > Of These Eye Problems?", followed by 5 > bullets, four lines of text urging regular > examinations and pro-active eyecare; then > his name/address/phone & logo, flanked > by photos of him and the optometrist. The > bottom is two coupons, one for "$29 Eye > Exams (reg. $80) every Friday" and one > for a Holiday Special of $50 off lenses w/ > purchase of new frames. I followed all the > rules (I think) about fonts/typeface and > color. We both thought it would work pretty > well, but tonight he said he hasn't had ANY > response. > Tom continues to blame the economy in > general (national, not just local) for the > poor business and doesn't really blame me > for the new ad not pulling, but I'm not sure > that's the only problem. In fact, if we > could just do some mailings to current and > inactive patients, I think we could get him > some business. Since this doesn't look like > it's gonna happen real soon, I'm struggling > to come up with something that's going to > bring him some cash flow before he decides > to pack it in. > So, after doing some heavy thinking since > talking with Tom earlier this evening, here > are the 3 things I've come up with. 1) > Consider getting a small, Small Business > loan; although, I don't think he'll like > that one, especially since another local > optician is going out of business and is > heavily in debt. 2) Something we've already > discussed, which is to mail to other > businesses' customers/clients, either as a > JV or endorsed mailing or renting the > list(s), etc. Of course, with any mailing > there are printing & postage costs, but > even a limited, test-mailing might prove > worthwhile, then re-invest in more mailings, > and so on. Also, I figure we may be able to > trade for Tom's products/services or perhaps > for future use of his list. And that brings > me to... 3) Barter. I was just reading some > Jay Abraham materials on barter, and it > dawned on me that this might be just the > ticket. We might be able to barter Tom's > products/services (at retail) to pay off > some of his bills. And, we could barter them > to local radio stations (and maybe newspaper > or local TV/cable) in exchange for > advertising. > Now, my questions for you guys & gals > are: > 1) Does anyone have any other suggestions > for Tom and/or for his fellow tenants at the > mall (maybe a group event)? > 2) Any ideas why my ad didn't work? (I'll > see if I can get a copy from Tom or the > paper, so I can scan it in.) > 3) Have any of you done any trades/bartering > of products/services like I described, and > what were your experiences? > 4) As for radio & other media, does it > make more sense to approach the > Marketing/Advertising Director to suggest > the barter deal, or should I go straight to > the General Manager? And, what is the best > place to get the up-to-date names/numbers > for these people? (Yellow Pages doesn't even > list all the local stations.) > 5) Any recommendations on how (not) to > "pitch" these people? > To all those who have read thru all of this, > you do me great honor. I greatly appreciate > any suggestions or input any of you have. > Best Regards, > Chris Harris |
here goes... something, at least
Chris:
Optician's are like dentists... NO-ONE cares until THEY think they need one. It will take a LOT of marketing to educate people to use one. Even people with bad eyes will NOT go to one - just like people will NOT go to a dentist even with bad teeth or a bad tooth-ache (not until it is unbearable). Children are VERY self-conscious. And wearing glasses is about the worst thing that can happen to them - in their opinion. Kids don't want to be called four-eyes and cop the rest of the baggage that goes with wearing glasses. They wll have a high resistance to any "tests." Parents don't want to discover their little precious is not perfect and has defective eyes. And won't take their child for a test "just to see" if anything is wrong. And only the responsible parents will take their child if they think there is something wrong. And if the parents actions are anything to go by - fob the kid off to day care so they can get back to work - then the market of responsible parents is way way down. Something which I haven't seen mentioned in this thread is: You ran an ad which had to be read, targeting people who had bad eyes. So the very people the ad may have been meant for, couldn't read the ad. Coupled with the "there's nothing wrong with me, and if there is I don't want to know" attitude most people have, it is not surprisng the ad did not do too well. Also, if you want to be the optician people come to to get new glasses - like if their old ones break - then running an ad which talks about eye problems won't do any good. From all appearances, Tom's business is a "I'll go to it when I need it" business. Exactly like a dentist (how often do you, or anyone reading, go to a dentist just for a checkup?) So in that sense, any marketing needs to be designed to let people know he exists for at time they may need him. Hugh Gaugler showed his flyer a few months back. This flyer generated a lot of business and did NOT bother with wants, benefits, etc. It targetted people by asking them to call him if they needed some work. Modifying it to suit Tom, the flyer would read something like this (from memory): Hello, My name is Tom Browneyes. I provide all kinds of eyewear services from eye tests to filling prescriptions and replacing and repairing glasses. If you need glasses, have glasses that need some work, or would like your eyes tested, please call me. Sincerely, Tom Browneyes 555-5555 A few other things... Remember in The Great Ideas Letter, the bit about the store that analysed its trading hours coupled with revenue? Could Tom spend one of the closed/off days doing all mobile work? Could Tom charge a subscription fee to provide his services - pay now, and a larger sum, and you get FAST priority service. Does Tom try and get people onto a regular supply of glasses cleaning fluid? Michael Ross The Great Ideas Letter |
Re: A Marketing Challenge For Y'All
Hey Ken,
That's a valid question. I hope I can answer it w/o sounding like a jerk. Much as I would like to help Tom in this area, too, there are a few reasons why I'm not. One is the whole hardware/software issue. If he decides to go with the contact management software like I'm urging him to, then the data entry has to be done on his (not yet existing) computer, because that's where the software will be installed. Even if I had a copy of ACT! myself (which I will eventually be getting for my own business), I don't think there's a way to extract one set of data to disk and import it into another copy of the software. You can export ACT! data into Excel with an add-on piece of software, but you can't go from Excel to ACT! (Keep in mind, ACT! is much more complex and less common than Microsoft products and others that are found on millions of other PCs.) So, why don't we just select a couple hundred patients and put the basic info into Excel to do a test mailing? I've mentioned that to Tom, and I think the reason he didn't jump at it is because of the time involved in going thru the files and doing the data entry, and the fact that he would have to do the data entry again (or pay someone to do it) when he got ACT!. So, why don't I offer to do it for him? That leads into my second reason... Positioning. As a marketing consultant, I want to position myself as someone who strategizes, develops the "programming" (not a computer term, in this case), and writes copy (ads, salesletters, etc.). Ideally, the "busy work" should be done by someone in my client's company who is dedicated (P/T or F/T, depending on the case) to following my instructions. If they don't have someone like that (as will be the case with smaller businesses like Tom's), then I might have to help out a little more. But, for something like data entry, it should be easy enough to find a student or hire a temp to do it. I personally charge $200/hr for consultation (though I prefer contingency arrangements); even if I didn't charge Tom that much for data entry, does it make sense for me (or for my image as a "professional") to do work that someone else can competently do for $10/hr? This leads to a third reason... Simply put, my time can be better spent elsewhere, whether it's developing materials for Tom or for another client, or working on another project, or furthering my own education with books, tapes, & the like. I hope that doesn't sound too arrogant or selfish, but those are the types of things I have to think about, now. Regards, Chris > Chris, > I don't know about marketing but one thing > I've noticed that no one has mentioned in > all the good advice given and that is why > don't you offer to do the computer/database > work as a service to Tom. Since he doesn't > have a computer and can't afford one right > now and since you do and seem to be very > familiar with Tom's needs why not offer this > service to him. Also you may be able to > offer this service to the other businesses > in the mall. Just my 2 cents worth. > Ken |
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...? 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. One point of clarification about the subscription fee idea: is that fee for the "on call" service? As for the cleaning fluid, I know he's mentioned it before, but I'm not sure how hard he pushes it. Thanks for chiming in, Michael. I was hoping you would. Regards, Chris > Chris: > Optician's are like dentists... NO-ONE cares > until THEY think they need one. > It will take a LOT of marketing to educate > people to use one. Even people with bad eyes > will NOT go to one - just like people will > NOT go to a dentist even with bad teeth or a > bad tooth-ache (not until it is unbearable). > Children are VERY self-conscious. And > wearing glasses is about the worst thing > that can happen to them - in their opinion. > Kids don't want to be called four-eyes and > cop the rest of the baggage that goes with > wearing glasses. They wll have a high > resistance to any "tests." > Parents don't want to discover their little > precious is not perfect and has defective > eyes. And won't take their child for a test > "just to see" if anything is > wrong. And only the responsible parents will > take their child if they think there is > something wrong. > And if the parents actions are anything to > go by - fob the kid off to day care so they > can get back to work - then the market of > responsible parents is way way down. > Something which I haven't seen mentioned in > this thread is: You ran an ad which had to > be read, targeting people who had bad eyes. > So the very people the ad may have been > meant for, couldn't read the ad. > Coupled with the "there's nothing wrong > with me, and if there is I don't want to > know" attitude most people have, it is > not surprisng the ad did not do too well. > Also, if you want to be the optician people > come to to get new glasses - like if their > old ones break - then running an ad which > talks about eye problems won't do any good. > From all appearances, Tom's business is a > "I'll go to it when I need it" > business. Exactly like a dentist (how often > do you, or anyone reading, go to a dentist > just for a checkup?) > So in that sense, any marketing needs to be > designed to let people know he exists for at > time they may need him. > Hugh Gaugler showed his flyer a few months > back. This flyer generated a lot of business > and did NOT bother with wants, benefits, > etc. It targetted people by asking them to > call him if they needed some work. > Modifying it to suit Tom, the flyer would > read something like this (from memory): > Hello, > My name is Tom Browneyes. I provide all > kinds of eyewear services from eye tests to > filling prescriptions and replacing and > repairing glasses. If you need glasses, have > glasses that need some work, or would like > your eyes tested, please call me. > Sincerely, > Tom Browneyes > 555-5555 A few other things... > Remember in The Great Ideas Letter, the bit > about the store that analysed its trading > hours coupled with revenue? > Could Tom spend one of the closed/off days > doing all mobile work? > Could Tom charge a subscription fee to > provide his services - pay now, and a larger > sum, and you get FAST priority service. > Does Tom try and get people onto a regular > supply of glasses cleaning fluid? > Michael Ross |
Update...
Just thought I'd give a brief update. Not that much has happened, but I did talk with Tom earlier this evening.
He does plan to do some sort of Christmas-themed window display. He likes the little tree that looks like an eye chart, which Margaret emailed to me (http://www.luckenbooth.com/images/windowtest.gif). But, it's a small GIF file, and he wants me to enlarge it -- presumably 8 1/2" x 11", but maybe bigger -- so he can just tape it to the window. I just tried resizing it in PSP6 (which I don't have much experience with), and it got all blurry 'cuz the resolution isn't fine enough. Anyone have any suggestions? Margaret? He wasn't real thrilled with the barter idea, but I think I need time to sit and explain the possibilities to him better. He liked the idea of the "house-call" to travelers at local hotels/motels, as long as they are pretty close. I think he is even open to making "office-calls" to busy execs, though not right away. He did make the point that he is rather limited as to what he can do, both physically and legally, away from the store. He thought of a couple more other merchants whose lists he may be able to rent or be endorsed to. I'll try to get him to follow up on that as soon as he gets back from Ohio. Tom actually brought up the possibility of getting a small loan (for purchase of the computer/software/printer) before I did. He had some objection to the credit line (I can't remember what), even though a local bank gives special rates to members of the Chamber of Commerce. Regarding the publicity opportunities, I started talking about the "fashion makeover" thing on Oprah, but I think we got sidetracked. (Tom loves to talk and we get off on tangents and sometimes forget to go back to something. Know what that's like?) I did suggest that he may want to focus on an upscale, fashion-conscious, niche market. On the other end, I mentioned the "Christmas gift to the community" idea, offering products/services to the underprivileged and low-income families, etc. He has serious reservations about getting involved in welfare situations -- "it's dangerous", he said. I didn't press him, 'cuz he was late for dinner and we had more to discuss. However, he does have a soft spot for kids, and he quoted some statistic about how many kids (65%?) in the average classroom can't see the blackboard. Because of this, he has often thought of doing some sort of program to make sure that every (local) kid got proper eyecare/wear. Sounds like a pretty big project, and I'm not sure he could finance it alone even in an average year. Hmm, maybe we could head up a special fund-drive... If we got enough donations, he might only need to donate his time. Tom & his wife already donate a lot of time/money/effort for their kids' school. That reminds me... Tom said that it is illegal in NJ to give away a free exam. I don't remember if he specifically said "eye" exams, or if it was medical exams of any sort. Theoretically, though, it would be legal to only charge a buck, or a penny. Oh, and I was quite mistaken about the arrangement between Tom and Ramy. Tom does indeed control the price of eye exams. (Ramy's concern, of course, was that giving a lot of discounts on exams would "cheapen" people's perception of his services.) In fact, Ramy gets paid $X/day, regardless of how much/little business comes in. Actually, if it goes over a certain volume, he gets a bit extra. But, the bottom line is that Tom controls all the pricing. On the other hand, he's gotta pay the doc, even if the doc has no opportunity to bring any money in. That's it, for now. Thanks again, everyone. Chris |
Re: Update...
Hi, Chris - :-)) - well, if he's just going for a paper copy pasted on the window, then perhaps it could be redesigned using a word-processing program. I think I would take it up to A3 size or bigger, though - because it's going to loose the effect a bit. There will be a local photocopy shop which could achieve this fairly cheaply.
That would allow a bit more creativity with "parcels" round the foot of the tree and some cut'outs of specs on the floor! The other way to do it might be to get window paints and a student (ha!) and paint the tree on the window - have to be able to do mirror imaging, tho! Anyway, I'm quite tickled that he liked it at all! Keep us posted, Chris! Happy thanksgiving. Margaret  |
Re: a little advice in dealing with friends
Chris,
You got some terrific ideas for your friend on this board. Your friend should be excited about trying many of the different ideas that were presented. I have a friend I've known for years who is always struggling to get more local business so he doesn't have to travel so much. For a while I tried to help him with ideas to generate the business he says he wants. After a while I noticed that none of my ideas were implemented either because he was too "busy" or he wasn't willing to change the way he was doing things. So we are still friends but I don't give any marketing ideas and he continues to travel more than he says he wants to. I've had the same experience with family members. The ones you really want to help the most often appreciate it the least (like friends and family members)...while at the same time people who don't know you (personally) are willing to pay you thousands of dollars for these same ideas and are excitied about getting and using them. So now I remember a saying by a guy I heard on a Jay Abraham tape (I can't think of his name).. if after presenting your marketing ideas they aren't salivating...move on to the next one (even if they are friends or family) Ron Ruiz "The Business Fastlane" Top Secret (and Often Unusual) Ways People Are Really Earning Money |
Re: a little advice in dealing with friends
Good advice, Ron. Thanks.
And the guy you're thinking of is Harry Pickens, from Jay's Protege seminar(s). Talking about the initial "interview"/consultation with a prospect, once you've given them a bunch of ideas, he says "if they're not shocked or salivating, you don't want 'em as a client." (I was just listening to those tapes again last week.) 8^] Regards, Chris > Chris, > You got some terrific ideas for your friend > on this board. Your friend should be excited > about trying many of the different ideas > that were presented. > I have a friend I've known for years who is > always struggling to get more local business > so he doesn't have to travel so much. For a > while I tried to help him with ideas to > generate the business he says he wants. > After a while I noticed that none of my > ideas were implemented either because he was > too "busy" or he wasn't willing to > change the way he was doing things. So we > are still friends but I don't give any > marketing ideas and he continues to travel > more than he says he wants to. > I've had the same experience with family > members. The ones you really want to help > the most often appreciate it the least (like > friends and family members)...while at the > same time people who don't know you > (personally) are willing to pay you > thousands of dollars for these same ideas > and are excitied about getting and using > them. > So now I remember a saying by a guy I heard > on a Jay Abraham tape (I can't think of his > name).. if after presenting your marketing > ideas they aren't salivating...move on to > the next one (even if they are friends or > family) > Ron Ruiz |
Re: a little advice in dealing with friends
That's it, Harry Pickens.
What he says is so true. I've seen it over and over. Those are great tapes, aren't they? Ron > Good advice, Ron. Thanks. > And the guy you're thinking of is Harry > Pickens, from Jay's Protege seminar(s). > Talking about the initial > "interview"/consultation with a > prospect, once you've given them a bunch of > ideas, he says "if they're not shocked > or salivating, you don't want 'em as a > client." (I was just listening to those > tapes again last week.) 8^] > Regards, > Chris |
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)
|
| All times are GMT -4. The time now is 07:11 PM. |
Powered by vBulletin Version 3.6.0
Copyright ©2000 - 2025, Jelsoft Enterprises Ltd.