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

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

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

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

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

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

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!

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

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