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