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