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

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

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

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

> 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

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

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

> 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

> 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