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