A Marketing Challenge For Y'All

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