A Marketing Challenge For Y'All

Hi Sandy,

No, I wasn't aware of the Oprah segment, but you've got me excited that maybe we can capitalize on it. Even if we just had a fashion-focussed ad with 'before' and 'after' photos of someone that got a "fashion eyewear makeover", that would be a great way to capture the attention of that particular market(s).

Tom's selection of frames is very current and stylish -- name brands like Ralph Laurent, Calvin Klein, Modo, etc., as well as his own Thomas J line (slightly cheaper). He gives people a range of style and price options and makes recommendations for what would be flattering to their appearance. Very helpful and informative, w/o being pushy.

I would like to get him to do a patient survey at some point to see if there are some needs he isn't meeting or opportunities he's missing. Of course, first we have to get people in the door...

His patients range all over the place, but I've recommended that he make specialized offers/promotions to particular market segments. I'll bring it up again. We've also discussed JV's, but your suggestion about the "makeover" twist is very good.

Thanks for the suggestions and sparkin' some new ideas in my ol' noggin'.

CH

> Eye Wear...
> this was a mini subject on a show she did
> the other day re how making "one
> change"
> in your appearance can change your life and
> attitude...
> Well...I was glued to the tv for the segment
> on "eyeglasses"(seeing as though I
> wear them
> on alternate days from contact lens)
> She had an upscale classy gal pulling people
> off the street. Most of these people had the
> same Old "big glasses"; this
> eyeglass makeover
> took off"10 years" from some
> faces...

> My point: can your friend simulate something
> similar? has he/or she taken a good look at
> their merchandise to see if their glasses
> are
> current. Do they have clients who are middle
> age or older who have been picking out the
> same 'old styles'..

> Eyeglasses are big business and many people
> form their image based on their
> eyeglasses...

> What kind of campaign can the clinic do to
> appeal to people who
> 1) are tired of their contacts(those old
> eyes
> get drier ;-0
> 2) people who are nearsighted and can barely
> see what they look like in a new pair of
> glasses?
> 3) people who may want to change glasses but
> don't know how to change

> Perhaps there is another store in the mall
> that is doing big business with helping
> people
> with "fashion" and might be
> willing to do
> a joint venture to do makeovers and give
> special
> promotions to your friends' eyeglasses...

> aside: to survive in the optometry business
> your glasses have to be cutting edge but
> also
> have to meet your clients needs... I've gone
> on eye visits myself and actually ended up
> helping some of my "old friends"
> to try on
> a new pair and gave them pointers on what
> looks
> good on them.

> I think if you take some time and spend a
> day
> with your friend in his store you might see
> what it is "the customer wants"
> and whether
> he/she is meeting their need....