Upfront: L&T Marketing

Jun
2007

Lens Marketing

Transitions Promo Rolls the “Wheel”
Transitions Optical recently sponsored a weeklong “Fun in the Sun” promotion on the TV game show “Wheel of Fortune.” The promotion featured multiple messages about Transitions lenses. In addition to airing Transitions Optical’s futuristic-themed commercial during breaks, a special Transitions tag was displayed on show’s game wheel, giving contestants who landed on the spot a chance to win cash prizes for themselves, as well as a matching donation to Prevent Blindness America through the Transitions Healthy Sight for Life Fund. Approximately 46 million viewers were expected to watch the shows, according to Transitions. Throughout May, the Transitions brand was prominent through online sponsorships and continued visibility. Additionally, Vanna White and members of the “Wheel of Fortune” crew are appearing on the show wearing Transitions lenses with AR coating. Transitions is also a sponsor of the Wheelmobile, “Wheel of Fortune’s” national mobile tour.

PPG Survey Shows Consumers Lack Lens Material Knowledge

A new national research study, sponsored by PPG Industries reveals that consumers are not familiar with their choices in eyeglass lens materials, demonstrating a need for further education. Survey results show the vast majority of adult eyeglass wearers think more about their frames than their lenses when picking out eyewear. Almost 70 percent of respondents reported that they do not know from what material the lenses they wear are made, according to PPG. The research also pointed to a lack of awareness about lens material options in general. When asked to name as many lens materials as possible, those who were able to name some were primarily only familiar with the general categories of glass (34 percent) and plastic (38 percent). There was little awareness about newer materials and many respondents named non-lens materials, like metal, aluminum and sand.

“While we were not surprised by consumers’ limited overall understanding of lens materials and lopsided focus on frames, we believe that this reinforces the opportunity for the industry to reenergize education efforts and get patients excited about new innovations in our industry,” says Christine Camsuzou, PPG general manager of optical materials. “Materials, like [PPG’s] Trivex offer a previously unavailable package of benefits that will resonate with today’s savvy consumers—but only if they are made aware of it.”

Hoya Announces Greek- Getaway Grand Prize Winner
Meredith Beatrice, with Middlesex Eye Physicians in Middletown, Conn., has won a nine-day, all-expense paid, vacation to Greece in the Hoya Vision Care’s “My Big Fat Greek Hoya Getaway” drawing at the recent International Vision Expo.

“Meredith attended Vision Expo to enhance her education as part of Middlesex Eye Physicians’ goal to provide the best possible eyecare in the state of Connecticut,” says Cheryl Schwartz, optical manager. “She is very deserving of this trip and I am thrilled her hard work will be rewarded.”

“For Hoya customers, this is just the start of more ‘big fat’ rewarding things to come; participating eyecare professionals have the opportunity to win 40 more trips for two to Greece,” adds Steve Koufos, vice president of marketing and strategic planning for Hoya Vision Care, North America. “Eyecare professionals who sell qualifying Hoyalux progressive lenses or qualifying Hoya anti-reflective coatings can enter the My Big Fat Greek Hoya Getaway sweepstakes and win 40 trips for two to Greece and many other enticing prizes.” Contest information is available from any Hoya authorized distributor or by visiting www.hoyagreekgetaway.com.

Briot Stars on Health Journal TV Show
Briot USA USA was recently featured on a segment of “Health Journal Television,” a cable television show hosted by General Norman Schwarzkopf. The show spotlighted the Briot Alta finishing system and showed how it is improving production of the latest lenses in eyewear.

“Health Journal Television” airs as paid programming on CNBC and the Bravo! Network. It may also be viewed through video-ondemand via www.healthjournaltv1.com.

 

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