Upfront: L&T Marketing

Apr
2007

Lens Marketing

Lens Marketing
Edited by Andrew Karp

Vision-Ease Lens Launches
2007 Ultimate Rewards Program

In an industry where cash incentives from lens manufacturers are the norm, Vision-Ease Lens is seeking to break the mold with its new 2007 Ultimate Rewards Program. Instead of merely providing spiffs to dispensers, Vision-Ease will now accrue co-op funds to finance marketing programs that will help grow individual ECP businesses.

“In 2007, our focus is on building strong and lasting relationships with eyecare professionals,” says Barry Resnik, marketing director, Vision-Ease Lens. “A co-op fund has more value to ECPs than a spiff program, as it provides an opportunity to grow business by paying for various marketing initiatives.”

The 2007 Ultimate Rewards Program now incorporates a more robust line up of Vision-Ease Lens products than in previous years. In addition to progressives, LifeRx photochromic and SunRx polarized lenses will also be included in the program. By awarding specific dollar amounts for the Vision-Ease Lens premium products dispensed, ECPs build their co-op funds to help pay for marketing initiatives such as advertising, staff training sessions, educational programs, sales tools, merchandising or open houses.

Co-op funds benefit everyone within the business through the added value of Vision-Ease Lens support. However, ECPs can also opt for a cash payout through an online account and a check will be automatically sent in the mail.



Teamwork Marketing Launches Web Site
 Ophthalmic industry veteran Pat Dundas has launched a web site, www.teamwork-marketing.com, for his business development and consulting firm, Teamwork Marketing. Dundas began his career with American Optical where he assumed senior management responsibilities across a range of disciplines. In the early 1980s, Dundas made the move to surgical products marketing and was instrumental in the development of the intraocular lens and surgical laser markets. Teamwork Marketing clients include manufacturers and service providers who rely on the firm’s ophthalmic industry experience and know-how for research, strategic planning, tactical marketing plans and business development projects.



See Worthy Enlists Quest Optical to
Promote Sable WaterOptics

See Worthy of Toronto, Ontario, had entered into an agreement with Quest Optical Specialty Lab of Largo, Fla., to promote its prescription water eyewear, Sable WaterOptics, to optical laboratories and ECPs throughout the U.S. See Worthy will provide product within its standard range of prescription lenses, which consists of plano and -1.5 to 10.00D; Quest Optical Specialty Lab will grind lenses for special orders.

“With 15 million myopic swimmers in the U.S. alone, there should be plenty of opportunity for us and for the labs we’re looking to bring on board,” notes Paul Lantinga, president of See Worthy.



FEA is First Winner in Corning SunSensors Contest
 Corning has named FEA Industries of Morton, Pa. the first winner in its SunSensors-Signet Armorlite Lab Partner contest. Corning developed the contest with Signet Armorlite (SA) to celebrate the strong support the lens maker’s lab partners have given the SunSensors brand since its inception in 1999. Bill Heffner, owner of FEA Industries, an SA lab partner in Morton, Pa., had the top increase in sales for SunSensors lenses in the first quarter of the annual contest. Heffner’s lab increased SunSensors sales over 40 percent in the first quarter. For his successful efforts, Heffner won a 37” high-definition television. Heffner decided to use the television in his lab to monitor customer orders and continue to grow his SunSensors business.

Corning will award three more HDTVs plus a grand prize that includes a big screen high-definition television, a Steuben Glass award and cash. These prizes will be awarded to SA lab partners that win in the next three quarters of the contest, with one lucky year-end winner. All prizes were picked to tie into the high-tech, in-mass photochromic performance of SunSensors lenses.



Homer Optical Names Vegas Trip Winners
Homer Optical named four grand prize winners of its 2006 Taste of Italy program: Dr. Scott Morrison of New Paltz, N.Y.; Ephrata Family Eye Care of Ephrata, Pa.; Greenbelt Eye Associates of Berwyn Heights, Md.; Luxur-Eyes of Hampton, Va. Participating eyecare professionals who grew their Varilux and AR usage by 10 percent or more per month earned a $25 gift, plus chances to win an all-expense paid trip for two to the Venetian Hotel in Las Vegas. Each grand prize winner is entitled to a three-night, four-day trip for two including air fare, hotel and $100-a-day spending money.

 

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