Upfront: L&T Marketing

Jan
2009

Lens Marketing

Edited by Andrew Karp

Vision-Ease Announces New LifeRx Promo
Vision-Ease Lens (VEL) has launched a new sales promotion that rewards eyecare professionals who support its environmentally friendly LifeRx light-responsive lenses. Based on the brand’s new mascot, Tiko the chameleon, the promotion allows ECPs to collect and return stickers for cash and other prizes.

For every pair of LifeRx lenses purchased through February 28, VEL will send ECPs one Tiko sticker. Illumina LifeRx purchases earn two stickers. Stickers can be collected on a Tiko Travel poster and may be remitted by mail to receive cash and other surprise gifts.
To participate in the promotion, ECPs can visit the professional’s section within www.vision-ease.com for official rules and sign-up information.


Opticote Intros ECP Reward Program
Opticote is launching a program that rewards eyecare professionals for dispensing multiple pairs of mirror coated sun lenses. Customers must complete a simple, one-time registration at www.opticote.com, where they can redeem certificates of authenticity from their lab. Certificates will arrive with each order placed. After six certificate of authenticity numbers are registered, customers will earn a reward certificate that is delivered via email. The reward certificate or reward certificate number must be provided to the lab with the next mirror coating order. When the lab receives the reward certificate number, they will submit it to Opticote as part of the customer’s mirror coating order. Opticote will provide the coatings free of charge, including matching backside AR, and the customer, in turn, will not be charged for the mirror coating by their lab.

“You have second-pair buyers who come into your office everyday,” notes Mike Bellomo, Opticote’s vice president of sales and marketing. “Dress eyewear sales should be a given. A sunwear sale with a mirror coating has never replaced a dress eyewear sale. In fact, it has only enhanced your customers’ perception of the value they receive as you demonstrate your concern for their ocular health and safety.”


Crizal’s Changing of the Guard
Essilor recently replaced its Crizal Alizé with Clear Guard AR lenses with a new, higher performance product, Crizal Avancé with Scotchgard Protector. Essilor reports that since launching Crizal Avancé with Scotchgard Protector in January 2008, sales of the lenses have grown at an average of 86 percent per month, reflecting strong consumer receptivity. As a result, Essilor has simplified its Crizal portfolio by permanently discontinuing Crizal Alizé with Clear Guard.


Kaenon Launches New Web Site

Kaenon Polarized has launched a new web site, www.kaenon.com, which offers visitors a user-friendly platform with interactive educational features and enhanced ecommerce capabilities. The site provides easy-to-use tools and resources, including a product guide that helps customers select the best Kaenon styles based on gender, fit, sport and environment. An educational section on polarization helps visitors learn about the importance of Kaenon Polarized lenses and the benefits of Kaenon’s patented SR-91 lens technology. The online store allows customers to securely and conveniently shop online or access the directory of convenient Kaenon retail locations for prescription and nonprescription eyewear.

 

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