Upfront: L&T Marketing

Mar
2009

Lens Marketing

Edited by Andrew Karp

Signet Co-op Lab Partners Kick-Off Puzzle Promo

In April, Signet Armorlite is kicking off a new sales promotion through its co-op lab partners, “A Kodak Lens Puzzle Challenge.” For every 10 pairs of Kodak progressives dispensed, ECPs earn a piece to the puzzle. There are four pieces in all. The first piece is free and can be obtained from a Vision Monday ad, 20/20 ad or directly from a participating lab. Every time an ECP collects all four pieces, they receive a $50 gift card and will be entered in a drawing for trips to International Vision Expo East and Kodak Digital Video Recorders. Participants need to sell only 30 pairs of lenses to get all four pieces in four month’s time. There is no limit to the number of puzzle they can put together. The promotion runs through July 2009.

Vision-Ease Announces
Coppertone Promo Winner

While much of the Eastern U.S. is fighting snow and ice storms, Tom MacMillan, OD, owner of Family Eye Care Center in Laurens, S.C. is preparing for summer fun in the water. As winner of Vision Ease Lens’ Coppertone “Sell Sun, Win Fun” promotion, he has received a Yamaha VX Waverunner.

The promotion, which ran from March 1 through June 30, 2008, offered eyecare professionals monthly prizes and cash rewards for selling Coppertone polarized lenses by providing a scratch-and-earn card for every pair of Coppertone polarized lenses sold. Other monthly prizes included a Sunfish Sailboat and kayak package for two. The grand prize drawing was a trip for four to the Atlantis Resort on Paradise Island, Bahamas.

GIG Develops Innovative Polarized P-O-P
Global Impact Group (GIG), a San Diego company that designs and produces merchandising displays for optical retailers, is introducing the Polarized Growth Initiative, a comprehensive program to increase sales of polarized sunwear.

“The intent of the initiative is to position polarized as a ‘must have’ for any discerning consumer,” says Bill Gerber, president of GIG (pictured below). “We believe consumers love polarized and would buy it in greater numbers if the presentation is outstanding. To date the industry has only focused on countertop, dispensing table demos. This has worked to grow the category slightly, but the full potential of the technology has yet to be realized. We believe that by focusing on a macro concept, it is conceivable to grow the category to at least 25 percent of all sunglasses sold.”

According to Gerber, GIG’s Polarized Growth Initiative is designed to capture the attention of potential customers who are passing by a store window display and encourage them to enter and buy its featured polarized sunglass brands. The program’s initial phase consists of four elements. The first is a series of window posters designed to engage and capture the interest of potential customers passing by. The posters show beautiful scenes that are often interrupted by glare. They are treated with Magic Glare film that simulates glare and will hang in store windows. Large polarized “sunglasses” hang and sometimes move inside the window in front of the posters, eliminating the glare.

The second element is “customer attractor” demonstrators designed for use in the store’s entranceway or mid-store. Frosted, LED-lit displays positioned on the counter or on a freestanding base glow different colors. The display can feature four sunglasses (or none if by choice) along with a glaring image lit by the LEDs. When a customer puts on a pair of polarized sunglass, the glare disappears. Additional LED-lit displays are designed for countertops. The final element is wall posters in various sizes using MagicGlare film.

GIG is also introducing a line of stock elements for independent eyecare practices consisting of a display and wall posters.

Custom images are also available. For pricing information call (760) 822-8819 or visit www.globalimpactgig.com.

 

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