Upfront: L&T Marketing

Feb
2011

Lens Marketing

NEW POS MATERIALS HELP ECPS EXPLAIN LATEST TRANSITIONS LENS OPTIONS
Transitions Optical has announced the availability of new and updated point-of-sale (POS) materials to help eyecare professionals educate their patients about the importance of healthy sight and demonstrate the benefits of the Transitions family of products. ECPs can let their patients know that they are a provider of Transitions everyday lenses, and encourage conversation about which lens option best fits their lifestyle, by displaying an updated dispensing mat. The new mat highlights the everyday protective benefits of Transitions lenses and includes an illustration of the three activation stages for both Transitions and Transitions XTRActive lenses. Eyecare professionals can choose to display a pre-printed insert or can use the Transitions Online Marketing (TOM) tool to customize their own insert, free of charge.

A new consumer brochure is available for ECPs to display in office waiting rooms or share with patients as a take-home reference. The new brochure is designed to serve as an easy-to-follow comparison guide—helping patients choose their ideal Transitions lens from both everyday and performance lens categories. The front of the brochure features a sliding card that allows patients to compare the three activation stages of Transitions lenses with Transitions XTRActive lenses. The brochure also lets patients know that with each registration, a donation will be made to Prevent Blindness America through the Transitions Healthy Sight for Life Fund.

Transitions Optical has also created a POS Guide which offers eyecare professionals tips on how to best assess their practice, visually organize their office and customize their message through the TOM tool. The guide focuses on a few staple pieces that research shows to be most important to a patient and helps eyecare professionals leverage these materials within their practice.

ECPs can order the new dispensing mat, consumer brochure and the POS guide by calling Transitions Optical Customer Service at (800) 848-1506, or by visiting the POS section of Transitions.com/Pro. All materials are available in English and Spanish.

GUNNAR OPTIKS 3D EYEWEAR RECEIVES RealD CERTIFICATION
Gunnar Optiks announced that it has received RealD certification for its line of optical-quality 3D lens and eyewear. The company said it fine-tuned its patented i-Amp 3D lens technology to meet RealD’s specification.

“Gunnar Optiks is known around the world for its performance eyewear, and we’re excited for moviegoers to experience their cutting edge glasses technology the next time they see a film in RealD 3D,” said Joseph Peixoto, RealD president of Worldwide Cinema.

The RealD-certified 3D eyewear is currently available at Fry’s Electronics and online at Amazon.com, Buy.com, NewEgg.com, and gunnars.com, as well as domestic and international eyewear chains and independent eyecare providers.

Producing RealD-compatible 3D eyewear is part of a diversification strategy, according to Gunnar Optiks president Rob Aarnes. “We’re also making 3D eyewear designed to work with Xpol, the 3D technology used by 3D television manufacturers such as JVC and Panasonic,” Aarnes says.

Gunnar Optiks is planning to introduce prescription eyewear in additional configurations in first quarter 2011, he notes.  

 —Andrew Karp

 

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