Upfront: L&T Marketing

May
2008

Lens Marketing

Tri-Supreme Launches Web Site
Tri-Supreme, the Farmingdale, N.Y. based wholesale lab, has launched www.trisupreme.com, a new web site offering complete and comprehensive lens availability updated weekly.

“Trisupreme.com has all the information you want and need 24/7,” says Mark Cohen, Tri-Supreme’s training and marketing manager. “Our web site is much different than any other optical lab web site you may have visited.”

Among the site’s features is complete and comprehensive lens availability and spec sheets on progressives, intermediate progressives, photochromic plastic, high-index, polarized, polycarbonate, Trivex and plastic lenses; printable and downloadable progressive cutout charts and the latest Crizal availability and photochromic plastic availability charts; a virtual lab tour; Tri-Supreme’s latest promotions and newsletters; Tri-Supreme University, a series of educational papers written by the staff of Tri-Supreme Optical, and a collection of tips and tricks for using Remo, Tri-Supreme’s online Rx-ordering software.


Global Optics Offers Program to Boost Multiple Pair Sales

Global Optics, in cooperation with Innereactive Media, has released IndividualEyes, a marketing program designed to provide practices with the marketing tools necessary to increase multiple pair sales. IndividualEyes marketing tools are intended to both entice the patient, as well as inform them of the benefits associated with specialized, supplemental eyewear.

IndividualEyes provides practices with the eye-catching materials necessary to engage the interest of patients. Marketing tools available include a patient information video for use in the reception area of practices, countercards, visual needs analysis forms and a thermometer tracking system. The patient information video plays in the reception area to illustrate the features and benefits of supplemental eyewear in non-technical language patients can relate to and understand. IndividualEyes countercards illustrate the need for specialized, supplemental eyewear through easy to understand imagery.

“This program was developed to increase patient satisfaction and boost second pair sales,” says Geff Heidbrink of Harbor Optical, who is a member of Global’s marketing committee. “The unique imagery catches the attention of patients and helps them understand that no one lens can meet their every need.”

Visual needs assessment forms are provided to help office staff evaluate each patient’s hobbies and lifestyle. Obtaining this information allows the practice to better satisfy the unique needs of each patient. The Thermometer Tracking System helps encourage staff participation in the IndividualEyes program and aids in tracking second pair sales goals.

The IndividualEyes marketing program is available to professional optical practices and is exclusively distributed by members of Global Optics: Advance Optical, Cherry Optical, CVO, Dietz Laboratories, E.magine Optical, Encore Optics, Expert Optics, Harbor Optical, Hirsch Optical Corporation, ICareLabs, Katz & Klein, Lenco, LensTech, Professional Ophthalmic Labs, QC Optical, Rite Style Optical, Rooney Optical, Soderberg Optical, Toledo Optical and Walman Optical.


Cherry Optical Hosts 2008 What’s New University

Cherry Optical, an independently owned wholesale laboratory in Green Bay, Wisc., recently held its seventh annual What’s New University (WNU) at Lambeau Field, home of football’s Green Bay Packers. Nearly 920 eyecare professionals attended the event, which featured 33 hours of educational programs.

Between five and nine programs were offered each hour over the four-hour CE portion of WNU. A wide range of courses were offered from an ABO exam prep course to how to sell a private practice to a current or future partner.

This year’s program also featured an expanded exhibit area. The Lambeau Field Atrium floor provided 44,000 square feet of space filled with 95 exhibitors of frames, lenses, examination equipment providers and other related services available to independent eyecare professionals. As a special treat, attendees were able to walk down the same tunnel the Green Bay Packers use to enter Lambeau Field and have their picture taken on the “Frozen Tundra.”

Transitions Optical and Hoya Vision Care were major sponsors of the event.


Vision-Ease Kicks Off Coppertone Promo
Vision-Ease Lens kicked-off a new promotion, “Sell Sun, Win Fun,” which runs through June 30. The program offers eyecare professionals monthly prizes for selling Coppertone polarized lenses and provides them with a scratch-and-earn card for every pair of Coppertone polarized lenses sold allowing them to earn up to 20 dollars instantly. The secret code is verifiable online at www.vision-ease.com for summer recreation monthly prizes.

“Through the ‘Sell Sun, Win Fun’ promotion, Vision-Ease Lens is continuing to grow its relationships with ECPs,” says Dominique Jara, marketing manager, Vision-Ease Lens. “Providing knowledge about eye sun protection and offering the trusted name of Coppertone builds ECPs’ customer base, credibility and overall business. This promotion is the most comprehensive initiative to date for Vision-Ease Lens.”

The “Sell Sun, Win Fun” monthly prizes include a Sunfish sailboat, a Yamaha WaveRunner and a kayak package for two. The grand prize drawing is a trip for four to the Atlantis Resort on Paradise Island, Bahamas. Without a limit of how many scratch and earn cards ECPs can earn, the program encourages ECPs to create awareness for Coppertone polarized lenses.


Marco Expands U.S. Distribution
Marco Polarized Eyewear, a division of the European company, Merchamp Ltd., has signed agreements with five U.S. independent wholesale laboratories to distribute its line of Rx-able, polarized sunglasses. The labs are eMagine Optical of Tulsa, Okla.; Katz & Klein of Sacramento, Calif.; Optical Wholesale of Greensboro, N.C.; Sutherlin Optical of Kansas City, Mo. and Hirsch Optical of Farmingdale, N.Y.

According to Marco, its 21-piece polarized collection targets consumers looking for an affordable, prescription-ready frame with style and quality.


 

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