Upfront: L&T Marketing

Aug
2008

Lens Marketing

Santinelli International
Premieres ‘Impact Movie’

Santinelli International has produced a three-minute “Impact Movie” that delivers a short, educational message about the company and its wide product range.

“If you see only one movie this summer, make it one that will impact your bottom line. See the Santinelli International Impact Movie,” says Gerard Santinelli, president and CEO.

The movie is now available on the company’s web site, www.santinelli.com. Alternatively, you can request an email link to it by calling (800) 644-3343 (ext. 307) or by writing to: impactmovie@santinelli.com.


Transitions Intros New P.O.S. Materials

Transitions Optical is arming eyecare professionals with new resources to help educate patients about the advanced performance and healthy sight benefits of Transitions lenses. Available point-of-sale materials—all updated with new, lifestyle imagery—include a consumer brochure, posters, counter cards and a window cling to display in office, plus a lens demo card featuring the new Transitions VI technology.

Modeled after Transitions Optical’s national television and print-advertising campaign, the consumer brochure highlights the everyday benefits of Transitions lenses and includes a testimonial from a real-life photojournalist, who relies on his eyes for his work. The brochure drives consumers to the Transitions Healthy Sight for Life Fund web site for more information about protecting and preserving eye health.

New posters and counter cards can be displayed in office to reach patients of all ages about the “preciousness” of healthy sight. A window cling is also available, reinforcing the importance of healthy sight and encouraging patients to ask about Transitions lenses. Eyecare professionals can give patients a first-hand look at how Transitions lenses work  with a new lens demo card. Updated with the advanced Transitions VI technology, the card can be activated outdoors or by using a UV demonstration unit to show patients that Transitions lenses are darker—and faster to activate and fade back—than ever before. The card also shows that Transitions lenses are virtually as clear as regular, clear lenses indoors.

In addition to these resources, eyecare professionals can log onto the Transitions Online Marketing (TOM) tool to customize their own point-of-sale materials, free of charge. Found at www.TransitionsTOM.com, the TOM tool has been updated with new templates, including community ads, postcards and counter cards.

For a copy of the 2008 point-of-sale catalog, eyecare professionals should call Transitions Optical Customer Service at (800) 848-1506.


Marco Adds Cherry Optical
to Distributor Group’

Marco polarized eyewear has added Cherry Optical to the group of labs that distribute its newly launched line of high fashion, fully Rx-able, polarized sunglasses. The 21-piece collection is being offered to select U.S. optical laboratories, including eMagine Optical of Tulsa, Okla.; Hirsch Optical of Farmingdale, N.Y.; Katz & Klein of Sacramento, Calif.; Optical Wholesale of Greensboro, N.C. and Sutherlin Optical of Kansas City, Mo.

 Cherry Optical, based in Green Bay, Wis., was founded in 1998. The lab produces over 70,000 Rx prescriptions annually
and primarily serves Wisconsin and Upper Peninsula of Michigan. Marco is a division of Merchamp Ltd.


Lensco Adds Corning SunSensors Line
Lensco, the Clifton, N.J.-based lens distributor, is branching out. After 19 years of specializing in glass lenses only, the company recently began distributing plastic lenses when it added Corning’s SunSensor line of plastic photochromics to its extensive product mix.

“There were only two distributors of SunSensors in the U.S., Polycore and Signet Armorlite,” says Lensco president Charlie Poole. “We felt we’d have a fairly decent shot at getting some of the market with just two other distributors.”

Lensco is distributing finished Sunsensors in hard coat and multicoat, semi-finished single vision, semi-finished flat-top bifocals and semi-finished progressives, according to Poole. Initially, Lensco is concentrating on distributing the lenses to wholesale optical laboratories, according to Poole.

“Right now we’re just selling to labs,” he notes. “The retail chains, of course we’re going to contact. We’re looking at the export market as well, particularly Latin America and South America.”

 

|