For Precision Optical Products, the extremely competitive San Diego market demands a high level of expertise and commitment—and a marketing agenda that fosters growth, new business and product specialization.
“I would define our strategy as trying to be the lab that they turn to when the job is a little more critical or a little more challenging,” says Lori Treadwell, whose father founded the business in 1973. “We do a good job with the things other labs have trouble doing well.”
In an effort to gain headway in a geographical region that borders Orange and Los Angeles counties—and faces stiff competition from neighboring labs—Treadwell brought Mark Becker, a former Essilor executive, on board last year to handle marketing objectives and to elevate the lab’s profile and standing within the industry. Under his tutelage, Precision Optical supports a wide range of networking opportunities and industry referrals, all of which goes a long way toward meeting marketing goals.
In addition, Becker encouraged the company to focus on specialized lenses. “The way the market was going, we realized we were losing jobs,” says Treadwell. “Mark was the one who gave us the boost we needed.” Treadwell credits Becker with steering the lab in the direction of quality drilled rimless lenses. The turnaround, she says, has been gratifying. “We’re up about 30 jobs a day.” And with just nine other employees, Precision Optical has a good handle on quality control.
“We make it a point to do a good job. And then hopefully, they send us more work.”