Upfront: L&T Marketing

Jul
2008

Lens Marketing

Zeiss and Transitions Optical Launch “City Visions” ECP Promotion
Carl Zeiss Vision, in collaboration with Transitions Optical, has launched a new national promotion for independent eyecare professionals. “City Visions: Daily Sights and Evening Lights,” offers ECPs cash rewards, digital photography prizes and a chance to win a $3,000 Big City Vacation.

The promotion, which runs through August 31, includes two elements and offer ECPs multiple chances to win cash and prizes.

The first element of the promotion rewards ECPs as they play the City Visions board game. ECPs earn game stickers by selling Zeiss and Transitions lenses. Qualifying Zeiss lenses include GT2 by Zeiss, Gradal Top and Gradal Brevity. One sticker is awarded for each pair sold. ECPs then affix the stickers to the game board. Once the game board is half full, with 25 stickers, they can turn it in for a $50 cash prize. Or, they can wait until the entire board is filled with 50 stickers and exchange it for a $125 cash prize. When the game boards are submitted, the ECP is also automatically entered into the grand-prize drawing for a Big City Vacation worth $3,000.

The second element is a photo contest to find the best city snapshots taken by ECPs. Winning submissions will be featured in the Visions of Your City 2009 calendar. ECPs can submit their most intriguing images of cities across the country. The 13 best entries will appear in the calendar and the winning photographers will receive a Sony Digital Camera with a Carl Zeiss lens.

During the months to come, the Carl Zeiss Vision laboratories and other select labs will actively promote “City Visions” in national trade ads, email blasts and via sales calls. Independent eyecare professionals interested in participating may call the Carl Zeiss Vision promotion hotline at (888) 348-7652 or visit www.cityvisionspromotion.com.

Hoya Announces “Splendor of Spain” Drawing Winner

Frederick Shinners, Jr., OD, with Low Country Vision in Mount Pleasant, S.C., won an all-expense paid trip to Spain in the Hoya Vision Care “Splendor of Spain” drawing at Vision Expo East.

“We congratulate Dr. Shinners and look forward to experiencing majestic Spain with him,” says Clay Musslewhite, director of marketing. “Independent eyecare professionals are invited to join us. ECPs simply need to sell our award-winning Hoyalux iD or our Hoyalux iD LifeStyle lenses between now through December 31, to be eligible to win prizes and additional trips for two to Spain.”

Essilor Launches New Varilux Ad Campaign
Essilor of America has launched a new Varilux advertising campaign, featuring print advertisements that will run through the end of 2008, in selected industry publications nationwide. The ads promote the advantages of Varilux products in providing the sharpest vision possible for all types of patients.

Each ad features an example of a unique and challenging patient type with different vision care needs. From Pete, a pilot who needs precise vision to read his instruments and sharp distance vision to see the runway, to Susan, a fashion designer who needs to work at the drawing table and watch the catwalk, the ads convey that Essilor provides a solution to fit the unique needs of each patient.

First Winner in Drivewear Sweepstakes Announced
A winner has been named in the first of two drawings for a Sony 52” LCD TV in the Drivewear consumer sweepstakes. Howard Geyer won the grand prize after registering the Drivewear lenses Activated by Transitions he purchased from Eye Desire in Miami Beach, Fla. Patients who purchase Drivewear can register their lenses by either returning the provided registration card or by registering their lenses online at www.drivewearlens.com.



Informative owner’s manuals that are distributed to the consumer with their purchase of Drivewear lenses are designed to thank the patient and to help them better understand the benefits and features of the product in friendly language. When patients return the included postcard to register their lenses (or register online), they receive a free gift from Younger Optics and are automatically entered into the Drivewear Sweepstakes drawings.

In addition to the LCD TV grand prize, Apple iPods were awarded to 20 other lucky Drivewear registrants. A second drawing for an LCD TV and twenty Apple iPods will take place this month.

 

|