Lens Marketing
Edited by Andrew Karp
Vision-Ease Lens Launches
2007 Ultimate Rewards Program
In an industry where cash incentives from lens manufacturers are
the norm, Vision-Ease Lens is seeking to break the mold
with its new 2007 Ultimate Rewards Program. Instead of merely
providing spiffs to dispensers, Vision-Ease will now accrue co-op
funds to finance marketing programs that will help grow individual
ECP businesses.
“In 2007, our focus is on building strong and lasting relationships
with eyecare professionals,” says Barry Resnik, marketing director,
Vision-Ease Lens. “A co-op fund has more value to ECPs than a
spiff program, as it provides an opportunity to grow business by
paying for various marketing initiatives.”
The 2007 Ultimate Rewards Program now incorporates a more
robust line up of Vision-Ease Lens products than in previous years.
In addition to progressives, LifeRx photochromic and SunRx polarized
lenses will also be included in the program. By awarding
specific dollar amounts for the Vision-Ease Lens premium products
dispensed, ECPs build their co-op funds to help pay for marketing
initiatives such as advertising, staff training sessions, educational
programs, sales tools, merchandising or open houses.
Co-op funds benefit everyone within the business through the
added value of Vision-Ease Lens support. However, ECPs can also
opt for a cash payout through an online account and a check will
be automatically sent in the mail.
Teamwork Marketing Launches Web Site Ophthalmic industry veteran Pat Dundas has launched a web site,
www.teamwork-marketing.com, for his business development and
consulting firm, Teamwork Marketing. Dundas began his career
with American Optical where he assumed senior management
responsibilities across a range of disciplines. In the early 1980s,
Dundas made the move to surgical products marketing and was
instrumental in the development of the intraocular lens and surgical
laser markets.
Teamwork Marketing
clients include manufacturers
and service
providers who rely
on the firm’s ophthalmic
industry
experience and
know-how for
research, strategic
planning, tactical
marketing plans
and business development
projects.
See Worthy Enlists Quest Optical to
Promote Sable WaterOptics
See Worthy of Toronto, Ontario, had entered into an agreement
with Quest Optical Specialty Lab of Largo, Fla., to promote its
prescription water eyewear, Sable WaterOptics, to optical laboratories
and ECPs throughout the U.S. See Worthy will provide
product within its standard range of prescription lenses, which
consists of plano and -1.5 to 10.00D; Quest Optical Specialty Lab
will grind lenses for special orders.
“With 15 million myopic swimmers in the U.S. alone, there should
be plenty of opportunity for us and for the labs we’re looking to
bring on board,” notes Paul Lantinga, president of See Worthy.
FEA is First Winner in Corning SunSensors Contest Corning has named FEA Industries
of Morton, Pa. the
first winner in its
SunSensors-Signet
Armorlite Lab Partner
contest. Corning developed
the contest with
Signet Armorlite (SA)
to celebrate the strong
support the lens maker’s
lab partners have given the SunSensors brand since its inception in
1999. Bill Heffner, owner of FEA Industries, an SA lab partner in
Morton, Pa., had the top increase in sales for SunSensors lenses
in the first quarter of the annual contest. Heffner’s lab increased
SunSensors sales over 40 percent in the first quarter. For his successful
efforts, Heffner won a 37” high-definition television. Heffner
decided to use the television in his lab to monitor customer orders
and continue to grow his SunSensors business.
Corning will award three more HDTVs plus a grand prize that
includes a big screen high-definition television, a Steuben Glass
award and cash. These prizes will be awarded to SA lab partners
that win in the next three quarters of the contest, with one lucky
year-end winner. All prizes were picked to tie into the high-tech,
in-mass photochromic performance of SunSensors lenses.
Homer Optical Names Vegas Trip Winners
Homer Optical named four grand prize winners of its 2006
Taste of Italy program: Dr. Scott Morrison of New Paltz, N.Y.;
Ephrata Family Eye Care of Ephrata, Pa.; Greenbelt Eye
Associates of Berwyn Heights, Md.; Luxur-Eyes of Hampton, Va.
Participating eyecare professionals who grew their Varilux
and AR usage by 10 percent or more per month earned a $25
gift, plus chances to win an all-expense paid trip for two to the
Venetian Hotel in Las Vegas. Each grand prize winner is entitled
to a three-night, four-day trip for two including air fare, hotel and
$100-a-day spending money.
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