Blog

Breaking through the noise In Part I, I discussed the changes that have taken place in marketing over the past decade or so that have made traditional advertising ineffective. The quantity of advertising messages we receive on a daily basis has become so great, our...

I have heard the debate go on about what to label consumers of eye care. Doctors and even opticians can get down-right petulant when discussing the topic. Often, the argument is made that the word customer should be stricken from the optical practitioner’s vocabulary...

Why you shouldn’t waste your marketing dollars on traditional advertising Years ago, the birth of mass media gave marketers amazing power to dictate what consumers should buy. Marketers advertised their products in newspapers, radio, and TV; told consumers what to...

Marketing is a big source of confusion and consternation for many in the optical industry. Companies sometimes employ less-than-honest advertising and copy in their marketing campaigns. Lens manufacturers muddy the waters with overlapping designs and confusing...

Your worst nightmare: Wal-Mart (or your favorite cheap, mass-market competitor) moves down the street and of course, begins to sell cheap frames, cheap lenses, and cheap AR at prices below what you sell in your dispensary. You suddenly find your customer base...

Why do your customers return? Why to they recommend you to others? Is it because you give the most thorough eye exam in town? Is it because you know how to select and fit a PAL they'll adapt to the first time? Is it because you have largest selection of designer...

1. Don't use an appointment book; use a computer. 2. When a patient calls to cancel an appointment, always ask WHEN you can reschedule. 3. When a customer walks into the office for adjustments or repairs, ask when she had her last eye exam. If it has been over a year,...

According to the VCA, the single biggest reason people have their eyes examined (36%) is they received a recall card from their doctor.