Optical Retail Success 92


Tasty, weekly nuggets of random goodness; tips, stories, and science hand-picked to help you find the most success in your optical retail business/career.


If you want to improve, be content to be thought foolish and stupid.



Party In The Back

There might not be a more effective sales and marketing tool than a well-planned and executed event. Trunk shows are a common way we do this in the industry. Personally, I think “trunk show” is inside baseball terminology that—particularly when marketing the event— should be discarded in favor of something with more general appeal and recognition like “party” or “celebration.” Either way, pulling off a successful event takes effort and planning. The Optical Vision Site has 18 tips to help pull off your next event.

One thing I didn’t see mentioned in the article is the essential email list. I can’t overstate the importance of building and using an email list to market your event. Bonus Tip: Segment your email list so you know who your very best customers are. Treat them like VIPs at your event. Come up with creative ways to give your top customers extra incentive to show up. Make them feel special because they are! Do this well and more like them will follow.

If you are a member of the Optical Independence group on Facebook, there is a great discussion right now on Spring trunk shows with some absolute gold in the comments, particularly those from Nikki Giffin. 

Finally, to have a better idea of the power of events and the power the internet gives you to organize and promote them, check out the latest Optical Business News Podcast about the After Party, in particular, pay attention to Scott Balestreri’s interview with event organizers Addie Bogart and Brett Cates. More gold.



A Blue Herring

Do blue-light-blocking glasses actually do anything? Yes and no, but probably far less than you think. Digital eyestrain and the negative effects of blue light on your eyes are two separate concerns. “We keep on thinking about blue lights from our computers and smartphones, but the reality is we get more exposure from blue light from the sunlight.” It’s not the blue light that’s making your eyes feel bad after a day of staring at the computer — it’s staring at a screen for hours without breaks. And we won’t even get into all the garbage the “professionals” are marketing within the industry.



Private Eyes

Facebook CEO, Mark Zuckerberg testified in front of Congress this week to give his mea culpas and to try to explain to a bunch of clueless senior citizens (AKA Congress) how Facebook works. 

The truth is not very many of us actually care whether or not the information we put out into the world on social media is used to by advertisers to give us more relevant advertising. In fact, most of us prefer it, as long as we continue to get our fix ...without having to pay for it, that is. Privacy is not the biggest problem we face with technology.



Oh, Snap! 

As further evidence we don’t care about our privacy—or at least that’s what big tech players are betting on—after being forced to sit on $40 million of unsold Spectacles, Snapchat is moving forward with version 2 of its camera-enabled Spectacles and is already planning version 3.



Electric Eye

The world’s first demonstration of an electronic liquid crystal contact lens.

You think you've private lives
Think nothing of the kind
There is no true escape
I'm watching all the time
I'm made of metal
My circuits gleam
I am perpetual
I keep the country clean
I'm elected electric spy
I'm protected electric eye
Always in focus
You can't feel my stare
I zoom into you
You don't know I'm there
I take a pride in probing all your secret moves
My tearless retina takes pictures that can prove

—Judas Priest, Electric Eye



Happy Work Happy Life

One happiness researcher believes we’re all capable of becoming happier in our jobs. It just takes a little bit of deliberate practice. Here are some tips to help yourself or as a leader, help your employees.



Membership Has Its Privileges 

I love that you can get a whole meal out of their free samples and DIY an ice cream float by combining frozen yogurt with a soda at the food court, but it's the optical lab that keeps me a loyal member…

She didn’t even mention $1.50 for an amazing hot dog and a drink! Before you sneer at the article, recognize how much of this is about an experience. Not just the total experience she has at Costco (food court and free samples notwithstanding), but the obviously poor experiences she’s had at what could very well be independent practices.





There is a Chinese saying that goes: “If you want happiness for an hour, take a nap. If you want happiness for a day, go fishing. If you want happiness for a year, inherit a fortune. If you want happiness for a lifetime, help somebody.”

How lucky are we that helping others happens to be our job?




Video of The Week:  What Is Presbyopia? 

Before we get to “how” of correcting presbyopia with eyeglasses, it’s important to understand what presbyopia is and why it exists in the first place. In this video, we cover how the eye changes as we age, particularly the crystalline lens and how those changes are even related to cataracts.



Through the OpticianWorks free video lessons, Laramy-K Optical is making every effort to provide better and more accessible education for opticians everywhere, but we’re only able to do it with your support.

You can help keep it going in two ways:

Become a paid member of OpticianWorks.com for access to the best in online optician training (The videos are only a small portion).


Or, even better, open a Laramy-K Optical lab account for the very best in independent uncut work and we'll throw in the OpticianWorks memberships for free! Your customers and your staff will thank you!


I hope you enjoyed this edition of Optical Retail Success.  

Here’s to your success in this year and beyond.

Thanks for reading and sharing!