Today’s entry comes from Kirk Poole, Field Services Manager for Eyefinity.
You see them everywhere—in newspapers, TV commercials, and direct mail. The major retail chains offer price-point promotions almost constantly—“two pairs for 69.99,” “buy one, get the second pair free.” These types of promotions are employed so frequently because they work! Consumer trends have changed—the eyewear consumer is now driven by price and quality—and price-point promotions are a key tool for increasing sales at any dispensary. Promotions compel a purchase to be made now, and they are key for driving patients into your independent eyecare practice rather than the nearest retail chain.
But how, you may ask, can I create compelling price-point promotions? After all, you don’t have access to the same marketing budgets as the major retailers. How can you know which promotions are most attractive to consumers? To establish which promotions make the most sense for you, take a look at what your retail competitors are doing and try to stay within the same price ranges. Also, it’s very important that you keep in mind the disclaimers you want to put on the promotions. For example, you probably don’t want the customer to be able to combine a promotion with their insurance benefits or other discounts.
A second challenge an independent eyecare professional will need to overcome is how to get the word out about your promotions. You can do so by printing fliers for distribution in your local area or by displaying them on your Web site. You can also enlist the help of eyewearpromotions.com. This unique offering provides your practice with all of the promotion design, messaging, advertising, and distribution. Eyewearpromotions.com even pushes out the promotions to your eWeb Extra Web site automatically.
For more tips on how to grow your practice, visit www.eyefinityofficemate.biz.
Kirk Poole is the manager of field services for Eyefinity. He has worked in the optical business for over 30 years. He holds a degree in ophthalmic optics and is accredited by the ABO as a charter-certified optician. Kirk has managed single to multiunit locations in multiple states and achieved positive results at a national retail level for over 10 years. He also served as a national trainer for new regional sales managers.