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How Dr. Josiah Young Became an Instant Sensation

How Dr. Josiah Young Became an Instant Sensation

By Nancy Rausman, Managing Editor, EyeCarePro Dr. Josiah Young of Opticare Vision Centers in the greater Cincinnati area was only doing his job when he discovered that 10-month old Piper Sinclair had hyperopia and fit her with corrective eyewear. Piper had been failing to reach milestones such as crawling and her pediatrician referred her for a comprehensive eye exam. What happened next, however, was truly sensational. Piper’s mother, Jessica filmed a moving video of the moment Piper put on her glasses and saw her parents for the first time. She posted the video to her Facebook page and included the caption, “I just wanted to say thank you to Dr. Josiah Young and the Opticare team for this reaction. So happy for my daughter and this amazing practice. Thank you!” Since then the video has gone viral with over 34 MILLION hits (and counting) as well as features on the local and national news, including a segment on CNN. According to the AOA, in less than 36 hours following the CNN segment, the story was circulated by more than 400 media outlets with about 100 nationwide featuring InfantSEE mentions. So moved by the incredible and instant reaction shown...
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Waveborn Sunglasses Signs Dallas Cowboys Hall of Fame QB Troy Aikman

Waveborn Sunglasses Signs Dallas Cowboys Hall of Fame QB Troy Aikman

Waveborn Sunglasses is pleased to announce the addition of Hall of Fame QB, Troy Aikman, as the company’s official spokesperson. Waveborn changes how people see the world by selling high-quality Italian sunglasses and funding life changing cataract surgeries around the globe. As part of the 4-year partnership, Aikman will serve as a brand ambassador. He will continue to wear Waveborn Sunglasses and earn a small percentage of vesting equity in the company. Aikman will be featured in sales and marketing campaigns to assist the brand in increasing distribution through new channels. “I am really excited to team up with Waveborn and support their global mission. I absolutely love their handcrafted Italian frames and polarized Carl Zeiss lenses,” said Aikman. “I believe in the brand. Together we can create an even bigger impact on the global eye care community to fund more life changing cataract surgeries through our non-profit partner, SEE International.” “Signing Troy Aikman represents a truly special moment for the brand, as Waveborn reaches to new heights. Having Troy join the Waveborn team is a testament to Waveborn’s expansive growth. With the addition of Aikman,...
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How PPC Advertising Can Benefit Your Practice

How PPC Advertising Can Benefit Your Practice

Google pay-per-click advertising can be one of the most effective forms of local marketing for your Practice. The basics include writing various ads, specifying who sees those and what keywords trigger those ads, and choosing how much to spend. Granted, that’s an oversimplification of the process, but here are 5 key benefits to using Google pay-per-click advertising for your Practice: 1. Set your own budget: PPC is based on a pre-set budget, so once the spending amount that you selected is reached, the ad simply stops being shown. Therefore, PPC is low risk and has a controllable spending outcome. 2. Target using the most relevant keywords: With keyword-based campaigns, your ad will attract visitors that are genuinely interested in the product or service you are trying to promote (e.g. optometrist, eye exam, eye doctor, vision therapy, etc.). 3. Target specific geographic locations and demographics: You choose the geographic and demographic populations you want to target with the ad (such as radius around your office, or city, zip code, age, gender and parental status). So you won’t be wasting your time and money advertising to individuals out of your service area; your ad will...
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Introducing Jimmy Crystal New YorkTM Birthstone Reader

Introducing Jimmy Crystal New YorkTM Birthstone Reader

A&A Optical introduces the all new Birthstone Readers from luxury collection: Jimmy Crystal New YorkTM. The designer eyewear collection is comprised of striking limited edition pieces reminiscent of a collector’s item. Each style is unique and special, featuring hand set Swarovski elements. Jimmy Crystal New YorkTM was established in 1991 and is renowned for fashion-forward designs and superior quality accessories. Designer pieces include ophthalmic eyewear, sunglasses and reading glasses in acetate, metal and combinations. Love at First Sight. Sparkling with vibrant color and birthstone inspired Swarovski Crystals, there’s a style for every month of the year. Birthstone Reader (JCR362) is available in +1.50, +2.00, and +2.50. Birthstone Colors: Siam (January), Amethyst (February), Aquamarine (March), Clear (April), Emerald (May), Light Amethyst (June), Fuchsia (July), Peridot (August), Sapphire (September), Light Rose (October), Topaz (November), and Blue Zircon (December). Each Birthstone Reader (JCR362) frame is shipped with a suede frame pouch. The Birthstone Reader package includes 12 Birthstone Readers (JCR362) and one 12-piece display. About A&A Optical A&A...
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Premium Sun Selling

Premium Sun Selling

“Reprinted with permission, Jobson Medical Information LLC, all rights reserved” By Michelle Fleischer, Luxottica and Mark Mattison-Shupnick, ABOM Course Description Plano sunwear is a practice opportunity that makes for good business. Yet, most offices aren’t committed to being their patient’s sunglass source, don’t have enough sunwear inventory and/or don’t see themselves as a place that the consumer can drop in to shop for non-prescription sunglasses. Plano sunglasses are a 99 million pair opportunity (VisionWatch, 2013) in which optical could/should have a larger share. Sell Plano sunglasses and the ECP the logical source for more premium products. Course Objectives 1. Understand the harmful effects of UV rays on our eyes and vision. 2. Recognize the sales opportunity when educating customers on how high quality, premium sunglasses are the only choice for consumers to best protect their sight. 3. Teach how to better educate customers on premium sunwear. PREMIUM SUN SELLING Bringing Plano SUN into the sale By Michelle Fleischer, Luxottica and Mark Mattison-Shupnick, ABOM Plano sunwear is a practice opportunity that makes for good business. Yet, most offices aren’t...
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THE ART OF RETAILING by Orly Sigal

THE ART OF RETAILING by Orly Sigal

“Eye care practitioners sell frames to only 64% of the patients who have their eyes examined due to ineffective merchandising. If practitioners sold frames to 100% of those patients, revenue would increase. The revenue increase for an average practice grossing $750K annually would be $160K.”** The customer experience is evolving rapidly. Research shows store environments remain the best opportunity to inspire customers to spend more money than planned, however 84% of customers have difficulty finding what they need and 20% indicate leaving without fulfilling their entire purchase.* The dispensary is an extension of an optometric practice that unlocks the retail opportunity. The retail space must be designed to attract and capture patients’ attention, engage them on an emotional level, and create a unique shopping experience. The Art of Retailing begins with five touch points to create the ideal experience to transition the patient to a consumer. Store Design Curated Assortment Story Telling Knowledgeable staff Digital The first touch point, store design, is used to create an ideal retail environment that combines a functional, original and unique design. When designing a...
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Focus On Kids Eyewear

Focus On Kids Eyewear

“Reprinted with permission, Jobson Medical Information LLC, all rights reserved” Objectives 1. Understand a current snapshot of the kid’s eyewear market. 2. Learn what trends affect children’s behaviors that affect their need for eyewear. 3. Understand key attributes of children’s eyewear. 4. Learn how to communicate the right children’s eyewear solutions.   FOCUS ON KIDS EYEWEAR Mark Mattison-Shupnick, ABOM If I ask an audience of opticians to tell me the biggest issues when selling eyewear to kids I often get two answers. The first is that it’s the parents that are the problem, not the children; and two, selling eyewear to kids is too difficult. Turns out that with the right attitude and knowledge, selling eyewear to children is an untapped opportunity. In addition, there are always a number of stories about the child that receives their first glasses and it’s obvious that they love the new world that they see. For opticians, that’s often the real reason for what we do. So, if it’s a wonderful result how can you reduce the challenges of getting there? THE CHILDREN’S MARKET From the 2012 US Census, there are about 60 million children in the US today,...
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Here’s Why You May Have Seen a Drop in your Mobile Traffic

Here’s Why You May Have Seen a Drop in your Mobile Traffic

Something is brewing over at Google. They are keeping their lips shut tight so there isn’t a lot of information available right now, but it seems as though they are testing out a bunch of changes with their local rankings, specifically how the local search results are appearing on mobile devices. We have noticed changes in how the search results appear for local businesses on mobile as well as some traffic fluctuation for a number of our clients. Firstly, we have seen instances where Google has reduced the number of results shown on the first page of a local mobile search from 5 to 2-3 results. This could reduce the amount of visitors to sites in the 3-5 spots that are now relocated to page two of the search results. Secondly, we have noticed that in some cases Google has listed a Practice’s Google My Business Page in the results with no link to the actual Practice website. That means patients on mobile devices may be coming to you directly from your Google My Business page and not through your website. Ultimately, as long as your business page is up to date this shouldn’t affect conversions since the users are being brought to your Practice’s online property and contact information,...
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5 iPhone Video Tips to Promote Your Brand

5 iPhone Video Tips to Promote Your Brand

  ONE PLACE. SO MANY SOLUTIONS. Annual meetings, conferences, trade shows, company websites, marketing campaigns … these are but a few places where you want to display and share professional, high-grade videos produced by experts, like our team at Metro Studios. But when it comes to everyday events, informal interviews, and impromptu occasions, you probably have neither the time nor the budget nor the need for video magic. Perhaps you want to capture a moment in time and post it on your site or YouTube channel. Whip out your iPhone. You’ve taken pictures and video with your phone before and you know the quality is excellent. So why not use the phone to promote your business or brand? Imagine the possibilities. You can interview a client for a testimonial, videotape employees at an event, record an update about a product, shoot footage for a vlog, or film casual introductions from your sales team and post them on your website. If it’s a small-scale project, consider doing the video yourself.   Here are 5 tips to get the most out of your iPhone video: Use a tripod. Yes, your phone comes with stabilization features, but nothing beats a tripod for clean shooting. Avoid...
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EyeCarePro Introduces a New Supercharged Marketing Program,  ODMetro

EyeCarePro Introduces a New Supercharged Marketing Program, ODMetro

As a pioneer in developing online marketing strategies specifically for optometrists, EyeCarePro understands the importance of being on the leading edge of advanced and effective marketing technologies. As part of their ongoing goal to serve the unique needs of our industry’s many thriving independent optometrists, EyeCarePro is pleased to announce, ODMetro, an advanced search engine optimization, PPC campaign management and customized online marketing program. “If you are a successful Practice yet striving to get ranked in a competitive urban area, this combination of advanced services is the solution for you. ODMetro is a fully customized SEO and online marketing program developed for Practices to consistently outperform their local competitors and become the leader in their market”, commented Daniel Rostenne, CEO of EyeCarePro. ODMetro is composed of an elevated bundle of marketing services featuring goal-oriented marketing strategies designed to amplify a practice’s local visibility and capture more new patients. The service includes customized web pages, specialized content, unique marketing campaigns, enhanced SEO and PPC management. About EyeCarePro EyeCarePro...
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Are You Really in Control of Your Practice’s Business Listings?

Are You Really in Control of Your Practice’s Business Listings?

As much as we speak to Practices about verifying all their business listings out there, it often seems to be a task that is put on their back burner and rarely completed. What these well-meaning ODs don’t understand is that claiming your businesses’ online listings is an essential part of establishing and controlling your online presence. Claiming and verifying an online business listing is critical for a few reasons. Why claim your business listings? Each time you claim and verify a business listing, you create a ‘citation’ for your practice. This is Google speak for ‘a mention of your business name and address on a webpage’. This is not the same as a link; it’s a mere mention of your business name and address. A citation can come from a variety of sources such as a local business directory (Google, Yelp, Craigslist), online yellow pages, or a local chamber of commerce. Citations are key components to SEO as they are an integral part of the ranking algorithms used by Google and Bing. Citations help the search engines by adding a degree of authenticity to the information you have provided on your website, allowing them to better understand and categorize your business....
5 Lessons to Protect Your Practice from Losing its Domain Name

5 Lessons to Protect Your Practice from Losing its Domain Name

A critical oversight by one of our clients nearly cost them their website domain. Don’t let this happen to you. Here is the story of what happened and five important lessons your practice can learn from it… This Practice contacted us after as soon as their domain, website and email were all down. After some investigation, our Support Team determined what had happened…and it was not pretty. It turned out that the Practice had registered their domain two years earlier with GoDaddy under the email address of an employee who no longer works at the Practice. When the domain came up for renewal, GoDaddy sent expiry notices to the email address they had on file, but since the email hadn’t been forwarded to anybody else, they never received the notices. The domain expired and after 30 days, the domain was offered to the public for sale. Now here is where this situation turned unpleasant. There are unscrupulous companies that troll for recently expired domain names that they purchase. This particular company then forwarded the domain to a landing page with distinctly inappropriate content designed to ensure that the Practice would really want to buy the domain back … and then...
Jimmy Choo Celebrates “Cindy” Sunglasses For Spring/Summer 2015   With A Dedicated Video

Jimmy Choo Celebrates “Cindy” Sunglasses For Spring/Summer 2015 With A Dedicated Video

In conjunction with the launch of the new Cindy sunglasses for Summer 2015, Jimmy Choo unveils a short film directed by STEVEN KLEIN. Shot in the Mojave Desert, the video captures the essence of Jimmy Choo’s sophisticated glamour whilst exuding a mysterious and seductive air of suspension. A futuristic and industrial backdrop creates modernist lines of graphic symmetry and a sense of moody anticipation. A sports car shot at an angle that puts the onlooker in the driver’s seat imbues the scene with an air of steely strength creating a charged atmosphere. Styling is sleek and polished with modern tailoring creating strong silhouettes with a monochrome palette that allows the accessories to take center stage. The face of the campaign, ONDRIA HARDIN, expresses effortless style in the new CINDY sunglasses. Cindy sunglasses feature a butterfly silhouette and take inspiration from the woven details of Jimmy Choo’s iconic sandals. Shaded lenses create a sensual allure. Colors: honey with brown gold, purple/ruthenium, aqua with azure flash lenses, coral gold, dove grey, grey/ruthenium, emphasized by shaded or mirrored lenses. CINDY sunglasses are available at Jimmy Choo boutiques, high-end...
Filed in: Eyewear, Social Media
Drs. Bazan and Glazier Reveal the Truth About Facebook Likes

Drs. Bazan and Glazier Reveal the Truth About Facebook Likes

To many marketers out there, successful Facebook marketing is marked by an ever increasing number of “Likes” or fans – a successful campaign brings in Likes, and that number is the metric that really counts. However, when you think about what these fans are doing after they like your Page, this could present a very different perspective. Are “Likes” Useless? Let’s face it. The truth is that many, if not most, of the users who have Liked your Facebook Page have and never will actually engage with the content you post and many will never visit the Page. One study by the Ehrenberg-Bass Institute in Australia, which looked at the fan activity of a major brand, showed that less than 1% of their fans actually interacted with their Page. While this may be an extreme case, it does illustrate the idea that quantity does not equal quality when it comes to fans! So is it a wasted effort to spend time and money trying to get more Likes and to use this metric as a measure of success, when you are likely not getting any real interaction from your fans? Does this number in any way translate to revenue in your pocket in the form of new patients and appointments? We have asked two OD...
What Your Practice Needs To Know About The New Facebook Update

What Your Practice Needs To Know About The New Facebook Update

At the end of April Facebook rolled out yet another algorithm update. In general the changes put less focus on how friends are engaging on Facebook in favor of content that the user has shown an interest in. Some marketing experts feel this could possibly win back some of the organic reach lost after Facebook’s last update – if you do your Facebook marketing right, that is. Here are updates that Facebook has made and how they can change the way users experience Facebook: 1. Now able to see multiple posts from the same source: Facebook has relaxed their rules that previously prevented this from happening, now allowing more content from one page or friend to get through to the News Feed. 2. Posts such as photos, videos, and status updates from friends and pages that you care about (meaning you visit their pages and interact with them regularly) will be pushed up into the News Feed. 3. Posts about friends liking or commenting on a page’s content will be given less importance and pushed down the News Feed. When it comes down to it, these changes mean that users are more likely to see content they care about directly from friends and the pages they have liked and interact...
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