No, not THAT spring training. We’ll talk about that
later. In the mean time, check your calendars and what’s
hanging from magnets on the ‘fridge. Showers for babies
and weddings, graduations, wedding invitations, vacations,
spring break…need I continue? This flurry of creative
paperwork should trigger a couple of ideas for your
practice.
Spring break, for the college set usually happens in
March and involves warm, sunny locations and some other
stuff we don’t need to talk about here. However, it should
trigger a discussion about contact lenses, back-up
eyeglasses and extremely cool sunglasses. Depending on your
demographics, extremely cool and expensive don’t have to
go hand in hand. Chances are good that the contact lenses
and sunglasses will float out to sea before the end of the
week, so perhaps the backup eyeglasses should have a pair of
variable tint lenses, now available in a variety of colors
beyond grey and brown.
Spring break for the family usually centers on the Easter
holidays and can involve the last trip to the slopes or the
first trip to the shore. Either location involves sunlight
and plenty of it. Remind your patients that visual health
doesn’t have a “season” and that protective eyewear,
be it sunglasses, ski goggles or swim specs, are a must for
every family member. Don‘t let them make the mistake I
made 20 years ago and force the kids to wear “flip-ups”
from the drug store, cut to fit with cuticle scissors and
shaped with a nail file! Many of those photos from Orlando
have been, well …lost in a great fire!
Graduations abound in May and June and so do the
opportunities to advertise gift certificates or gift cards.
We usually think about those things around the winter
holidays, but gift certificates are perfect suggestions for
friends or relatives who haven’t seen the graduate since
the kid was 10 and haven’t a clue about size, interests or
future plans. More importantly, it drives potential new
patients into your establishment and that’s always a good
thing. Oh, and please put that gift certificate or card in
something more imaginative than a business envelope. Most
party stores have wonderful ideas on how to present them
with appropriate packaging. Make it memorable!
Showers are the time for fun and imagination. The
bride-to-be should be the most radiant woman in the room.
This is her moment and the gift of new contacts or glasses
to compliment her gown is a very thoughtful gift. In fact,
it’s the one part of her entire outfit that is most
overlooked, that is until the very last minute when the
bride discovers that tortoise shell really doesn’t go with
everything or that her eyes will be so much more beautiful
in the photographs with the addition of tinted contact
lenses.
Baby showers are another golden opportunity for
thoughtful gift-giving. What Mom wouldn’t appreciate a
pair of cool shades to cover the visible effects of
sleepless nights? Even the new baby would appreciate some
infant-sized sunglasses and there are many possibilities out
there to choose from, just make sure that the lenses are
good quality and that the design is comfortable and properly
fitted. And don’t forget Dad either. Today’s new Dads
are more involved with their new additions than ever before
and he isn’t getting any more sleep than Mom. Dad could
use a new pair of sunglasses as well!
The Wedding. Big budget or small. One attendant or 5.
The decision on what to give the members of the wedding
party is a difficult one. Jewelry of some sort is the
traditional choice. But really, how many pair of engraved
cufflinks or charms can you wear? How about suggesting
matching sunglasses? One look for the guys and one for the
gals. You know that at least some of the pictures will be
outside, so rather than squinty eyes and forced smiles, how
about uber-cool sunwear and out-loud laughs! Take this
opportunity to help the happy couple create a wedding album
to remember!
None of these events will require extensive or expensive
displays, just small reminders throughout your dispensary.
Train and remind your staff to ask questions about upcoming
events.
-
How many weeks until graduation?
-
When and where are you going on vacation?
-
Is that an engagement ring?
You can do some cross-marketing with bridal shops, hair
salons, travel agencies and wedding planners. Draw on your
own experiences and your staffs as well. Should-a, would-a,
could-a is a great jumping off place for brainstorming with
your staff.
Now, spring training. Not just baseball, but soccer,
softball, swimming, tennis, golf, all the sports that
require specific eyewear considerations. This is your moment
to differentiate your practice from the big box retailers.
You and your staff have a unique opportunity to become the
local experts in sport-specific eyewear and eye safety. Most
vendors of sports eyewear have great information about their
products and the benefits of using them, either online or in
print. Dust off those textbooks and re-educate yourself on
the effects of colors and the benefits of certain lens and
frame materials.
Do your research. Talk to the local golf pro, tennis,
baseball and soccer coaches about how you can help their
athletes, young and old, improve their games and protect
their vision. Dedicate a portion of your dispensary to
sports-specific eyewear and designate a staff member as the
in-house expert. Advise your patients to make an appointment
with this expert to discuss their sports related visual
needs. Appointments are an excellent way to emphasize the
importance of that expert advice. Speak to the parents’
groups associated with the leagues in your area or at your
local schools. Advise the local media that you and your
in-house expert are available for interviews or have
pre-written articles that can be easily inserted into the
local papers.
I learned years ago that when the forsythia starts to
bloom, it’s time to start fertilizing the grass and
preparing the flower beds and gardens. It’s also the sign
that we survived winter and that warm weather and outdoor
activities are just around the corner. Runners take to
sidewalks and bikers hit the road. Kids start daydreaming
and internet posters get a little snarky. It should be your
signal to ramp up your practice and dispensary to answer the
siren call of the soccer fields, baseball yards, golf
courses and beaches.
Ladies and gentlemen, eyecare professionals of every
kind, please start your engines!
