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db-4k POP from Europa
International |
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Do you remember the days when only one or two of the kid’s
in your class wore glasses and that those poor children were
called four eyes?
In those days your entire stock of
children's frames were tucked away neatly in some drawer and
seldom saw sunlight. Well, gone are those days...and thank
goodness. Today, many children do not simply squint to see
better; they correct their vision and we get to sell them
glasses! Since we all know that children, from toddlers on,
rich or poor, want to look good, the corrected vision is
almost put aside; it’s looking "cool" that
counts.
According to the Vision Council of America, one in four
children has a vision problem that can interfere with
his/her education. Depending on your finances or insurance
plan, your children will want to pick out their own frame.
You may be losing business if you do not have your children’s
frames on display with eye-catching POP (Point of Purchase)
with the correct merchandising. You obviously can’t buy
every line out there, but it is nice to give your patients a
substantial selection. Pick out lines that are fun and
bright and don’t be too concerned about name recognition.
Small children really don’t care. Ask about the POP and
use it. It’s usually free and your rep will set it up.
Here are some of the best:
From Soccer to Surfing-Europa International has a
db4k
line with 17 unisex styles. To add to these bright styles,
the line comes with a colorful mirror and tiny arrow stands
to highlight the frames. Lead the display with the brightly
colored frames and drape the more practical colors around
the mirror. This is sure to catch a child’s eye and lead
them away from the boring brown frames. They even have
cables for boys and girls that come is sizes as low as 40.
A Magic Kingdom-Marchon’s Disney Collection has
fantastic POP that focuses on Belle from Beauty and the
Beast with a three piece display and mirror to match. This
collection features several of the Disney princesses that
are completely recognizable by children. Ask the
representative merchandising your optical to imitate the
Disney Store by displaying some Disney postcards in some
picture frames.
Chocolate-Every child likes chocolate and can identify
with M&M’s™. Eyewear Designs has a variety of unisex
kid-friendly frames with wonderful POP. Hershey's™ Eyewear
appeals to the sweet tooth in all children. The frames are
vibrant and fun and the displays look like the candy. They
even have a Hershey’s Kiss™ with a place for a frame at
the top. Many children will gravitate towards these frames
as they “are pulled” towards the candy in the aisles in
the grocery stores. With parents’ ok….add some candy to
sweeten the deal.
Simple Fun-ClearVision makes Koodles, a more economical
line for children, with bright colors and the POP that
features kids playing. “I wish I could be one of the kids
in the POP.” They have a “Back to School” fabric
poster with the happiest kids you have ever seen partaking
in the simple joys of life. They also offer a fun counter
card and a Koodles ID card. They may not recognize the name,
but the free POP creates a fun fantasy world where children
are happy just having fun at the park.
From your favorite boutique-Lilly Pulitzer is famous for
matching outfits for mothers and daughters. The same is true
for its eyewear. Kenmark makes delightful “Lilly” POP
for this collection. With the purchase of 6 frames, the
company offers a girly tray with a floral insert. There is
also a one-piece floral display and each frame comes with a
small Lilly hand bag that acts as a case. Not bad for the
little princess of the family.
Imitate the cool-Juicy Couture by Safilo has introduced a
children’s line to compliment their adult line. The girl
line has butterflies and bright colors with Juicy logos.
Though there is no official POP for the children’s line,
your rep can do a lot at the dollar store. Order the 8-piece
Juicy display and make it for children by having your rep
add feather boas, sparkly confetti and children’s bright
jewelry.
Graffiti-It always gets attention.
Signature Eyewear
makes a great sport line for the Gen Y kid. This frame is
plugged-in, complementing the plugged-in child. The
computer, Facebook and portable video games are the
essentials for this boy. Y-Sport by Dakota Smith is a
collection of eyewear designed specifically to compliment
these hobbies. It has great styling for the active young guy
with flexible memory metal and 180 degree spring hinges. The
POP includes a graffiti-style dispensing mat, a folded
mirror, several sport counter cards to choose from, and one
piece riser all featuring the Y-Sport logos. Y-sport
stickers are available and the case is soft and flexible for
boys “on the go.”
A vintage-style candy store-PEZ® Eyewear by
A & A
Optical offers plenty POP to choose from. Use it all if you
have room. They have 8-piece display, a vintage lunch box
for the nostalgic parent, a large poster and a logo plaque.
Each child gets a free PEZ® mouse pad for frames purchased
until August. Each frame comes with a colorful, candy-shaped
case that children will love to flaunt around. This is for
the sweet tooth in all of us.
The post-script to POP as a marketing technique is of
course the reminder that the P - Pizzazz should always be
subordinate to the O P – our product. That means the
quality of the frames always comes first. Although the
children may be smitten by the glitz and what’s “cool,”
the responsible adults involved, (whether it’s the doctor,
the optical staff, sales reps and manufacturers) know that
the construction, durability and fit of the frames is what
really counts. That’s “the stuff” that sound business
is made of and what keeps us in business long after what’s
“cool” becomes passé.
