Article by Andy Tabrizipour / Gazal Eyewear
Tip #3 How to move Luxury Eyewear Products
In the first part of the series we learned how to purchase inventory that will set our practice apart. In the second part of the series we discovered how to monitor our purchases to identify which products are appealing the most to our patients while keeping the books in the black. In part 3 of this series we will learn how to create a marketing strategy to introduce and move the products to our patients.
Step 1 - Training
With a unique product line comes a unique story and design. These little tidbits of information are what sets the eyewear line apart from everything else we showcase. Your patients are now being introduced to your new brand for the first time and they will have tons of questions before they part with their hard earned cash. It is our duty as a partner with the new line to take the time to learn everything possible about the brand. A united and educated staff will be all the difference in the success of the new line.
Your sales rep will be a vital resource to provide training to you and your staff so that you are ready to answer questions and provide background information to your patients. Learning about the history, technical details, and nuances of doing business should be done in 3 stages.
- Before bringing in the new eyewear line. “The Preview”
- Immediately after the products arrive. “Core Training”
- A routine training to keep everyone sharp. “Follow Up Training / New Product Training” (With busy schedules and patients coming and going it is a good idea to keep the training fresh for everyone and we may even pick up on something new along the way).
Learning more about a product line creates enthusiasm amongst the staff and unity. Learning more about a particular brand can also lead to a personal connection. Our patients crave a personal connection to their eyewear, it is something that will get more mileage than any other accessory they own. It is this personal connection that will speak to our staff and patients and create brand loyalty. Once a patient has brand loyalty they will excitedly return year after year to see what is new with the brand and update to the latest style.
Step 2 - Display/Location
Location, location, location… if you have heard this before it’s because it is vital on so many different levels. Just as important as getting traffic into the store is vital to the store location, the location of your eyewear in your boutique can create success or demise. Which part of your boutique gets the most attention? If you are “trying out” a new frame line then give it the best chance of success. Tucking the products away in a location in the boutique that does not get much traffic is not fair to you or the brand. The new eyewear line needs a ton of attention to give you the feedback you need.
The display itself is also vital, if it does not grab the attention of your patients then it will take your staff alone to show these products. If the frames are all on the board with no branding, pictures, models, colors, and/or a fun display case then they will blend with the rest of your product lines. Each line should stand out in its own way and how it stands out will appeal to each consumer differently. Some displays will just look “fun” or “modern” and that will attract a person who is looking for something “New” and “Fun” to take a look. Having a variety in displays also promotes the fact that eyeglasses are not only a medical device but a fun accessory. People love to accessories and with obvious different options they can see the want and need to have at least one more pair.
Step 3 - Dress to Impress
It makes a HUGE difference when every staff member is wearing glasses in the office. It is fun and exciting for the staff and patients to showcase the latest styles. It also conveys the message that “Hey, everybody is doing it, so I need to get some cool glasses too!”. We should strive to create confidence and excitement in our patients.
Each staff member should wear a current frame that is not only something our boutique carries but that is CURRENT and EDGY. Our patients see normal and inconspicuous eyewear everyday in real life, this is the one time to inspire and show them that they can have a little fun, at least with their second pair. Once a patient gets a frame that “Wows” their friends and family then they will be asked “Where did you get THOSE glasses???”. We not only have a very happy patient with a fun pair of glasses but now anyone else who wants something fun and different will be right in your door! Referrals are the best and most effective type of marketing. A referral is already confident and already has in their mind that they will have the same experience that their friend experienced.
Step 4 – Marketing & Trunk Shows
The only way you will ever be able to learn about a product is if you know it actually exists. Some of us watch television, some YouTube, some social media, some of us are professional texters, and some love to sit back and read the newspaper. Whomever you are, we always want to know about the latest news and how it can improve our lives. Now it is time to share the news with all of our patients and there are several ways that will attract each of our patients differently.
Trunk shows are a huge opportunity to not only introduce new eyewear brands to our patients but to put some big sales numbers on the board. If you have been in practice and have never hosted a show, you are missing out on a ton of potential income, plus the additional marketing that comes with it. It is also a fun way to educate your staff and patients further about new and innovative eyewear brands. Trunk shows gives your practice a one time opportunity to show case EVERYTHING the product line has to offer and give your clientele an opportunity to shop through a plethora of frame options.
New marketing software can send email blasts and text messages to all of our patients. A quick message that says, “We got something new!” or “Don’t miss the upcoming Trunk show” is fun and keeps our patients thinking about updating their glasses year round. We should be actively collecting email addresses to quickly let everyone know that there is an upcoming event, or sale that many people would never know about otherwise.
Social media marketing is huge and you should dedicate some time each week to at least 2 – 3 different platforms. It will take time and effort to build a strong following but constant involvement will show more and more promise as time goes on. Try to avoid reposting articles that can be found on every eye care website in the nation. Be different and creative with your post and tell your story. Create unique posts with your own content that shows the latest styles, changes in your boutique, and other news.
We have now completed the last step and it is time to let the brand and staff do the rest of the work. We rehearsed, we set the stage, we dressed the part, and we showcased the new luxury line. For more news and learning tips join me at THE VIEW this year as we host a Q & A style class about luxury eyewear. Check out SECO’s official website at https://attendseco.com/
Thank you for reading and feel free to post your questions and thoughts.