Marketing for Tough Times

By JoAnne Sommers

Glen Eisenberg has some good news for those in the optical business. Despite the recession, says the president of Montreal-based Precision Advertising, “there is still business to be had and those who don’t retrench, but instead work hard and market creatively will be well positioned to prosper when the economy turns around.”

Eisenberg is a 20-year advertising industry veteran who designs marketing programs for companies in a number of sectors, including optical. He says that optical manufacturers should resist the temptation to cut back on their marketing efforts in times of economic difficulty.

“It all depends on how you view your marketing spend. Do you see it as an expense or an investment? The truth is that it’s as much a part of the business model as staff and product.”

What’s more, he says, “those who maintain their marketing budgets during the downturn will see a huge boost in their business when the economy turns around, as opposed to those who don’t maintain them.”

Eisenberg cites Western Optical and Wescan, both divisions of Montreal-based Westgroupe, as examples of firms with the right mindset about marketing.

“They have maintained their level of marketing activity despite the downturn. As a result, they’re now seeing increased sales and are very well-positioned for the recovery.”

Precision Advertising has created marketing materials for a number of Westgroupe brands, including KLiiK Denmark and FYSH UK, since the two companies began working together in 2002.

“Glen developed the image and marketing concepts for those two collections,” says Beverly Suliteanu, Westgroupe’s creative director and vice-president of product development. She says this kind of marketing is very important because it creates a brand as opposed to a private label collection. It also has an impact on sales because it provides retailers with a package of materials, including counter cards, brochures, POP images and banners that help drive sales within individual optical stores.

“We maintain constant communication with the consumer market through our advertising to make sure that brand recognition is there, and we reinforce it with signage at the store level,” she explains. “As a manufacturer it’s our job to look at the optical store, understand the customer and product mix, and give the retailer the proper marketing tools to be successful.”

Suliteanu believes that it’s important to maintain marketing budgets during a recession, “because it means the brand is continuing to put its best face forward. You need to continually update your POP materials and keep them fresh because they maintain the proper look for the products. This helps retailers.”

The most successful retailers merchandise successfully at the store level, she adds. “They promote the look of their collections and merchandise them well. They also show their frames in the best possible light in their stores.”

To do that, she says, “make sure your boards feature fresh, appealing collections. When sales slow down opticians tend to freeze their purchasing. And since best sellers usually go first, that leaves only the less popular, slow-moving frames on the boards. It’s important to make sure you have your best sellers in view at all times to maximize your selling opportunities.”

KEEPING CUSTOMERS SATISFIED
Here are some creative and inexpensive ways to wow your customers.

1.Stay in touch
One of the biggest challenges optical retailers face is the purchase cycle, since the average consumer buys glasses once every 18 months to two years, at best. For that reason, retailer communication with customers tends to be spotty, ending when the consumer buys a pair of glasses and only resuming when it’s time for the next pair.

The challenge, says Eisenberg, is to find innovative ways to maintain regular contact with consumers.

“Get your customer data base humming,” he advises. “Remember that 15 per cent of the population moves annually so update it regularly. It’s a very inexpensive process and key to your success.”

You can stay in touch by having staff call to wish your customers a happy birthday or sending a birthday card that includes a discount on new glasses. Reminders about eye exams are another natural.

Try hosting events, such as new-release days, special product introductions, sunwear days in the early spring, and back-to-school events for kids. These are just some of the ways you can create a reason to contact your existing customers.

“The more closely you stay in touch with them, the better chance you have of securing their loyalty and repeat purchases, as well as word-of-mouth advertising,” says Eisenberg.

2. Offer the right product mix
Make sure you have a strong selection of various styles and brands in a wide range of price points. Retailers often focus only on a narrowly defined product mix based on specific price points, which ultimately limits the store’s appeal.

3. Know your customer
Consumer priorities are the same for optical as for other categories. They include price, quality and styling. Other important elements are brand name, comfort and fit.

The key is to determine the order of importance each of these variables plays in the purchase. That’s why eyewear consultants should be good detectives who can quickly assess the customer’s personality, interests, needs and wants. Is the customer fashion-forward or conservative? Is their personality quiet or colourful? (Hint: you can tell a lot by how they carry themselves.) How much branded product is the customer wearing already? These factors will help them determine where in the store to direct the customer.

Staff members also need to ask appropriate questions to determine how price will affect the customer’s purchasing decision. They can try the straight-forward approach, asking the customer if they have a price range in mind. Alternatively, they can suggest several pairs of frames and indicate their price points. They should be able to gauge where things stand from a price perspective by the customer’s reaction.

4. Build credibility
Make sure your staff understands the types of frames that complement different face shapes. Other factors that play an important role in frame selection include complexion and hair colour, size of frame, fit and prescription. Staff should be able to quickly suggest a range of products that will appeal to the customer, thus building their credibility and satisfying the customer’s needs quickly and effectively.