Frames and lenses offering superior durability seem to be on the increase in sales of children’s eyewear, findings from Jobson Optical Research’s Selling Eyewear To Children report suggest. Some 65 percent of respondents said total children’s frame dollar sales volume attributed to plastic frames increased versus five years ago, while 50 percent said frame dollar sales volume attributed to metal frames stayed the same over the same time period. Some 52 percent said frame dollar sales volume attributed to polycarbonate lenses increased versus five years ago, and 44 percent said their total children’s standard plastic lens dollar sales volume attributed to standard plastic frames decreased over the same time period.
Click HERE to purchase Jobson Optical Research’s Selling Eyewear to Children report.
Durability and value are the two key drivers for sales today. Does your internal and external marketing messaging clearly communicate these two drivers? There are two questions we want to consider today – where is your marketing message and what is your actual message?
Let’s start with your internal marketing. How far into your practice does a patient have to go before the two messages of durability and value are presented to them? Do you have posters on the wall with these messages? Does the screen in the reception area give this message? Are your screen savers publicizing this message? Has your staff been trained to give these messages to every patient?
Now let’s consider the external marketing. Pick up the last three external marketing programs your practice ran this year. Can you easily find the durability and value drivers in the messaging? Is the primary message durability and value, or are these only located in the fine print of the message if they are there at all?
Now that we’ve considered the physical placement of the marketing messaging, let’s consider the content of the messaging itself. All products have both features and benefits. Your marketing messaging should focus on the benefits. What’s in it for the patient is the message. With this approach in your mind, go back now and look at your internal and external marketing messaging. Does the message clearly communicate durability and value as a benefit to the patient, rather than just as a feature of the product?
Your action plan for this week is to review and refine your internal and external marketing messaging for placement and content to be more focused and powerful.