Newsroom
11-21-2002, 05:33 PM
TRANSITIONS OPTICAL’S UNPRECEDENTED TRADE SUPPORT FOR ‘03 BUILDS ON EVERYDAY CONVENIENCE & UV PROTECTION
Helps Eyecare Professionals Seize Every Opportunity to Grow Their Business
INDIANAPOLIS, Nov. 21, 2002 – Transitions Optical, Inc. is ramping up its support to partners at unprecedented levels in a synergistic campaign designed to help eyecare professionals seize every opportunity to offer Transitions® Lenses to patients.
The fully-integrated campaign highlights the need for everyday convenience and 100 percent UVA and UVB protection with lenses that adjust to all lighting conditions. Campaign elements range from a blockbuster television and print advertising campaign to all-new educational offerings, enhanced tools, a referral program, enhanced partnership programs, promotions and consumer outreach.
“Labs and eyecare professionals embraced Transitions as the smart choice in everyday lenses in 2002,” said Dave Cole, general manager of the Americas for Transitions. “The timing is right in 2003 to continue the momentum and reach out to consumers in a big way, with the support of our partners in place.”
Cole added that Transitions moved up the announcement of the campaign to OLA to enable partners to leverage all of the resources available. “Right now is the time for labs and their customers to put their plans in place so that when consumers come in asking for Transitions by name, eyecare professionals are ready to talk about the smart everyday lens,” said Cole. “Remember, patients heed their eyecare professionals’ advice. In fact, in a recent consumer survey , the majority of patients said that they would follow their eyecare professionals’ recommendations regarding a brand of photochromics.”
Television and Print Advertising
Transitions is launching the most intensive advertising campaign in the company’s history, leveraging a combination of television and print ads.
The campaign features a message that eyecare professionals can offer their patients everyday convenience and automatic UV protection with lenses that adjust to all light conditions. The ads suggest that consumers consult their eyecare professional for more information. The campaign was tested with both eyecare professionals and consumers and the messaging was validated with both audiences.
Television is the centerpiece of the advertising campaign, with commercials that will run more than 700 times on network and cable stations beginning March 3.
“Television is an effective vehicle for driving consumer awareness of quality brands like Transitions – and driving traffic,” said Cole. “In a category like prescription eyewear, in which consumers have low involvement in the buying decision and rely on eyecare professionals’ advice, television can be especially useful in building consumer awareness of options.”
Print ads will run this spring in Newsweek, US News & World Report, Parade, USA Weekend and TV Guide. All told, the campaign will reach 113 million people.
“Practices that are prepared to present Transitions Lenses to more patients can reap the rewards with improved patient satisfaction and increased premium lens sales,” Cole added.
Trade Education
In 2003, Transitions’ educational initiative is the largest ever. To help its partners seize the opportunity to convert clear lens wearers to Transitions, the company is offering all-new educational offerings, including: Five new educational modules
Accredited continuing education courses
Learn & Earn program
Educational events like Transitions Academy for industry partners.“Transitions has always strived for a leadership position in education,” said Cole. “Training and education are an integral part of Transitions’ continuing commitment to support its lab and lens manufacturing partners and help eyecare professionals better build their businesses and serve their patients.”
Consumer Outreach
Reinforcing the message of the advertising campaign, Transitions is conducting aggressive consumer outreach through an educational public relations initiative to build awareness among consumers of the need to protect their eyes from the sun’s harmful UV rays – just as they need to protect their skin. The outreach is timed to coincide with the consumer advertising campaign. It will let consumers know that they need everyday protection for the eyes from the sun’s harmful UV rays – and offer Transitions Lenses as an everyday solution.
“Get ready to discuss higher performing eyewear and the importance of everyday convenience and protection when consumers who hear about Transitions come to their eyecare professional to learn more,” Cole said.
Interactive, Integrated Sales Tools
Transitions is adding to its smart array of point of sale offerings introduced in 2002 with the overall campaign’s new look and UV protection messaging.
“Eyecare professionals should stock up on materials now so they will have all resources available to them as the consumer advertising outreach begins in the spring,” said Cole.
Transitions’ point of sale tools are designed to help eyecare professionals educate and demonstrate as they present Transitions Lenses. Transitions is also making available new logos, artwork, stock photography, and advertising and other templates to help eyecare professionals leverage the overall campaign.
Present & Earn Every Day Promotion
Transitions is launching a new promotion in 2003 building on the excitement created during the Mystery Shopper program.
The “Present & Earn Every Day Program” will be kicking off March 1. It will be open to eyecare professionals in the United States after completing training with a Transitions STAR laboratory or Solutions Team representative. Upon completion of the training, the practice will be sent a promotional kit.
“This new promotion builds on the fundamentals and excitement of the Mystery Shopper Program by recognizing eyecare professionals who present Transitions Lenses as an everyday option, but rewards the patient and STAR lab representative as well,” said Samantha Platt, channel marketing manager for North America, Transitions.
Nearly 100 prizes will be awarded monthly, with quarterly grand prizes. Transitions will get the word out to eyecare professionals via advertising and publicity in trade publications, direct mail, through the Solutions Team and through STAR participants.
Enhanced Partnership Program
Transitions continues to add more participants to the STAR Program, which will provide enhanced support to Transitions’ partners in 2003.
“In 2003, top-tier participants will benefit from exclusive perks, tools and enhancements to many Transitions business-building initiatives to bring value to their customers,” said P.J. Downes, sales director Labs/ECPs, Transitions. New for 2003, a turnkey mixer program is in development for lab participants to host their customers and offer an evening of entertainment and relationship building. Also new is an exciting online marketing tool.
“Transitions will keep a strong level of communication going to help trade partners keep current with information about products, tools and support programs,” Downes added.
Referral Program
An all-new consumer referral program is in development for 2003, designed to help direct consumers who see Transitions advertising to participating eyecare professional locations in their areas.
Print ads and commercials will be tagged with a special toll-free number. Consumers who call will be referred to participating eyecare professional locations.
Helps Eyecare Professionals Seize Every Opportunity to Grow Their Business
INDIANAPOLIS, Nov. 21, 2002 – Transitions Optical, Inc. is ramping up its support to partners at unprecedented levels in a synergistic campaign designed to help eyecare professionals seize every opportunity to offer Transitions® Lenses to patients.
The fully-integrated campaign highlights the need for everyday convenience and 100 percent UVA and UVB protection with lenses that adjust to all lighting conditions. Campaign elements range from a blockbuster television and print advertising campaign to all-new educational offerings, enhanced tools, a referral program, enhanced partnership programs, promotions and consumer outreach.
“Labs and eyecare professionals embraced Transitions as the smart choice in everyday lenses in 2002,” said Dave Cole, general manager of the Americas for Transitions. “The timing is right in 2003 to continue the momentum and reach out to consumers in a big way, with the support of our partners in place.”
Cole added that Transitions moved up the announcement of the campaign to OLA to enable partners to leverage all of the resources available. “Right now is the time for labs and their customers to put their plans in place so that when consumers come in asking for Transitions by name, eyecare professionals are ready to talk about the smart everyday lens,” said Cole. “Remember, patients heed their eyecare professionals’ advice. In fact, in a recent consumer survey , the majority of patients said that they would follow their eyecare professionals’ recommendations regarding a brand of photochromics.”
Television and Print Advertising
Transitions is launching the most intensive advertising campaign in the company’s history, leveraging a combination of television and print ads.
The campaign features a message that eyecare professionals can offer their patients everyday convenience and automatic UV protection with lenses that adjust to all light conditions. The ads suggest that consumers consult their eyecare professional for more information. The campaign was tested with both eyecare professionals and consumers and the messaging was validated with both audiences.
Television is the centerpiece of the advertising campaign, with commercials that will run more than 700 times on network and cable stations beginning March 3.
“Television is an effective vehicle for driving consumer awareness of quality brands like Transitions – and driving traffic,” said Cole. “In a category like prescription eyewear, in which consumers have low involvement in the buying decision and rely on eyecare professionals’ advice, television can be especially useful in building consumer awareness of options.”
Print ads will run this spring in Newsweek, US News & World Report, Parade, USA Weekend and TV Guide. All told, the campaign will reach 113 million people.
“Practices that are prepared to present Transitions Lenses to more patients can reap the rewards with improved patient satisfaction and increased premium lens sales,” Cole added.
Trade Education
In 2003, Transitions’ educational initiative is the largest ever. To help its partners seize the opportunity to convert clear lens wearers to Transitions, the company is offering all-new educational offerings, including: Five new educational modules
Accredited continuing education courses
Learn & Earn program
Educational events like Transitions Academy for industry partners.“Transitions has always strived for a leadership position in education,” said Cole. “Training and education are an integral part of Transitions’ continuing commitment to support its lab and lens manufacturing partners and help eyecare professionals better build their businesses and serve their patients.”
Consumer Outreach
Reinforcing the message of the advertising campaign, Transitions is conducting aggressive consumer outreach through an educational public relations initiative to build awareness among consumers of the need to protect their eyes from the sun’s harmful UV rays – just as they need to protect their skin. The outreach is timed to coincide with the consumer advertising campaign. It will let consumers know that they need everyday protection for the eyes from the sun’s harmful UV rays – and offer Transitions Lenses as an everyday solution.
“Get ready to discuss higher performing eyewear and the importance of everyday convenience and protection when consumers who hear about Transitions come to their eyecare professional to learn more,” Cole said.
Interactive, Integrated Sales Tools
Transitions is adding to its smart array of point of sale offerings introduced in 2002 with the overall campaign’s new look and UV protection messaging.
“Eyecare professionals should stock up on materials now so they will have all resources available to them as the consumer advertising outreach begins in the spring,” said Cole.
Transitions’ point of sale tools are designed to help eyecare professionals educate and demonstrate as they present Transitions Lenses. Transitions is also making available new logos, artwork, stock photography, and advertising and other templates to help eyecare professionals leverage the overall campaign.
Present & Earn Every Day Promotion
Transitions is launching a new promotion in 2003 building on the excitement created during the Mystery Shopper program.
The “Present & Earn Every Day Program” will be kicking off March 1. It will be open to eyecare professionals in the United States after completing training with a Transitions STAR laboratory or Solutions Team representative. Upon completion of the training, the practice will be sent a promotional kit.
“This new promotion builds on the fundamentals and excitement of the Mystery Shopper Program by recognizing eyecare professionals who present Transitions Lenses as an everyday option, but rewards the patient and STAR lab representative as well,” said Samantha Platt, channel marketing manager for North America, Transitions.
Nearly 100 prizes will be awarded monthly, with quarterly grand prizes. Transitions will get the word out to eyecare professionals via advertising and publicity in trade publications, direct mail, through the Solutions Team and through STAR participants.
Enhanced Partnership Program
Transitions continues to add more participants to the STAR Program, which will provide enhanced support to Transitions’ partners in 2003.
“In 2003, top-tier participants will benefit from exclusive perks, tools and enhancements to many Transitions business-building initiatives to bring value to their customers,” said P.J. Downes, sales director Labs/ECPs, Transitions. New for 2003, a turnkey mixer program is in development for lab participants to host their customers and offer an evening of entertainment and relationship building. Also new is an exciting online marketing tool.
“Transitions will keep a strong level of communication going to help trade partners keep current with information about products, tools and support programs,” Downes added.
Referral Program
An all-new consumer referral program is in development for 2003, designed to help direct consumers who see Transitions advertising to participating eyecare professional locations in their areas.
Print ads and commercials will be tagged with a special toll-free number. Consumers who call will be referred to participating eyecare professional locations.