TRANSITIONS OPTICAL ENHANCES ONLINE MARKETING TOOL
New Imagery, Manufacturers’ Logos Increase Customization Options
LAS VEGAS, Sept. 18, 2003 – To further aid the growing number of eyecare professionals utilizing the Transitions Online Marketing Tool, Transitions Optical, Inc. has expanded the tool’s popular Ad Materials section with the addition of new imagery and manufacturers’ logos. These enhancements increase options for customization of materials that eyecare professionals can use to leverage the strength of Transitions Optical’s national consumer advertising campaign at the practice level.
“It’s so easy to create your own materials through the site that we used it to create ads and direct mailers for a promotional campaign we ran this spring,” said Gary Sibben, A.B.O.M., Oak Tree Optical, White Bear Lake, Minn. “Business was great during this period. We estimate that there was a 15 to 20 percent increase in awareness of Transitions Lenses because of consumers seeing our materials.”

The Transitions Online Marketing Tool, launched in January, provides easy access to customizable advertising and other marketing resources so that eyecare professionals can easily create advertising materials, download on-hold messages, and order practice management tools and promotional items with just a few clicks of the mouse.

“The most widely used aspect of the tool has been the creation of ads, so we know that eyecare professionals appreciate the customization capabilities of the site,” said Dawn West, manager of trade shows and events, Transitions. “The addition of manufacturers’ logos to the site will broaden options for creation of advertisements and promotions featuring specific lens and frame brands in conjunction with Transitions Lenses.”

West added that the new images on the site help explain visually the features and benefits of Transitions® Lenses by showing the model in low light, mid light and bright light and should be a valuable resource for eyecare professionals creating ads or other marketing pieces.

Lab Materials Section Expanded With Free Stuffer, Other Tools Transitions Optical also recently dramatically expanded the Lab Materials section of the Transitions Online Marketing Tool, accessible only to Transitions Platinum Elite STAR Labs.

New items include:
o Free Kids Statement Stuffers – These stuffers, which can double as job inserts, can be used to increase awareness of the benefits of Transitions Lenses for children and are customizable with company name and address. To aid labs during the busy back-to-school season, this tool is being offered free of charge.
o Reward Program Flyers – Labs can now easily promote incentive programs with their choice of several reward program flyers in various formats, featuring both single and multiple prize versions.
o Self Mailers – This self-mailer template will aid labs in promoting reward programs via direct mail.
o Statement Stuffers – Labs can educate about Transitions Lenses or promote reward programs with this two-sided, 6 inch by 3 inch stuffer.

Eyecare professionals can sign up for the Transitions Online Marketing Tool through their Transitions Solutions Team representative, their representative from a Transitions Platinum Elite STAR Labs; or Transitions Optical Customer Service. For more information on the tool, contact Transitions Optical Customer Service at (800) 848-1506.