First Trunk Show - IDEAS??

**eyegirl** · 08-10-2005, 01:26 PM

Since all of you are a WEALTH of information! I couldn't imagine asking anyone else. :D

What Idea's do you have for a pediatric trunk show?

Send out invites? Balloons?

I need classy idea's now, nothing tacky

What do you think???

**Lewy** · 08-10-2005, 01:50 PM

First of all what are your objectives for the show? Is it to get your name known, perhaps there are financial objectives? What help are the suppliers giving you? What age groups? Finally what are you trying to promote?

Initial thoughts are to trawl your database and send out invites, maybe have a party theme. A competition always works well, maybe design a poster - A good way to get a local school involved. Give me some more information and then I can get the brain working.

Lewy

**eyegirl** · 08-10-2005, 02:01 PM

Thanks Lewy!

We are trying to get our name out there as well as promote the fact that we carry frames that actually FIT Children.

Our optical is a little over a year old and although we are in a very busy doctors office - our capture rate isn't the greatest at less the 30%

We specialize difficult Rx's and small children. We do not accept insurance.

Our office is a smaller optical, but HIGH Quality. It is not uncommon for us to see prism jobs nearly everyday or aphakic spec's or high cyl - high plus. You know the normal things that come with ped's and strabismic patients.

I am surrounded by a sea of retail chains in an unlicensed state, so the objective is to:
1. Get our NAME out there
2. Let parents KNOW that there IS something different out there, and WE are it!

I like the coloring contest idea. That's a GREAT idea!

**LENNY** · 08-10-2005, 02:16 PM

Its going to be tough!

Make people pay you when they can get their glasses for free!?
Alot of patients hate to get reimbursed by insurance companies. Alot of insurance companies will NOT reimburse them at all!

Your doctors take insurances !
So should you!
This will increase your capture rate to 80%

**CME4SPECS** · 08-10-2005, 02:16 PM

Are you saying that you only capture 30% of the rx's from your doctors?
If so,I think I'd start with a little chat with the doctors!

**Snitgirl** · 08-10-2005, 02:24 PM

Hi Eyegirl,

You mentioned that your capture rate is 30%, do you know the cause of this low percentage?

Originally Posted by eyegirl

Thanks Lewy!

We are trying to get our name out there as well as promote the fact that we carry frames that actually FIT Children.

Our optical is a little over a year old and although we are in a very busy doctors office - our capture rate isn't the greatest at less the 30%

We specialize difficult Rx's and small children. We do not accept insurance.

Our office is a smaller optical, but HIGH Quality. It is not uncommon for us to see prism jobs nearly everyday or aphakic spec's or high cyl - high plus. You know the normal things that come with ped's and strabismic patients.

I am surrounded by a sea of retail chains in an unlicensed state, so the objective is to:
1. Get our NAME out there
2. Let parents KNOW that there IS something different out there, and WE are it!

I like the coloring contest idea. That's a GREAT idea!

**chip anderson** · 08-10-2005, 02:38 PM

If you weren't catering to children, I would tell you to have wine and cheeze, they spend more money if you get a few drinks in them.

**rbaker** · 08-10-2005, 02:48 PM

Do the wine and cheese thing anyway. A few ounces of cheap white port (Silver Satin) and even the most unruly little brat will behave and most importantly . . . keep quiet.

**eyegirl** · 08-10-2005, 03:27 PM

One thing I should clarify, is that capture rates TEND to be lower among ped's practices, vs. adult practices. You have to consider the fact that children's eyes are changing regularly vs. an adult Rx which basically stays constant or minimally changed in comparison.

We also have a WIDE base of patients - ranging from the very top part of Michigan into the northern parts of Indiana. They like to come to see the doctors but then prefer to to get their glasses closer to home. Although, we do have a few that recognize our services and still purchase from us.

We haved spoken to the doctors and are just now making them aware of their individual capture rate. I hope this will instill some sense of accountability.

This is why I really need to get some promotion type things happening. :D

**eyegirl** · 08-10-2005, 03:32 PM

Originally Posted by chip anderson

If you weren't catering to children, I would tell you to have wine and cheeze, they spend more money if you get a few drinks in them.

Could we have wine and cheese for the employees? :bbg:

**shellrob** · 08-10-2005, 04:04 PM

I tend to agree with Lenny on the insurance issue. If you were any other type of optical shop, I would think differently, but because you are catering mostly to pediactric patients, not accepting insurance is going to hurt you no matter what. Most of the patients(like you said) have medical issues related to the eye and count on their insurance to help cover the cost. My thought would be to contact the doctors, find out what insurances they accept, choose a couple to accept yourself and I think you will see a drastic increase. Like I said, I wouldn't be saying that if you weren't gearing towards the customers that you are because some of the most successful shops I know of don't take any insurances, but since you are, you need to do things a bit differently than others.

**eyegirl** · 08-10-2005, 05:31 PM

I totally agree - the problem is the doctor's don't.
I have to find other business builders to circumvent, hence the trunk show.

Believe it or not, parents ARE willing to pay if they can recognize quality.
The recognition is the hard part.

**CME4SPECS** · 08-10-2005, 05:44 PM

If you want a successful trunk show for kids, you'll need a carnival type atmosphere, with clowns and ballons, face painting, root beer floats, etc!! Or get a celeb of some sort to do authographs.
If you send a kid a postcard that says, hey we are having a sales rep in next week with her new eyewear for kids, come on in. It WILL NOT work!
Why don't you take my insurance?

**eyegirl** · 08-10-2005, 06:22 PM

Okay I know it's crazy that we don't par with insurance, but I really don't see that changing.

Soooo back to the OP - what other idea's??

I like the coloring contest
I like the kid, carnival theme idea

Maybe putting % off stickers in balloons? Each child get's a balloon and when they pop the balloon they get to see the savings?

**Judy Canty** · 08-10-2005, 07:33 PM

What are your hours?

**rbaker** · 08-10-2005, 08:03 PM

There ain't no way that you are going to get me to pack up the little brats, threaten them, drag them out to the car, threaten them, belt them into their seats, threaten them, schlep across town, threaten them, unbelt them, threaten them, and bring the into your office kicking and screaming despite all the threats unless they need glasses RIGHT NOW or unless you are passing out complementary Demerol and Valium for the parent.

**Bev Heishman** · 08-10-2005, 09:12 PM

There are a lot of ways that work. Your practice has identified the market they wish to be in. You can not be all things to all people. Offer a dollar value off eyewear-currently we offer $70 off complete pairs off kids eyewear. Yearly I vary the promotion. Are you a low cost provider or adhere closely to DMERC suggested pricing? Register to win a Gift Certificate towards services, Free AR, free poly upgrade accross the board. Negotiate with your vendors.

For the kids register to win a Mickey, barbie etc. Get my drift. Think about a bicycle rodeo, finger print & register with the cooperation of the police department.

We also offer package pricing with several options such as free clip with purchase; sports eyewear packages, etc.

Let people know why you are different. Not everyone can handle peeds.

**Jedi** · 08-10-2005, 11:22 PM

Originally Posted by eyegirl

Could we have wine and cheese for the employees? :bbg:

I'm more a beer and wings guy.:bbg:

**Jedi** · 08-10-2005, 11:32 PM

Eyegirl,
Are you having certain suppliers coming in? I would suggest having a lens rep and a sunglass rep. The lens rep can talk about the benefits of transitions and the use of AR coatings even at a young age. The sunglass rep can talk about the importance of UV protection especially at a young age. If you get your suppliers on board you can promo it as an info session instead of a "sale event", but make sure the word gets out.

**Lewy** · 08-11-2005, 03:00 AM

I think you have asked the wrong question here! It's not just a trunk day that you need to consider it's the whole of your marketing plan. If as you say your hit rate is only 30% then this is probably the first issue that needs to be tackled. Next you need to write yourself a plan of where you want to be setting out your aims, objectives and targets. How can you hit a target if you don't know what the target is? From your comments it appears that you want to be THE practice to go to for specialist advice and products, this is going to take some time and a lot of effort to achieve. Consider regular press releases to all the local news media, you may find it easier to use a PR consultant for this. Have regular open days with the doctors let the children use some of the equipment. Visit local schools and give informative talks to classes or year groups. Get in touch with local groups such as Rotary, Well women groups etc and offer your services as the local expert optician when it comes to children. Try joining BNI (Business Networking International) ths can bring in loads of refferals. Either way YOU need to make yourself known as THE EXPERT when it comes to their childrens eyewear. The Trunk day is only part of all this but get the local radio or cable channel along have a 'hook' to bring people in, which in this case should be educational as well as fun.

This is just off the top of my head but should give you something to think about. Another idea would be to put on an evening seminar. Organise maybe the local pediatric eye surgeon to give a talk to the Docs' along with a buffet and say bring along an antiques specialist to give a talk and a valuation session. I am sure most Docs' will have some antique they cherish. The education slot will lure them in, the other will be the memory hook. Cultivate your sources.

Hope this helps, keep bouncing ideas on this thread as it may help others as well.

Regards,

Lewy:hammer:

**varmint** · 08-11-2005, 09:22 AM

I've never done one geared towards kids, but I've included lab & frame reps who each donated a couple pair of frame & lenses to hold a few drawings for free pairs of eyewear. Each time I've done this I recieved at least 100 names & addresses thru out the day. I've had my doc present & offered free vision screenings as well, with over 1/2 opting for an eye exam while in the chair for a screening.