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The article discusses the procedures for marketing optical practices. It explains how optical professionals could gather information to determine who their clients are. The data gathered could be used to establish marketing decisions. It cites that a good marketing strategy involves developing a product for existing and potential clients at a satisfactory price. It recommends to identify target population before launching an advertisement.

Offers a look at the marketing methods that can be used by opticians to attract and retain patients. Advantages of advertising; Factors to consider in offering a recommend-a-friend programme; Importance of public relations to optical practice. INSET: Hitting the target in Halifax.

The article offers suggestion on marketing for the optical industry and attempts to clear some popular misconceptions about marketing. It advocates that marketing is a logical and measurable science and it is not advertising or promotion which are just tools, it is not a department and is actually a science of letting people know about one's products. Decisions related to marketing are based upon knowledge of the target audience and the business goals.

The article focuses on the society of young women which is the overtly decorative sphere in terms of optical fames styles in Great Britain. it hints that optical practices must offer a wide range of latest styles to market the frames effectively to these group of people. Hanna Nussbaum, managing director of Orange Eyewear, noted that young women invariably seek for a face-flattering frames which do not only adds to their own style but also make them feel that they are distinguished in the crowd.

Discusses the management practices in the contact lens business. Information on the pricing strategies and approach to recommending contact lenses to patients; Visibility of contact lens promotional material in the practice; Information on practice management and supplier issues.

The article presents marketing plan for optometry practice. One need to set of aims and targets for the business first. The staff need to be agree with the targets and they need not be forced to meet the plans. One can grow sales of high margin services and products to raise profitability without increasing sales level.

Several letters to the editor are presented in response to articles in previous issues, including one who asserts his aggravation regarding the General Optical Council (GOC) fees, another who relates his opinion on the comments made by Patrick Myers on wasting money on unsuccessful marketing schemes in the December 4, 2009 issue and another who states his opinion on the statement made by Mervyn Marsh which relates that all his optometrists were registered.

The article reports that practice management systems supplier Ocuco Inc., has invited some of its longstanding customers as well as potential new clients and competition winners to enjoy some traditional Irish hospitality. Some 40 optical professionals attended the event which was hosted by Ocuco's founder Leo MacCanna which began with a barbeque at his home, accompanied with traditional Irish folk music, followed by a presentation outlining Ocuco's objectives.

The article explains the significance of simple do-it-yourself marketing strategy in helping small independent businesses position their products and services in the market more efficiently. It is evident that the global economic recessions and financial crisis give business enterprises a more challenging situation of proving themselves in the market. However, proper planning and local involvement of the business can effectively help it prosper in getting the trust of the customers.

Presents an interview with Bradley Wells, British sales director of Sauflon, about the market entry of the company into the contact lens industry. Factors that motivated the changes in the market approach of Sauflon; Ways to address the competition posed by the Internet and supermarket supply; Advantages and disadvantages of the NewDay daily disposable contact lens.

Focuses on the launch of Ultimar Easiclean, an optical lens coating technology developed by Sinclair Optical Services (SOS). Marketing strategy used by Sinclair to promote the product; Remarks from Shaun Bace, laboratory manager of SOS, on the technology used to develop Easiclean; Information on the sputtering machines used by Bace for mirror coatings as an alternative to the traditional evaporation techniques.

The article focuses on how independent opticians in Great Britain can attract patients online by building their online reputation and gaining the trust of prospective customers. Topics include the results of the study by market research companies Mintel and Nielsen, the strong market for opticians, and the importance of employing online reputation management firms like Reputation.com. Steps to be taken in managing reviews and online reputation are also mentioned.

The article reports on the promotional campaign of Market Me Now which encourages retail business owners to try into developing customer acquisition and marketing tool practices on basis of customers geographic and demographic area in Great Britain.

The article reports that independent practices are expected to gain popularity in the optical industry in 2015. Topics discussed include the overtures of various optical organizations including National Eyecare Group, Sight Care, and the Association of Independent Optometrists, the practical business approach of ophthalmic lenses manufacturer Rodenstock, and the improvement of the marketing strategy of optical equipment producer Essilor.

The article presents information related to the marketing strategies of Maui Jim Inc. According to international marketing manager Martijn van Eerde, since the company started out selling its product on the beaches of Hawaii, it had come a long way. It is mentioned that consumer research had given the impetus to change its strategy while Maui Jim continued to do well.

The article offers information on the first of a series of roadshows held by American high-end luxury sunglasses manufacturer Maui Jim at the Radisson Hotel in Great Britain to inform practitioners regarding its strategy and marketing plans in 2014. Topics included in the event are the update on the company's prescription programme, the introduction of the Zeal Optics brand, and its first television (TV) advertising in the U.S.

The article reports on the promotional event of Silhoutte UK Ltd. for its eyewear collections at the Dynamic Earth science centre in Edinburgh, Scotland.

The article offers information on a guide dog puppy of Malcolm Polley, chairman of the company Optrafair, to be named after him. It states that the puppy, to be named Malcolm or Polley depending on the gender, is a sign of Guide Dogs' appreciation for the free exhibition space. It mentions that the naming of the puppy became a marketing strategy fort he company.

Letters to the editor is presented about the importance of eye care, the General Optical Council (GOC) website, and in response to the article about selling techniques by Richard Pakey in the February 22, 2013 issue.

The article presents the author's views on business growth in the optical industry. It is stated that making key marketing decisions on a gut feeling can be dangerous. Suggestions are offered to use the right balance of resources, grow the right team, and delegate, outsource, automate. According to the author, the leaders of successful practices know what they want.

The article reports that Hoya Lens UK has announced that until February 28, 2013, independent practices will receive a free pair of Hoyalux iD WorkStyle when they order any pair of MyStyle, InStyle or Lifestyle V+ lenses.

The article discusses the five areas of marketing and development that opticians should focus to achieve biggest return on investment. It suggests that opticians should improve their website because it is one of the most important marketing tool. It highlights the importance of introducing and developing a pre-examination or questionnaire for hiring sales people. It advises that opticians should tighten up recall to remind happy customers to come back and experience good service.

The article presents the author's comments on the practice of opticians to achieve competitive advantage. According to the author, opticians seem to have lost touch with public perceptions of optical brands as there are some good brands available that have built up a following within optics. The author suggests that marketing is a perception and not a reality, so opticians need to tackle people's perceptions.

The article reports that Shamir UK is offering prizes such as tablet computers and Capital Bond vouchers on winning scratch cards dispatched with lens orders placed with its Glacier Plus coating.

The article offers information on the efforts of Signet Armorlite Inc. (SA) to enhance marketing strategies of its practice partners. Kodak Lens Vision Centre (KLVC) Training Centre of Excellence and Designer Outlet have been launched by Signet Armorlite, to help KLVC improve its market conditions. Through Designer Outlet, which is an optical practice, SA aims to bring new sales opportunities to KLVC.

The article focuses on the marketing strategy of Lost Glasses Recovery called the frame labelling concept, that helps reunite owners with their lost frames under which the eyeglasses are provided with a free ID sleeve.

The article presents information on a roadshow to be conducted by Johnson Vision Care Inc. in Great Britain and Ireland from October 6, 2010, to demonstrate different marketing strategies for optical device manufacturers.

The article reports that the Internet-based retailer Glasses Direct has moved away from its low entry price approach to favor more upmarket designer brands at higher prices.

The article informs that two customers have won a designer eyewear under a promotional strategy by the company David Burghardt Vision Care to promote its high end range of spectacles.

The article offers news briefs related to the optical industry, which include the move of Allison and PixelOptics Inc. to make a profile on social network sites YouTube and Facebook as well as the Opti-Munich exhibit on January 15 to 17, 2010.

The article reports that Maui Jim Sunglasses Inc. has ended its worldwide distribution agreement with Luxottica Group SpA. Chris Abbruzzese, Maui Jim vice president of marketing, said that it became increasingly clear that the continuation of the relationship was no longer in the best interest of the Maui Jim brand. After the agreement, Maui Jim sunglasses will continue to be available in 15,000 chain and independent retail outlets globally .

The article reports that optical lens manufacturer BBGR has announced a full recommend or return offer on its new Aspheo digitally surfaced single-vision lens. The company said that any customer not completely convinced that its Aspheo lens offers improved optical and cosmetic performance in comparison to conventional single-vision products may return their lenses to BBGR for a full credit.

The article reports that Ted Baker Eyewear has launched a new point of sale campaign to accompany its autumn/winter 2009/10 eyewear collections, with a number of showcards featuring colorful visual illusions. There are also new, contemporary styles in the men's and women's collections as well as the premium men's range Ted Baker Global, which has four new styles. Tying in with the campaign, Ted Baker is running two competitions for independent customers.

The article reports that Henry Jullien has revealed a new stand design concept at the Silmo exhibition in Paris, centered on its promotional concept of highlighting all the beauties of the world. The company followed its communications campaign with the design and described the effect as a refined and luxurious atmosphere in a large, welcoming space, restrained in color, and with a play on materials, with metal working in particular.

The article offers news briefs related to optical industry. In 2008-2009, Specsavers has reported growth of 325 percent in Australia. With an agreement to acquire 40 per cent of Multiopticas, a company which runs over 390 eyewear stores under different brand names in Chile, Peru, Ecuador and Colombia, Luxottica Group SpA has entered the retail business in South America. A new marketing tool has been implemented by Vision Express Ltd. to allow it to profile customer groups.

The article reports that Transitions Optical Inc. has unveiled a new theme for 2009 titled "Live Your Vision." It will feature across the company's new television advertising and print campaign, POS materials and through a photography competition. It is stated that the practitioners will be able to download the new TV advertisement, which will be broadcasted on the National Geographic Channel in April 2009.

The article discusses the marketing strategy applied by Clamp Optometrists to attract more customers in Cambridge, England. Clamp Optometrists uses original artworks in its window displays to catch customers' attention. Practice artist Carolyn Young is the woman behind the imaginative and eye-catching designs.

The article reports that as part of Curtis Opticians' 80th anniversary celebrations, the practice recently hosted the launch of designer Alyson Magee's latest eyewear collection in Great Britain. Magee, was on hand to discuss her inspirations with some 100 guests at the evening event. Dispensing optician Ian Curtis described the launch as a great success, with considerable media coverage and many people buying the new frame styles.

The article reports on the acquisition of Ophthalmic lens manufacturer Signet Armorlite by Essilor International's U.S. subsidiary EOA Holding Co. in Great Britain. The author stated that Signet Armorlite specialises in entry-level and mid-range products for the independent sector. Moreover, Essilor has emphasized that the management team of the company will continue to lead the company.

The article reports that exhibition organiser Federation of Manufacturing Opticians (FMO) has secured six optometry continuing education (CET) points. The CET points will be awarded to visitors of the 2009 Optrafair exhibition on completion of the dedicated poster trails within the exhibition hall. Malcolm Polley, chief executive of FMO, is overwhelmed with the news and reveals that the activity is part of their strategy to enhance the level of care that they provide for patients.

The article offers information on the launch of a new marketing campaign "You can never have too many," by Mondoticca. It includes a consumer competition and window campaign that runs in parallel with Lulu Guinness' marketing. All tickets for the competition will offer a 10 percent discount on purchases of Lulu Guinness bags and accessories online and the main prizes will be sent to practices for the presentation.

The article reports on the promotion offered by Specsavers Opticians to customers in Great Britain. The company stresses that the promotion focuses on distributing free contact lenses to patients who will visit its clinic starting December 2008 until mid-January 2009. The strategy also includes giving advice to customers concerning the use and care of the lenses. Specsavers states that patients should present a prescription to avail the promotion.

The article announces the price reduction of all 1-Day Acuvue Moist contact lenses from Johnson & Johnson from October 13, 2008 in Great Britain. The innovative move is part of the company's commitment in providing the patients a chance to experience the benefits of the daily disposable contact lenses and the comfort they deserved. It is also part of the company's initiative in strengthening its market position as it expects practitioners to recommend its product to their patients.

The article discusses cause-related marketing (CRM) as an effective marketing tool for optical practices. According to the author, if CRM is managed well it can provide success to charity, consumers, stakeholders, and business. It also provides commercial sense as a chance to increase a company's sales, improve customer loyalty, and adds value to the brands of a company by making charitable donations.

The article reports on the introduction of the latest generation of lenses manufactured by Transitions Optical Inc. in Great Britain. On September 15, 2008, DX Services will deliver TVI launch packs containing a range of technical and merchandising material to 5,000 independent practices. Transitions said it could drive customers into store through television advertising and provide the best technical product but the crucial factor was professional recommendation.

The author reflects on the marketing strategy of Tesco PLC in Great Britain. He notes that Tesco's opening price for eyeglasses is £15 which are distributed by optically trained staff. Furthermore, the company is also offering an eye test for £10 with a free fitting service at their store. He questions the quality of service and product which Tesco is going to offer for a low price.

The author reflects on the issue concerning the promotion of services and products in dental and optical industries in Great Britain. He explores the different moves of the two industries in educating the public and promoting their products. The author also views on the reason why the dental industry had enjoyed better promotion than the optical industry.

The article reports on the launch of Maui Jim's three new sunglass styles in Great Britain. These products include two updates of its popular aviator style with rectangular lens shapes and a nylon frame supplied with scratch-resistant super thin (ST) glass lenses. The metal Kapena and Harbor aviators feature non-slip nose-pads and spring hinges.

The article reports on the launch of Specsavers eyewear collection in Great Britain. The company unveiled its collection online following its confirmation in December 2008 that it was ready to become a online retailer. It notes that its online sales portal is incorporated within its existing Web site.

The article reports that Nikon Optical UK has offered summer promotion to expand awareness of its Digital lens range in Great Britain. It is said that through the filling of collector's card, company's clients can win prizes that includes £20 electrical gift vouchers, iPod Touch, television and Nikon cameras. The company's managing director Martin Thompson said that the move is brought by the success in their summer promotional sale in 2007.