by Keith Benjamin | Sep 24, 2007 | Blog, Uncategorized
Breaking through the noise In Part I, I discussed the changes that have taken place in marketing over the past decade or so that have made traditional advertising ineffective. The quantity of advertising messages we receive on a daily basis has become so great, our...
by Keith Benjamin | Sep 22, 2007 | Blog, Uncategorized
I have heard the debate go on about what to label consumers of eye care. Doctors and even opticians can get down-right petulant when discussing the topic. Often, the argument is made that the word customer should be stricken from the optical practitioner’s vocabulary...
by Keith Benjamin | Sep 13, 2007 | Blog, Uncategorized
Why you shouldn’t waste your marketing dollars on traditional advertising Years ago, the birth of mass media gave marketers amazing power to dictate what consumers should buy. Marketers advertised their products in newspapers, radio, and TV; told consumers what to...
by Keith Benjamin | Sep 11, 2007 | Blog, Uncategorized
Marketing is a big source of confusion and consternation for many in the optical industry. Companies sometimes employ less-than-honest advertising and copy in their marketing campaigns. Lens manufacturers muddy the waters with overlapping designs and confusing...
by Keith Benjamin | Aug 29, 2007 | Blog, Uncategorized
Your worst nightmare: Wal-Mart (or your favorite cheap, mass-market competitor) moves down the street and of course, begins to sell cheap frames, cheap lenses, and cheap AR at prices below what you sell in your dispensary. You suddenly find your customer base...
by Keith Benjamin | Apr 8, 2007 | Blog, Uncategorized
Why do your customers return? Why to they recommend you to others? Is it because you give the most thorough eye exam in town? Is it because you know how to select and fit a PAL they'll adapt to the first time? Is it because you have largest selection of designer...
