Reaching Out
8 ways to build business through community outreach
By Erinn Morgan

"There are so many fun things you can do," says Denise Davis, an administrator for Optics Unlimited at The Eye Clinic, an ophthalmology practice with four locations based in Lake Charles, La. "You just have to be open to what you can do in the community. Partner with other groups and get out there."

There are many ways to reach out to market your business. Here, we outline eight ideas to help increase your presence in the community.

1. SPONSOR A LOCAL TEAM

"We've sponsored little league teams for years," says Robert Stratton, president of the six-store Chester County Opticians in Chester County, Pa. "Now adults come in and say 'I used to play on your team.'"

In addition, the sponsorship gives you exposure. "For $500, the kids get jerseys, baseball caps, and T-shirts," says Stratton. "We get a team picture that we put in the front window."

How can you get involved? "Contact a local athletic committee or group and ask if they need sponsorship," says Davis. "One of your staff members' kids may be playing--the staffer can help coordinate it. Once you sponsor a team, they will keep contacting you."

2. GET A MASCOT

A unique way to reach potential customers (especially kids) is through a store mascot.

"About six years ago, we were at a costume place and decided we wanted a bear mascot," says Davis. "We had a contest in the schools for the kids to name him--they came up with See-More, the Eyecare Bear."

See-More travels to local schools to talk about the importance of going to the eye doctor. He also gives out coloring books at Optics Unlimited's Saturday eye clinics and does back-to-school promotions at the mall.

"He actually gets letters and lots of press," says Davis. "It also sets children at ease when they come in for an eye exam. Plus, our staff loves to dress up as See-More. It's one of those feel-good days where everyone loves you and hugs you and you don't have to talk."

3. VOLUNTEER TIME AT NURSING HOMES

One way to reach out to elderly customers and their families is to do complimentary adjustments and cleanings at nursing homes.

"Someone on the staff will occasionally drop by on their way home and do some adjustments," says Davis. "We also give out lots of freebies, including cleaning cloths and cleaners with our name on them."

Chester County Opticians' Stratton also does repairs and fittings at nursing homes. "We get some prescriptions and sell glasses that way," he says.

4. GET INVOLVED

Involvement in local groups, such as the Chamber of Commerce or Rotary Club, will help spread the word about your business.

"We divide ourselves up and share involvement in church programs, the Rotary, the Lion's Club, and the Chamber," says Stratton. "These efforts are more passive because you don't toot your horn a whole lot, but just the exposure of being willing to help is good."

5. DONATE GOODS AND SERVICES

Many dispensers choose to donate items to local groups for the needy or for fund-raising through silent auctions and raffles. "You can work with the local Lions' Club to donate glasses," says Cindy Elkin, licensed optician and owner of Point of View in Falls Church, Va. "Utilize some of those products that aren't selling to earn brownie points in the community."

Another donation strategy that has worked for Elkin is to give away an eyewear makeover. "I get a lot of requests to put an ad in the yearbook, or to donate to a silent auction. But it has been more effective for me to donate an eyewear makeover." Elkin's "makeover" donation gives the recipient a complete new eyewear look, up to $500.

"This includes frames, lenses, tints, and coatings," says Elkin. "The most it can cost me is a nice frame and an expensive pair of progressives. It's about $200, and I probably would have given that much in a cash donation."

6. PARTNER FOR CROSS-MARKETING

Another great strategy to get the word out is to do cross-marketing. For example, if your customer base includes women ages 30 to 40, you can coordinate with day spas, image consultants, sports clubs, and hair salons and cross-promote your services.

"I have a friend who owns a boutique, and she invites me and the owner of a local nail salon to come in and meet with her customers at after-hours events," says Elkin. "I also work with a Mary Kay consultant."

7. GET OUT THERE

Giving your optical shop a presence at local events such as parades and school screenings can be a simple and fun measure that will spur locals to pay you a visit.

"We do a lot of vision screenings at the schools in the fall," she says. "The schools are anxious for you to come--in our state it's not a requirement to do vision screening. We give out pencils with the store name and send a letter home saying they have had a vision screening--not an eye exam."

8. BE CREATIVE

If you do something unique or charitable through your dispensary, contact the local media. Optics Unlimited has gained recognition for one of it ophthalmologists' work.

"We have a doctor who does a mission trip once a year; he has been to Africa, El Salvador, Fiji, and American Samoa," Davis says. "Although he doesn't do it for the press, we do get local coverage and sometimes a reporter will accompany him on his trips."