The Show Allure
Follow these revenue-enhancing pointers and you'll reel in prize-winning trunk shows every time
By Karlen McLean, ABOC, NCLC

With eight retail locations and a laboratory in the San Antonio, Texas, area, Dietz-McLean Optical (DMO) enhances its eyewear sales revenue by holding trunk shows, which they call style shows, in most of its locations.

There are three basic steps in an optical trunk show, notes DMO treasurer, director, and promotional coordinator Laurie McLean: Planning, execution, and follow up. Each step is full of details that can make a trunk show a monetary success and an anticipated annual event. "Our style shows help stop the boredom of everyday selling. A style show means hot selling," she adds.

An eye-catching banner on the store front attracts passersby on show days
Store layout is open, airy, and easy to negotiate for DMO customers
Laurie McLean adjusts a patient's eyewear

SETTING THE STAGE

When launching plans for a trunk show, management sets the dates and times, coordinating with staff and vendors to make sure there are no conflicts so there is maximum coverage. Generally, DMO uses one frame vendor with several lines at its events. Each line's representative attends the show.

Every program should have a theme to create an event focus. When DMO celebrated its 65th anniversary last year, the theme was celebrating the anniversary. A savings certificate for $65 was included in all mailers, flyers, and handouts.

Other focuses can be fashion makeovers with nail, color, or hair experts on hand for pointers; a circus theme with a clown to entertain children; or focus on eye health with a lab expert to explain the glare-cutting effects of AR lenses to seniors.

Before moving forward, pick the best day or two for the trunk show. For DMO, that means Friday, a full workday, and Saturday, a short workday. Give your staff some breathing room—especially if there are multiple locations—so they don't get tired, bored, or overstressed. Remember, events can't be special if they are held every day.

SPREADING THE WORD

Send out mailers well in advance of the event. Be sure all promotional material includes the location name, address, phone number, Website, and store hours. If applicable, mention the featured brands.

Radio and television ads can bring in new business, but can also be costly. If you do either, be sure to track the results to evaluate whether the expense was worth it, and re-evaluate if it's needed the next year.

Have staff ask customers, "How did you hear about our trunk show?" Then tally the responses.

Staff members should also call their favorite customers to invite them to the trunk show. At DMO, each staff member typically calls about 40 customers.

Personal involvement with loyal customers is key. Building on customer relationships, customize the "we're-having-a-trunk-show" call. Always mention favorite brands and other specific interests.

Marchon representative John Scannell explains frame features and benefits
Optician Larry Gunn discusses lens options
Laurie McLean thanks guests for their style show patronage

And don't forget to talk it up at all locations. Display signage and keep flyers in multiple locations, especially dispensing tables.

Keep the excitement level high prior to and during the show. If one staff member is adept at getting others energized, have him or her set the pace to ramp up sales and jazz customers.

Be sure the store is neat, tidy, clean, and sparkling. "The store should look like you're having company," Laurie McLean says. "Treat each customer as you would a guest in your home."

Also, set up fresh displays of new merchandise to be showcased at the front of the store. DMO uses large, covered tables arranged in a semicircle around the entryway. Again, be sure there's enough area for moving around, and that vendor representatives will be comfortable.

THE BIG DAY

On the day of the trunk show, put out a tempting display of finger foods, sweets, and refreshments in the back of the store so customers walk past eyewear displays. Make sure the food and displays are high-quality—utilizing the services of a caterer can keep the quality up and your staff free to focus on patients.

Also, make sure there's enough room to move around and socialize by the refreshments table, and provide additional comfortable seating.

To keep the flow of patients moving, be ready for mixing up the usual order of eyewear purchasing. If people select eyewear and don't have valid prescriptions, set up an exam and hold their show discount for a finite time—for example, an offer is valid within 30 days of the event.

Play on additional advantages. DMO emphasizes a two-year, no-fault warranty; a no-fault exchange policy; guaranteed doctor's changes, standard polycarbonate lenses; and loss and theft protection.

Karlen McLean is married to Dietz-McLean Optical's president, Drake McLean.