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Hot List: March 2008
1 Never say goodbye
Janet Attard from Businessknowhow.com points out that in tough times you have to be creative in order to stay afloat. One potential business security technique is contacting former customers.
"Don't assume that a customer who stopped buying from you in the past will never buy from you again. Customers' needs and circumstances change, just as yours do…. The customer who went with a lower-priced competitor may be dissatisfied with the quality or service and be receptive to a call from you today. Or, the manager who had given the work to his best friend may no longer be with the company.
2 Happy Talk
A recent report at ABCNTraining.com pointed out the power of positive speaking when dealing with an unhappy customer or staffer. Avoid negative words such as can't, won't and unable to. These and other negatively angled phrases imply that you do not empathize with their situation. Other troublesome expressions include: you claim that, you state that, and you neglected to specify. Keeping conversation positive can keep outcomes positive.
| Wise Words |
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| Patience is the best remedy for every trouble.
—Plautus |
| 3 Ways to Stay Connected |
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| Christen Gruebel from Target Marketing and Inside Direct Mail recommends three routes to becoming customer-centric: 1 Bring down the silo. Yes, you're busy. But there's no better way to get in touch with your customers than to talk to them personally, not through one of your staffers. 2 Make apologies your best policies. Apologizing and making amends are key to rescuing your customers' experience and turning a bad situation around. 3 Seek out criticism. It's no fun to speak with angry clients, but they might end up being your business' best friend. Is there a pattern to the complaints you receive? Take these criticisms and turn them into growth lessons. |
Rodenstock & ODC Set Agreement & Addition
Rodenstock GmbH and Optical Distribution Corporation have finalized a long-term agreement for the exclusive distribution of the Rodenstock brand in the U.S. market.
"Rodenstock lenses and frames have been distributed exclusively by ODC since early 2005 under an interim agreement. The new agreement formalizes and extends the Rodenstock commitment to jointly investing in the U.S. market," says Mike Morosky, partner of Lazear Capital Partners LTD, owners of ODC.
The product range includes all of Rodenstock's lenses and frames, focusing on the premium sector of the market. Lenses include single vision through multifocals through PALs and free-form portfolios.
Additionally, industry veteran Dave Delle Donne has been named CEO of ODC. He plans to re-establish Rodenstock's premium brand in the United States market. He has a background in developing and motivating sales and marketing teams, strategic marketing, and hands-on, results-driven management.
Prior to joining ODC, he was vice president of national accounts, wholesale and managed care for Carl Zeiss Vision, Inc. From 2002 to 2005 he was vice president of sales and marketing with Eyefinity, Inc. He was with Rodenstock North America, Inc., from 1999 to 2002 as vice president of sales and lens marketing. He held marketing management positions with Merz Pharmaceuticals, Inc., and CIBA Vision Corporation in the late 1980s through 1999.
| LICENSE LINEUP |
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| The Jil Sander Group announced a strategic licensing alliance with Marchon Eyewear, Inc., to create Jil Sander men's and women's eyewear starting with the 2009 collection. The agreement will give Marchon the exclusive global license to design, manufacture and distribute both the sun and ophthalmic collections for the Jil Sander eyewear line. The new collection is being developed in collaboration with Raf Simons, creative director of Jil Sander. The sunwear collection will debut at retail in January 2009 and the eyewear collection in April 2009. Both collections will be sold in Jil Sander stores, select department stores and specialty stores. Luxottica Group introduced the premiere collection of sunwear and eyewear from the contemporary international fashion retailer Club Monaco. The Club Monaco Eyewear Collection complements the modern and urban lifestyle of the brand. The Club Monaco Eyewear Collection is debuting this month, prior to Vision Expo East trade show. The collection features 14 optical styles and 11 sunglass styles. Viva International Group has announced a multi-year license extension for the GUESS by Marciano brand. This licensing partnership originated in 1991, when Viva introduced the GUESS brand to the optical industry and GUESS retail stores worldwide. Viva currently has the exclusive worldwide license to design, market and distribute the GUESS optical and sunglass collection. |
| OWA Honors EB's De Long |
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| Stephanie K. De Long, a 22-year veteran of the optical industry, has been selected as this year's recipient of the 9th annual Pleiades Award. This award will be presented by the Optical Women's Association (OWA) on Friday, April 11, at the Marchon showroom, 8 West 40th Street (between 5th and 6th Avenues). Festivities begin at 6 p.m., with the award presentation at 6:45 p.m. Stephanie has been editor-in-chief of Eyecare Business, a Wolters Kluwer publication, since 1990. She is a founding board member of the OWA, a member of the Vision Council of America's Strategic Communications committee, and is a recipient of the OLA's Directors' Choice Award and Folio's Editorial Excellence Award (in which EB took first place honors in the retail trade magazine category). She is also a frequent speaker at International Vision Expos. Before entering optical, De Long was a business writer, editor, and contributor to a variety of consumer and business publications. She was also co-owner and operator of an award-winning restaurant in Rye, N.Y. The Pleiades Award spotlights an individual who has shown commitment to mission of the OWA. Please RSVP by March 31 at opticalwomen.com/pleiades08_registration.shtml or fax to 972-490-4219 |
On the Town
In a green grand gesture, ck Calvin Klein Eyewear from Marchon made a donation to the Carbon Fund Organization helping to pay for the flights, taxis, and hotel stays for the guests during the Sundance Film Festival and offsetting greenhouse gas emissions. A-list celebrities received a card about the donation and a pair of ck 1058 (Images shown top to bottom) sunglasses.
James Shyer, chief operating officer of Zyloware Eyewear, announced the success of the recently launched Randy Jackson Eyewear in January and the kick off of the 85th anniversary of the Zyloware Eyewear. Shyer is shown right with Randy Jackson.
Briot USA held its 2008 National Sales Meeting in January in Key West, Florida. At the event, South Central sales manager Andrew Bumerts, an 11-year veteran of Briot (shown center) received the company's Top Sales Award from president Bret Davis (r) and vice president of sales and marketing Rob McCoy. Briot USA's sales, marketing and technical staff participated in the event.
ClearVision Optical hosted a WinterVision Wonderland cocktail party and a silent auction event at their corporate offices in Hauppauge, N.Y. More than 150 people attended the event. In the spotlight, photography of international scenes by Steve Horowitz, executive vice president of REM Eyewear, based in Sun Valley, Calif., were auctioned. The silent auction raised approximately $4,000 for the Newsday Charities Help-A-Family campaign. Shown here, ClearVision's David and Peter Friedfeld welcome guests to the gallery of silent auction images at ClearVision headquarters.
MYKITA *COLLECTION NO. 2* was awarded with the iF product design award 2008. The frames, constructed from acetate and equipped with an innovative box hinge, are a natural progression of MYKITA's purist design philosophy through new means.
Modo Goes Continental
Modo has set up a new subsidiary in Europe and further expanded in Southeast Asia. Through the set-up of the subsidiary Modo Eyewear Srl, Modo enters the second phase of its development in Europe, two years after bringing the brand back to the continent under a new property and management team. With offices located in the Milan area in Italy, and a respected sales team across the continent, Modo.EU is looking at continuing its expansion at a fast pace in the upcoming years.
Modo also added key markets to its distribution presence in the Far East from Hong Kong to Singapore, Malaysia, and Taiwan.
Modo CEO Alessandro Lanaro said, "This has allowed us to create a new niche, which we can pursue across the world's most developed markets."
| RAISING THE BAR |
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| Raise the Bar, a campaign to stimulate opticians to recognize the need for formal education leading to academic credentials, is underway. The initiative is a nationwide effort to encourage opticians to earn at least a two-year college education in optical science by 2015. Driven by three state opticianry organizations—the Registered Opticians of Texas (ROATx), Pennsylvania Certified Opticians Association (PCOA) and Nebraska Society of Dispensing Opticians (NSDO)—the learning initiative offers online education via the Northern Alberta Institute of Technology (NAIT) Optical Science program. All opticians in all states are eligible to participate. Current ABO certified opticians receive one-year's credit towards a two-year college education in optical science. A hands-on program compliments the online academic training. Tuition is $2,000 per year with financing available. Interested opticians can contact their state association or visit www.nait.com. |
Essilor Takes Manhattan…
Clockwise from top left: Essilor's Mike Daley, Bob Colucci, and Carl Bracy discuss Varilux with the master of ceremonies; Essilor's new spokesperson Finola Hughes (r) is interviewed on stage; Essilor execs and the Crizal team introduce "Scotchgard" in style; Hubert Sagnieres announces plans for the Essilor Vision Foundation
For a few days in January, anyway. The occasion was the Essilor National Sales Meeting, and the location was the fame0d Waldorf Astoria Hotel. Attendees enjoyed a mix of meetings, product and program launches, and just plain fun that ran the gamut from a Broadway show to a Rockefeller Center ice skating performance.
In addition to numerous awards, the sales meeting was also the venue for a series of important launches, including:
- PRODUCTS. To a backdrop of bagpipes and kilted execs, the company announced it has teamed up with 3M and is launching the new Crizal Avancé with Scotchgard Protector. Other product announcements included Transitions VI, and the availability of Definity lenses in polarized polycarbonate, and Accolade in polarized Airwear.
- FOUNDATION. The new Essilor Vision Foundation, with Essilor's Audrey Reed as executive director, will be dedicated to helping children gain access to visioncare—not just eye exams, but the eyeglasses needed for them to succeed.
- SPOKESPERSON: Style Network celeb and host of "How Do I Look" Finola Hughes was on hand to discuss her new role as consumer spokesperson for both Varilux and Crizal lenses.
EXPO Ready to Rock
Over 20 of the industry's best amateur rock musicians and singers will show off their talents at the first annual Eye Rock Concert. On April 10 at the China Club in New York City from 8 to 11 p.m., doors open at 7:30, these musicians will perform with the OffAxis Band, special guests Bad Habits, the EyeDocs of Rock and more. All proceeds benefit Give the Gift of Sight, a family of charitable vision care programs.
Tickets are available for $50 each when purchased online at www.givethegiftofsight.org.
| Test Your Mettle! |
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| Take a crack at these questions for ODs from a previous Varilux Optometry Super Bowl and for opticians from a National Federation of Opticianry Schools College Bowl. OPTOMETRY Q. What extraocular muscle runs through the trochlea? OPTICIANRY Q. Transpose the following Rx to minus cylinder form: -1.00 +1.25 × 25 |
| Test Your Mettle ANSWERS |
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| Thanks to Essilor and the NFOS for providing this month's questions and answers. Optometry Answer: Superior oblique muscle Opticianry Answer: +0.25 -1.25 × 115 |
It's a Wrap: Transitions Academy 2008
1. Keynote speaker Guy Kawasaki (l) and Transitions' new president Brett Craig (r) talk about The Art of Innovation. 2 Marketing director Latin America Vanessa Johns motivates attendees. 3. Director of North American sales Connie Falvo keeps the momentum going. 4. Iris (l) and Retina (r) get the crowd laughing. 5. Jose Alves and Dave Cole (r) make nice with Minnie and Mickey at the Passport to Discovery wrap-up. 6. Soderberg Ophthalmic Services, Inc. won Transitions Lab of the Year award for the second time
Transitions Academy 2008: Advanced Performance was held at Disney's Yacht & Beach Club Resort in Orlando, January 13 through 15.
Transitions VI technology was in the spotlight, including the unveiling of the company's largest todate television and print ad campaign, the announcement of an eleven cities "Transitions VI Experience" tour (see schedule below), continued Hispanic outreach, and new Transitions VI marketing tools. Healthy sight will continue to be a company focus.
Over 1,000 attendees took part in seminars designed to increase marketing savvy and innovate customer service. A first-time managed care track focused on long-term eye health and the value of vision care and vision wear. The Passport to Discovery program took attendees on a journey to learn how Disney creates and maintains world-class customer service.
Keynote speaker Guy Kawasaki, managing director of Garage Technology Ventures, an early-stage venture capital firm, addressed 10 points of "The Art of Innovation," calling on companies to reinvent themselves and innovate for success.
Winners of the 2007 Transitions Optical Lab of the Year award include: United States: Soderberg Ophthalmic Services, Inc.; Canada: Riverside Opticalab; Brazil: Fhocus; and Argentina: Augusto Express. Soderberg won the award for the second time, in part by initiating a micro-marketing campaign to boost sales across the board.
Lights…Camera…SNOW!
Film fans got an eyeful this year at the 2008 Sundance Film Festival. Enjoying the festivities were the winners of the 2007 Ray-Ban Sundance Sweepstakes: David Stewart from Eclipse Eyewear in Coronado, Calif., and Anita Mizrachi from Doctor Ed Melman's Eyeland office in Voorhees, N.J., were account winners; and Linda Revay and James Cook won Ray-Ban sales reps' prizes.
While there, attendees had the chance to catch a few movies, hang out of the Ray-Ban Rock Bar in Park City, and attend the Ray-Ban Visionary Award ceremony followed by a concert by The Bravery.
Writer and director Quentin Tarantino was honored at the 6th Annual Ray-Ban Visionary Award, presented by Ray-Ban and The Creative Coalition.
Clockwise from top left: Luxottica's Ray-Ban Visionary Award winner Quintin Tarantino (l) with presenter Dennis Hopper, Anita and Menasch Mizrachi from Eyeland, sales rep James Cook, and David and Andrea Stewart from Eclipse Optical
"It's particularly cool to get an award from Ray-Ban," said Tarantino. "When I'm writing my scripts, the only time I've ever really used the brand names as opposed to describing what something is, is Zippo lighters and Ray-Bans. 'He puts on his Ray-Bans as he flips on his Zippo.'"
| STAR Gazers | |
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| 1. Essilor of America and Finola Hughes of Style Network's "How Do I Look?" are partnering throughout 2008 to encourage consumers to think about eyewear not only as a fashion statement but for the quality of life that good vision health and premium lenses bring. 2. Proving that time can stand still, the ageless Morgan Fairchild from "Two and a Half Men" in Ray-Ban style RB 4101 Amber by Luxottica at the Ilori suite at the Screen Actors Guild Awards. 3. Bringing Caribbean cool to the hip hop market, Bajan singer Rihanna had the "It" song of the summer, "Umbrella." Here, she gets a chic look for the Grammy Awards in Fendi style FS4845 from Marchon. 4. Actor/activist Robert Redford spotted at this year's Sundance film festival in ClearVision's Cole Haan sunglass style CH 671 with musician/activist Bono. 5. Actor Ed Westwick, who plays Chuck Bass on the TV show, "Gossip Girl," was spotted sunglass shopping at the Solstice Sunglass Boutique in Soho and picking out a pair of Giorgio Armani 363S sunglasses by Safilo. |
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