This article originally appeared in the September 2015 edition of INVISION.
Who has the most extensive, most elite collection of eyewear in your town? Wouldn’t that be a great thing for you to know? (And wouldn’t that be a great customer for you to have?) Hold an “Eyewear Star” or “Spectacular in Spectacles” contest for your community. Promote it widely. You want to reach everybody in your town who is known for their ever-changing, ever-innovative eyewear choices. The prize could be a pair of rare or extra-fabulous frames and/or a face-to-face meeting with a famous designer. Use this contest to establish yourself as the destination for your area’s biggest eyewear fans.