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A Norcal Practice Took A Trunk Show and Turned It Into an Annual Message of Thanks to Its Patients

Take a trunk show and turn it into a message of thanks to your customers.

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Arena Eye Care Optometry’s husband-and-wife owners Dr. Shephali Patel, far left, Dr. Krister Holmberg, far right, and their team.

ARENA EYE CARE OPTOMETRY in Sacramento, CA, wanted to put on an event that would bring customers, staff and industry reps together, with emphasis on saying ‘thanks’ to patients. So, they took that industry stalwart, the trunk show, and put their own spin on it. They’ve been holding their annual Patient Appreciation Day for seven years now, and from judging this year’s response, it’s still going strong.

THE IDEA

Dr. Shephali Patel and Dr. Krister Holmberg, owners of Arena Eye Care Optometry in Sacramento, CA, were looking for a way to present customers and patients with a more varied selection of top-tier frames than their optical ordinarily carries. Patel recalls, “We wanted a recurring event that would include a trunk show but was patient-centric.” To set their new event apart, the first step was to give it a place on the calendar: they attached a fixed date (the second Friday in March) that clients could associate with the practice over time. They paid extra attention to giveaways and other forms of personal attention to attendees. Patel points out that she didn’t coin the phrase “Patient Appreciation Day,” but the event has become a part of Arena’s brand.

THE EXECUTION

Ahead of the day, Arena sends out newsletters to patients, puts ads in a local magazine and does a weeklong Facebook ad campaign.
The core of the event is essentially a trunk show, for which some of Arena’s favorite vendors are invited. “We have two sessions,” Patel explains. “Our office hours on Friday are 9-6, so we go 9-1 and have a break for lunch and then 2-6.” The practice continues to see patients during both. “In [each of] the two sessions we might have two or three vendors. They bring in their whole collections and we rearrange our optical for them.” Patel and Holmberg try not to invite reps with lines that are natural competitors. “We wouldn’t do Nike with Oakley … We pick things that are complementary.” Arena takes particular interest in technological innovations; this year they treated customers to a preview of PogoCam, a camera made by PogoTec that attaches itself to glasses.
To keep things fresh, Patel tries to rotate her invitations to reps. “We’ll cycle them so that it’s [one invitation] every three or four years.” Staff decorate the optical themselves and offer refreshments. Several frame lines are highlighted and there are giveaways and a raffle. This year Gucci and Tom Ford reps brought in over 100 frame styles. A Tom Davies rep also attended. Other brands featured included bebe, Joseph Abboud, Oakley, Marchon NYC and Lacoste.

THE REWARD

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As for the turnout, “We’ve always done well with it,” says Patel, though results are hard to predict. “The best one we’ve had was during a rainstorm … sometimes it just doesn’t make sense … but we do a good job of creating excitement and inviting people back. I think that’s the key.”
While there are practical rewards — they sell more multiples than usual that day — mostly it’s about having fun. “It is a lot of work but a lot of fun for everyone: doctors, staff and patients.”

After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at [email protected]

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