IS YOUR MARKETING in a rut? Investing in a branded vehicle or removable car signage is a cost-effective way to get noticed, while conveying the impression that your business is serious about service. If you’re prepared to go the extra mile and add a delivery or mobile optical service, the vehicle could pay for itself by helping you keep or add customers who might otherwise go online for contacts or frames. Options range from professionally designed vehicle wraps (typically priced at $2,000-$5,000) to magnetic signs (a pack of two about the size of a car door usually goes for $20-$35) and perforated window vinyls (around $50). There are any number of commercial advertising companies and auto detailers that handle wraps; for vinyls and magnets, online vendors like signs.com, lettering.com and Vistaprint will let you upload your logo, use their design apps and place an order. We spoke to six eyecare businesses who’ve added a new dimension to their branding by turning their vehicles into mobile billboards.
Peterborough Optometric Centre
Peterborough, ON, Canada
As part of a rebrand and office expansion a few years back, Peterborough Optometric Centre purchased a five-door Mazda 2 subcompact to offer glasses delivery and home visits — including glasses adjustment — to patients. (The practice shouts out design and advertising firms Studio-N and Commercial Press for helping them put together the striking vehicle wrap, in their signature orange and green.) The vehicle also features prominently in their community outreach, with social media posts showing the hatchback stuffed with 100lbs of food collected for a local food share project.
Best Chance Optical
Forsyth, GA
At Best Chance Optical, optician/owner William Chancellor keeps it simple with a magnetic car sign. “We are in a smaller community with no public transportation, so being able to deliver to those with limited access to transport is a blessing, we’ve been told,” he says. For some older patients and those who cannot make it in for a dispense due to limited mobility, Chancellor offers to deliver. “It always feels good to make a patient’s experience extra special!”
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Wilson Eye Center
Valdosta, GA
A few years ago Dr. Steven Wilson was casting around for ideas to set Wilson Eye Center apart from his competitors, who were all running the same mix of broadcast, print and digital ads as he was. “We wanted something really simple that was very ‘sticky,’” says Wilson. And with online eyewear retailers trying to grab market share, especially in contact lenses, he figured a branded, same-day delivery service might be a way to differentiate his office while preventing patients from having to make return trips for bifocal, toric or other contacts not in stock. Wilson picked up a new Pontiac for $7,500 (50% off the sticker price since GM was retiring the brand). A snazzy wrap cost another $2,500. He hired a local student as a driver, and the eyePOD — Personal Optical Delivery — was born. The practice does about 100 free deliveries a month. “With typical marketing, you have to come up with new ideas over and over,” he says. “This lasts indefinitely.”
Pearle Vision
Colorado Springs, CO
Taking to the streets is a new development at Pearle Vision: In April they started offering to deliver contact lens boxes, driving the streets of Colorado Springs in a vehicle bearing magnetic signs emblazoned with the optical’s address and telephone number. Owner Lee Walters does the driving and designed the sign himself via Vistaprint, which handles a good portion of Pearle’s printing and other marketing materials. The delivery service is currently limited to contacts, Lee says, “as frames, probably 90% of the time, need adjusting at dispensing and we don’t have the tools, or personnel, to do that at a customer’s home or business.” Once word gets around and demand picks up the plan is to designate two delivery days a week, but for now he’s handling it as the product comes in. “We see this is a marketing tool and convenience for customers.”
Medford Optical
Medford, MA
Pediatric eyewear specialists Medford Optical’s vehicle stands out on the streets of Boston thanks to its images of fun cartoon characters wearing colorful glasses, and displays its motto, “We Love Kids.” “It grabs everyone’s attention, especially while parked at a stop light. It often creates a quick conversation while rolling down the windows in traffic,” says owner Dana Cohen. The colorfully shrink-wrapped Honda Element also sports the business’s phone number, 1-800-OPTICIAN. With Cohen in his shop fitting glasses all day, the vehicle actually belongs to an art therapist friend who spends his work hours driving to and from appointments all over town.
Specs Eyewear
Wichita, KS
Wanting to make things as easy as possible for patients, Specs Eyewear introduced the Specs Cube, an eye-catching hatchback that, says marketing manager Brooke Rindt, is always stocked with a repair kit, screws, nose pads, cleaning cloth and spray, along with Specs popsockets, koozies, and other goodies. “Possibly we have ordered in some plano sunglasses for you and you’re leaving for Costa Rica in the evening after work but still need to pack. No worries! We will bring them to your work or house and help check one thing off your to-do list before you leave.” The Cube also contributes to the practice’s marketing game. Says Rindt: “We love seeing our customers on social media so we also encourage posted selfies with the Cube to receive a discount on their next purchase.”
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