Get Your Contest Entry in Great ShapeBefore You StartBasic Info and StatsWhat Stands OutOnline PresencePhotosWhat to WriteThe Rest of the Story Share Tweet The Rest of the StoryWe're looking for stories that capture our attention. Published 2 weeks agoon January 4, 2019By INVISION StaffRETURN TO ENTRY PAGEYOU’RE ALMOST DONE. In Tip #7, we started in on the text portion of your America’s Finest Optical Retailers contest entry. This week, we’ll finish the rest of those sections.Our 2019 entry form allows you to select three or more of eight questions. We’re trying to get to know your business as well as we can without setting foot in it, so we’re looking for specifics.Important note: Make sure you select the checkboxes for the questions you wish to answer. Once you do, the text boxes for those responses will appear. (See sample below.)Here are the questions:Provide three fun facts about your business.This one seems to put people on the spot. Try these questions to jog your brain? Is there anything odd about your building, your decor, or the vendors you used to design your space? Are you or any of your staff accomplished in any unusual ways (and has it ever helped your business)? Have you ever held any especially awesome events or participated in any neat activities? Do you have any noteworthy clients? Is your city, town, or locale remarkable in any way (and does that tie into your business at all)? Do you have any unique business practices? Do you have any fun, quirky traditions among staff?What’s cool about your staff? What cool things do you do for them?Do you have staff members with any exceptional talents or abilities? Do you train your staff or encourage them to seek out learning opportunities?What’s cool about your digital presence? (Including website, social media, online ordering, texting, etc.)Everyone has a website anymore; we’re looking for what makes yours — and your social media — different from other businesses. Tell us about online initiatives that have worked for you.What’s cool about your marketing?In the age of the internet, marketing can mean everything from a Yellow Pages ad — which is so old, it’s new again — to radio, to social media. Let us know what has really worked for you.What’s cool about your community presence?The coolest businesses are often integral parts of their communities. Let us know what sorts of community outreach you do, even if it may not be vision-related.What’s cool about the operational or structural part of your business?Here’s a potentially wonky question. We’ve heard of some businesses that have novel pay or commission structures, that provide insurance even to part-time employees, that hire high school kids seasonally, that go high-tech when it comes to inventory, that build sustainability into all their business practices. Here’s you chance to fill us in on what might be boring minutiae to anyone but us here at INVISION!What’s cool about your customer/patient experience?We’re not just talking friendly service with a smile or walking a customer out to their car with an umbrella in the rain. Tell us what you do to make your customers or patients want to keep coming back.What’s one out-of-the-box idea you have implemented in the past year?This could be a sales event, a promotion or ad campaign, a business policy, a training push, a sweet new product or service you’ve introduced. And remember: We value success, but we also admire courage. Maybe you tried something and it was a bust. That’s OK. If it’s sufficiently out of the ordinary, we’d love to hear about it — and why you think it didn’t work, and what you’d do differently if you try it again.One final piece of advice: As you’re figuring out these answers, email the questions to your staff and ask for their input. This is the sort of project that is made to be crowdsourced.That should just about bring your contest entry to a close. Next time we’ll go over what happens from here on out. As ever, if you’ve got questions, concerns, or suggestions, leave them in the comments below or email us at email@example.com.RETURN TO ENTRY PAGE Related Topics:America's Finest Entry Tips Previous PartAmerica’s Finest: Here’s What You Say (or Rather, Write) Get Your Contest Entry in Great ShapeBefore You StartBasic Info and StatsWhat Stands OutOnline PresencePhotosWhat to WriteThe Rest of the Story Advertisement SPONSORED VIDEO SPONSORED BY WALMAN OPTICALProfitability with Managed Care: It’s RealIn the first of this three-part series, Dr. Eric White, Complete Family Vision Care, talks about managed care, and how to put your practice on the path to profitability. Promoted Headlines Profitability with Managed Care: It’s RealWalman Optical Overheard at The E+A Lounge at VEWEssilor Nominate a Difference MakerEssilor You may like America’s Finest: Before You Start America’s Finest: You Gotta Stand Out from the Crowd America’s Finest: Photos Really Are Worth at Least a Thousand Words Want more INVISION? Subscribe to our newsletter. CommentAmerica's Finest 2019 EntriesAmerica’s Finest: Before You Start The very first step is to make sure that you’re eligible. Published 2 weeks agoon January 4, 2019By INVISION Staff RETURN TO ENTRY PAGEHERE’S SOMETHING IMPORTANT: Before you start your America’s Finest Optical Retailers contest entry, let’s make sure you’re eligible. This is especially important because the rules have changed slightly this year.Eligibility CriteriaHere are the eligibility criteria (posted on the contest rules page):Your business must be based in the United States or Canada. (Once again, we extend our apologies to Steve’s Eyewear Emporium of Outer Mongolia.)Your business must not have previously placed in the top 12 in INVISION’s America’s Finest Optical Retailers contest.Your business must have been open at least one year before the date you enter the contest. As long as your business has been open a year, it’s OK if the location you enter is newer.Now: Are all three of the above things true of your business? If so, you’re good to go!Logging InBetween now and March 15, you will always log in to edit your contest entry at the following URL: invisionmag.com/aforBookmark it. You’ll also want to make a note of the email address you use to sign up for the contest. Or else we’ll be receiving more than a few calls from eye who can’t remember which email address they’d used. For sake of convenience, you might make a note of your password, too. As long as it’s unique (i.e., it isn’t the same password you use for other sites, like your email), there’s not a real serious security risk if someone happens to find the Post-It note on which you scribbled it.One thing you might want to do is establish a specific person to be your point person for the contest. This could be an owner or an employee, but it should be someone who is relatively computer-literate and who has a little extra time each week to devote to compiling information and photos, and preparing the entry.And the final note for this week: Historically, a lot of AFOR entrants tend to leave their entry to be completed at the last minute. Some of them still do fine, but many discover too late that they don’t have exactly what our judges are looking for easily at hand — that is to say, they could get it, but not in time for the deadline.Certainly, preparing your AFOR entry isn’t the most time-consuming thing you’ll do all year. But it does take time — so if you’re going to do it, it makes sense to do it right. You’ll be well served if you or your point person set aside a specific chunk of time each week, perhaps during a time when business is normally slow, to work on it — hopefully using this blog series as a guide.RETURN TO ENTRY PAGE Continue ReadingAmerica's Finest 2019 EntriesAmerica’s Finest: Basic Info and Stats Simple guidance for entering the basics. Published 2 weeks agoon January 4, 2019By INVISION Staff RETURN TO ENTRY PAGEYOU’VE DETERMINED that you’re eligible, made note of your login email address and password (and put them in a place they won’t get lost), appointed someone to take the lead on your contest entry, and scheduled a few minutes each week to work on it. At this point, it’s time to start your entry.Those New Checkboxes Up TopThis year, we have two new checkbox options at the top of the entry page that we need you to check before continuing with your entry.The first checkbox is to confirm that you understand that all winners of the contest — from first place through honorable mention — are required to give an interview to INVISION editors for a feature story in the magazine.Quick background: In the past, in our three publications, we’ve had several instances where, after judging was completed, business owners decided that they weren’t happy with where their store finished (“We only want to be featured if we come in first place!”) and refused to be interviewed.This is unfair to all the other participants, as well as to the judges who spent their time judging the contest. If you can’t handle not finishing first, then please don’t enter the contest. America’s Coolest Stores is an extremely competitive contest, the toughest and most comprehensive in the industry, and to be voted anywhere in our top 12 businesses should be a point of pride and a testament to the extremely cool business you have built.But if you can’t handle second place, then please don’t waste your time … or ours.The second checkbox asks if you’d like to have editors review your entry before judging begins and provide hints on ways in which you can improve it.This is a new service we’ve started offering this year, in an effort to increase the overall quality of entries and to help stores differentiate themselves from competitors. To benefit from this service, you must submit your entry before our early bird March 1 deadline.Finish your entry, click “Submit”, and our editors will get back in touch with you with a review of your entry and some basic ideas on where you might improve it. For some businesses, this might be better or different photography, or more examples of marketing, or a different approach to your text entry. For some businesses, we might not have any advice at all.For entries where we recommend additional changes, we will then provide you with a link that lets you revise your submitted entry.Please remember that, if you submit your entry after March 1, you won’t be able to benefit from this service.General Info and Business StatsThe general information required is pretty straightforward. One potentially tricky bit: It’s possible that your contact email (see below) will be different from your login email.For example, maybe you, the owner, signed in initially using your email address as the login. But now you’ve handed the job off to an employee who has their own email.The contact email is exactly what it sounds like: the email address we’ll use to get in touch with you about your entry. So the contact email should be that of whoever is handling the contest entry. If it’s the same as the login email, that’s fine. If it’s different, just remember that, so that you’re not confused later about which address to use to log in. (That would be the login email.)You can skip the “Online Presence” section for the moment; we’ll cover it later. For now, go to “Store Stats.”Again, pretty straightforward. If your location hasn’t been renovated since it opened, enter the same year for “Year Opened Featured Location” and “Year Last Renovated.” (It seems redundant, but that way we know you didn’t just accidentally miss filling that line out.)Other questions include your number of full and part-time employees, your showroom and total square footage, your top brands and your buildout cost (if you don’t have the exact number, just give us the closest estimate you can provide.)Finally, we ask for to the people who helped you build your store — the architect and design firms, as well as showcase manufacturers.If you have any questions about preparing your entry for the America’s Coolest Stores contest, email them to us at firstname.lastname@example.org.Again, pretty straightforward. If your location hasn’t been renovated since it opened, enter the same year for “Year Opened Featured Location” and “Year Last Renovated.” (It seems redundant, but that way we know you didn’t just accidentally miss filling that line out.)Other questions include your number of full and part-time employees, your showroom and total square footage, your top brands (including lenses and contact lenses) and your buildout cost (if you don’t have the exact number, just give us the closest estimate you can provide.)Finally, we ask for to the people who helped you build your store — the architect and design firms that helped make you so cool.In our next post, we’ll talk about the “Online Presence” section. It would be a good idea, too, to start thinking now about the photos for your entry. Great photos can make a huge difference in how your store does in the contest, so you’ll want to start mulling over who might be able to take those pictures.If you have any questions about preparing your entry for the America’s Finest Optical Retailers contest, you can ask them in the comments or email them to us at email@example.com.RETURN TO ENTRY PAGE Continue ReadingAmerica's Finest 2019 EntriesAmerica’s Finest: You Gotta Stand Out from the Crowd Published 2 weeks agoon January 4, 2019By INVISION Staff RETURN TO ENTRY PAGEREMEMBER: FINE = DIFFERENT.“Our fancies are always tickled by the unexpected or serendipitous — in-store photo booths, really unique ad campaigns, $200 interior build-outs (that look amazing) — things that make a business stand out from all the others.”One of my editors wrote that during an email conversation about the America’s Finest Optical Retailers contest. It got me thinking about the many conversations I’ve had with business owners about what exactly our judges are looking for.Which in turn got me thinking about some of the standout features of our past winners. Here’s a list of 5 Cool Things about some of the stores that won or placed in our America’s Finest contest:A novel aesthetic. Oakland Vision Center’s entire business is a good example: whimsical frame backdrops, selfie cards to inspire clients to post pictures of themselves wearing their new eyewear to social media, fun eyewear motifs placed strategically throughout the business.One striking element. Eye Candy Optical of Westlake, OH, has a color and decor scheme that evokes a hip nightclub far more than an eyecare business.New twists on how to sell eyewear and eyecare services. Like LaFollette Eye Clinic and the Eyewear Gallery of LaFollette, TN, where the entire business is structured to serve as a “Celebration of Vision”.Consistently stepped-up customer service. Not to minimize them, but we’ve heard a lot of stories about driving through a blizzard to deliver a pair of glasses on time at this point. Those stories are great, but what’s really cool is when a business builds a better approach to service right into their system, every day. Ulla Eyewear doesn’t charge visitors for eyewear adjustments. Instead, they are encouraged to make a donation to Combat Blindness International.Interesting event ideas. We love both slightly out-of-the ordinary in-store events and other marketing efforts that draw attention. Take Urban Optiks Optometry for example. Instead of a small trunk show inside the business to celebrate their seventh anniversary, Urban Optiks held a mega-trunk show with 13 top vendors at a nearby nightclub. Epic.Now, by no means were these the sole defining factors in the success of these businesses in the contest. Nor does this mean your business needs to have features like these to win — indeed, by definition, we’d like to see something different. But these unusual and engaging ideas should give you an idea of what really turns our cranks.RETURN TO ENTRY PAGE Continue ReadingAdvertisementLatestTrendingVideos Sponsored Content8 hours agoProfitability with Managed Care: It’s Real Headlines2 days agoUK Gets Nationwide Contact Lens Recycling Program Buzz Session2 days agoFrom Travel to Exercise to Alcohol, ECPs Recharge in Diverse Ways True Tales2 days agoLuckily Surrogacy is Not a Job Requirement Columns2 days agoCelebrity Clients Are Cool, but Never Forget Who the Real Stars Are Headlines2 weeks agoDiet Soda May Contribute to This Vision Problem, Study Finds Real Deal4 weeks agoA Patient Pushes an Optician to Bend the Rules. Is This A Gray Area Or Are They Committing Fraud? 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