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Try Bright Shoes for Your Crew

These shoes were made for talking.

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A lot of people don’t like the thought of wearing a uniform, even if it’s just a polo shirt. But how else to send a “team” message? A colleague who attended Superzoo (VEW for the pet industry basically) believes he came across the answer: bright orange Nikes, as worn by the crew at Instinct Pet Food. “You’d see the first pair and think ‘Hmm. Bright shoes! Someone’s luggage was lost,’” he said. “See a second pair and you think, ‘Wait … what’s up with that?’ See the third pair and you want to know the story.” So, become the practice whose staff wears orange, or purple, or pink shoes. People will remember you for it.

Since launching in 2014, INVISION has won 21 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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Max Mara —True Elegance in Eyewear

Whether energizing the classics or creating imaginative new silhouettes, Max Mara designs dynamic eyewear for today’s woman. The Fall/Winter 2018 collections continue the company’s sartorial heritage with eyewear that effortlessly blends fashion with innovation to create elegant, timeless designs. Be inspired—watch the 2018 Fall/Winter Collection video!

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Brainstorms

Limit Supply to Increase Demand

Try creating a “limited edition” tied to a local event.

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Do you offer your own private label designs? If so, go ahead and create a “Limited Edition” collection. This will work especially well if tied to a local event, like your town’s centennial or bicentennial celebration. Offer just 10 or 50 or 100 frames, and see how the orders roll in!

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Brainstorms

Reward Dis-Loyalty

Incentivize your clients to visit your competitors. Then they’ll realize how great you really are.

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This idea owes its inspiration to a U.K. coffee retailer who handed out Dis-Loyalty Cards to patrons. The recipients were promised a free cup of coffee if they would travel to 10 of the store’s direct rivals and collect stamps to prove they had bought coffees there. Nuts? Yes and no. This was a coffee store owner who obviously had a lot of confidence in his product and a flair for generating media buzz. Do you have the same confidence in your service? How about offering a discount to any optical customer who gathers three business cards from local rivals and comes back to make his purchase with you?

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Brainstorms

The Importance of ‘Sign Language’

Do signage creatively to make customers like you more.

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As a whole, we humans are pathetically obedient. We queue and walk where we’re told to, and all because it’s printed on a sign. Some signs, however, do better than others. Specificity, for example, helps (i.e. asking hikers to keep to the path to preserve particular trees rather than asking them to protect the forest or “save the planet”). Humor also works (like this sign seen in a cafe: “Every time you tip, a Justin Bieber fan dies.”) Such “emotionally intelligent signs” forge an empathetic connection with the viewer and are a marketing medium that is under-utilized — at least in a clever way — in small business spaces. This week, give your in-store signage an EQ test and add personality wherever you can. Every time you post a smart sign, the world smiles.  

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