Bill Gerber.
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OVERLAND PARK, Mo.—Professional Eye Care Associates of America (PECAA), a nationwide alliance of independent optometrists based in Portland, Ore., will hold a free optical merchandising workshop here for its members as well as for potential members. The one-day event will be held Oct. 6, 2015, from 8:00 am to 4:30 pm at the Overland Marrriott Hotel in the Kansas City, Mo., region.

For doctors and staff members interested in improving their merchandising, management and visual display abilities, the workshop will include two, one-hour ABO courses—“Merchandising 101: The Seven Fundamentals of Great Merchandising” and “Optical Budgeting & Frame Board Management.” Both courses will be presented by PECAA’s director of member services, Doug Martin. PECAA vendor partner, Transitions Optical, will present an hour-long course on “Building Your Brand & Smart Marketing Strategy.”

Additional courses will include “The New Rules of Optical Retailing, Selling Skills” and “The Power of Promotions,” presented by Bill Gerber, founder and creative director of OMG! Optical Marketing Group.  All attendees will receive a voucher for a complimentary Merchandising Assessment & Enhancement Plan from OMG!, valued at $500 to $1,000 and designed to improve a location's interior and exterior with the latest merchandising solutions that entertain and educate patients.

Registration is now open for PECAA members and will open to prospective members on Sept. 8. Contact Cathi Zerba at cathi@pecaa.com or call (503) 670-9200 for more information.