DANA POINT, Calif.—Four days of workshops, product experience, buying sessions, a Roaring '20s party and Oakley VIP DAYS Golf Classic comprised this year's Oakley VIP Days here Oct. 6-10 at the Laguna Hills Resort & Spa. The sessions brought together 40 Oakley sales reps and staff with 160 people from 67 accounts around the country.

"A few years ago we identified a need to connect with our best accounts and the industry in a stronger way," said Dawne Hanks, Oakley's optical channel marketing manager. "Oakley VIP Days lets us invite accounts and trade media in for an informative, educational and cultural experience around the brand. The goal is to build stronger partnerships dedicated to mutual growth opportunities within the optical and sun specialty industry. We want to elevate our game with these retailers and learn directly from them how to support their business in productive ways. During the course of the event our guests had access to seminars on new product technologies, the power of marketing and merchandising at a door level, the value of creating an expert sales staff, the power of habit and more."

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Dawne Hanks, Oakley channel marketing manager and Marcos Izquierdo Jr., Ed Beiner Group.