What Do You Need to Do to Build Your Web Presence?
Every month, CLICK reports how ECPs and optical retailers are using new approaches to build their presence online and grow connections
with their patients. The latest in a series of popular e-newsletters from Vision Monday, CLICK is a monthly briefing designed
specifically to provide practice insights and ideas about the latest Web site features, tools and Web-based applications.
Catch up on CLICK! Explore dozens of stories, tips and interesting ideas in the archives of CLICK at
www.visionmonday.com. Tried something new on your Web site
or have you launched a special social media campaign?
Tell us about it and we'll consider it for an upcoming feature in CLICK.
A 'Nice Glasses' Drama Unfolds Online and In-Store
With Eyetique’s Social Media 'BoyMeetsGirl' Campaign
PITTSBURGH, Pa.—An innovative social media campaign is keeping people tuned in and connected via Facebook, Twitter and You Tube and the Web
Eyetique.com, the successful six-location high-end optical retailer, based here.
the founder and owner of Eyetique, wanted to remake the original Tasters’ Choice Coffee commercials (circa late 1980s) for the Internet-savvy audience
of today. “I wanted to develop a new marketing campaign,” he says, “but I didn’t want to break the bank doing it.”
After consulting with Markowitz Communications last summer, the result of their collective musings is an online series dubbed “Boy Meets Girl.”
“After talking with Norman,” says Saul Markowitz, president of Markowitz Communications, “we realized we had the perfect opportunity
to not only offer Eyetique an innovative, cost-effective marketing tool, but also bring our idea to life.”
With a budget of less than $5,000, Markowitz filmed a five-part series that is being seen exclusively online (via
and Twitter). “First Encounter” hit the Internet on February 9 and the subsequent 4 installments have garnered more than 4,000 hits
A fifth chapter airs soon, culminating in a “live” sixth episode to be filmed next month at a special party
at the Eyetique store, where customers will see the two lead “characters” encounter each other in person.
The WatchBoyMeetsGirl drama subtly promotes the latest Norman Childs Eyewear collection — worn by both
characters in the story series. The collection is sold exclusively at the Eyetique stores.
team released one episode at a time over
of a few months to build a following, create a buzz and drive traffic to Eyetique.
Childs opened his first Eyetique location in Pittsburgh’s Squirrel Hill neighborhood in 1979 and now operates six stores (with a seventh set to open in
Robinson), employs 45 people and offers 45 exclusive designer eyewear collections.
Childs said, “After 30 years of ads and direct mail pieces, which all served their purpose and did very well for
us, I’m pumped about trying something totally different. We have a full-time marketing associate here who dedicates time
to social media and what it represents—as a business, you need to be pro-active, it’s a new form of communication
that’s here to stay—you have to be there.”
ZipEyewear Envisions New 'Site-to-Store' Ordering System, Seeking ECP Providers
FORT WORTH, Texas—Michael
Nason literally grew up in the optical business, the son of two longtime opticians, he recalls his first job, as a kid, grinding lenses and
then, as a teen, helping his parents with computerizing their point-of-sale system.
But his computer and internet technology interests grew during his
time at University of California, Santa Barbara. As he honed his expertise in the field, working for the university and other companies, Nason saw a
big opportunity in carving out a way for opticians to participate in the online
Internet boom by “making it easier for a store to take orders
from the Internet,” while maintaining the optician’s critical role in the eyewear dispensing process.
Declares Nason, “I am passionate about the optical industry, and I believe that the service of an eyecare professional trumps a mirror and a
form on a web site any day.” The result?
ZipEyewear.com, a new approach to online
eyewear ordering for the consumer which also keeps the eyecare provider firmly in the mix. Now building that provider network, Zip is taking
applications via its b-to-b site and working out the mechanics for its vision of a national provider network.
Zip is being developed as a new business service. “We channel
Internet orders locally,” Nason told CLICK.
“We are matching the order to the providers; we get the order, they choose lens, frame options; they pay Zip, we issue a voucher, we keep a
small percentage but send the provider the voucher value—we send the customer to the provider, who remains in control.” Zip calls it a
“Site-to-Store” ordering system.
He added, “We do the web marketing, the search engine optimization (SEO) and all connected to that, including social media. But providers
will be able to display our ZipEyewear ‘badge’ and the visibility will build.”
ZipEyewear is in its buildup phase now, signing up ECPs across the U.S. and interest is growing, Nason said. The launch of the consumer-facing
site is planned for later this summer, he said.
Said Nason, “The Internet opens up so many possibilities. As practices and optical retailers begin adopting these new technologies, the
whole field will transform.”
Send Event Invites via Twitter
The 140-character limit of a Tweet on Twitter creates some challenges but of course developers have provided shortcuts. To enable Twitter
users to leverage social media to send e-vites for events, Twtvite allows users to create an event, enter the location, date, time and your
140-character description and share it—as well as manage RSVPs.
Find out Who or What Is on Twitter
Twellow is a directory of literally millions of public Twitter accounts, where you can search and locate people, businesses,
organizations and groups or experts on a huge range of topics. Registration is free, which enables users to create a profile, category and
add links to other social media profiles. There’s a “TwellowHood” for local search and a way to list yourself or your practice as an
expert in certain info categories, plus a range of management tools.
L’Amy America New B2B Site Offers Online Ordering
L’Amy America has re-launched their Web site with new business-to-business online ordering capability.
Said Stephen Rappoport, president of L’Amy America, “We wanted to offer customers the ability to quickly and easily place orders for
products that they’ve sold through. They can also obtain brand information, view press clips and peruse our diverse portfolio.”
Each customer can set up a folder of favorites and quickly drop preferred products in their shopping cart. The site also offers secure
online bill pay and the ability to review statements and obtain the status of their online order. The site features close-up photographs
of products, colors and styles available in each brand’s portfolio including Theory, Proenza Schouler, Nina Ricci, Chloe, Lanvin and
Viva Int’l Group Debuts New Interactive B2B Site
Viva International Group’s redesigned interactive Web site features developments and upgrades that offer a more user-friendly experience
for ECPs. The company said its site enhancements reflect a true b-to-b exchange forum, communicating the breadth of the company’s portfolio,
including informative “brand centers” and optimized order processing systems. The look and feel of the redesigned site reflects the
fashion-forward tone of Viva’s lifestyle brands, including Guess, Guess by Marciano, Skechers and Gant plus new, 360-degree viewing of
individual frames, trend videos, and Top Ten lists per brand. Logged-in Viva customers will be able to review and download product catalogs
and make online purchases at any time of the day.