5 tips for planning a successful event at your practice
Successful events are not limited to trunk shows
Nothing is better to showcase the quality eyewear that your practice provides than a well-done trunk show. Trunk shows are designed to bring attention to your optical and create a buzz around a particular designer or frame line. The hope is that the event will generate more business for all aspects of your optical. Good trunk shows are well attended, fun, and generate a high number of sales.
However, events that promote the practice don’t have to be limited to trunk shows. Promotional events are designed to create some sort of focused attention on you and your practice. There are a wide variety of events that can help solidify the brand you are building for your practice.
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New types of specialty lenses, like the Zeiss DriveSafe or Crizal, can be the focus of a safe driving event or car show. Many lens manufacturers specifically designed for computer or digital device use. Consider hosting an event in partnership with an electronics vendor to try some of the latest computer technology, showcasing the new lenses. Practices focusing on heath and wellness can host a symposium on diabetes or hypertension.
The 5 Ps of eyecare events
While there is no limit to the types of events we can have in our practice, there are a few things that all successful events will have in common.
First, answer why you want to have an event. Typically, promotional events are held to create more business opportunities. Decide what portion of your business you want to build. If you want to create more contact lens fits, an event featuring a newly-released lens may be a good idea. If your goal is to energize the medical portion of the practice, a health symposium centered on a new piece of diagnostic equipment will often do the trick.