At aGlance

June 2013

CommunityCorner BlogShow off your community involvement activities throughour new Community Blog. This blogis located on the public portionof our website. It’s a greatway to showcase yourcommunity involvement ateither a global or local level.Helping you earn the credityou deserve for participation!

We would like to post yourcommunity contributions on our blog! Please contact Melissa Robertson at mrobertson@eyerecommend.ca for more details on this opportunity.

Don’t forget that crosslinking our blog with your website, will help with your Search Engine Optimization (SEO) rankings!

On the road withShining brightly down the streets of Orillia, Ontario, the Sunglass Cove Car! Dr. Shawn Moore has taken our Media Branding a step further - by marking his Subaru with the Sunglass Cove Logo and the logos of related suppliers. Great Work, Dr. Moore!

Want to create Sunglass Cove and Eye Recommend Brand Awareness in your practice? Go to Eye Recommend > Marketing & Communications > Media Branding to view various excellent options already created for your practice to use!

2012 was a very successful year for Platinum Program results! 158 members achieved full Platinum Status, earning 100 points or more. As a result, 2012 saw the member payout reaching one of the highest percentages ever. Congratulations to all Eye Recommend members!

The Platinum and Volume Bonus dollars paid out to the whole membership was more than 84% of the available pool. Included in the platinum fund this year was the unclaimed co-op dollars earned by members. For 2013, platinum and co-op dollars will be pooled and paid together.

The Platinum Program was created to

reward practices for supporting the aligned group objectives established by the Board of Directors each year.

The group objectives focus on the activities and participation that strengthens the membership as a whole, as well as the relationships with our suppliers.

The 2013 Platinum Program worksheet can be found

on the Eye Recommend website, in the Doctors Only section under Resources.

Please contact your Practice Development Consultant for more information on the Platinum Program and tips on how best to maximize your 2013 Platinum Points payout.

2012 PlatinumProgram results

158 members achieved full

Platinum statusin 2012.

TrainingCalendar

2013Optical Basics Bootcamp

Edmonton – September 10 & 11Kelowna – September 24 & 25Winnipeg – September 25 & 26

Vancouver – October 1 & 2

Advanced Dispensing Mississauga – September 10

Calgary – September 16Saskatoon – October 8Edmonton – October 29Winnipeg – October 29

Front Desk BasicsCalgary – September 5

North Toronto – September 17Winnipeg – September 24

Cambridge – October 1Saskatoon – October 10Kelowna – October 24

Pretesting & Contact LensMississauga – September 11

Calgary – September 17Saskatoon – October 9Edmonton – October 30Winnipeg – October 30

National Training Event – East Niagara Falls – Oct 18-20

Questions?Contact Melanie at

mglasser@eyerecommend.ca.

For more information on all training and eventsgo to EyeRecommend.ca/Training & Events

TrainingCalendar

National Training Event West

Engaging in VictoriaAlmost 400 members, staff and suppliers descended on Victoria, BC to enjoy the spring weather and a great learning weekend.  The fi ve tracks of learning on Saturday captured the attendees during the day, while the Mini Expo trade show had over 50 suppliers showcasing their products.

An exceptional day ended with our Banquet Dinner, Dancing and a Show.  Even the Queen decided to attend!  Sunday Keynote speakers fi nished the event with inspiring messages of moving forward and accentuating your unique differences.  If you missed the opportunity to attend this wonderful event, we are doing it all again in Niagara on October 18th to the 20th.  Registration opened on June 1st, so hurry and register today before it's sold out!

In-Offi ceTraining SolutionsLaunched this year, our new In Offi ce Training programs are already off to an astounding start.  Feedback from Practice Owners and Staff, told us that there was a tremendous need for training delivered at the practice level. 

With the addition of two new Practice Managment Trainers we are now able to offer several programs that can be conducted right in your practice. The programs are offered on a cost recovery basis – whatever it costs us to put it on is what you pay.

Please contact your Practice Management Trainer for more details and cost: West - Chantal at cmacdonald@eyerecommend.ca & Saskatchewan East – Joyce at jvanrooyen@eyerecommend.ca

Available training:• Frame Inventory Management

• PSS! Patient Service Standards

• SEE! Sales Education Excellence

• Teamwork

• Increasing Your Sunglass Sales

• Patient Service Recovery

• Delivering Exceptional Customer Service

• Lensometer – Frame Adjustments – Repairs

• Customized programs – Have a need notfulfi lled above? Contact us about acustomized program just for you!

Training Solutions

EyeRecommend

TrainingFrameInventory

Management

AdvancedDispensing

NationalTrainingEvent

Webinars

OptometricOffi ce

OperationsOpticalBasics

Game Plan

FIT Eyecare

Front DeskBasics

HR Portal

In-offi ceTraining

RegionalTrainingEvent

ABOVE: Eye Recommend'sChantal MacDonald duringthe Eyewear Makeover Show.

RIGHT: Saturday evening'sentertainment dazzles.

Basic merchandisingprinciples for frame displaysThe objective of visual merchandising is to display merchandise in such a way to enhance its sales appeal.

According to 20/20 Magazine (Wright, 2012)1, effective displays must meet four basic patient needs, these displays:

• Are easily seen

• Are touchable and accessible

• Have enough choice - not too much or too little

• Have clear visual cues to price and value

Floor Plan• Most people enter any type of retail store

and immediately look to the right. Make sure this area stands out as a key area within your practice.

• Generally 60% of purchases are made by women. Therefore, start with Women’s displays followed by Unisex, Men’s and Children’s sections as you work your way through the Eye Gallery.

• Create environments with accessories by mixing in colors or textures. But, do not overload so that the glasses seem insignifi cant. Make them prominent in these kinds of displays.

Wall Displays• Try to group adult frames by gender to

allow the patient to easily fi nd frames directed for their needs.

• Within these gender sections, try to group brands together.

• Within brands group rimless, semi rimless, metal and plastic

• Organize frames in a vertical fashion as opposed to horizontal.

• Place on frame bars top to bottom small and light colored to heavy and dark colored or the reverse.

• Place best sellers or highest margins at eye level, anything above 6 feet is your least valuable space. A suggestion would be to use this space for graphics.

• It is important to choose one method and

continue to be consistent throughout the Eye Gallery.

Glass Displays• Organize your shelving by frame brands.

• Display sparsely yet prominently. Do not overcrowd frames. Group them with a theme of color or style.

• Place POP (Point of Purchase) Materials or Merchandise Accessories on top shelf.

• Only display POP where the

corresponding merchandise is located.

• Do not display metal frames on a mirror or glossy surfaces.

• Display remaining products on remaining shelves arranging in rows of similar shape and materials.

• Use pedestal holders, place one frame at the highest point and let all other elements step down from that

• Display in odd numbers versus even this element keeps the eye moving around.

1Wright, B. L. (2012, June). More Sales, Less Effort - Part 1 - The Elements of Visual Merchandising. Retrieved June 2013, from 2020 Magazine: http://www.2020mag.com/ce/TTViewTest.aspx?LessonId=108315

Frame Inventory ManagementTraining Available:The management of frame inventory is one of the most important and the most challenging tasks in your office.

This frame management training program has been compiled from several industry resources to develop a guide from which you can create aplan customized to your individual practice.customized program just for you!

Contact Melanie at mglasser@eyerecommend.cafor more information.

Frame InventoryManagement

Guidelines

Do you ownyour Domain?What is a domain name?This is the actual web address of your website such as mysite.com or www.mysite.com.

The URL is usually an address of a specifi c page on the site, like so: www.mysite.com/about-us or www.mysite.com/clinic-hours.

Do you own your Domain?Often business owners do not personally register their own domain, it is delegated to IT, marketing or various employees. Having delegated that task can put your business at risk. Some risks that may happen:

• If you are not the registered user, you do not have any control over how your domain is being used. The registered user could sell your domain, move it to another registrar, or block access to your website.

• If you are forgetting to renew your ownership, it leaves it open for a competitor to purchase.

What is a Registrar?A registrar is a licensed company who sells domains. This would have been used to register your domain.

How do I know if I have ownership of my domain name? 1. Conduct a “who is” record search on your domain name.

Go to a website called www.domaintools.com and in the search fi eld enter your domain name in there. This will show the entire registry record (eg. admin contact, technical contact) of who owns the domain. Your full name, address, phone and email contact should be on the “who is” record of the domain.

2. Your email is linked to the admin account where the domain is registered. This means you can login to the registrar website to manage the domain or transfer it to another host registrar.

What if a former employee is on my domain name and they are no longer employed?1. Try to get control of the email that was used to register

the domain name. Your IT tech should be able to forward all emails for this address over to your email. Then go to the registrar site and ask to reset the password. The password link will then be forwarded to your email so you can set it as your email.

2. Contact the registrar and explain the situation. They will likely require a letter with your company letterhead and a copy of your company business license and/or driver’s license.

Eye Recommend

MarketingSolutionsDesign ServicesEye Recommend believes that great graphic design grabs attention and helps build your public image. We now offer this service to our members when you need assistance in creating a new design project for your practice. With numerous options including business cards, posters, newspaper ads, web ads, and clinic brochures, you are sure to receive a great design product from Eye Recommend every time.

Contact Riel Suntjens at rsuntjens@eyerecommend.ca for more information.

Patient Newsletter – Back to SchoolNow is the time to consider creating a patient newsletter for August – Back to School Time! Patient Newsletters are a great way to keep your patients informed about what’s up and coming in your practice. Take advantage of a digital or print copy of your newsletter with expert writing and design to engage your patients.

Interested in getting started? Contact Riel Suntjens at rsuntjens@eyerecommend.ca for more information.

WelcomeNew Members

We take pleasure in welcoming our newMembers who join us from across Canada.

Dr. Pamela GilesDr. Kyla Hunter

Dr. Kent ManvilleAurora Eye Care

Grand Prairie, AB

More marketing support:• Social Media Program

• Website Service Program

• ERTV Digital TV

• Shopping Bags

• Recall Cards

• Vision Treatment Plans

• Referral Cards

• Folders

• Window & Mirror Clings

Marketing Solutions

Eye

Recommend

Marketing

ShoppingBags

SocialMedia

Program

WebsiteAdvertising

VisionTreatment

Plans

PatientNewsletters

ERTV

Intertain

WebsiteService

Window &Mirror Cling

CustomDesignService

Folders &Stationery

For more information about these Marketing programs and more, please go to www.eyerecommend.ca/Marketing & Communications.