How can ECPs play to kids fashion/branding sense?
Gibson: Again, utilizing branding displays will be important. Create a designated space for youth eyewear. Include sports frames and everyday wear frames. Colopy: ECPs need to cover a broad range. Not every girl wants pink with crystals. Most offices have a limited selection. By partnering with the lab, they can place frames on their boards that don’t have to be removed to fill the order. Most labs run usage reports, then remove the frames that haven’t sold well, exchanging them for new product. Usually it’s an even trade! Scheidler: Keep up on the brands. What kids are watching today may surprise you. There’s a good chance that what you have on your boards is “so yesterday!” How can ECPs present, sell, and promote the latest lens technology to kids and parents? Gibson: Utilizing celebrity figures in marketing and aligning safety/high tech-lens options is a valuable tool. Colopy: Being honest with the child and parent is the best way to promote high-tech lenses. Give the parents the op
