We’ve brought this up before, but it certainly bears repeating, “People Do Judge A Book By Its Cover”. So important is this axiom, that Apple included it in its very first Marketing Philosophy back in 1977. They called the 3rd leg of that philosophy Impute. The 1977 document states:
“We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative professional manner, we will impute the desired qualities.”
So why is this important to eye care practices? It’s important in all aspects of business, including eye care. Unless you are selling 2 pair of eyeglasses for $50 or so, your patient/consumer is expecting a quality product for their money. Whether they are spending $100 for a single pair, or $1,000, they want to be assured through every step of the process that their money is well spent.
We’ve talked about making sure your website and social media pages project the message and mood of your practice and that the message is consistent with your branding. Are you an upscale purveyor of high end optical frames and lenses with a cheap looking do-it yourself website? We’ve talked about presenting finished jobs in industrial plastic lab trays. I’m sure you would be very happy picking up that brand new BMW still wrapped in the shipping plastic, or maybe visiting your favorite steak restaurant and having your sirloin steak delivered on a paper plate with the cow’s skin still attached. Yum?
A new survey conducted by Dotcom Distribution of consumers shows that 52% of consumers are likely to make repeat purchases from merchants that deliver premium packaging, consisting of unique branded boxes or bags. In addition 3 out of every 10 consumers discovered a new brand after seeing a customer carrying a retailer’s packaging in public. Yes, the sale extends beyond the actual pair of eyeglasses. That is why presenting your practice before the sale, during the sale, and after the sale in the light in which your patients and customers are proud to do business with you is key to your success in 2013 and beyond.