Information For Consumers

Information For Eye Care Professionals

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Low Vision Low Down - June 2009

In this Issue:

Marketing & Communications
Continuing Education Programs
Sam Walters Award
International Vision Expo
Advocacy
Free Sales Training
Member Discounts

Marketing and Communications Update

Several marketing and communications initiatives are underway to help raise awareness about low vision.

For eye care professionals, an advertising campaign has been developed to show the profitability of adding low vision to their practices. The campaign also lists the contact information for each Low Vision Division member. A series of three print ads will be placed in Vision Care Product News over the next months. Three e-blasts will also be created to send directly to eye care professionals.

To educate consumers, the Low Vision Division’s magazine, Eye on Low Vision, has been updated with a new name and design. The magazine, now titled Low Vision Solutions, was reviewed by the Low Vision Division Marketing Committee and The Vision Council’s Better Vision Institute. It features photos provided by Low Vision Division members. The magazine is currently in production and will be available at http://store.thevisioncouncil.org in the summer.

A press kit is also being created to educate the media, and in turn consumers, about low vision. This press kit will aid in educating those who care for and about those with low vision on the solutions available to increase independence and quality of life. With the design of a photo album, the press kit will focus on personal stories. The design will help bring to life the stories of those with low vision. Relevant statistics will be included along with disease information, product information and potential story ideas.

This summer, the kit will be sent to approximately 150 editorial outlets that reach this caretaker demographic. These outlets include, but are not limited to, magazines, newspapers and association newsletters.

Low Vision Division Educational Programs

The Low Vision Division sponsored four educational programs for eye care professionals at International Vision Expo East. As an exclusive benefit, members of the Low Vision Division received the contact information of the participating eye care professionals. The low vision courses that were held are as follows:

Low Vision: High Potential
Course #2119
The Turn-Key Low Vision Exam: Exam Protocol
Course #2219
Reimbursement: Third Party Players in Low Vision
Course# 2319
Let’s Get Practical! From Theory to Practice with Interactive Case Management
Course #2419

To receive the list of participating eye care professionals, please contact Amber Robinson, The Vision Council member services coordinator, at arobinson@thevisioncouncil.org.

2009 Low Vision Division Sam Walters Memorial Award

Sam Walters, a pioneer in low vision device design and innovation, passed away in 2001 at the age of 87. Walters was still active in business and was one of the original members of Low Vision Council (LVC) at the time of his death. In 2002, the LVC introduced the annual Sam Walters Memorial Award which is presented to an individual who best demonstrated innovation, imagination and excellence in device design, manufacture or marketing.

The award will be presented annually (resumed in 2009 after a two year hiatus) in conjunction with the November Low Vision Division meeting. Nominations are to be made by members of The Vision Council’s Low Vision Division and the process will be managed by the Low Vision Division Executive Committee. In addition to the award, the Low Vision Division will also contribute $1,000 to a vision rehabilitation charity of the award recipient’s choice.

Anyone who devotes or has devoted the majority of their vocational efforts to the field of low vision rehabilitation including practitioners, manufacturers, distributors, researchers and teachers is eligible for the award. Specifically, the persons considered for the award should meet the following criteria:

• Be involved in low vision rehabilitation field at present or in the past
• Contributed significantly to the field by either
  • Increasing the awareness of low vision rehabilitation
  • Increasing the availability of low vision rehabilitation services
  • Introducing new device(s) that provided a better quality of life for the visually impaired
  • Developing new clinical modalities
  • Advancing the cause of eye disease research and prevention
• Be of high moral and ethical character

Please submit your nomination by May 29, 2009, to Greg Chavez via e-mail at gchavez@thevisioncouncil.org or via fax to (703) 548-4580.

International Vision Expo Update

New SRD Pavilion?
Show staff from Reed and The Vision Council met with representatives from the Sunglass and Reader Division during the show to brainstorm avenues to maximize exposure for this segment of the industry at the International Vision Expo events and to drive a new target audience to the show. A task force was formed to flush out several opportunities including a potential new Sunglass and Reader pavilion at International Vision Expo West 2009.

Final Audit Pending
While preliminary data for International Vision Expo East (IVEE) has our attendance down approximately 12 percent, the positive feedback we continue to receive from both attendees and exhibitors alike is encouraging. Net square footage was down 11.5 percent to 238,700 this year; however, it exceeded our revised budget. The decrease in both size and scope was anticipated in the budgets and show costs were cut accordingly. Anticipated payout to The Vision Council will be above projections. We continue to be the only optical event that subjects our attendance data to a third-party audit. The final audit should be complete mid-May and will be posted on the IVEE website.

New Layout a Success
IVEE premiered a new look and feel for 2009. The show featured multiple clear aisles running from right to left and up and down throughout the exhibit hall. Entire pavilions were relocated creating different addresses for almost every exhibitor. Carpeting, decals and directional signage were incorporated to include a New York flair.

Feedback received from attendee focus groups, attendee advisory boards and exhibitors indicated that the new show floor layout was a resounding success. Attendees used adjectives such as “easy,” “open” and “less cramped” to describe the new layout.

Marketing Campaign
The IVEE 2009 marketing campaign incorporated multiple new levels including test pieces, Google ads, database mining and increases in overall impressions and international trade barters. While the new look and feel was heralded by exhibitors and attendees alike as the best campaign to date, the devil is in the details as to which elements really drove registration. The report providing a complete direct marketing analysis will be finalized by late May.

Vodcasts
A video crew shot footage and testimonials during the show. They completed a post-show vodcast within 48 hours. The video is available on the website and on the International Vision Expo Facebook fan page; it has received 526 views within its first three days. Over 3,600 people viewed the four pre-show vodcasts featuring what’s new, Travel Ease, continuing education and the new show floor. All vodcasts are available to view at www.visionexpocast.com.

First Class VIP Program
An expanded loyalty program was launched at IVEE and resulted in a 76 percent increase in attendance with 319 VIPs verified at the show vs. 181 in 2008. The loyal attendees were extremely pleased with the recognition they received onsite including: express check-in via First Class VIP registration booth at show entry; an exclusive VIP hotel rate at Affinia Hotel that included breakfast daily; early and late access into the exhibit hall on all show days; an exclusive gift bag; 20 percent off continuing education and a VIP coordinator to assist with any show needs.

Advocacy Update

As you know, February 2009, was the deadline for implementing all of the Consumer Product Safety Improvement Act regulations concerning consumer products for children 12 years of age. The majority of The Vision Council’s membership does not fall into this category, as they are classified as medical devices. Some of our members who produce novelty-wear, non-RX sunwear, goggles and accessories to children do need to be aware of the new standards for total lead levels and phthalates. For more information please, please see our voluntary guidelines.

Free “On the Road Sales Coach” Training

In March, The Vision Council launched a series of free sales training sessions for members. The quarterly sessions, called “On the Road Sales Coach,” are conducted as facilitated conference calls and cover topics of interest to sales professionals, including how to sustain business growth in a tough economy, cold calling and time management.

The sales training is led by industry experts and serves as an open forum for sales professionals to brainstorm and share best practices. Participants are able to submit questions prior to each training.

“The ‘On the Road Sales Coach’ training is a great way to enrich the skills of sales teams by providing quality content that is up to the minute,” said Rene Soltis, director of education and training for The Vision Council. “The distance learning format allows companies to control training costs by having their sales team participate in training that is accessible from any geographic region.”

The remaining “On the Road Sales Coach” sessions for 2009 include:

Wednesday, June 3rd: Re-inventing the Cold Call
Wednesday, September 2nd: Time and Territory Management
Wednesday, December 2nd: Annual Report Cards: Obtaining and Embracing Feedback

The one-hour sessions are held at 8:00 a.m. EST and 11:00 a.m. EST to allow sales professionals on both the east and west coasts to participate before they begin their day of sales calls. Attendees will be provided with electronic session outlines and summary reports of each call.

To register for the free sales training courses, please contact Amber Robinson, The Vision Council member services coordinator, at (703) 740-1094 or arobinson@thevisioncouncil.org. An agenda and dial-in/web information will be provided upon registration.

Member Discounts

Parcel Smart
The Vision Council is pleased to offer an exclusive benefit to members that will help you save time and money on your parcel shipments. ParcelSmart is the leading provider of contingency-based parcel auditing services. Working with DHL, FedEx and UPS carriers, ParcelSmart will help you find shipping errors and receive credits to your account. Typically, three to eight percent of the charges on your shipping invoices are made in error. ParcelSmart works to identify and correct these errors.

Run on a contingency-based program, if no errors are found, no fees will be collected. You can also receive a free carrier contract review to assure your carrier is in compliance with your agreement. Take charge of your shipping bills and get the credit you deserve.

Contact Amber Robinson, The Vision Council member services coordinator, at (703) 740-1094 or at arobinson@thevisioncouncil.org to learn more.

Do You Need Help Promoting Your Company?
The Vision Council is pleased to introduce Advent Packaging and Promotions, a fellow member of The Vision Council, as a trusted resource for your tradeshow gift and advertising specialty requirements. With over 20 years in the printing and promotional business, Advent has a proven track record of providing clients with creative and innovative ideas that are used to create an ideal promotional strategy when you have a niche product or need to attract a specific target audience.

With Advent, you’re their client and they are your own personal shopper, providing service along with ideas and prices. When you order online, Advent has your interests in mind, monitoring your order and your deadline. Seldom will you receive that kind of personalized, “hand-holding” customer service from on-line company. Let Advent show you what they can do!

For more information, please contact Amber Robinson, member services coordinator, at arobinson@thevisioncouncil.org.

Become Our Fan on Facebook

The Vision Council is now on Facebook! We have created three fan pages that anyone can join. Please show your support and become a fan of our pages:

The Vision Council
Eyecessorize
International Vision Expo

Update Your Information

Have you recently moved or has your contact information changed? Email your updated contact information to Amber Robinson, member services coordinator, at arobinson@thevisioncouncil.org, or fax to (703) 548-4580 to the attention of Member Services.