Marketing 101 Was Wrong
(Extracting Insight From The Williams Group)
Take a journey with us back to your early college years. NO, NO, NO...not beer bongs at the frat house
(editor’s note: the editor retains no knowledge of what a beer bong actually is, he has only heard of such things).
Come with us back to the first years of college, sitting in Marketing 101. At the time we were all taught that we could
not compete in all categories of the “triangle”, and that we must excel in one specific area.
Today’s axiom holds that it is no longer possible to effectively compete while embracing only one category – we
must now choose two. Aggressive competition has pushed the envelope in how we attract and please today’s consumers.
The Wal-Mart strategy is to be: “a few things to all people”.
Nordstrom’s, on the other hand, considered to be the pantheon of customer service strives to be: “all things to a few people”.
A stark difference to say the least.
ECPs today cannot compete on price. We will never beat Wal-Mart at their game. Consequently, ECPs must embrace the other two
points on the triangle – quality and service, and return to “wowing” the customer.
Please remember that your Toledo Optical sales consultants have been Williams Group certified and would be happy to help your
office structure a strategy for success.
OOA Leadership Day Sets Aggressive Agenda
The Ohio Optometric Association (OOA) met recently in Columbus, Ohio to set forth an aggressive agenda, designed to tackle
concerning issues confronting Optometry. Toledo Optical was privileged to have been invited to participate in this annual
event – held this year at the Buckeye Hall of Fame.
Among other things, the OOA is focusing on its membership – state wide, its dues structure, attendance at zone functions
(which is estimated to reach only 30% per meeting), and their Key Optometrist program. In addition, other pressing issues such
as the new Sullivan Bill (H.R. 5688) introduced earlier this year by Oklahoma Senator John Sullivan, were discussed. The
Sullivan Bill is being presented as a “Health Care and Transparency Act”, created to clarify the roles of health
care providers.
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