extreme practice makeover
Celebrate Your Grand Opening
Whether your practice is new or just got a
face lift, celebrate to publicize.
a new practice or a new location is a happy, but hectic time. Like Dr. Mann, if
you plan ahead this event can double as a marketing activity. Build team spirit
and introduce your new space to current and potential patients with your grand opening.
Use these guidelines for a successful event.
Work in your new space a few weeks before the
opening to get comfortable and discover any bugs in construction. This way, you
can be sure everything is ready for the big opening.
Involve the staff
Assign a trusted staff person or people to manage
the grand opening. This person should adhere to your budget and meet deadlines.
Assign he or she to:
Build invitation lists and mail
Plan food, decorations, music,
publicity and hire any necessary vendors
Recruit other staffers for planning
and for the night of the event.
Your event is a party, but your guests
will be curious about your space and what you do. Ask for volunteers to greet and
welcome guests. Have another staffer serve as tour guide. Make sure he or she can
explain the function of the equipment for curious guests. Have another staff member
take pictures throughout the evening.
Opticians should show off the selection
of eyeglasses by encouraging guests to try on the frames. This will be fun for the
guests and will lead to some sales as well. Also, make sure that someone is available
to schedule an appointment if a guest requests one.
The guest list
Because your guest list is varied, develop a separate
invitation for each set of guests. You can use one design and adapt it for each
group. If you are relocating, include directions to your new office.
Food. Hire a caterer. If you have a theme, carry
it into the food. Keep it simple so guests can carry small plates while they visit.
If your space permits, set up two or three food stations with different choices
throughout your office, especially in the dispensary where you want guests to spend
Ambiance. Use fresh flowers for color.
Congratulatory plants you receive before the event can also double as decorations.
Use a stereo or your office system for music and keep it low so people can talk.
If you are a member of your local Chamber of Commerce
(you should be), call a few months in advance of the opening. The Chamber offers
a variety of services to help promote your event. They will send ambassadors to
your office for a ceremony, announce the event in their newsletter or allow you
to publicize the event in advance using their mailing list.
Gifts for your guests
Everyone likes a freebie. If budget allows, give
your guests a gift. It can be as simple as a printed pen or as elaborate as a tote
bag with your logo on it.
DR. SCOTT MANN OPERATES INVISION
WITH TWO PARTNERS: DRS. BECKY COOK MANN AND JON
GUDEMAN. THE OFFICES ARE LOCATED IN SALEM AND
CHRISTIANSBURG, VA. DR. MANN WAS CHOSEN AS THE WINNER
OF THE EXTREME PRACTICE MAKEOVER, SPONSORED BY
HAAG-STREIT USA, IDEOPIA AND OPTOMETRIC MANAGEMENT.
MS. ABRAMOVITZ IS PRESIDENT
OF IDEOPIA, AN ADVERTISING, INTERACTIVE AND BRAND
STRATEGY AGENCY WITH A SPECIAL FOCUS ON THE
OPHTHALMIC FIELD. FOR MORE INFORMATION INCLUDING
A COMPLETE CHECKLIST, VISIT
Optometric Management, Issue: October 2005