The advertising agency on record, Love Advertising from Houston made a presentation to the TSO Board of Directors’ Advertising Committee in late July. This presentation was to propose a local office marketing and advertising kit as a resource to TSO Network members for use in their local communities.
The kit consists of print, radio and outdoor advertising designs as well as a digital media plan that includes both paid and social online media. “It is important that we become experienced and effective in online media since that is the way people connect today,” stated John Marvin, President of the TSO Network. “Love Advertising has an impressive team of digital media experts and this gives us great opportunities to support members individually.”
Following the presentation there was a lot of discussion by committee members and many questions regarding how the program would work. The day long meeting concluded with the committee approving the proposed program. The next steps are for the external advertising elements to be tested among consumers through qualitative research. Love Advertising also proposed a new approach to internally merchandising members’ optical dispensaries to put more of a focus on fashion. “It is clear that the most effective strategy is to communicate the skills and qualities of our doctors to prospective patients through external advertising but once a patient arrives in the office, they need to see that we also have the best selection of competitively priced prescription eyewear,” said Senior Vice President for Love Advertising.
The account team at Love Advertising will continue to develop their recommendations for effective merchandising an office’s retail optical dispensary and present this to the committee in the coming weeks.
These initiatives are all part of the TSO Advertising Committee’s work on building value of the TSO brand for both consumers and the network members.