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NBC TODAY

This year, Transitions has invested in an unprecedented consumer outreach campaign to educate the public about eye health. Our advertising and publicity efforts will reach millions of consumers in 2004. We’re generating awareness about the benefits of Transitions® Lenses as a healthy lens choice, and we want you, our partners, to be able to take full advantage of this campaign.

Click here for an overview of Transitions’ Consumer Outreach.

In this newsletter, you’ll find details on our ongoing consumer outreach, such as our Kentucky Derby and Preakness Stakes advertising and a recent “Today Show” segment. We’ve also included a few tips on how you can leverage this campaign with your customers to drive sales and build your business.

Future Healthy InSights newsletters will contain more marketing tips and ideas to help grow a healthy business with Transitions Lenses, as well as important updates on eye health, industry trends and product news.

Get Ready for a “Run” on Transitions Lenses!

19 million viewers will see Transitions advertising during the Kentucky Derby and Preakness Stakes.

And they’re off…

No matter who you bet on during the big race, the real winners were your customers when Transitions advertising aired on NBC during the running of the Kentucky Derby. Ratings for this premier racing event were the highest since 1992.

Expect more viewers to tune in Saturday, May 15th from 5-7 p.m., as the undefeated Smarty Jones takes on a keen field of challengers in the highly anticipated Preakness Stakes.

Look for more television advertising to come.

  • Transitions links UV protection to “the links” with advertising during the British Open and other PGA events.
  • This summer's blockbuster schedule includes advertising during popular programs like "Dateline," "Crossing Jordan," "Las Vegas," "Law & Order," "E.R." as well as two new reality shows "Next Action Star," and "Last Comic Standing."

Focusing on Eye Health

Not just “Today,” but everyday.

Your customers were probably among the millions of people who tuned into the “Today Show,” Wednesday morning, April 21st which featured a news segment with InStyle fashion correspondent Charla Krupp focusing on the newest trends in eyewear and lens options.

This is just one result from Transitions’ ongoing efforts to educate consumer media about eye health and lens options.

  • A “Healthy Vision” news segment on the need for UV protection for the eyes resulted in 52 news stories in Spanish and English with a combined audience of 2.8 million viewers.
  • On TV stations across the country, Cindy Piccoli and Lynn Becker of HGTV’s hot show “Decorating With Style” featured “What’s In for 2004,” including Transitions Lenses as the hottest trend in eyewear, alongside other exciting consumer products reaching an audience of 1.8 million.

NBC TODAY

Forecast Calls for Increased Exposure

Weather Channel sponsorship heats up.

Transitions recently added an exciting new component to our ongoing Weather Channel sponsorship. In addition to the UV Protection Index, Transitions will sponsor ten weeks of The Weather Channel’s “Road Crew” beginning June 28th. Host Kelsa Kinsly will wear Transitions Lenses as she journeys nationwide with her crew, taking viewers on location to outdoor activities for a firsthand glimpse of how weather shapes the lives of ordinary people doing extraordinary things each day.

In addition to The Weather Channel programs, Transitions is also committed to sponsorships on cable shows such as CNBC’s “Health Theme Day,” Discovery Health and MSNBC’s “Health Watch.”

 The Weather Channel

“Live” Via Satellite

Transitions Lenses highlighted as the "it" product.

Television stations across the country hooked up via satellite to
interview Michele Probst, beauty/lifestyle editor for Best Stuff
magazine and celebrity makeup artist for stars like Drew Barrymore and Johnny Depp.

More than 3.5 million consumers across the country were reached by Michele.

Sealed for Your UV Protection

New Category of AOA Seal helps inform about products meeting new UV specifications.

The American Optometric Association (AOA) recognized Transitions Lenses as the first to meet the requirements of the organization’s newly created Seal of Acceptance for Ultraviolet Absorbers/Blockers.

The Seal will provide a valuable public service by helping elevate awareness of the need for UV protection and healthy vision among consumers.

You can use the Seal of Acceptance to assist in selecting products, as a tool to discuss the importance of UV protection and to demonstrate that products are recognized for their UV blocking qualities.

Look for more on the AOA Seal and Transitions public eye health outreach in future Healthy InSights newsletters.

Read more about the seal in AOA News. (Link to PDF)
 

How You Can Leverage Consumer Outreach

Transitions’ advertising and consumer outreach are tied to important messages about UV and eye health which can complement your own outreach efforts. Here are some tips on how to leverage the campaign fully in your business.
 
  • Be sure you and your staff are aware of the advertising and publicity schedules – if you know photochromics were recently featured on the “Today Show,” you can use that information to start up a conversation about Transitions Lenses. Consider posting the schedule in your break-room or forwarding e-mail updates to your staff.
 
  • In advance of any major advertising or publicity hits, it is a good idea to stock up on resources like POS, UV education materials and demonstration tools so you’ll have them on hand when your customers begin to ask questions about “the lenses they saw on TV.”
 
  • Leverage the strength of our national consumer outreach at the local level through the Transitions Online Marketing Tool, which provides easy access to customizable advertising, direct mail pieces and other marketing resources that can connect your business to our national eye health campaign.
 
  • Take advantage of staff training and in-office training to be sure you and your staff have the latest information – including the latest availability – about the products and technologies being promoted to your customers. Transitions Lenses are available in a wide variety of materials such as Trivex and polycarbonate and lens designs such as progressives and bi-focals.

    To order materials or for more information on these tools, contact Transitions Optical Customer Service at (800) 848-1506.