The web as a promotional tool for the independent optician
After Turin’s success, today was Milan’s turn for T’occhi Design, the initiative organized by Nico-Design and LA with the aim of putting independent opticians closer in contact with the companies that manufacture designer glasses.
Today’s event was the occasion for a fresh discussion on the web and its many varied uses as a vehicle for promoting sales outlets.
Massimo Potì eloquently explained the different opportunities offered by the web to the benefit of sales points. The communications expert focused on topics such as Google Maps, Facebook and Twitter, the most effective promotional tools in the Internet at the moment.
Potì analysed the three tools one by one and here are the details.
Google Maps
It is a tool which allows the user to carry out geographically limited researches in a database of local companies. Flagging your business is free and you can update your data sheet at the touch of a button. Users can also publish reviews next to the data sheets: the more positive comments there are, the more importance and credibility your business will gain. Google Maps’ other possibilities should not be overlooked, such as publishing photo and video galleries on one’s data sheet for example, since they are all tools which allow the customer to get to know the company. To get feedback, the business owner can access a statistics page with very significant data such as the number of impressions and actions made by users.
It is currently one of the most powerful and effective means of communication on the web. It is an online platform for sharing and commenting on pictures, links, notes and updates in real time. Companies and businesses have to create a company page since personal profiles may not be set up for non-physical persons. To enable a user to check-in, you can consider opening a “place” page rather than a “brand” page. In this world the profile picture is very important and should never be overlooked. Creating a profile is not enough. Opticians should also advertise it within the facebook universe by inviting customers and friends to click on the button “I like” and to enter in contact with the company profile. The profile should never be left to “die away”. It must constantly be updated with textual content and pictures – without going crazy to avoid an influx of obtruders. It is important to acknowledge visitors whenever they leave comments or write on your wall: a thank you or a reply are very much welcomed.
At present a little less used in Italy than Facebook, Twitter is a very popular microblogging service. The substantial difference from Facebook is that people don’t have to be mutual contacts.
The profile picture and a friendly tone with one’s followers are also very important with Twitter, but it differs from Facebook in that it is not important to reply to a comment. What is important is concentrating on the content of the Tweets.
Given the huge success of the first two dates of the event, in addition to the one scheduled for Padua on Monday, September 19, a fourth date is also in the pipeline for Rome on October 17.
Save the date – Monday September 19, Padua, 10 a.m.
