Projections are almost 60 percent of the United States population uses some type of corrective lenses. With the continued aging of the baby boomers, the need for reading glasses to correct presbyopia should increase that percentage.

Even though LASIK surgery is growing in popularity, a market for retail optical shops should continue. However, these shop owners face more competitive challenges than the acceptance of LASIK laser vision correction.

As in many industries, a handful of multi-unit "companies" -- some owned by manufacturers -- have evolved with strong purchasing power and large advertising budgets. Traditional Mom-and-Pop operations must provide superior service and use smart marketing to survive.

Whether a unit of a large company or an independent, a retail optical shop must find ways to not only attract, but retain, patients. The Watson Group can be an important ally with its knowledge of customer identification and direct marketing techniques.

Ideally, The Watson Group will be involved as the strategic marketing partner to help determine where to place the retail optical shop and introduce it cost-effectively. Even an established operation can benefit from an experienced marketing partner helping identify existing and potential customers.

The Watson Group is experienced in most all forms of research from demographics to psychographics. Most recently, it provided turnkey opening marketing services to Carol Boren, M.D., in the establishment of her freestanding Lone Star Optical in Brownwood, TX. This "opening package" included identification of frame vendors; outside lab analysis; logo design; external signage; collateral materials (letterhead, business cards, envelopes and vendor brochure stickers); VIP opening party invitations; grand opening invitations; local newspaper ads and press release, and capabilities brochure.