top of page

Special Events in the Office

​

Trunk Shows

Hosting a successful trunk show in our optometric practice can significantly boost your sales, attract new patients, and build stronger relationships with our existing patient case. Yet, the entire event needs to be executed in a very orderly manner to be successful. 

 

What Is a Trunk Show?

A trunk show is a special in-office event where a specific vendor (or multiple vendors) showcases an expanded collection of eyewear or products not typically available in your practice. For example, a trunk show for Gucci would include the vendor bringing in the entire collection of Gucci, which our office does not normally have. The event is often paired with special pricing, refreshments, giveaways, or style consultations to create an exclusive shopping experience.

 

Pre-Event Planning  (4–6 Weeks Out)

  • Strategy and Goals

    • Set clear objectives: Do you want to move inventory? Bring in high-end patients? Introduce new products? Grow your patient base?

    • Choose vendors wisely: Pick one or two frame lines or products that have strong appeal and ideally are not typically available everywhere. Also, pick vendors that will collaborate and work well with your office.

      • Ask if they are able to help with any financial support for refreshments or raffles. Could they help with discounted product, free products, branded merchandise, etc.  ​​

    • Free AR coatings

    • Pick a date/time: Evenings or weekends usually work best. Make sure it doesn’t conflict with local events/holidays.

      • Look at your slower months as well. Look at the trends of your office to determine when this time of year may be. For example, late April to early May can be a great time for many offices. The weather is nice, people are ready prepare for the summer, and it gives your office a boost during a slower financial period.​

      • Possibly plan a lighter schedule on the day after so that the team can catch up with all of the orders placed. 

    • Decide on promotions:

      • Examples:

        • “Buy 1, Get 1 half-off lenses”

        • “25% off sunglasses today only”

        • Free second pair with purchase

      • Note that these cannot be combined with insurances. Make sure that the patient understands this.

      • Promotions often create a sense of urgency. Patient do not want to have FOMO. 

  • Marketing Plan

    • Internal (Your Existing Patients)

      • Email Campaigns:

        • Send 2–3 emails (6 weeks, 2 weeks, 3 days before event)

        • Include images of frames, products with a brief description of the importance of it

        • Include an RSVP button

      • Text Message Reminder (1–2 days prior): Short and direct

      • In-Office Promotion:

        • Posters/signs in reception and exam rooms

        • Reception scripts: “Have you heard about our trunk show?”

      • Especially market to your "VIP" patients

    • External (New Leads)

      • Facebook + Instagram Ads:

        • Target your zip code, specific age groups related to your product

        • Include phrases like “Exclusive Eyewear Event” or “Shop the Newest Styles”

        • Boost a post or create an event ad

      • Google My Business Event Post

      • Local Press & Community Boards:

        • Post in community Facebook groups or Nextdoor

        • Submit a local event listing to town blogs or event calendars

  • Perhaps think of a theme? The product, marketing, office decor, and refreshments could all be related somehow. 

  • Partner with local businesses (e.g., boutique, coffee shop) for co-promotions

  • Invite a stylist or influencer for extra buzz

 

WEEK OF THE EVENT

  • Continue to Market

    • Confirm RSVPs

      • Reach out personally via email or phone if needed

    • Encourage walk-ins too

  • Prepare Inventory

  • Confirm Vendors, their products, and any financial assistance that they are able to give. ​​

  • Clean & Prep Office

  • Train Team on:

    • Promotions

    • The product

    • Frame styling tips

    • Upselling lenses or coatings

  • Prepare Incentives & Experience

    • Raffle or Giveaway: Entry with every purchase or RSVP

    • Refreshments: Light snacks, sparkling water/wine (if legal in your state). Keep it simple. 

    • Decor: Balloons, signage, branded tablecloths, mirrors

    • Photo Area: Fun backdrop and hashtag encourages social sharing

  • Because of the nature of the event, expect a small dip in sales. If patients are planning on returning to the office on the day of the event, they may delay any purchases until then. 

 

DAY OF THE TRUNK SHOW

  • Setup and Atmosphere

    • Frames/ Product displayed beautifully

    • Assign roles to the team

      • Receptionist or greeter at the door

      • Use friendlier opticians to help the patients in the office, while others can be tasked with inputting all of the orders. 

    • Upbeat music, good lighting

    • Staff in branded attire or dress code

  • Engage Patients

    • Encourage “try-on” behavior

    • Offer honest style advice

    • Mention “event-only” pricing or perks

    • Offer pre-booking for eye exams if not already scheduled

    • Have them fill out raffle tickets. Especially if they are not current patients, they could be added to a data base to send marketing information to in the future. 

  • Drive Sales

    • Make it easy to purchase: set up multiple pay stations or mobile POS

    • Offer bundles: frames + lenses + accessories

  • Special Tips​

    • Be completely prepared. Do not underestamate the event so that you are caught off-guard. ​​

    • Exams can be given by the optometrist at the time of the event if they are given to patients that are going to purchase at the event. Avoid any follow-ups or other appointments that are not related to the event. 

​

POST-EVENT

  • Follow-Up

    • Thank-you email to attendees (with pictures if taken)

    • Offer final “last chance” promo for 48 hours

    • Was there any patient feedback that should be shared with the team? 

  • Evaluate

    • What was the total gross sales?

    • How many frames sold?

    • How many new vs. existing patients?

    • What was the patient conversion? 

    • What promotions worked?

    • Was the product/vendor a good fit for the trunk show?

    • How was the ROI for any money spent on the event?

    • Was there anything about the event that should be duplicated or replaced for the next one? 

    • Should this be an annual or seasonal event?

​​

If properly planned and executed, trunk shows can be an amazing event for the office. Just remember to have fun as well! 

​

bottom of page