Know-How Exchange : Taglines/Names

I am not an optician. I had a pair of bifocal reading glasses made a few years ago because I do not need distance vision correction, only near vision correction to be able to see close up (e.g. cell phone, computer screen, reading small text, etc.). I find these glasses way more convenient to use than reading only type glasses because I can keep them on during activities where I need to see far and near both, like at a grocery store when I want to walk the isle and also read the prices and labels of the food I am buying. Wearing reading glasses on the end of my nose or taking them off and on is a pain! When not in the mode of needing to read, I don't wear glasses at all.

I think the use of cell phones and the increasing number of people getting Lasik surgery to correct distance vision but not near vision has created a need for over the counter, nice looking bifocal readers.

I am a person who owns 10 pairs of full lens inexpensive readers that I purchased from grocery/convenience stores. Most of my friends between the ages of 40 and 70 own many pairs as well and stash them in our purses, cars, pockets, etc. I would love to have clear and sun glass options that are affordable, stylish and readily available.

I am needing a name for the bifocal reader - my tag line is "Near. Far. Convenient" but I don't have a catchy name for the product. So far I am just calling the clear bifocal readers. I just thought a catchy name for them to differentiate them from basic, one strength "readers" or "cheaters" would be a good idea - but I can't think of anything.

Thanks.

Well my point was that in needing distance vision specs myself, I'm aware of just how difficult they are to get right. How are you arranging for the correction of distance vision and the near vision? Knowing this would help - do you have to put your measurements (whatever opticians call the thickness of the lenses) into a box on your website, or do they choose one for themselves - or is there some other way?

To Moriarty's question - the upper portion of the lens provides no correction whatsoever. These are 'over the counter' bifocal readers. The lower portion will be available in common strengths currently available in the regular pervasive "readers" found in all convenience/grocery stores (e.g. +1.00, +1.50, etc.).

To m.goodman's points - I believe these glasses either replace completely or are added to the set of "readers" that people currently own. They would be taken off when they don't want or need the reading capability just as they do now with the regular reading glasses. It's just a different option for grabbing a pair of reading glasses - one that I believe is more flexible and convenient.

Also - these glasses do exist on amazon.com and a few other websites. Some sites have some decent frame styles - but most do not and they are also more expensive - like $40 and up for a stylish pair that most women would want to wear. Sunreaders are seen even in Costco this time of year, but not clear bifocal readers. I realize its tough to break into the distribution, but I may try online/TV channels first like QVC, ShopNBC, and HSN along with some new websites geared towards with like Joyus.com.

I'm puzzled by this - how are these specs an advantage over half-moon spectacles?

I would put your toe in the water first and do a small display network* campaign to see if there is any interest in them at all. You could emphasize the style issues over the cranky old professor who wears these half moon things.

What do you see as the advantage of these specs? I mean, I'm in your target range and I'm puzzled.

(*The Google/Bing display network is all those little ads that show on websites, blogs and online magazines - anywhere there's an advertisement apart from Google's own search page).

Thank you KSA! I am so glad you 'got it'. These bifocal glasses are aimed at the 'readers' market - just grab these instead of the full lens reading glasses and use them when you need them - same as the times you need the readers now - these are just more flexible and convenient. The half moon type is a definite 'no' for most women and men - more like something a granny in Red Riding Hood would wear! Simply put: you can look great and be able to see in the distance (no correction) and up close (magnification for reading at the strength you need) off the shelf.

Again - they just don't readily exist at the $20 USD price point - a few spots online carry them, but no where else in the clear bifocal reading lens. Pervasive cell phone and ipad/tablet use by people of all ages make it more needed than ever before. I didn't text even two years ago and now I text daily.

I intend to make videos of a person (male and female) involved in all those activites where they now have to wear readers on the tip of their noses - the examples are many...

1. ANY and ALL types of shopping where one needs to walk around and also read labels and price tags
2. Working a cash register (e.g. Starbucks person who is talking to customers and also using a computer/cash register)
3. score keeping (any type of sport with a person watching the game on the sidelines and making notes or scoring on a piece of paper (e.g. volleyball games, baseball, etc.)).
4. Ordering from a dinner menu and not wanting to look like an old lady
5. For Sunreaders: I have to bring a pair of readers on a bike ride to see my bike computer and use my cell phone when I stop - such a pain!. I intend to have sports models made for biking, running, etc. You really can get used to the bottom biofcal part - I am going to have this portion made smaller for the sports models.


Names are tough - 'Myfocals'? Clear Readers?

I get it that Near. Far. Convenient. by itself is not specific enough - I have a great logo too that shows an image of bifocal lens glasses and also would the word "BifocalREADERS" below it so I think it works combined with the logo/text. This would be on the tag the glasses would hang by and also on the website of course.

I still think it would be nice to have a catchy name though - if I could think of it....I like the word "specs" too - but can't put it together.

Thanks for all the comments - it really gets me thinking.....

I imagine I could focus on the shopping angle - these are glasses you can shop in...but I just can't put my finger on it. Women love to shop and all women who have near vision problem would have to bring reading glasses to shop - men too...maybe it would take off from there.

Thanks

How about:

all-day specs
all day readers
no fuss readers (specs)

Now how about a different angle to "bi-focal" which is a common term known to all. Since the top of the spec isn't a lens,

"uni-focal specs"
low-focals
bottom focals
limbo focals
limbo specs - (as in the Limbo dancers who dance very low?)

Remember to check these with your customers. They may have slightly different preferences to you. They're buying, not us, okay? M

If this were my business I would test the marketing plan before I invested in inventory. You can buy existing product to fulfill orders. You can even test names/taglines with a simple Adwords campaign.

Thank you all again or the comments and advice on adwords. I do not plan on buying inventory until I have determined the best way to sell and introduce this concept. I have received one set of samples and am waiting on another set which I will put on the website and then submit an application to QVC and other online/TV selling channels. I will have about 200 samples to work with and have great photos and videos for the website.

If one of the online/TV selling channels determines they want to put the bifocal reader on their site, they would place a wholesale order with me and I would learn plenty that way too - but even before that I am searching for the correct name and types of ads or adwords.

I really appreciate the comment made about how the upper part of the lens provides no correction - that would be good to highlight or explain to people - but I don't want to give the impression they would want to leave them on all day - they could but they are still "readers" and I want to stay tuned in to the need to buy the over the counter readers - just make these another choice in the same domain. I need to explain why these are a better, more flexible and convenient choice - plus they will be great looking!

Thanks again...

The other side of Adwords is Google's Display network. Adwords is great if someone is actually *looking* for the thing you're selling. So what happens if they aren't? What happens if they don't know what you're selling? That's where the display network comes into its own. You'll see the little ads here, and those are the result of the display network (in one form or another).

You find them everywhere and it's great to see if something is actually a good idea. You can also test-bed landing pages and headlines very quickly - so if your ideas are taken up by the TV your ads will hit the mark straight out of the box. And for way less investment, too. Plus of course, you can actually sell them via your landing page too. You may find that advertising this way is more cost effective (= more profit) than TV advertising in any shape or form.

Hope this helps.

Thank you again for all the comments and ideas about testing the market with local displays of the glasses and adwords, etc. I will look into the Google display network so I can understand how to apply this to my glasses. It's true that people don't know what they are exactly or why they need them. I believe they do and will try to show that with videos on my website and that's important for the TV channels to watch right out of the gate. I am working on my final set of samples and will make the videos soon...

The name still eludes me, but I will test that with my small groups locally as well.

Thanks,
Boo