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Home > Traditional Marketing: Important Still

Traditional Marketing: Important Still

I am on my way back from Vision Expo East and I find myself browsing through the airline magazine tucked into the pocket in front of me. It was just there and I was not in a position to take out my computer, so I spent my take-off time flipping through the pages. A discount on the shuttle service I use (rrrrip). A promo on men's shirt's (rrrip). Hey, that looks like a unique gift for my wife (rrrip). Three great ideas. I realized I was the recipient of traditional marketing!

What is traditional marketing?

We often use the term traditional to give a sense of time, specifically, time honored, long lasting, and that's true for traditional marketing as well.  Traditional marketing has been around for the last 70 to 90 years and it's longevity is a testament to its value and success. Traditional marketing includes magazine ads (like the ones I fell prey to), newspaper ads, radio ads, brochures and passive materials, business cards (yes, that's marketing), in-office events and so much more. People have made a choice between either digital marketing (websites, pay-per-click ads, Facebook, etc.) or traditional marketing techniques. But here's what we know.  THERE IS NO CHOICE! The secret formula for marketing success is digital marketing AND traditional marketing. 

Why traditional marketing?

Great marketing has one very important ingredient... repetition. Great marketing has one very important ingredient... repetition. (Not a typo but an example of great marketing.) That phrase will stick with you now and if you see it a third and a fourth time, you will be sold. If you are only using digital marketing, then you limit the number of exposures to your messaging. 

Check out our ebook and learn the many, many opportunities that exist within traditional marketing (I mean A LOT!). Coordinate your traditional marketing with digital support and watch the appointments roll in.  Don't listen to the pundits who are telling you to just do digital marketing, or my favorite bit of advice, "Just do Facebook!". Sheesh!

We have a lot more tips on creating a fantastic, results-based marketing program for your practice. Check out our library of how-to ebooks. They are designed to give you all the information you need to do this yourself, but... you don't have to. The EyeCarePro team is poised on the edge of their seats waiting for your call.  We are here to let you get back to what you do so well - seeing patients. Contact me for more information at or (412) 532-6542.

Daniel Rostenne Daniel Rostenne is a leader in the online optometric community and has made a career of creating and promoting effective web sites for optometric practices. He is a COPE educator, editor of Optometry Web, a regular speaker at eyecare events & conferences and has been widely published in Optometric e-zines. Daniel is an expert in Search Engine Optimization and Social Media Optimization, in particular as it relates to best practices for Optometrists. You can sometimes find Daniel daydreaming on Google+.

Contact Daniel: 866-886-4442 or

Nancy Rausman Nancy Rausman is the managing editor of the EyeCarePro blog and Optometry Web Newsletter. She is responsible for providing ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing.