By Joseph Mireault
Optical Retail Entrepreneur, Podcast Host, Certified Business Coach
How do you attract more customers to your optical store? The answer might be right in front of you. In this episode of Revenue RX: Optical Retail Wins, I’m sharing insights from my journey in the optical retail world—and beyond—that helped me uncover hidden opportunities. You don’t need to reinvent the wheel to make a difference in your business.
Sometimes, the smallest changes, if done with intention, can yield the biggest results.
When I took over the store, I wasn’t just facing competition—I had eight other optical stores on the same street. Outspending them wasn’t an option, but out-thinking them was.
I wasn’t an optician or an optometrist; I was an entrepreneur, and I knew my first challenge was visibility. One rainy day, a bright yellow DHL truck drove by, and I thought, You can’t miss that thing! That’s when the idea hit me: if the truck can grab attention, why not the store? I got permission from the landlord, bought the paint, and turned the store into a bright yellow beacon.
Innovative (and Cost-effective) Marketing
But I didn’t stop there. I had a yellow Toyota FJ Cruiser at the time, and I figured, why not turn my car into a rolling advertisement? I wrapped it with the store’s name, address, and phone number, and suddenly, my daily commute became a mobile billboard. Every day, as I drove the same route my customers took, I was marketing the business—creating impressions, rain or shine, without lifting a finger.
Foot traffic was another challenge. There was a busy bus stop right outside the store, but it faced away from the building, with people lining up with their backs to me. Across the street were parking meters, and I saw an opportunity. Every morning, I parked my branded yellow SUV at one of those meters.
For just $4 a day, I had a prime advertising spot—right where people waiting for the bus could see it, and directly across from my competitors. It was far cheaper than a bus stop poster, and it gave me visibility all day long.
Even with all these efforts, I quickly learned that just being visible wasn’t enough. One day, I asked a passerby if they knew where the nearest optical store was. They looked confused and said, “No idea.” They had just walked right past my store—past the bright yellow paint, the sandwich board sign, and even a bus stop poster. That’s when I realized I needed something extra, a small touch to tie everything together.
One day, I saw a party nearby with someone carrying a helium balloon, and I thought, That’s it! A balloon catches the eye like nothing else. So I tied a bright balloon to my sandwich board outside the store. The effect was immediate. People who had missed the sign before now noticed it, and once their attention was on the balloon, they saw the board, the yellow store, and everything else. It was all connected. When I asked someone again where the nearest optical store was, they pointed right at my place and said, “It’s the one with the balloon!”
This episode is packed with lessons from moments like these—ways I found to stand out without breaking the bank. I didn’t just rely on paint and balloons. I also built innovative marketing partnerships.
I also learned the value of taking advantage of slow economies. During the recession, other businesses cut back on marketing, but I doubled down.
Running a business isn’t easy, and I know how tempting it can be to get stuck in the day-to-day operations. But I focused on working on my business, leaving my well-trained staff to handle customer care so I could keep coming up with new ways to attract customers. It’s all about staying creative and finding your own “balloon”—that one thing that makes your store stand out and draws people in.
Because what got you here today won’t get you where you want to go tomorrow.
Keep your eyes wide open, stay creative, and remember—innovation is simply doing new things.
Joseph Mireault
Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.
Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.
He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.
Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.
Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.
His insights are shared with optical business owners aspiring for greater success in his new book, “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”
Eye Recommend is a dynamic network of independent optometrists dedicated to providing personalized, comprehensive eye care. They offer outstanding career opportunities across various optometry specialties, along with signing bonuses, mentorship programs, and access to exclusive world-class events and education. With a vast network of experts and clinics nationwide, they empower optometry students and recent graduates to build successful and fulfilling careers.
Turn your aspirations into reality with guidance from our expert coaches. They’ll help you set clear business objectives, pinpoint your target market, and devise an effective strategy.
Achieving success in optometry requires more than just clinical prowess; robust management skills are just as critical. This program provides hands-on coaching in vital areas such as finance, operations, and business development, ensuring a comprehensive approach to practice management.
The path of entrepreneurship is full of challenges, but you won’t be alone. Our coaches offer continuous encouragement and support, empowering you to unlock your potential and tackle obstacles confidently.
Vision Entrepreneur connects you to a vast optometry community. Our coaches introduce you to professionals, mentors, and investors. By expanding your professional network and resources, they open doors to clinic acquisition opportunities.
Develop marketing and sales strategies that attract and retain clients. By adjusting a game plan to your niche and budget, our coaches guide you to create compelling marketing materials and targeted sales strategies while enhancing your online presence.
Starting an optometry practice involves a deep understanding of the legal and regulatory landscapes. Our program offers expert advice and links you with legal professionals to ensure full compliance with all regulations.
Balancing the demands of entrepreneurship without compromising personal well-being is crucial. Our coaches provide strategies to help you manage stress and maintain a healthy balance, ensuring you thrive both personally and professionally.
Transform the dream of a successful optometry practice into reality with Vision Entrepreneur. Ready to take the first step toward a successful optometry practice? Visit us today to learn more.
Lee Raffey, CEO of Eye Recommend, shared, “We’re proud to sponsor a podcast focused on the development and success of future optometrists. Eye Recommend is dedicated to the growth of independent optometry, and this podcast is an excellent opportunity to invest in the next generation.”
Dr. Buzea at the opening of his Specsavers store and independent clinic at Southcentre Mall in Calgary, AB.
“Participating in the summer student program at FYidoctors was an amazing hands-on and inspiring experience. I appreciated the flexibility to choose whether I wanted to work at the reception or the dispensary, allowing me to tailor the program to my interests and refine any skills that I wanted to improve. Guest speakers, including experienced doctors with special interests, provided us with insightful presentations each week that broadened and deepened my understanding of the field. This program truly offered a customizable and enriching experience that has left me more excited for my future career.” 
“The FYidoctors Summer Student Program gave me the opportunity to enhance my clinical skills, particularly with patient communication and the use of diagnostic tools like the OCT and Humphrey Visual Field. It was valuable to shadow ODs during complex eye exams as well as having the opportunity to practice the skills I had learned in school like retinoscopy and refraction. The discussions I had with the seasoned professionals at a rural clinic not only boosted my confidence in my skills but also deepened my understanding of the importance of trust in the patient-doctor relationship. The advice and mentoring I received this summer led to an invaluable learning experience.”
“I had an amazing experience participating in the FYidoctors Summer Student Program after my first year of optometry school. It was a fantastic opportunity to work in a clinic, observe the patient pathway, and apply what I learned in school into what I was learning in clinic. Because there are many FYidoctors locations across Canada, I am fortunate to be able to work and provide care to patients within my community. I was also able to connect with optometrists in my clinic. During the program, I was able to work and shadow the doctors, opticians, pre-screen, and front desk staff. I was also able to meet and learn from other doctors and peers in the program through weekly lunch hour socials and presentations. It is a truly rewarding and enriching 3-month experience interacting with patients and learning more about optometry!”