Photo courtesy of Dr. Jeff Klein. Pictured are the opticians of his practice. Dr. Klein says he and the optical team have refined their trunk show strategy, so that these events usually generate strong profitability.
Trunk shows that dramatically increase frame sales
By Jeff Klein, OD
June 4, 2025
Frame shows can be a powerful way to increase optical sales, build brand loyalty and energize your staff and patients alike. But they’re also a lot of work—and if not timed or structured properly, they can fall flat.
After years of organizing frame shows and refining every element, we discovered what works, what doesn’t and what will help you turn a single event into a long-term tradition that your patients look forward to year after year.
We have it down so well at this point that some of our trunk shows have generated between $30,000 and $50,000 in just one day.
Here’s a comprehensive guide based on proven success—featuring practical strategies, cautionary advice and tactical tips for creating your own standout frame show.
Timing Is Everything: Don’t Just Follow the Crowd
It may be tempting to plan a frame show during a naturally busy time like July or August—especially with the back-to-school rush. But in most offices, this is already one of the most exhausting times of the year. The staff is overwhelmed, the schedule is packed and adding a high-traffic event on top of all that can lead to doctor and staff burnout.
Instead, look at your slower months. In our experience, late April to early May has been the sweet spot. The weather is nicer, people are ready to get out after a long winter, and it gives your optical a boost during a slower financial period.
Tip: Review your practice’s sales trends over the past few years and plan your frame show in the lull before your next high season.
Find the Right Promotion Strategy
After testing different discount levels, we found that the most effective offer is:
- 50% off all ophthalmic frames
- 25% off all non-prescription sunglasses
This gives patients a sense of urgency and value without compromising margins too heavily. Avoid layering this with vision plan discounts (like VSP or EyeMed) on the day of the event. If necessary, you can verify benefits in advance and pull them for special cases—but keep things simple for most transactions.
Advertise Everywhere—and Use Your A-List Patient Base
Don’t rely solely on foot traffic or social media. Instead, build a multi-channel approach that includes:
- Facebook ads and posts (start 2-3 weeks in advance)
- Postcards to your patients, especially your “A-list”
- Newspaper or radio ads, if your area supports them
- In-office banners and exterior signage the day of the event
In our early events, we partnered with a local radio station that broadcasted a live remote on site for a few hours. It drew real interest and helped spread word-of-mouth buzz, but can be more costly than other forms of marketing.
Bonus Tip: Balloons tied to a banner out front are surprisingly effective attention-grabbers.
Refreshments—Less Is More
At first, we went all out with food, but found that some people would come in just to eat, not to shop. We eventually scaled back and settled on cookies, lemonade, iced tea and water.
If your event is themed (like a Kids’ Carnival), you can adapt accordingly—think cotton candy, popcorn or grilled hot dogs. Just remember that once food becomes a focal point, it can distract from your optical goals.
Caution: Check with your local health department if you’re serving cooked food.
Prepare Your Staff with Roles and Recovery Time
Don’t underestimate how intense the day can be. Even a moderately successful show will mean a constant stream of patients asking for help with frame selection, insurance questions or checkout.
- Assign specific roles to each team member.
- Use friendly, outgoing staff members in the optical to help with frame selection—they create the best patient experiences.
- Have someone else (a tech or admin) responsible for job entry.
- Plan a lighter schedule the following day so your team can catch up on orders.
Goal: Submit all frame orders to the lab by the end of the next business day.
Book Your Reps Early—and Strategically
Frame reps can make or break your event. Book them four to six months in advance and think about which brands will pair well together.
- Schedule two reps for the morning (8 a.m.–12 p.m.) and two different reps for the afternoon (12 p.m.–4 p.m.).
- Don’t double up on similar frame lines. Pair brands like Ray-Ban, and Tiffany together, or Coach and Oakley for variety.
- Choose reps who are engaging and collaborative, not just focused on pushing their own lines.
If possible, get your opticians’ input—they’ll know which reps work well in your practice setting.
Add Fun but Stay Focused
We experimented with inviting vendors—massage therapists, jewelry sellers, cosmetics reps, etc., to our early events. While these partners helped attract attention and added excitement, they also drew focus away from frames.
Keep your core objective clear: optical sales. Bring in other vendors only if they complement your event theme and you have the space.
Use Door Prizes to Drive Engagement and Build Your List
Ask reps and labs for raffle donations—they usually say yes. Prizes could include:
- Free AR coatings
- Discounted lab bills
- Branded merchandise
- Local business gift cards
Have attendees fill out a raffle entry form with their name, phone and email. These entries double as future marketing leads—especially valuable if guests aren’t already your patients.
After the event, send thank-you notes to non-patients and invite them to become one.
Exams on Event Day: Yes—but Be Selective
Schedule complete eye exams only—avoid medical exams or testing that don’t generate same-day optical sales. Make patients who are scheduled aware it will be a busy day.
Pro tip: Streamline the patient experience. Get them checked in, pre-tested, and into the exam room as efficiently as possible.
Set Expectations About Vision Plans
Try to avoid doing any vision care plan (VCP) work on the day of the event. No other discounts should apply on this day. We’ve had to pull benefits at frame shows in the past, but it’s inconvenient and inefficient to try and do a VCP purchase on the day of the event.
Expect a Dip in Sales Leading Up to the Event
Once you begin promoting the show, patients may delay purchases to wait for the sale. That’s OK.
We accepted pre-sales two weeks prior to the event, but we chose to process all frame show sales on the day of the event. This helped us measure the true financial impact and track success year over year.
Don’t Get Discouraged If the First Show Is Modest
Like any recurring event, your first frame show will likely be the smallest. But if you:
- Deliver a positive experience
- Choose the right timing and promotions
- Follow up afterward
…you’ll build momentum. Before long, patients will start asking when your next show is and plan their purchases around it.
Debrief With the Team—and Make It Count
After the event, meet with your team to review:
- Total gross sales
- Number of complete pairs sold
- Patient feedback and traffic flow
- Effectiveness of each rep and vendor
- Advertising ROI
- Refreshment planning and staffing
This reflection is key to evolving and growing each year. It also reinforces transparency and recognition—helping your team feel ownership in the event’s success.
Frame Shows Are Work—but Worth It
With proper planning, strong execution, and a focus on what truly drives patient value, a frame show can become one of your most powerful practice-building tools. Whether you’re aiming to boost spring revenue, introduce new frame lines, or simply energize your office culture, frame shows deliver results.
And don’t forget: even the most successful events started with a single show that wasn’t perfect. Learn, adapt and grow—soon, you’ll be hosting $30,000–$50,000 sales days, too.
Good luck—and have fun with it!
Read another article by Dr. Klein here.
Jeff Klein, OD, is a partner with Feidler Eye Clinic in Norfolk, Neb. To contact him: jklein@feidlereyeclinic.com
