How do inconvenience and inconvenience differ

Discomfort at the beginning - something for the eye at the end

Last year Steve Jobs started, this year Mark Zuckerberg acted as the “visionary of our time” for the Spectaris Trend Forum, which again filled the event hall in the “Classic Remise” in Berlin at the beginning of November. If the Facebook founder were responsible for the communication of an optics company, what would he do to make everyone talk about this company?

Of course, the Trend Forum did not provide a specific answer, because Zuckerberg was not one of the speakers at the beginning of November. But the program and the speakers were tough. The latter tried different ways to answer the title that was floating above the event. Probably none of the guests had to go home in the evening without helpful tips for everyday optics - mind you, also far away from online presence and social media. And the program had also provided that the small inconveniences were dealt with at the beginning of the day, while at the end there was even something to look at.

Between the lecture by Philipp Riederle and the appearance of a samba music and dance group there were over seven hours of advice, marketing, leadership and storytelling - and not to forget: networking. All disciplines that have always existed, but which are often given an unknown nuance due to advancing digitization. Riederle is something like the prototype of the “digital native”, he doesn't know life without a mobile phone and it feels like he has always communicated on social media. His video blog "My iPhone and I" made him known from 2008; Mind you, as a 13-year-old, he explained the smartphone and its refinements to much older people. Today he is ten years older and a management consultant - at the trend forum he had to play the bad boy every now and then in his “keynote”.

"There is no such thing as a virtual world"

From the point of view of a young man, for whom digitization is not a development but the normal state, he held up the mirror - perhaps even unconsciously - to many of the guests in the audience. There is no such thing as a virtual world, just a “digital technology” that is spreading across society. Just his interpretation of the differences between the generations made various specimens in the auditorium frown - and reflect on age. Riederle made it clear how young people think and what understanding they have of digitization, which is also much discussed in our industry. “You are the last analog generation,” he called from the stage, and immediately followed up with “that there is a lack of media competence in Germany”. Certainly right, but the young man didn't make himself really popular at first.

Even if the Swabian later reported on his positive experiences at the inpatient optician, he made no secret of where he generally prefers to go shopping. “I have a real hatred of retail. The service is better with 80 percent of online trade. ”And those who still didn't feel addressed among the guests, winced at the next robust statement from the self-confident twentieth century:“ Don't rest on the fact that glasses are a product of haptics and an eye measurement is necessary! ", added Riederle. “We expect perfect use of digitization. Invest in employees and the quality of advice and show your skills online. "

The fact that he then prophesied a “longing for slowing down and a new narrow-mindedness” and claimed that he had found an optician who could please him did little to separate what he had heard from the messenger. Nevertheless, there must be points of sympathy for Riederle, because firstly he did not reveal any completely new truths and is therefore not the job of the industry. Second, it sometimes takes someone to express these truths without make-up. The conclusion of many visitors to the trend forum, who nevertheless enjoyed other young people (even more), was similar: Selected students from two universities in Hamburg were asked to work out communication approaches for opticians that promise success today. The result was a lot of ideas that were as simple as they were good and found their way into the visitors' note apps. The fact that the industry can now do without notepads was always evident during the presentation of the two universities.

Discount for cyclists

The ideas ranged from oversized glasses on a marketplace to subjective refraction determination using a “rotating wheel” at the bus stop. Even easier to put into practice are the five percent discount for cyclists or a refund of the bus ticket to demonstrate interest in environmental protection and perhaps a bit of sustainability. The “digital scavenger hunt” with the use of augmented reality is more something for communication professionals. The students impressively demonstrated that this measure, with the appropriate help, has a prospect of reach and many Facebook fans.

Klaus J. Fink was not quite as digital, which is probably due to the fact that he is considered an expert in telephone acquisition and recommendation marketing. A seller primarily sells himself, then a product or a benefit, and finally the company and its conditions. Fink pointed out that the recommendation of the enthusiastic customer to friends, family members or work colleagues could perhaps be the greatest reward for the optician. “Business is done among people,” he said, and accordingly recommended follow-up calls to the audience and specific inquiries from customers about further contacts. Would Zuckerberg actually have recommended it that way? Irrelevant: Fink's method, if correctly applied, is likely to be more successful than rejection, regardless of this.

"Start with Small Data!"

"Everyone can tell stories", said Hubertus von Lobenstein, who of course had his luggage in his luggage and, as an advertising professional, advised: "Start with small data!" The witty lecture aimed to create awareness for making yourself adorable must, at least strangely, and preferably with the history of your own company. “Ask yourself why you opened your shop at some point. This is your story, tell it! ”In most cases, this is easier than explaining and understanding the mood and mood of Germans. It was correspondingly difficult for Stephan Grünewald, who, as a qualified psychologist, tried this before the only coffee break. The hustle and bustle behind the large glass front that separates the conference room from the coffee buffet in the Classic Remise made it clear that Spectaris should plan an extra coffee break for the next edition. Because the exchange between colleagues, the togetherness, the discussion about the lectures and the exchange about the events in the industry are at least as much part of the trend forum as the closing remarks by Spectaris chairman Josef May. As always, pleasantly short and smugly, he drew before the Last two program items a conclusion of the day: in the opinion of a large number of visitors, rightly a positive one.

There were still two highlights to come: Dr. Raphael von Hoensbroech showed parallels between conductors and executives, what is his right as a leadership coach and conductor and what he did in an extremely entertaining way. Mike Böcker should not forget the serenade for his birthday under the guidance of a conductor by a few hundred people. He wasn't the only visitor who was brought onto the stage by the speaker. And it was not the only implementation of the initially abstract idea to involve the audience and then explain the effect of an action under professional guidance. Making music instead of playing notes is the formula for success of an orchestra and its conductor. Translated to the optical business, this means something like: creating room for maneuver for the employees and promoting creativity as well as leading in a serving attitude.

After the parting words of moderator Wolfram Kons, von Hoensbroech was allowed to indulge in the sounds and dance of the samba group mentioned above. However, it had no deeper meaning than to give the guests a zest for life and a good mood on their way home: In this case, analogue is worlds better than online, Marc Zuckerberg should have seen it that way.