Latest News Zeiss ‘Crafting Success’ Tour Launches Across America By Staff Monday, September 12, 2016 12:21 AM SAN DIEGO—A roomful of ODs raised glasses of tasty craft brew at Stone Brewing Company here on Aug. 9, at the premier of “Crafting Success.” This was the first of a 10-city tour across America that aims to share learnings in business challenges between independent craft brewers and independent optometric practices. The premier was followed the next evening with an event at Iron Triangle Brewery in Los Angeles. Other events have been held in San Diego, LA, Denver, Dallas, Houston and Chicago, with more to follow. “Crafting Success” is sponsored by Zeiss, Professional Eye Care Associates of America (PECAA) and content was produced by Review of Optometric Business. “There are fundamental parallels in the experience of a small business that establishes a unique brand and provides individualized products and services—like a craft brewery—and independent eyecare practices,” said Veneeta Eason, senior director, marketing for Zeiss. “If you think about it, an independent practice really is craft brand, out there fighting for market share, and we are thrilled to be sharing valuable lessons learned from outside our field that can help independents to differentiate their practices and flourish.”Kris Ketchum, head brewer, Stone Brewing Liberty Station, comments, “From the start we’ve been about quality brews from the finest ingredients….different from what’s on the market, both the megas and the other craft beer producers."Doug Martin, director of member services, PECCA, remarks, “The “Crafting Success” event is an interesting, fun filled event that allows independent practitioners the opportunity to gain new insight into how to differentiate their practice. Nowhere else can you learn about the inner workings of the craft beer industry while gaining new experiences that will help improve your practice.”Upcoming tour stops include Boston on Sept. 20, Baltimore; an Atlanta event is scheduled for Oct. 18, and others may follow. The events include a presentation by an OD, with comments from the brewmaster. This is followed by a tasting of several of the brewery’s top products, with commentary on branding and meeting individualized tastes. Following that, attendees participate in a workshop designed to help a practice define its brand, analyze the clarity of its mission and the effectiveness of its marketing, and come up with an action plan for differentiating their practice as one that offers unsurpassed patient care with the latest technology in ophthalmic lenses and instrumentation. Attendance at the events is by invitation only. For more information, contact Veneeta Taylor Eason, senior director, marketing, Carl Zeiss Vision, at (858) 790-7678 or veneeta.eason@zeiss.com.