VORTEX OPTICS - FROM DENTIST TO OPTICS GIANT

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Why? We’ve read it so many times in catalogs and on\r\n“About Us” pages that it’s become disingenuous and watered down. It kind of screams\r\n“PR.” The good news, however, is that when you do find a brand that truly\r\ntreats its customers like family, it stands out. People notice that, and in\r\nmost cases, sales follow.Along comes Vortex Optics. Meteoric growth for the Wisconsin-based company has\r\ncome because of the way they — you guessed it — treat their customers. But\r\nunlike the board-room-nascent, PR-driven customer focus mentioned previously,\r\nVortex’s focus on customers was hard-earned in the world of small-town retail. Meet\r\nJimmy Hamilton Our deeper understanding of Vortex’s history and ideology comes\r\nas we converse with Jimmy Hamilton, Vortex’s director of social media. Jimmy is\r\nthe youngest of four Hamilton sons at the company started by their parents in\r\n2002. He’s kind enough to sit down and discuss Vortex’s brand vision. To him,\r\nit’s a subject that requires going back a way before the company known as\r\nVortex existed.\r\nTell me about Vortex’s origins and\r\nwhere the company came from.Jimmy Hamilton: OK, so to start, we need\r\nto go way, way back. My dad is a dentist, by trade, and my mom is a nurse. They\r\nboth decided to get out of their professions and get into the outdoor, sporting\r\ngoods retail world. This was even before I was born. They moved up from Indiana\r\nto Wisconsin and opened a Wild Birds Unlimited store. At some point, they\r\ndecided they liked the optics portion of the business the most and wanted to\r\nconcentrate on that. So, in 1986, they opened a store called Eagle Optics in\r\nMiddleton, Wisconsin, where they sold optics from a lot of manufacturers.\r\nHow did you go from selling\r\noptics to wanting to develop your own?Jimmy Hamilton: Well, in the process of\r\noperating the retail store, we decided to develop and sell a few\r\nEagle-Optics-branded products and learned a lot about what worked and what\r\ndidn’t. There’s something about being able to see a product through from\r\nbeginning to end. I think in our blood, we have that entrepreneurial spirit,\r\nand just wanted to serve our customers the best that we possibly could. So in\r\n2002, we started Vortex Optics.\r\nHow do you think running a\r\nretail store affected how you run the brand today?\r\nJimmy Hamilton: I think we had the chance\r\nto see customers come into our store that were dealing with a brand, and how\r\nthey reacted to that. You know, it can be really frustrating when you’re\r\nwatching people dig through a year’s worth of receipts to find the right one,\r\nor “Sorry, you never filled out the warranty card, so now our hands are tied\r\nand we can’t take care of you the way we’d like to.”\r\n\r\nIf you talk to any member of my family or people that worked for us in those\r\ndays, we just respect the heck out of anyone that works in retail, because that\r\nis a difficult, difficult job. We knew that when we created our own brand, we\r\nwanted to make it the best experience possible, for the retailers and the end consumers.\r\nCan you think of a recent\r\nexample of a business decision influenced by this way of thinking?\r\nJimmy Hamilton: You know, at this point,\r\nit’s a lot less of a conscious decision. We all simply understand that our\r\ncustomers are at the center of every idea, interaction, or decision. We don’t\r\nreally have to put a ton of signs or reminders up on the wall to influence how\r\nwe talk to VIPs — sorry, VIPs is what we call customers.\r\nHow does this philosophy\r\ntranslate into product development?Jimmy Hamilton: There’s this book that I\r\nreally enjoy, and it’s called “Start with Why.” When it comes to developing a\r\nnew product, we try to start with “why?”. What have we heard from our VIPs on\r\nsocial media? What have we gotten at the shows? What are they clamoring for?\r\nThen we have them “why” and can develop the feature set or optical system, or\r\nwhatever it is, that addresses that. There’s a lot more time spent thinking\r\nabout our VIPs, what they’re doing or what they need, than, say, what our\r\ncompetitors are doing.&amp;amp;nbsp;This is a crazy question,\r\nand it’s almost ludicrous that we’re asking it, but is there ever a point in\r\nthis customer mindset that you’d say, “That’s too far”? Where’s the line?Jimmy Hamilton: If there’s a line, I don’t\r\nthink we’ve seen it. Or come close to it. Well, I mean if we just started\r\nhanding out products for free left and right, we’d go out of business. So, I guess\r\nthat’s the line. But we’ve seen that if we place our time and resources on our\r\nVIPs and retailers, that investment is going to pay off.\r\nWhat do you think Vortex\r\nwill look like in 10 years?\r\nJimmy Hamilton: As far as the company,\r\nwe’re just going to keep doing what we’ve always been doing — which is “Treat\r\npeople the way you want to be treated.” We’ll never stop innovating, whether\r\nthat’s in product or customer service.\r\n\r\nClosing Out\r\nThere you have it, straight from the source. Spend any amount of time with\r\nsomeone from the Vortex organization and you’ll see that this isn’t just a\r\nmarketing campaign, but real threads of authentic service stitched into the\r\ncompany culture.VENTURE OUT \"><link rel='canonical' href='https://www.finfeatherfur.com/ventureout/vortex-optics-from-dentist-to-optics-giant/' /><meta name='platform' content='bigcommerce.stencil' /><meta property=\"og:description\" content=\"“Our\r\ncustomers are like family.” If you’re like us, a statement like this kind of\r\nmakes you want to throw up. Why? We’ve read it so many times in catalogs and on\r\n“About Us” pages that it’s become disingenuous and watered down. It kind of screams\r\n“PR.” The good news, however, is that when you do find a brand that truly\r\ntreats its customers like family, it stands out. People notice that, and in\r\nmost cases, sales follow.Along comes Vortex Optics. Meteoric growth for the Wisconsin-based company has\r\ncome because of the way they — you guessed it — treat their customers. But\r\nunlike the board-room-nascent, PR-driven customer focus mentioned previously,\r\nVortex’s focus on customers was hard-earned in the world of small-town retail. Meet\r\nJimmy Hamilton Our deeper understanding of Vortex’s history and ideology comes\r\nas we converse with Jimmy Hamilton, Vortex’s director of social media. Jimmy is\r\nthe youngest of four Hamilton sons at the company started by their parents in\r\n2002. He’s kind enough to sit down and discuss Vortex’s brand vision. To him,\r\nit’s a subject that requires going back a way before the company known as\r\nVortex existed.\r\nTell me about Vortex’s origins and\r\nwhere the company came from.Jimmy Hamilton: OK, so to start, we need\r\nto go way, way back. My dad is a dentist, by trade, and my mom is a nurse. They\r\nboth decided to get out of their professions and get into the outdoor, sporting\r\ngoods retail world. This was even before I was born. They moved up from Indiana\r\nto Wisconsin and opened a Wild Birds Unlimited store. At some point, they\r\ndecided they liked the optics portion of the business the most and wanted to\r\nconcentrate on that. So, in 1986, they opened a store called Eagle Optics in\r\nMiddleton, Wisconsin, where they sold optics from a lot of manufacturers.\r\nHow did you go from selling\r\noptics to wanting to develop your own?Jimmy Hamilton: Well, in the process of\r\noperating the retail store, we decided to develop and sell a few\r\nEagle-Optics-branded products and learned a lot about what worked and what\r\ndidn’t. There’s something about being able to see a product through from\r\nbeginning to end. I think in our blood, we have that entrepreneurial spirit,\r\nand just wanted to serve our customers the best that we possibly could. So in\r\n2002, we started Vortex Optics.\r\nHow do you think running a\r\nretail store affected how you run the brand today?\r\nJimmy Hamilton: I think we had the chance\r\nto see customers come into our store that were dealing with a brand, and how\r\nthey reacted to that. You know, it can be really frustrating when you’re\r\nwatching people dig through a year’s worth of receipts to find the right one,\r\nor “Sorry, you never filled out the warranty card, so now our hands are tied\r\nand we can’t take care of you the way we’d like to.”\r\n\r\nIf you talk to any member of my family or people that worked for us in those\r\ndays, we just respect the heck out of anyone that works in retail, because that\r\nis a difficult, difficult job. We knew that when we created our own brand, we\r\nwanted to make it the best experience possible, for the retailers and the end consumers.\r\nCan you think of a recent\r\nexample of a business decision influenced by this way of thinking?\r\nJimmy Hamilton: You know, at this point,\r\nit’s a lot less of a conscious decision. We all simply understand that our\r\ncustomers are at the center of every idea, interaction, or decision. We don’t\r\nreally have to put a ton of signs or reminders up on the wall to influence how\r\nwe talk to VIPs — sorry, VIPs is what we call customers.\r\nHow does this philosophy\r\ntranslate into product development?Jimmy Hamilton: There’s this book that I\r\nreally enjoy, and it’s called “Start with Why.” When it comes to developing a\r\nnew product, we try to start with “why?”. What have we heard from our VIPs on\r\nsocial media? What have we gotten at the shows? What are they clamoring for?\r\nThen we have them “why” and can develop the feature set or optical system, or\r\nwhatever it is, that addresses that. There’s a lot more time spent thinking\r\nabout our VIPs, what they’re doing or what they need, than, say, what our\r\ncompetitors are doing.&amp;nbsp;This is a crazy question,\r\nand it’s almost ludicrous that we’re asking it, but is there ever a point in\r\nthis customer mindset that you’d say, “That’s too far”? Where’s the line?Jimmy Hamilton: If there’s a line, I don’t\r\nthink we’ve seen it. Or come close to it. Well, I mean if we just started\r\nhanding out products for free left and right, we’d go out of business. So, I guess\r\nthat’s the line. But we’ve seen that if we place our time and resources on our\r\nVIPs and retailers, that investment is going to pay off.\r\nWhat do you think Vortex\r\nwill look like in 10 years?\r\nJimmy Hamilton: As far as the company,\r\nwe’re just going to keep doing what we’ve always been doing — which is “Treat\r\npeople the way you want to be treated.” We’ll never stop innovating, whether\r\nthat’s in product or customer service.\r\n\r\nClosing Out\r\nThere you have it, straight from the source. Spend any amount of time with\r\nsomeone from the Vortex organization and you’ll see that this isn’t just a\r\nmarketing campaign, but real threads of authentic service stitched into the\r\ncompany culture.VENTURE OUT \" />\n<meta property=\"og:image\" content=\"https://cdn11.bigcommerce.com/s-dlp5xwiggc/product_images/uploaded_images/2022-04-25-07-00-49-snappa.png\" />\n<meta property=\"fb:admins\" content=\"103726459769333\" />\n","stylesheets":"","title":"VORTEX OPTICS - FROM DENTIST TO OPTICS GIANT - Fin Feather Fur Outfitters","scripts":"<!-- Start Tracking Code for analytics_facebook -->\n\n<script>\n!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');\n\nfbq('set', 'autoConfig', 'false', '3223116384618868');\nfbq('dataProcessingOptions', ['LDU'], 0, 0);\nfbq('init', '3223116384618868', {\"external_id\":\"176a5da6-0207-40c6-bf59-ca1ed668a1cc\"});\nfbq('set', 'agent', 'bigcommerce', '3223116384618868');\n\nfunction trackEvents() {\n var pathName = window.location.pathname;\n\n fbq('track', 'PageView', {}, \"\");\n\n // Search events start -- only fire if the shopper lands on the /search.php page\n if (pathName.indexOf('/search.php') === 0 && getUrlParameter('search_query')) {\n fbq('track', 'Search', {\n content_type: 'product_group',\n content_ids: [],\n search_string: getUrlParameter('search_query')\n });\n }\n // Search events end\n\n // Wishlist events start -- only fire if the shopper attempts to add an item to their wishlist\n if (pathName.indexOf('/wishlist.php') === 0 && getUrlParameter('added_product_id')) {\n fbq('track', 'AddToWishlist', {\n content_type: 'product_group',\n content_ids: []\n });\n }\n // Wishlist events end\n\n // Lead events start -- only fire if the shopper subscribes to newsletter\n if (pathName.indexOf('/subscribe.php') === 0 && getUrlParameter('result') === 'success') {\n fbq('track', 'Lead', {});\n }\n // Lead events end\n\n // Registration events start -- only fire if the shopper registers an account\n if (pathName.indexOf('/login.php') === 0 && getUrlParameter('action') === 'account_created') {\n fbq('track', 'CompleteRegistration', {}, \"\");\n }\n // Registration events end\n\n \n\n function getUrlParameter(name) {\n var cleanName = name.replace(/[\\[]/, '\\[').replace(/[\\]]/, '\\]');\n var regex = new RegExp('[\\?&]' + cleanName + '=([^&#]*)');\n var results = regex.exec(window.location.search);\n return results === null ? 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OPTICS - FROM DENTIST TO OPTICS GIANT","body":"<p><span style=\"font-size: 18px;\">“Our\r\ncustomers are like family.” If you’re like us, a statement like this kind of\r\nmakes you want to throw up. Why? We’ve read it so many times in catalogs and on\r\n“About Us” pages that it’s become disingenuous and watered down. It kind of screams\r\n“PR.” The good news, however, is that when you do find a bran</span><span style=\"font-size: 18px;\">d that truly\r\ntreats its customers like family, it stands out. People notice that, and in\r\nmost cases, sales follow.</span></p><p><span style=\"font-size: 18px;\">Along comes Vortex Optics. Meteoric growth for the Wisconsin-based company has\r\ncome because of the way they — you guessed it — treat their customers. But\r\nunlike the board-room-nascent, PR-driven customer focus mentioned previously,\r\nVortex’s focus on customers was hard-earned in the world of small-town retail. </span></p><p><span style=\"font-size: 18px;\"><strong>Meet\r\nJimmy Hamilton</strong> Our deeper understanding of Vortex’s history and ideology comes\r\nas we converse with Jimmy Hamilton, Vortex’s director of social media. Jimmy is\r\nthe youngest of four Hamilton sons at the company started by their parents in\r\n2002. He’s kind enough to sit down and discuss Vortex’s brand vision. To him,\r\nit’s a subject that requires going back a way before the company known as\r\nVortex existed.</span></p><p><span style=\"font-size: 18px;\"></span></p><p><a href=\"https://www.finfeatherfur.com/categories/shooting/scopes-optics.html?_bc_fsnf=1&amp;brand=973\" target=\"_blank\"><img src=\"/product_images/uploaded_images/vortex.png\" alt=\"SHOP VORTEX\" title=\"SHOP VORTEX\"></a></p><p><span style=\"\"><span style=\"font-size: 20px;\"><br>\r\n</span><em><span style=\"font-size: 20px;\">Tell me about Vortex’s origins and\r\nwhere the company came from.</span></em></span></p><p><span style=\"font-size: 18px;\"><strong>Jimmy Hamilton:</strong> OK, so to start, we need\r\nto go way, way back. My dad is a dentist, by trade, and my mom is a nurse. They\r\nboth decided to get out of their professions and get into the outdoor, sporting\r\ngoods retail world. This was even before I was born. They moved up from Indiana\r\nto Wisconsin and opened a Wild Birds Unlimited store. At some point, they\r\ndecided they liked the optics portion of the business the most and wanted to\r\nconcentrate on that. So, in 1986, they opened a store called Eagle Optics in\r\nMiddleton, Wisconsin, where they sold optics from a lot of manufacturers.</span></p><p><span style=\"\"><br>\r\n<em><span style=\"font-size: 20px;\">How did you go from selling\r\noptics to wanting to develop your own?</span></em></span></p><p><span style=\"font-size: 18px;\"><strong>Jimmy Hamilton:</strong><strong> </strong>Well, in the process of\r\noperating the retail store, we decided to develop and sell a few\r\nEagle-Optics-branded products and learned a lot about what worked and what\r\ndidn’t. There’s something about being able to see a product through from\r\nbeginning to end. I think in our blood, we have that entrepreneurial spirit,\r\nand just wanted to serve our customers the best that we possibly could. So in\r\n2002, we started Vortex Optics.<br>\r\n<em style=\"font-style: italic;\"><br></em></span></p><p><em><em><span style=\"\"><span style=\"font-size: 20px;\">How do you think running a\r\nretail store affected how you run the brand today?</span></span></em></em></p><p><span style=\"font-size: 18px;\"><br>\r\n<strong>Jimmy Hamilton</strong>: I think we had the chance\r\nto see customers come into our store that were dealing with a brand, and how\r\nthey reacted to that. You know, it can be really frustrating when you’re\r\nwatching people dig through a year’s worth of receipts to find the right one,\r\nor “Sorry, you never filled out the warranty card, so now our hands are tied\r\nand we can’t take care of you the way we’d like to.”<br>\r\n<br>\r\nIf you talk to any member of my family or people that worked for us in those\r\ndays, we just respect the heck out of anyone that works in retail, because that\r\nis a difficult, difficult job. We knew that when we created our own brand, we\r\nwanted to make it the best experience possible, for the retailers and the end consumers.</span></p><p><a href=\"https://www.finfeatherfur.com/categories/firearms.html?brand%5B%5D=SPRINGFIELD+ARMORY&amp;brand%5B%5D=207&amp;_bc_fsnf=1\" target=\"_blank\"><img src=\"/product_images/uploaded_images/springfield-armory.png\" alt=\"SHOP NOW\" title=\"SHOP NOW\"></a></p><p><em><span style=\"\"><span style=\"font-size: 20px;\"><br>\r\n</span><em><span style=\"font-size: 20px;\">Can you think of a recent\r\nexample of a business decision influenced by this way of thinking?</span></em></span></em></p><p><span style=\"font-size: 18px;\"><br>\r\n<strong>Jimmy Hamilton:</strong> You know, at this point,\r\nit’s a lot less of a conscious decision. We all simply understand that our\r\ncustomers are at the center of every idea, interaction, or decision. We don’t\r\nreally have to put a ton of signs or reminders up on the wall to influence how\r\nwe talk to VIPs — sorry, VIPs is what we call customers.</span></p><p><em><span style=\"\"><span style=\"font-size: 20px;\"><br>\r\n</span><em><span style=\"font-size: 20px;\">How does this philosophy\r\ntranslate into product development?</span></em></span></em></p><p><span style=\"font-size: 18px;\"><strong>Jimmy Hamilton:</strong> There’s this book that I\r\nreally enjoy, and it’s called “Start with Why.” When it comes to developing a\r\nnew product, we try to start with “why?”. What have we heard from our VIPs on\r\nsocial media? What have we gotten at the shows? What are they clamoring for?\r\nThen we have them “why” and can develop the feature set or optical system, or\r\nwhatever it is, that addresses that. There’s a lot more time spent thinking\r\nabout our VIPs, what they’re doing or what they need, than, say, what our\r\ncompetitors are doing.&nbsp;</span></p><p><em><span style=\"\"><em><span style=\"font-size: 20px;\">This is a crazy question,\r\nand it’s almost ludicrous that we’re asking it, but is there ever a point in\r\nthis customer mindset that you’d say, “That’s too far”? Where’s the line?</span></em></span></em></p><p><span style=\"font-size: 18px;\"><strong>Jimmy Hamilton:</strong> If there’s a line, I don’t\r\nthink we’ve seen it. Or come close to it. Well, I mean if we just started\r\nhanding out products for free left and right, we’d go out of business. So, I guess\r\nthat’s the line. But we’ve seen that if we place our time and resources on our\r\nVIPs and retailers, that investment is going to pay off.<br>\r\n<em style=\"font-style: italic;\"><br></em></span></p><p><em><em><span style=\"\"><span style=\"font-size: 20px;\">What do you think Vortex\r\nwill look like in 10 years?</span></span></em></em></p><p><span style=\"font-size: 18px;\"><br><strong>\r\nJimmy Hamilton:</strong> As far as the company,\r\nwe’re just going to keep doing what we’ve always been doing — which is “Treat\r\npeople the way you want to be treated.” We’ll never stop innovating, whether\r\nthat’s in product or customer service.<br>\r\n<br>\r\n<strong>Closing Out</strong><br>\r\nThere you have it, straight from the source. Spend any amount of time with\r\nsomeone from the Vortex organization and you’ll see that this isn’t just a\r\nmarketing campaign, but real threads of authentic service stitched into the\r\ncompany culture.</span></p><p><em><span style=\"font-size: 18px;\"><br></span></em></p><p><em><span style=\"\"><strong></strong><span style=\"background-color: rgb(0, 0, 0);\"><span style=\"background-color: rgb(255, 255, 255);\"><strong><span style=\"font-size: 20px;\">VENTURE OUT</span></strong></span></span></span></em></p><p><a href=\"https://www.finfeatherfur.com/VentureOut/gold-panning-in-ohio/\"><img src=\"/product_images/uploaded_images/2022-04-18-11-34-25-venture-out-fin-feather-fur-outfitters.png\" alt=\"Read Now\" title=\"Read Now\" style=\"width: 225px;\"></a> <a href=\"https://www.finfeatherfur.com/VentureOut/ohio-hog-hunting-2022/\"><img src=\"/product_images/uploaded_images/2022-04-25-07-20-05-venture-out-fin-feather-fur-outfitters.png\" style=\"background-color: initial; font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px; width: 268px;\" alt=\"Ohio Hog Hunting 2022\" title=\"Ohio Hog Hunting 2022\"></a></p><p><a href=\"https://www.finfeatherfur.com/VentureOut/introducing-the-springfield-hellion/\" target=\"_blank\"><img src=\"/product_images/uploaded_images/2022-01-27-10-18-08-venture-out-fin-feather-fur-outfitters.png\" style=\"width: 222px;\" alt=\"Introducing The Springfield Hellion\" title=\"Introducing The Springfield Hellion\"></a> <a href=\"https://www.finfeatherfur.com/VentureOut/best-8-inland-walleye-lakes-ohio/\" target=\"_blank\"><img src=\"/product_images/uploaded_images/2022-04-01-07-21-38-venture-out-fin-feather-fur-outfitters.png\" style=\"background-color: initial; font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px; width: 268px;\" alt=\"Best 8 Inland Walleye Lakes Ohio\" title=\"Best 8 Inland Walleye Lakes Ohio\"></a></p>","url":"https://www.finfeatherfur.com/VentureOut/vortex-optics-from-dentist-to-optics-giant/","thumbnail":{"data":"https://cdn11.bigcommerce.com/s-dlp5xwiggc/images/stencil/{:size}/uploaded_images/2022-04-25-07-00-49-snappa.png?t=1650884577","alt":"VORTEX OPTICS - FROM DENTIST TO OPTICS GIANT"},"date_published":"Apr 25th 2022","author":"Fin Feather Fur Outfitters","tags":[]}},"currency_selector":{"currencies":[{"id":1,"name":"US Dollars","code":"USD","flag":"<img src=\"https://cdn11.bigcommerce.com/s-dlp5xwiggc/lib/flags/us.gif\" border=\"0\" alt=\"\" role=\"presentation\" />","is_active":true,"switch_url":"https://www.finfeatherfur.com/ventureout/vortex-optics-from-dentist-to-optics-giant/?setCurrencyId=1","cart_currency_switch_url":"/cart/change-currency"}],"active_currency_id":1,"active_currency_flag":"<img src=\"https://cdn11.bigcommerce.com/s-dlp5xwiggc/lib/flags/us.gif\" border=\"0\" alt=\"\" role=\"presentation\" />","active_currency_name":"US 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