Dean Butler

Founder of LensCrafters North America and Vision Express Worldwide

Request More Info

Add To My List

Profile Links

Fee Range

Please contact us for pricing

Travels From

Ohio, United States

Dean Butler
Biography

Dean Butler is a speaker and the founder of LensCrafters. Butler revolutionized the optics industry with the concept of "glasses in an hour." Today, his startup business, LensCrafters, is ubiquitous. Butler led the "superoptical" movement, which commercialized the optics industry on a large scale in the 1980s. His experience in entrepreneurship and challenging the status quo gives him a fresh perspective into marketing trends.

Butler previously worked with Procter and Gamble, specializing in Ivory liquid, Cheer laundry detergent, and Folger's instant coffee brands. Butler's marketing experience at Procter and Gamble came in handy. He notes that "Marketing eyewear isn't much different from selling coffee. Retailing is what you do when customers walk into the store. But with a new idea, marketing comes first. Marketing is how you inspire customers to come to your door." Butler's "no risk sales guarantee" gave clients a full refund on glasses returned within 30 days of purchase. LensCrafters also offered to match competitors' prices as well as free lifetime maintenance.

Despite the cynical opinion of the business community, LensCrafters generated a $2 million profit in the first year and experienced growth from then on. Under Bulter's leadership, from 1984 to 1987, LensCrafters' sales multiplied from $13.6 million to $305 million in sales. In 1986 alone, the company opened new stores at the rate of almost two per week.

Butler speaks on his experience and successes at LensCrafters and Procter & Gamble.

*In partnership with P&G Alumni Network Speakers Bureau.

Dean Butler
Featured Videos

Current: Keynote Preview

Time 01:17

Dean Butler
Featured Keynote Programs

Building a Successful Business Internationally

Under Dean’s leadership, LensCrafters/Vision Express operated 2200 retail outlets in 29 countries, including opening the first majority foreign-owned business in the Soviet Union. His expertise in working within foreign government parameters, and his understanding that there is no good and bad but only same and different, led to the company’s phenomenal success internationally.

Principles & Values of Marketing

Dean learned the basic principles and values of good marketing while at the preeminent marketing company, Procter & Gamble, and he has carried them on throughout his career. Namely, that good marketing must have a provocative selling position, it needs to be substantive, and needs to provide the consumer with permission to believe.

Branding & Strategic Positioning

How do you go about branding items that have no real inherent interest to consumers? How do you get a consumer to be loyal to one brand of an everyday item like soap? And is marketing coffee different from marketing a luxury item or a service? Dean shares his expertise in taking all the variables and condensing them into a dynamic strategic positioning.

Frequently Asked Questions

Quick answers to some of the most common questions about booking Dean Butler for your event.

How do I book Dean Butler for my event?

Booking Dean Butler with Premiere Speakers Bureau is a streamlined 4-step process:

Availability Check: Contact us with your event date and budget to verify if your desired speaker is available.
Hold Date: We place a temporary "hold" on the speaker's calendar while you finalize internal approval.
Contracting: We issue a contract outlining the fee, cancellation policy, and event expectations.
Logistics: Once signed, our event management team handles all travel booking, itinerary, and AV requirements.

Why should I partner with Premiere Speakers Bureau rather than contacting speakers directly?

Partnering with Premiere Speakers Bureau provides a comprehensive safety net for your event that direct booking cannot match. You get the same speaker for the same price, but with a dedicated team with over 30 years of event experience handling contracts, logistics, and are prepared for any emergency. We know what it takes to run an excellent event.

What makes Premiere Speakers Bureau unique compared to other agencies?

Premiere Speakers Bureau distinguishes itself by having over 30 years of experience while partnering with more than 35,000 events. PSB has also built a streamlined, fully online process that makes booking a speaker, handling travel and payments extremely easy for anyone looking to plan a speaker led event.

How does Premiere Speakers Bureau's 'Zero Cost Service' model work?

Premiere Speakers Bureau operates on a 'Zero Cost Service' model for event planners. Our services—including research, booking, and logistics—are always free to the client. The speaker covers our commission from their standard honorarium as payment for our role in marketing and managing their engagements.

How are speaker fees structured, and what is typically included?

A speaker's fee typically covers the keynote presentation, a pre-event planning call, and standard customization. Travel expenses are usually billed separately.

What are the standard policies for speaker travel and expenses?

Travel expenses are negotiated during contracting. We generally recommend a flat travel fee for simplicity, though we also offer line-by-line invoicing when preferred. PSB ensures these expenses adhere to professional standards, and our Event Portal allows for easy tracking and invoicing.