Calendar: February 2015

This article originally appeared in the January 2015 edition of INVISION.

Low Vision Awareness Month

Low vision impacts the lives of more than 16 million Americans over the age of 45. That makes Low Vision Awareness Month the perfect time to remind customers how annual vision checkups can prevent problems. You can also discuss options for people dealing with this debilitating syndrome. It’s a message worth repeating this month in your ads, email bulletins and on social media. Learn more at


Well, it’s Groundhog Day ... again. If it feels like you’re having the same day over and over again, shake things up. Plan a trunk show, bring in a sales trainer, join the local Chamber of Commerce — anything you may have previously viewed with skepticism.


On VALENTINE’S DAY, people tend not to pay much attention to their local eyecare pro. And that’s a crying shame. This year, let’s dig deep and generate some eye-oriented romantic retail magic. Tout Valentine’s Day specials and eye/sunwear selections in advertising and social media. Get eyewear in dramatic red (or rose-colored) frames front and center in a window display and on your website. Spread the love!

Goat in glasses


Greet the Chinese New Year. It’s “The Year of the Goat” (or Sheep or Ram, depending on which calendar you use) and a good time to wake up and renew your New Year’s resolutions — if, as so often happens, you’ve lost your start-of-the-year momentum over the past month-and-a-half.


The 87th annual ACADEMY AWARDS will be presented today. Here’s an idea for a Ladies Night Out cross-promotion with a local jeweler and/or fashion retailer: Roll out the red carpet and invite your best customers to try on beautiful dresses, jewelry and eyewear, then watch the telecast together. Don’t forget to take photos and follow-up with personal emails in the days after the event. Don’t want to do the Oscars? Try the same approach to the Grammys on Feb. 9.


Today would have been only the 60TH BIRTHDAY OF STEVE JOBS, one of America’s greatest innovators and also an iconic eyewear-wearer. Know his brand and model? Lunor Classic Rund PP (that would be “round” for you non-German speakers). Today might be a day to feature rimless round frames on your site or window display, maybe paired with a symbolic black turtleneck. Happy birthday, Steve, wherever you are.


Every day oughta be SINGLE TASKING DAY. According to one survey, constant emails and phone interruptions have a bigger detrimental effect on productivity than a marijuana joint. Today, turn off your cell phone for two hours, set your email to download no more than once an hour, and focus on one task. You might discover your business won’t collapse around you.

B U S I N E S S    A N N I V E R S A R I E S

Eyecare business anniversary Buena Vista

Happy 10th Anniversary to Buena Vista Optical

Chicago, IL

Buena Vista Optical opened on Valentine’s Day in 2005. Its bilingual staff serves a young, mostly Spanish-speaking clientele. For its anniversary week, Buena Vista will invite neighboring businesses that make jewelry and other accessories to set up booths in their optical. A live mariachi band will play on Feb. 14 to close the celebration.

If your business is celebrating a milestone, email us at This email address is being protected from spambots. You need JavaScript enabled to view it..

M O R E    E V E N T S

Feb. 1 is the Super Bowl. (Not a big day for eyewear, but could you offer a “Super Bowl” eyewear tune-up the week before the game? Alright, maybe next year.)

Feb. 2 marks the start of International Networking Week. (How strong is your network? And what can you do to make your network stronger?)

Feb. 8 is Laugh And Get Rich Day. (Is your business just way too serious?)

Feb. 13 to 16 marks the annual Great Backyard Bird Count. (And what will your customers need to count all those birds in their backyards?)

Feb. 16 is Presidents Day. (Have a Presidents Day sale on premium readers.)