Week 1 / NOV. 2-6MARKETING Begin your flex-dollars advertising in local print media. What’s your promotional target this year? Whether your want customers to stock up on contact lenses, get new prescription eyewear, save on the vision-correction procedure of their choice, or all of the above, now is the time to get your message out there.
EVENTS Make final preparations for your big fall party/trunk show. You are having one, right?
Week 2 / NOV. 9-13MARKETING Wednesday is Veterans Day. Could you offer a 10% discount to all military personnel today — or better yet, this whole week?
MARKETING Create a “Holiday Gift Guide,” maybe with the trend-tracking advice from The Vision Council’s Eyecessorize.com blog. Include gift suggestions by sex, age group, and style (sophisticated, sporty, rugged, cute, etc). Put your gift guide front and center on your website, at the top of all your holiday emails, on your reception area TV, and even on an iPad in your dispensary.
Week 3 / NOV. 16-20MERCHANDISING Impulse buys can come in many price ranges and store locations. Rethink the way you normally position these items.
MARKETING Record a new message for your telephone to reflect the holiday season. Don’t forget to mention flex-dollar promotions and gift cards (if you have them). If you’re selling gift cards on your website, tell customers they can do their holiday shopping with you 24/7.
Week 4 / NOV. 23-27MANAGEMENT It’s Thanksgiving Week. Tell your staff and customers how much their hard work and patronage mean to you.
SERVICE Offer a holiday eyewear "tune up" so that your patients and customers' glasses will look and fit great during the busy holiday and winter vacation seasons ahead.
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