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Manager's To-Do

A Little Staff Research Project and More Manager’s To-Dos for May

A seasonal slowdown is often imminent for many of you, here are some business project suggestions to fill the time.

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May 5-11

MARKETING Send out Mother’s Day promotional email. Why shouldn’t Mom get new eyewear, sunwear, readers, computer glasses, LASIK or low-vision services this year? (Promise free gift-wrapping as well. Sons and husbands — and probably some daughters — would love the help with that!)

INVENTORY  Make this hot season a big one. Kick it off with “Pre-summer sales event” to show off all the new frames you scored at VEE.

May 12-18

OUTREACH  Farmers’ markets are a great way to get out in the community, meet new people, promote the eye health message and just get out of the store on a few weekends this summer. Investigate what it would take to get a stand.

SALES  Assign staff a research project to find talking points for their favorite brands, such as J.F. Rey’s carbon wood treatments or ic! Berlin’s screwless hinge. Ask them to come up with four bullet points for each brand that they can share at the next weekly meeting.

May 19-25

GENERAL  Print business cards for your team that include your office’s Facebook, Instagram, website, and other social media outlets. Hand one out any time you ask a satisfied customer for a referral.

OPERATIONS  Slow season is on the way for many ECPs. Start thinking about some minor “re-model” projects you could implement. An extra exam lane, revamp your website, spruce up the exterior.

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May 26-June 1

MARKETING  Assemble “optical travel kits” that your clients can take with them as they head to the beach, lakes or mountains over the next few months. The kits could include inexpensive plano polarized suns with a soft case/cleaning cloth and spray, or for contact wearers, a travel lens case with a mirror.

PLANNING  If you typically take your annual vacation in July, why not shake things up a bit and opt for vacation in late August this year? Who knows what your community’s eyecare needs are like in July if you’ve never really been present?

Since launching in 2014, INVISION has won 21 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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Start a Campaign of Fear and More June Events

Plus, sometimes letting your business go to the dogs is a good thing.

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21 Ask any Washington insider and they’ll tell you the best way to start a campaign is with a solid base of fear. When it comes to the sunny months ahead — summer officially begins today — and people’s need to protect their eyes, there’s plenty to be scared about. Skipping shades contributes to AMD, pterygium, basal cell carcinoma, cataracts and more. Yet according to The Vision Council’s 2015 UV protection report, more than one-third of parents said their kids never wear sunglasses. Prep your inventory. Get social. Get out in your community. Instill fear.

1 Sales of audiobooks have surged over the last 15 years as smartphones made downloads as easy as a tap of the finger. During Audiobook Appreciation Month, do a Google search for “bestselling business audiobooks” and catch up on some of the great management advice that’s been published recently.

23 Dogs with faces only their owners could love gather at the Sonoma-Marin Fair for the World’s Ugliest Dog contest. Hold a similar competition. Ask your staff to vote on what they think is the most aesthetically challenged style in the store.

27 Happy Birthday to You turns 160. Send a singing telegram to any patient who shares a birthday with the world’s most sung song. Include a gift to be claimed in-store.

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Manager's To-Do

Are Your Displays Peak Sun Season Ready? And More Manager’s To-Dos for June

And no time like the present for a little spring cleaning.

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June 3-8

MERCHANDISING Before we reach peak sunwear sales period, cast a critical eye over your displays. Do your best-selling brands have a clear prominence? Do your more fashion oriented names catch the eye? Is it clear you have something for everyone? If not get busy.

MARKETING Father’s Day (June 16) is almost here, so highlight a special sunwear and eyewear selection on your social media feeds or website. Each day, post your choices for a different dad type — Baseball Dad, Barbecue Dad, Sports Car Dad, Hipster Dad, etc.

June 10-15

WEBSITE What hours are you open? Do you accept insurance? What frame lines do you carry? Think of the top 10 reasons people call you and then get the information up on your website in the form of an easy to find FAQ page.

STORE Switch up the videos on your in-store monitors. For the next six weeks, drop the promotional videos and run something a little more summery and kid-oriented, preferably with a hero who wears glasses; Simon from the Chipmunks, The Princess Diaries, Emma Wiggle, even Superman’s Clark Kent, there are a ton of cool characters who sport funky eyewear.

June 17-22

EVENTS In a lifestyle center, strip mall or downtown location? Take the lead in organizing a community block party. Loads of fun and a great crowd generator.

ONLINE If you don’t know how visitors are interacting with your website or where they are coming from, it’s hard to devise an effective online strategy. Google Analytics is free and easy:  there is a great tutorial on the Google site and a bunch of YouTube “how to” videos that can help you understand how to use it. Make mastery of Analytics a summer priority!

June 24-29

MARKETING Has a customer ever asked you what your practice’s name is as she is writing a check? That’s a sign you need to boost name recognition. Start with a prominent but tasteful sign in your waiting room, and then check your other collateral (trays, doors, appointment cards, lens cloths, etc.). It’s hard for people to recommend your services if they can’t remember your name.

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

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Manager's To-Do

Approach Your Business Like A Customer Would and More Manager’s To-Dos for July

Plus don’t underestimate the power of mini-breaks or shortened work weeks during warmer months.

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Every summer we like to evaluate all our vendors and make sure we are buying from ones that are congruent with our values, with our mission. We do a cost analysis and see who we are going to keep and who we’re going to let go. The summer is always good because sunglasses sales are big so we reevaluate that as well. We’re excited to see what vendors get to stay and which have got to go. — Diana Canto-Sims, Buena Vista Optical, Chicago, IL

June 30-July 6

COMMUNITY INVOLVEMENT It’s parade season: Time to don frog suits, like the staff at Clarity Advanced Eyecare in Birmingham, MI, with their mascot, Miss Frog, or some other unforgettable costumed character and join in the July 4th festivities. Spread a message of fun, community involvement and vision health.

PLANNING If you can’t get away for a longer vacation this summer, plan some mini breaks. Even if it’s just three hours away, treat it like a real vacation. Splurge, take pictures, and go offline to ensure you get the maximum benefits. Your brain will thank you.

July 7-13

OPERATIONS Are there some summer days when you show up and just pretend to work? This month, experiment with an abbreviated week. Knowing you have less time in the store or practice to get things done may just prompt a burst of productivity — and give you the chance to better enjoy the warm months.

MARKETING Assemble “cleaning kits” for your young patients. Include solution, cloth and membership papers to the Secret 4 I’s Society – they meet annually. And before you start getting sentimental about the joy of childhood, start cleaning all those demo lenses.

July 14-20

ONLINE To stay relevant you should refresh your website every two years and tweak it every six months. That six months is up.

SECURITY Place discrete height markers along the doorways so police looking at surveillance footage can determine how tall a robber is.

STORE Usually, the direction of customer-traffic flow is influenced by features around the store, like the location of a parking lot, a mall courtyard, or a public transportation station. Maybe a tree branch is blocking the side view of your store sign?

July 21-27

STORE PET It’s not just sales associates who need regular training. Your store hound’s greeting skills could no doubt do with some sharpening as well. Look into providers in your area.

MANAGEMENT Undertake office reviews to tighten up operations; people become comfortable with the way things are done, however inefficient. Review everything— capture rate for contact lens wearers, speed of patient flow, paperwork — then blow it up, and consider if there’s a better way. This is the summer of disruption.

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