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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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Take a Cue from the Top 40 Format and and More May Events

And don’t forget it’s a month devoted to Healthy Vision.

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Todd Storz

8 If you doubt the power of your best-sellers, consider the origins of the Top 40. Todd Storz, who was born on this day 95 years ago, had a radio station in Omaha. He saw patrons at his local bar playing the same songs on the jukebox they’d just aired during his shift — over and over again. The format Storz devised is why you heard My Sharona three times an hour in 1979. The same turn-and-earn principle governs the operations of 7-11. Today, whistle My Sharona in honor of Storz’s discovery, and run a turn/earn analysis of your inventory.

1 Healthy Vision Month was born out of the sad fact that millions of people living in the U.S. have undetected vision problems, eye diseases and conditions. Join the campaign to raise awareness in your community.

3 National Two Different Colored Shoes Day is held to celebrate diversity. Put an inclusive foot forward: Go two-tone. (Or, in the same spirit, if you’d rather celebrate heterochromia, National Different Colored Eyes Day is observed July 12.)

12 The Birthdate Of Buddha is a perfect time to reflect on one of his significant lessons: Focus on what’s important and on what works and let go of the rest. This applies to advice offered by mentors and staff, the work practices you use now and what you read in INVISION. Invite input, keep an open mind, and then declutter.

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Channel Your Inner Pamela Anderson and More April Events

It’s a month devoted to administrators and women and we have some ideas to help you celebrate.

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23 A HUGE date in history. Not only is it the 30th anniversary of the premiere of the most watched TV show ever – Baywatch – but it’s also the date on which both Miguel de Cervantes (author of the second-most-read book in history, Don Quixote) and William Shakespeare (author of several notable titles) died (1605, 1616 respectively). If you can tie together red bathing suits, tilting at windmills and midsummer nights in a marketing campaign, you also deserve to go down in history.

1 WOMEN’S EYE HEALTH AND SAFETY AWARENESS MONTH. According to Prevent Blindness, women make up 63 percent of the blind and 62 percent of the visually impaired. This month, get involved in the effort to educate women about the special risks they face.

22 EARTH DAY. Look into carrying more products that “give back.” Lucky for you we’ll have an entire feature devoted to Eco-Friendly frames in our April issue. Stay tuned if you need pointers.

25 Google “secretary” and you’ll get an image of a woman wearing glasses. It’s a tacky stereotype with a kernel of truth in it — many office workers wear glasses. On ADMINISTRATIVE PROFESSIONALS DAY give thought to what special corporate package you could offer that office park around the corner.

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Manager's To-Do

Take a Team Lab Tour Field Trip and More Manager’s To-Dos for March

Plus spring allergy season is nigh and we see a marketing opportunity.

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Mar. 31-Apr. 6

MERCHANDISING New stock headed your way? Develop a product launch plan, or schedule training sessions to ensure the successful sell-through of the styles ordered at VEE.

MARKETING Spring is here along with allergy season. Sniffles aside it’s a great time to boost your daily contact lens business. Offer them as an add-on or as the central part of another marketing push. Talk to your suppliers as well — they often roll out rebates in the middle of the year.

Apr. 7-13

OPERATIONS Book a lab tour. Get in touch with your favorite provider and see if you can bring the staff around for a visit.

INVENTORY Start your Mother’s Day (May 12) preparations by going through last year’s data. Compare popular price points with what you have in stock now.

Apr. 14-20

MARKETING Launch “Project Big Shot.” Start contacting local personalities: newscasters, society figures, sports people, to see if they are interested in promoting your sunwear ahead of summer. The deal: Free eyewear that you’ll style them in with cutting-edge shapes and colors.
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Apr. 21-27

FINANCIALS Review your cash-flow projections. With the economy in something of a state of flux, it’s easy to run into a mismatch between the cash coming in, what you’re taking out, and what you owe your vendors.

SALES TRAINING Selling by face-shape: Brush up your guides for identifying flattering frames in inventory for those with square, diamond, oval, round and heart-shaped faces.

Apr. 28-May 4

INVENTORY  Finalize Father’s Day orders. Dad’s big day arrives just as men start thinking of fish-filled waters, a glorious drive down the 17th fairway or catching those beach rays from behind a pair of fine sunnies.

SALES Set up what sales trainer Shane Decker calls T.O. teams. When you see two people who work well together, schedule them together.

STAFF Ask employees for their summer vacation requests. And block your vacation time as well.

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