CLOSE TO WRAPPING up this issue’s Big Story, a carnival rolled into town. It was a big deal because it was canceled last year … and it turns out my little beach town isn’t all that big in the off season. And by carnival, yes, I mean the kind with the rickety rides someone is definitely going to die on, the rigged games, and the overpriced, mostly fried concessions. But despite knowing all the reasons I shouldn’t enjoy it … it was still sort of exciting!
That’s how I feel about our Annual Big Survey. On one hand, I love data. When someone can take raw responses, extrapolate out trends and share the stories it tells, I find it totally fascinating. And as the shepherd of this magazine and brand, I think the end result is an important and useful tool for readers; one that I am proud of. But when the someone actually crunching the data is me … I hate it. That much math and collating endless spreadsheet entries makes me grumpy and my head hurt. A lot of Advil, late nights, tears and swearing went into getting it on the page. So, I hope you find the end result as fascinating as I ultimately do.
Like 39% of the ECPs queried considered leaving the optical industry entirely during the pandemic but 56% now think 2021 will be one of their better, if not best, years ever! And 50% of the respondents make $100K or more a year, but a third believe at least half of their staff would jump ship if offered 15% more elsewhere… that might help explain why 1 in 3 of you are having trouble hiring.
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Wow, data… what a roller coaster! And I’m not the only one who loves data. Mark Hinton calls it king (p. 68), writing about the importance of data-mining and KPIs. 4ECPs wunderkinds Austen Kazakoff and Kristin Lathrop make sense of using marketing analytics to optimize ROI. Remarkable reads, both.
Now that this issue is over, I am packing up my Advil, tissues and best cuss words and heading out to that carnival. If the Big Survey didn’t kill me, I doubt their Ferris wheel will … right? right?!?
Best wishes for your business,
Five Smart Tips From This Issue
- The key to a successful holiday campaign for small businesses is to keep it simple. This tried-and-true strategy works across multiple channels. (Monthly Project, page 20)
- Stuck on holiday gift-giving? We’ve got an @OpticianNow curated Gift Guide for all the eye lovers in your life. (Eye Pro Gear, page 30)
- Could you refrain from drinking coffee in the first couple hours of your day? It could give you the boost you’re actually seeking. (Tip Sheet, page 58)
- Why work hard on getting more patients in the door when you could just style more pairs for the ones already visiting? We tell you how.
(Columns, 64) - Who is on your bus and are they sitting in the right seats? (Columns, 65)