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.”