Sept. 29-Oct. 5
MARKETING Hire a professional photographer to capture your eyewear in an artistic light. Then use for your gift guides, website and social media accounts.
INTERNET What would it take to sell digital gift cards directly from your website? True, it’s the kind of gift someone buys at 3pm on Dec. 24, but start researching now.
Oct. 6-12
MERCHANDISING Add the feeling of luxury with some fashionable dispensing trays. Ditch that dreary, scuffed old plastic number you’ve been using.
MANAGEMENT Get an outside view of your business. Hire a secret shopper to call or visit your store and report back on how he is treated.
HALLOWEEN Trick or treat! If you don’t have plans, look to see what the neighborhood merchant association is planning.
Oct. 13-19
NETWORKING Check your stock of business cards. What compelling offers do these little billboards make? For ideas, check out Benchmarks (page 76).
OPERATIONS The days shorten and the dim shadows of winter darken every corner. Check to make sure your lighting is consistent and bright.
MARKETING Add a personal touch to your referral game. Mail a hand-written thank-you note along with referral cards to your entire mailing list. People want to help spread the word about a service they trust.
Oct. 20-26
MARKETING Prepare recommendations for a holiday gift guide that can sit on your website.
SOCIAL MEDIA Go through your pages — Facebook, Instagram and Pinterest — and make sure they’re up to date. Holiday shoppers don’t want to see 2018 product.
Oct. 27-Nov. 2
PERSONAL Now’s the time to get your own holiday shopping done.
REPUTATION MANAGEMENT Set up an iPad with a “Thank You Board” to attract nice reviews.
DISPLAY Collateral materials cluttering your showcases? Buy a display unit that stores it all for opticians to present to customers.