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Calendar: May-June 2014

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MAY

12

In the 51 years since President John F. Kennedy added the presidential seal of approval to National Small Business Week, it has never been cooler (or probably harder) to operate a small business. The country as a whole better appreciates the benefits that locally owned businesses bring to their communities. Before today’s start of NATIONAL SMALL BUSINESS WEEK, contact your chamber of commerce or SCORE chapter to see what events are planned. Or check sba.gov/nsbw.

MAY

18

America’s favorite bespectacled comedienne turns 44 today. On TINA FEY’S BIRTHDAY, let’s honor the woman who, over the last decade, has served as the entertainment world’s biggest ambassador for sexy/smart eyewear styles. Devote part of your front-window display to a collection of Fey-like styles, or promote a selection in your weekly bulletin, plus a favorite 30 Rock quote or two. Here’s one we like: 

Jenna Maroney: That guy wanted to buy you a drink! 

Liz Lemon: Really? But I already have a drink. Do you think he’d buy me mozzarella sticks?

MAY

26

MEMORIAL DAY comes early this year, meaning an early symbolic start to summer. Leave the discounting to stores selling TVs, but freshen up your displays to reflect the seasonal change: Get those sunglasses out front, and highlight them with a summer prop or two. 

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JUN

1

Today marks the start of CHILD VISION AWARENESS MONTH and it’s your chance to show your dedication to this key group of customers, who have become more important than ever with the Affordable Care Act. In addition to sales on kid-appropriate frames, why not schedule a speech at a local school or business organization on the impact of uncorrected vision on children? Or offer to write a column on the same subject for your local paper. How about presenting vision exercises for kids on your website? Or start a Pinterest page on young entertainment stars who wear glasses.

JUN

2

Your family will thank us for this one: On NATIONAL LEAVE THE OFFICE EARLIER DAY, make a conscious effort to wrap up all that work and g0 home. Don’t do your work haphazardly, just do it more efficiently and with a little more focus. (For instance, instead of visiting Facebook/Yelp/Pinterest 32 times a day to see who’s commenting, just visit once at a pre-scheduled time.) There you go, we just got you home a half-hour earlier.

JUN

21

The sun god is at the peak of his annual cycle. Celebrate with a MIDSUMMER NIGHT’S TRUNK SHOW. Sparkling wine, warm wind, cool jazz and dazzling eyewear and sunwear. Hmm, sounds nifty. Invite us too! (By the way, if you haven’t scheduled a summer vacation yet, do it now!)

JUN

24

Remembering NATIONAL COLUMNISTS’ DAY could earn you some sweet PR. Send a thank-you note to your favorite local newspaper columnist along with an invitation to stop in for a checkup and/or eyewear style consultation.

 

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JUN

26

On this day in 1974, a pack of Wrigley’s gum was swiped across the first checkout scanner in a Troy, OH, supermarket. The 40TH ANNIVERSARY OF THE BAR CODE’S INTRODUCTION is a good time to remember that many of the technologies that make us uncomfortable (EHR systems, anyone?) will eventually be so ubiquitous that we’ll wonder how we ever lived without them. Moral of the story? Embrace new technology. Action of the day? Find a new technology that excites you and learn more about it.

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An Excuse to Celebrate ‘Nothing’ and More July Events

A couple of ‘Dirty Thirty’ birthdays worth noting.

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3 The extreme heat across the country last year had people rushing to the sanctuary of air-conditioned malls. On AIR CONDITIONING APPRECIATION DAY, let the sweaty, heaving crowds know they’re always welcome in your store with some good old-fashioned lemonade and an invitation to relax and browse. Your summer policy: “No heat. No pressure.”

5 If your customers are “thirty-something singles with vague identities, no roots, and conscious indifference to morals,” then they’d probably respond to a SEINFELD Night to mark the 30th Anniversary of its premiere. Plan an event about nothing … a few beers, peruse the frame boards and wonder if Kramer was an insurance frame board or independent brand kind of guy.

23 Someone else turns 30 this month – probably the most famous spectacle-wearing child in the world. Yes, Harry Potter! DANIEL RADCLIFFE is entering his third decade. Celebrate the movie franchise that made glasses cool for kids. Eisenbrei Plaza Optical in Canton, OH, does a fun themed video and giveaways of Harry Potter items every year.

24 One of the few areas where Walmart is beating Amazon is with “buy online, pickup instore,” which is growing rapidly, especially in suburban areas. On NATIONAL DRIVE-THRU DAY, give thought to curbside pickup as an extension to your dispensary.

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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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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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