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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.

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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Create Your Own Holiday and More March Events

Including capitalizing on ‘Madness’ and puppies!

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15 MARCH MADNESS, a.k.a. the NCAA Men’s Basketball Championships, starts today and for retailers the date’s become one of surprisingly rich potential, be it to do good, raise awareness (basketball is the leading cause of eye injuries in young males) or just leverage the general madness theme. Alpine Vision in Colorado Springs, CO, chose the first, donating a percentage of proceeds from sales during the tournament to a charity called Nothing But Nets, which fights malaria in Africa.

8 WORLD GLAUCOMA WEEK comes just a month after Glaucoma Month but it’s another opportunity to get out and speak about the condition in your community. See how you can get involved here: worldglaucomaweek.org

23 Puppies were made for social media … or maybe puppies made social media? What is beyond a doubt is that NATIONAL PUPPY DAY brings the two together beautifully. Share a pic of your store mascot.

26 The staggering success of Singles’ Day in November ($30 billion in retail sales in China alone), should serve as a lesson to all retailers that dates — as goofy as they seem ­— can be unmatched marketing pegs. On MAKE UP YOUR OWN HOLIDAY DAY, give thought to what date could set your business apart; it could be an anniversary, a countdown to the sale of your 5,000th pair of contacts, or a twist on National Sneak Some Zucchini onto Your Neighbor’s Porch Day (an actual event in Pennsylvania) and start marketing the heck out of it.

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Making the Most of That Extra Day and More February Events

Plus ideas for celebrating Punxsutawney Phil and pigskins.

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1 February is LOW VISION AWARENESS MONTH, fire up all of your communications platforms to emphasize the importance of annual eye health and visual performance checks to prevent low vision problems. You can also discuss available treatments or assistance options thanks to the useful resources at allaboutvision.com/lowvision.

1 African Americans have some of the highest rates of vision loss and blindness caused by eye disease in the country — and these rates are getting higher. During BLACK HISTORY MONTH, launch a campaign on the importance of eye exams for people with diabetes, hypertension and other diseases prevalent in the black community.

2 The SUPER BOWL these days is as much a test of a business’s advertising acumen as a sporting event. Make sure you’re ready too. America is watching.

2 OK, here we go again (and again, and again …). It’s GROUNDHOG DAY. Any excuse to have a party. Perhaps something like, “It’s Groundhog Day. 20% off if Phil doesn’t see his shadow!”

29 LEAP YEAR DAY only comes every four years so jump on this sweet little marketing op. Offer discounts to those leaplings who have the fortune — or misfortune —to have been born today. Get out your frog or rabbit promotions. Hoppy Hour, anyone?

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Coming Up with Your 2020 Resolution and More New Year Events

And we’re calling for a return of National Opticians Day, who’s with us?

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DECEMBER

2 CIDER MONDAY! We like this date: It’s an invitation for shoppers to visit a real store and touch real products and be greeted with a warm cup of cider. First observed by Toadstool Bookshop in New Hampshire, it offers a delightful twist on Cyber Monday, which kicks off the online shopping season today … got a special on your website? You should.

31 2020 implies vision and clarity. It demands something bolder than usual when it comes to New Year hopes, dreams and resolutions. Our suggestion? A pledge to work on your ‘Leadership’ (strategic) skills not just your management (operational) skills. Build yourself a business, not a job.

JANUARY

1 20 years ago, January 1999 was celebrated in the U.S. as National Opticians Month. Sadly, it was a one-off but the struggle goes on. Amid a lack of official recognition, make sure the pivotal role your opticians play is explained on your site and practice materials. Many still need help seeing their value.

16 National Nothing Day was started 45 years ago to provide Americans with one day they didn’t have to celebrate anything. A better use for you: how can you leverage more “nothing days” to drive traffic and smooth out revenue between the big retail seasons.

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