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Manager's To-Do

Get Your Share of Graduation Business and More May To-Dos




WEEK 1May 1-6

OPERATIONS Spring cleaning: The rule is if it hasn’t been used in a year, toss it. That applies to old advertising, POP materials, displays and any other optical debris.

INVENTORY Maintain the spring renewal theme, show your inventory tough love as well. Dig into your POS data. If a frame hasn’t moved in 18 months off to the clearance rack or consider donating it. Fine-tune ordering to deepening the best-sellers offered.

MARKETING Summer is a great time to extend your reach beyond the store. What health fairs, business expos, street fairs or sport events can you attend? Start researching.

WEEK 2May 8-13

MARKETING Hammer out a sunwear strategy. What promotions, product tie-ins and, crucially, training is required for your store to prosper in the bright months? What does the latest research say? What are the key questions your staff must ask? Contact your reps to come help with training.

MARKETING Launch “Project Big Shot.” Start contacting local personalities — newscasters, society figures, athletes — to see if they are interested in sporting your specs and representing your store.

WEEK 3May 15-19

MANAGEMENT During the day, step outside the store. Through the windows, assess your visuals, displays, but mostly watch the customer/associate interactions. It’s amazing how much you can observe without sound. Some research suggests words account for only 7 percent of communication. What is your staff communicating?


MARKETING Finalize plans for summer trunk shows. Confirm dates with vendors and designers. Plan catering now and negotiate volume discounts for booking multiple events.

MERCHANDISING Redo your showcases to give them a fresh summery look. Replace tired florals and other décor pieces with new props to enhance the merchandise for the season.

WEEK 4May 22-27

MARKETING Graduation season is here. Place “Congratulations Class of 2017” signs in your windows. Consider advertising in graduation programs of local schools. Eyewear gift certificates help job-hunting grads see their future more clearly! 

MANAGEMENT Target reading one business book a month for the next quarter. Some favorites from the bestseller list: The One Thing You Need To Know by Marcus Buckingham, The Power Of Full Engagement by Tony Schwartz, and The Talent Code by Daniel Coyle.


STAFF Vacations should be scheduled by now. Do you need summer help? Students can assist you with projects your year-round team hasn’t had time to tackle, like cleaning up your mailing list or setting up your Pinterest.

WEEK 5May 29-June 3

STAFF If business slows in summer, organize a staff-appreciation event. Consider something physical with an air of fear — like paintball or zip lining — to inspire bonding.

OPERATIONS Here’s an ugh project: Master the ins and outs of insurance billing so that you can stop paying for that third-party billing service.

MARKETING Back-to-school is just around the corner.Research partnership opportunities with the local school system to possibly create a program for needy kids or to provide eyecare education.

Dr. Nytarsha Thomas of Visionelle Eyecare


This article originally appeared in the April 2017 edition of INVISION.





Jump In — the Water’s Fine!

With a salute to summer’s shimmery, mermaid colors and warm weather-loving shades, Kenmark Eyewear celebrates this summer’s Aloha spirit with eyewear from Vera Wang, Kensie, Zac Posen and the Original Penguin Collection!

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Manager's To-Do

Get Your OD’s Cleaning Those Frame Boards and More Manager’s To-Dos for February

And planning for Valentine’s Day and VEE should be well underway.




Jan 26-Feb 1

INVENTORY Buying season is on the way (Vision Expo East starts March 27). It’s time to take a hard look at your inventory.

Feb 2-8

MARKETING Make plans to visit some local nursing homes to share the love this Valentine’s Day. Take flowers and business cards and prepare some vision-related conversational topics.


TRAINING If your doctors do not do the frame buying, have them straighten up the frame boards at least once every two weeks. This way, they’ll become much more familiar with the product — and your frame sales will increase!

Feb 9-15

INVENTORY In the months ahead of VEE, use Pinterest to build a list of the frames you like, supported with captions that provide the model details (adding the Pinterest button to your browser will make this easier.) When you reach a vendor you’re interested in, whip out your phone and call up your boards.

MARKETING The America’s Finest Optical Retailers contest honors the country’s most innovative eyecare businesses. Enter before it closes in March:

Feb 16-22

WEBSITE If you haven’t already, post a photo of your storefront on your website, along with text-based directions. It makes it easier for shoppers to find you and eases threshold resistance.

TRAINING Training staff on equipment and procedures always seems like a job for another day. Want an effectively run office? Today is that day.


Feb 23-29

MARKETING Flex dollars are still out there. Keep reminding people who rolled over 2019 benefits or have spring deadlines.

FINANCES If you haven’t updated your props and fixtures for five years or more, they’re showing their age. Amortize and depreciate them as you do other equipment. Set a budget and plan to acquire new ones routinely. Discard at the first sign of overuse. Faded or dirty elements affect consumer perception.

INSURANCE Organize all insurance plan information. Current information should be in an easily accessible folder.

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Making the Most of that Extra Day and More February Events

Plis ideas for celebrating Punxsutawney Phil and pigskins.




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

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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Manager's To-Do

Tips for Wrapping Up All Those Little Year-End Tasks and More Manager’s To-Dos for December and January

Including billing, Flex Spending, recalls and sales incentives for all.




Dec. 1-7

OPERATIONS Push to get all pending billing done so you are ready for the busy end-of-year holiday period.

MARKETING We trust flex spending reminders adorn all communications. But take it to a new level with a year-end sale to drive use. It’s a double savings! And a good way for you to get rid of some aging inventory.

Dec. 8-14

OPERATIONS Only two weeks to go until Christmas. If you offer extended hours, be sure to promote that on your website and social media channels.

WEBSITE Add a sign-up to your website for customers to receive news or promotions. Give all employees a personalized address for customer emails. Update the copyright on your site to 2020.

Dec. 15-21

SERVICE Refine your intake procedure for repairs. Are you giving accurate estimates on delivery times and not disappointing customers? Can you offer a “rush” fee? Are you taking digital photos during intake so clients can’t claim that you damaged them?


Dec. 22-28

MANAGEMENT Before you close Christmas Eve thank every team member personally for their effort.

Dec. 29-Jan. 4

MANAGEMENT Need a big goal for 2020? Try reducing the number of insurance plans you accept. Then staff can focus on understanding the remaining policies and codes.

OPERATIONS The next few months are typically the coldest all year. Have a plan if severe weather interrupts business. Could you, for example, offer a 2 percent discount for every inch of snow that falls if customers brave conditions to come in?

Jan. 5-11

MANAGEMENT Start strategic planning by calculating the dollar value of every customer = average purchase in your business per year x 20 years. It should be a heck of a lot of money. Post it for everyone to see in the back room.


MERCHANDISING What can you promote for Valentine’s Day gifts? Highlight these in email bulletins and catchy displays.

Jan. 12-18

OPERATIONS Investigate outsourcing medical billing. Explanation of benefits, actual billing and follow-up is often time consuming and takes time away from providing patient care.

Jan. 19-25

CUSTOMER SERVICE Use your EHR to find patients who have not responded to recall notices and are overdue. Call and ask how they are doing.

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