Apr. 28- May 4
SECURITY Don’t leave this one another month: Get your passwords in order. You’ve no doubt got dozens of passwords for various apps and services. Take some time to write them down all in one place. Consider using a password manager such as LastPass or 1Password. (As solid as Keychain is, Apple provides its staff with 1Password accounts.)
May 5-11
MARKETING Hammer out a sunwear strategy. What promotions, product tie-ups and, crucially, training will be required to ensure your business is ready to prosper in the glary months? What does the latest research say? What are the key questions your staff must ask patients? Reach out to some of your reps to come help with training.
MARKETING Summer is a great time to extend your reach beyond the physical confines or your store. What health fairs, business expos or street fairs can you attend? Start researching.
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May 12-18
MARKETING Has a customer ever asked for the name of your optical as she writes a check? That’s a sign you need to boost name recognition. Start with some prominent but tasteful signs in your showroom, 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.
MARKETING Assemble “optical travel kits” that your clients can take with them as they head to the beach, lakes or mountains over the next few months. The kits could include inexpensive plano polarized suns with a soft case/cleaning cloth and visor beetle, or for contact wearers, a travel lens case with a mirror in it.
May 19-25
POLITICS There is simply no escaping politicians this year. They are likely to come knocking on your door, showing up at the local Chamber of Commerce and dropping by your favorite drinking spot. Pay attention to the issues and introduce yourself. If they want to get or stay elected, they’ll make time to meet you: a local independent business owner.
May 26-June 1
STAFF If the pace of work typically slows in summer, organize a staff-appreciation event with your team. Consider something physical with an air of fear — like paintball or rappelling — to promote bond-building.