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Honor Those Older Americans and More May Events

Including a week dedicated to pet and the people who love them … in glasses.

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10 Mothers are key gatekeepers when it comes to the family’s vision health. Celebrate that fact this MOTHER’S DAY with a “mother-daughter” event. Cross-promote with a local salon or spa. Have attendees vote on the mother and daughter who look most alike. It’s easier when they are wearing lookalike frames.

1 OLDER AMERICANS MONTH. These are your people. Get involved.

3 NATIONAL PET WEEK. Post a different photo of a pet in sunglasses on your Facebook and Instagram page. Really. They aren’t very hard to find.

13 They are your first impression and your first line of defense. This year, how about a few days before RECEPTIONISTS DAY you promote gift certificates for computer lenses? Bleary-eyed receptionists everywhere will thank you.

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at [email protected].

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Celebrating ‘Old Eye’ and More April Events

Also, dates dedicated to singing and accessing your goals year-to-date.

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15 “Would you like fries with that?” makes McDonald’s millions of dollars every year and there is much to learn about the art of upselling from the world’s biggest burger chain, which opened its first location in Des Plaines, IL, on this day in 1955. The most important is: Don’t suggest add-ons just for profit or to get rid of inventory. Instead, determine which products go well together (general rule: don’t go higher than 25 percent for the second item), and have your selling points prepared. If you can identify the perceived value, customers will be more likely to see it too.

1 There’s no way to prevent it. There’s no cure. Unaddressed it makes going to a restaurant hard. Yes, we’re talking about presbyopia, which sounds like a disease but isn’t. And that’s where PRESBYOPIA AWARENESS MONTH comes in. There are so many misconceptions about “old eye.” Do your bit to spread awareness and options.

9 Today is THE 100TH DAY OF THE YEAR — an excellent time to do a self-assessment of your progress so far. Dig out your journal entries or meeting notes from the start of the year and review how you are progressing towards the goals you’ve set for yourself.

19 So you’re no Beyoncé. Don’t let that stop you. Organizers of NATIONAL KARAOKE WEEK claim singing to synthetic tunes in public increases self-esteem, relieves stress and, when done with the staff, improves bonding.

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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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