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Manager's To-Do

Manager’s To-do: May-June 2014

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WEEK 1 MAY 12-16

FINANCES Maybe your fixed costs aren’t as fixed as you think. Analyze every contract — from the water cooler  company to your neighborhood banker — and look for places to curb costs. Lease coming up? Keep an eye on traffic. It’s a good figure to wield in negotiations with your landlord.

STAFF Set a summer work schedule. If you’re busiest during the fall and winter, make summer prime time for staff vacations.

WEEK 2 MAY 19-23

MERCHANDISING Have you made space for impulse purchases? Put some low-priced, appealing “splurchandise” — think cases, chains and cleaning cloths — by your cash register and rack up some additional income. 

ADVERTISING Graduation season is here. Place “Congratulations Class of 2014” signs in your windows. See if local high schools or colleges have advertising options in their graduation programs or final editions of school newspapers. Eyewear gift certificates help job-hunting grads see their future more clearly!

WEEK 3 MAY 26-30

STAFF INCENTIVES Motivate staff with a contest to win an extra paid day off during the summer months.

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WEBSITE Make sunwear and summer eyewear colors the focus of your home page now.

WEEK 4 JUNE 2-6

EDUCATION Grab the notes you took during educational sessions at Vision Expo East and start implementing some of the great ideas you learned.

MARKETING Father’s Day is June 15. Start website promos for stylish readers;  gift certificates for progressive lenses; and performance eyewear for golf, boating, hunting, etc. 

WEEK 5 JUNE 9-13

NETWORKING Try networking with other eyecare professionals. Join online groups such as ODs on Facebook and Optiboard.com to see how your peers are faring elsewhere in the country.

PREPAREDNESS Atlantic hurricane season officially began on June 1 and ends on Nov. 30. If recent years have taught us anything, it’s that a generator is a wise investment.

WEEK 6 JUNE 16-20

STORE Check your air-conditioning.Turn it on full-blast and stand in front of it for one minute. If icicles form in your nose, that means your coolant is in good shape and your customers will find your business a comfortable refuge during the sweltering months ahead. If not, call to have your air conditioner serviced. 

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FURNISHINGS Need any new office furniture? Now’s a good time to pick some up — showrooms are making room for new lines that come out in August. 

WEEK 7 JUNE 23-27

SERVICES Print new business cards with a special introductory discount offer on them. 

STORE Update your in-store DVD loop. For a change, forget the promotional videos and run something that’s got nothing to do with selling at all — Finding Nemo, maybe, or some surfing clips. Get people in the summer mood.

WEEK 8 JUNE 30-JULY 4

INTERNET Check your website. Is your telephone number easy to find?

INVENTORY School’s out! And ironically, that’s the signal for you to start preparing for the time when school’s back in. Begin searching for your back-to-school specials — the must-have optical frames that all the high-school and college types will need.

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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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Manager's To-Do

A Little Staff Research Project and More Manager’s To-Dos for May

A seasonal slowdown is often imminent for many of you, here are some business project suggestions to fill the time.

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May 5-11

MARKETING Send out Mother’s Day promotional email. Why shouldn’t Mom get new eyewear, sunwear, readers, computer glasses, LASIK or low-vision services this year? (Promise free gift-wrapping as well. Sons and husbands — and probably some daughters — would love the help with that!)

INVENTORY  Make this hot season a big one. Kick it off with “Pre-summer sales event” to show off all the new frames you scored at VEE.

May 12-18

OUTREACH  Farmers’ markets are a great way to get out in the community, meet new people, promote the eye health message and just get out of the store on a few weekends this summer. Investigate what it would take to get a stand.

SALES  Assign staff a research project to find talking points for their favorite brands, such as J.F. Rey’s carbon wood treatments or ic! Berlin’s screwless hinge. Ask them to come up with four bullet points for each brand that they can share at the next weekly meeting.

May 19-25

GENERAL  Print business cards for your team that include your office’s Facebook, Instagram, website, and other social media outlets. Hand one out any time you ask a satisfied customer for a referral.

OPERATIONS  Slow season is on the way for many ECPs. Start thinking about some minor “re-model” projects you could implement. An extra exam lane, revamp your website, spruce up the exterior.

May 26-June 1

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 spray, or for contact wearers, a travel lens case with a mirror.

PLANNING  If you typically take your annual vacation in July, why not shake things up a bit and opt for vacation in late August this year? Who knows what your community’s eyecare needs are like in July if you’ve never really been present?

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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.

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