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Manager's To-Do

Monitor Your Online Reputation and More Manager’s To-Dos for May

Start by setting up Google Alerts for your business name.

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April 30-May 5

PLANNING Now’s the time to prepare for summer. Meet with staff to map out a strategy for sunwear and back-to-school. Sidewalk tent? Open house? What about targeting a niche like departing college kids?

INVENTORY Nytarsha Thomas of Visionelle Eyecare in Zionville, IL says she’ll “Re-evaluate how our frame lines are doing. We would love to have more independent frame lines.”

BRAND AWARENESS Someone, somewhere is talking about your business online. To keep track, set up Google Alerts for your business name (put quotation marks around names for the best results). For the result type, click on “Everything” to be notified when your store is mentioned on blogs and discussion sites.

DISPLAYS Position your best Mother’s Day (May 13) specials in a showcase just inside the front door. Offer a wide range of price points but simplify the selection process by highlighting a few classics or current trends.

May  7-12

WEBSITE Does the “About Us” section on your site include only lists and categories? Is the information purely factual or are you using stories to help illustrate who you are? The best marketing writing is written to be said, not to be read.

MERCHANDISING Reel in the tax rebates: Create a display of eyewear that falls into the $100 to $300 range and promote it. That’s close to the sweet spot for branded sunwear.

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May  14-19

SAFETY Here’s something small you can do today that may save lives in the future. Ask your employees to designate ICE (“In Case of Emergency”) numbers in their mobiles.

EVENTS Finalize plans for summer trunk shows. Confirm dates with vendors. Plan your catering now for discounts.

May  21-26

FINANCES Business coach Laurie Owen recommends giving your profit-and-loss statement a spring makeover. Consolidate some expenses and group them into like categories. Then, next to the dollar amount, list the expense amount as a percentage of sales. “It helps you see when an expense is increasing as a percentage, and not just going up because your sales are increasing.”

INVENTORY Ever tried a “Christmas in July” promotion? Maybe this could be the year.

MARKETING Send your first Father’s Day (June 17) postcard this week.

May  28-June 2

MANAGEMENT Start thinking summer reading. Set yourself a target of reading a business book a month for the next quarter. Some of our favorites from the past few years: The Captain Class by Sam Walker, If You’re In A Dogfight, Become A Cat by Leonard Sherman, and Stealing Fire by Steven Kotler and Jamie Wheal.

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Manager's To-Do

Crunch Those Year-End Numbers and More Manager’s To-Dos for February

And other tips for getting your inventory in top shape for Vision Expo

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Feb. 4-9

INVENTORY By now, sales reps should have year-end numbers showing how well each of their frame lines performed in 2018 after returns and any other post-sale factors. Ask for their data. With information on turn ratios, you can make comparisons with the performance of your own stock and plan your 2019 buying.
design “We’re looking at redesigning our office. It’s been about 9 or 10 years and we just want to keep it fresh. We’ve seen that if you display things correctly with the right cutting edge, it makes a huge difference.”

PROCEDURES Call a staff meeting and ask all employees for opinions on current procedures.

MERCHANDISING Valentine cards bring some seasonal life to your cases, boards or window displays. Better than the drugstore variety are those drawn by a child. Draft your kids — anyone’s kids — to create some Valentine’s Day cards, says display expert Larry Johnson.

Feb. 11-16

BUYING The Vision Council’s Eyecessorize campaign typically releases its Spring/Summer trend kit around now. Look for it on eyecessorize.com.

SEO Creating a ton of content on a company blog that Google can’t ignore may seem daunting, but it’s not so hard. Start with the 100 questions customers ask most and turn them into 100 blog posts with those questions as the titles. If you write two times per week, that’s a whole year’s worth of fresh content.

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BUYING Start your buying research for Vision Expo East (March 21-24). Stock up on fashion mags or start a private Pinterest wish list board.

Feb. 18-23

OPERATIONS It’s time to get your backroom organized. Purchase a small storage unit and go overboard with a label maker.

MARKETING Look into starting an email/text/voicemail program with a provider to enhance recall capture.

Feb. 25-Mar. 2

LIGHTING Bring in a consultant for a day. With his help, you may be able to replace tungsten halogen bulbs with LEDs and make other changes to add sparkle to your showroom. The savings will soon pay back the fee, says Ruth Mellergaard of interior design firm GRID/3.

SAFETY Buy a power-surge protector. A POS meltdown can be costly.

TRAINING Lifestyle questions create an opportunity to offer products ­— specifically second pairs — that will benefit customers doing the things where they spend their spare hours. They just need to be made aware. Pick up the tab on some coffees — we’re talking lifestyle after all — and invite staff to brainstorm ways to introduce outside interests into the sales conversation.

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Winter is Coming and More December and January Events

Who says glasses are just for summer?

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DECEMBER

21 We associate sunglasses with summer days, but WINTER poses the greater threat to the eye. Snow reflects nearly 80 percent of the sun’s rays. Beach sand? 15 percent. As you install a new seasonal display (think bare branches and cool whites and blues to avoid the Christmas schlock), get the word out – “Wear protection this winter!”


29 Today is TICK TOCK DAY . It means time is running out on 2018. It also might be the title of a bulletin to run in all your social media accounts to tell clients their annual flex-dollars will expire soon.

JANUARY

1 GLAUCOMA AWARENESS MONTH . You know the script: The best defense is … having routine, comprehensive eye exams. You can’t repeat the message enough. Speed the cure. Spread the word.

7 THE GOLDEN GLOBES kick off red carpet season and designer eyewear will once again take center stage. All hands to your social media handles!

8 On SHOW AND TELL DAY AT WORK give an assignment to your staff: Ask each one to pick their favorite frames in the store (at different price points) and at the next meeting explain what excites them about each and how they sell it. Share the passion — and the sales lines.

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Manager's To-Do

Start the Year Right and More Manager’s To-Dos for December and January

End 2018 right, and start 2019 strong with this month’s to-do list.

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Dec 3-9

INVENTORY Be sure to promote your store’s gift cards this month. One idea to make it easier: Add 10 to 20 percent cash value to any gift card you sell.

MANAGEMENT Holding an end-of-season staff party? Consider teaming up with a neighboring business.

Dec 10-16

OPERATIONS When the holidays are at their most hectic, a bathroom can offer refuge. Get your restroom in the holiday mood with a few extra touches: greenery, holiday towels and a scent diffuser.

DISPLAYS In a mall or downtown location? Tweak your window displays daily. it sends the message you have a wide range of merchandise that is moving quickly.

Dec 17-23

MARKETING It’s a week until Christmas — send a holiday email blast with sure-thing gift ideas. Feature exclusive deals to make your special clients really feel special.

GOODWILL Play Santa: Sneak a little gift into every bag handed to customers.

Dec 24-30

INVENTORY It’s time for that dreaded semi-annual frame inventory. Figure out which inventory failed to live up to expectations in terms of ROI and must go.

CUSTOMER RELATIONS Draft your end-of-year thank-you notes to customers and referrers and mail them as you complete each batch.

Dec 31-Jan 6

MARKETING A New Year resolution for 2019: Get out more to make yourself and your business more visible in the community.

STRATEGY Review how your advertising performed and create a plan for 2019. Is it time to find a new agent, try a new channel or target a new demographic? Be sure to try at least one marketing experiment in the new year.

Jan 7-13

STRATEGY If you typically set long-term business goals by quarter, month, week, etc., try something different this year: six-week project goals. Get everyone focused and working toward a goal that is almost tangible.

MARKETING Begin planning your 2019 marketing calendar (it should include social media campaigns, trunk shows, sales). See INVISION’s archives for inspiration (invmag.us/archives).

Jan 14-20

STAFF Get systematic about training. Start with the way you onboard new people; see that they are trained properly and have written procedures.

WEBSITE Check your website to ensure it reflects new achievements, volunteer efforts, published articles or new accreditations. This is not the place for modesty; post anything that will enhance your image or inform patients or peers of your capabilities.

Jan 21-27

MANAGEMENT Problems don’t fester if they are brought into the open soon enough. Set aside an hour a month for a practitioners’ meeting to discuss day-to-day issues. For strategic issues, set aside a day for quarterly or annual planning sessions. The staff should also have regular meetings to discuss their issues, with doctors attending on a periodic basis. Strive for an environment in which colleagues can disagree and commit to resolution.

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