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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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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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Manager's To-Do

Take a Team Lab Tour Field Trip and More Manager’s To-Dos for March

Plus spring allergy season is nigh and we see a marketing opportunity.

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Mar. 31-Apr. 6

MERCHANDISING New stock headed your way? Develop a product launch plan, or schedule training sessions to ensure the successful sell-through of the styles ordered at VEE.

MARKETING Spring is here along with allergy season. Sniffles aside it’s a great time to boost your daily contact lens business. Offer them as an add-on or as the central part of another marketing push. Talk to your suppliers as well — they often roll out rebates in the middle of the year.

Apr. 7-13

OPERATIONS Book a lab tour. Get in touch with your favorite provider and see if you can bring the staff around for a visit.

INVENTORY Start your Mother’s Day (May 12) preparations by going through last year’s data. Compare popular price points with what you have in stock now.

Apr. 14-20

MARKETING Launch “Project Big Shot.” Start contacting local personalities: newscasters, society figures, sports people, to see if they are interested in promoting your sunwear ahead of summer. The deal: Free eyewear that you’ll style them in with cutting-edge shapes and colors.
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Apr. 21-27

FINANCIALS Review your cash-flow projections. With the economy in something of a state of flux, it’s easy to run into a mismatch between the cash coming in, what you’re taking out, and what you owe your vendors.

SALES TRAINING Selling by face-shape: Brush up your guides for identifying flattering frames in inventory for those with square, diamond, oval, round and heart-shaped faces.

Apr. 28-May 4

INVENTORY  Finalize Father’s Day orders. Dad’s big day arrives just as men start thinking of fish-filled waters, a glorious drive down the 17th fairway or catching those beach rays from behind a pair of fine sunnies.

SALES Set up what sales trainer Shane Decker calls T.O. teams. When you see two people who work well together, schedule them together.

STAFF Ask employees for their summer vacation requests. And block your vacation time as well.

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Banish Winter Blues by Going Green and More March Events

Don’t miss these important dates.

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17 Banish snakes? You can do better: Banish the winter blues. St. Patrick’s Day is the perfect date to raise a toast and bid the cold months farewell. Lay out some green drinks (kombucha, green tea, anything but beer), green foods and give prominent display to any green tinted or environmentally friendly frames. Everyone loves a party … and it’s really not so hard being green.

6 Dentists, celebrated today on Dentist’s Day, and doctors (who are honored on Mar. 30) are great customers and even better referral sources. Reach out to both groups to express your thanks with a card, phone call or flowers.

10 Daylight Savings … Invite your customers to inspect your latest frames during your “Great Leap into Spring Fashion” celebration with special daylight “savings.” Today only!

23 Thirty years ago we all nearly died. A huge asteroid passed within 500,000 miles of Earth — a very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your business’ recent “near misses” and conduct an autopsy. In your next morning meeting, debate what may have saved the sale. A lower price? More questions? Bruce Willis?

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