Oct. 4-10
ONLINE Now’s a good time to install a virtual store tour on your website (customers nervous about social proximity will check you out online first). Google Maps supports a 360-degree “virtual walkthrough” of your business but you must hire a Google-approved “trusted photographer” to shoot and upload the images. The cost can run from a couple hundred to more than $1,000 depending on the size of your business.
OPERATIONS Finalize work schedules for the next 12 weeks. Check your staff’s obligations and work around any clashes.
Oct. 11-17
MARKETING To be most effective, social media should be planned. Schedule key events like Facebook contests, holiday promotions and year-end priorities (“10 ways to use your flex and FSA dollars”). Mix it up and include visuals.
FINANCES Start on your year-end financial planning. Budgeting, third-party evaluations (can you get rid of more?), tax-benefitted capital expenditures before year end, etc.
MARKETING Plan your 2021 marketing (you’ve no doubt got more than a few ideas that were put on hold in 2020).
Oct. 18-24
INVENTORY Explore impulse gift ideas and accessories for the holiday season. Retainers, funky cases, even dry eye relief pouches all make good impulse buys.
SOCIAL MEDIA Facebook doesn’t make it easy for business posts to be seen unless you pay for it. But you can give your posts a boost by asking staff and customers to turn on the “See First” switch, which puts your posts at the top of the Newsfeed.
Oct. 25-31
MARKETING How are you going to push flex and FSA spending this year? Angel Miller of Cynthiana Vision Center in Cynthiana, KY, says she likes “to remind people of two things: That some flexible spending may be expiring, and that prescription eyewear and contacts are covered.”
GIFT CARDS At your front desk and on your website, install a small sign to let people know about your gift cards.
OPERATIONS Give the “Little Drummer Boy” his marching orders once and for all. Have some fun building a holiday music list that evokes the joy of gift-giving.