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Start a Campaign of Fear and More June Events

Plus, sometimes letting your business go to the dogs is a good thing.

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21 Ask any Washington insider and they’ll tell you the best way to start a campaign is with a solid base of fear. When it comes to the sunny months ahead — summer officially begins today — and people’s need to protect their eyes, there’s plenty to be scared about. Skipping shades contributes to AMD, pterygium, basal cell carcinoma, cataracts and more. Yet according to The Vision Council’s 2015 UV protection report, more than one-third of parents said their kids never wear sunglasses. Prep your inventory. Get social. Get out in your community. Instill fear.

1 Sales of audiobooks have surged over the last 15 years as smartphones made downloads as easy as a tap of the finger. During Audiobook Appreciation Month, do a Google search for “bestselling business audiobooks” and catch up on some of the great management advice that’s been published recently.

23 Dogs with faces only their owners could love gather at the Sonoma-Marin Fair for the World’s Ugliest Dog contest. Hold a similar competition. Ask your staff to vote on what they think is the most aesthetically challenged style in the store.

27 Happy Birthday to You turns 160. Send a singing telegram to any patient who shares a birthday with the world’s most sung song. Include a gift to be claimed in-store.

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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Come Up With 20 (New) Questions and More November Events

And we’ve got an idea for a social media post any independent ECP can do.

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28 Two hundred and thirty years ago, President George Washington created the first holiday by presidential declaration, ordering America to take a day off to give thanks for its many blessings. To get in the spirit of Thanksgiving and gratitude, send a goodie bag of lens cleaner, lens wipes, and a mini bottle of wine (Seeing Red!) or whatever you can imaginatively come up with, to your best 50 customers. It’s likely they provide an outsize contribution to your success.

19 Peter Drucker was born this day 110 years ago. Among his many contributions to the management field, perhaps his most important was his maxim that if you’re a manager, staying aware of what genuinely deserves your attention is the most crucial thing you can do. Mark his birthday by saying no to something that you feel is vaguely important, but if you’re being brutally honest, you don’t have time for.

24 The quiz show Twenty Questions made its debut on national TV on this day 70 years ago. Mark the occasion with a brainstorming session to come up with 20 surefire questions to get your customers talking, other than “Can I help you?”

30 Small Business Saturday … Print up a T-shirt emblazoned with the Small Business Saturday logo. Take a picture of yourself wearing it. Post on social media.

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The Internet is Middle Aged and More October Events

And beware those household chemicals; the entire month is dedicated to eye safety at home.

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1-31 From flying leaf blower debris to splashed household cleaners, the average American home is a leading contributor to the 2.5 million eye injuries that occur each year. During Home Eye Safety Awareness Month, do your bit to educate patients on the potential perils and preventative actions they should be taking … starting with protective eyewear. Also, check your homepage has emergency contact information clearly displayed.

01 You know the arguments well by now: “Don’t do co-op advertising because you’re spending good ad dollars building up somebody else’s brand,” countered by, “It’s a brand age — the big names bring in the dollars and foot traffic and you should jump on those coattails.” At the start of Co-Op Awareness Month, when the holiday-season offers begin pouring in, weigh the pros and cons.

09 A little-appreciated fact: Teddy Bears look great in glasses. On National Bring Your Teddy Bear to Work Day, feature a few bespectacled teddies in your cases.

29 Think the Internet is a fairly recent invention? It turns 50 today. Yes, it’s middle aged and bloated, but it still gets better every year. If your online presence is little more than an electronic brochure, sit down today and map out a more aggressive online strategy. The future is not waiting for you.

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Build a Better Boss and More August and September Events

See what’s coming up so you can start making plans.

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August

1 In early 2009, Google launched an internal workplace program code-named Project Oxygen. Its goal: To build a better boss by using data as opposed to traditional “gut instinct.” What Project Oxygen found was that employees prize even-keeled bosses who make time for one-on-one meetings; help people puzzle through problems by asking questions, not dictating answers; and take an interest in their overall lives. During ONE-ON-ONE MONTH, invest some genuine time in each staff member. It may prove to be the best way to prime them for the key holiday periods ahead.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

20-24 What is it about contact lenses that turns so many people into the equivalent of your slobbish college roommate with terrible hygiene? Make a note in your social media calendars for CONTACT LENS HEALTH WEEK and bring the admonishments. The CDC has some good resources to help with your heckling: invisionmag.com/071901

September

16-20 John Donne probably wasn’t thinking of paraoptometrics when he wrote “no man is an island” but the sentiment holds true, as any fair-minded OD or office manager would attest — little would get done without their hard work and dedication. Throughout PARAOPTOMETRIC RECOGNITION WEEK, get creative in recognizing their toil.

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