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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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Since launching in 2014, INVISION has won 21 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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An Excuse to Celebrate “Nothing” and More July Events

A couple of ‘Dirty Thirty’ birthdays worth noting.

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3 The extreme heat across the country last year had people rushing to the sanctuary of air-conditioned malls. On AIR CONDITIONING APPRECIATION DAY, let the sweaty, heaving crowds know they’re always welcome in your store with some good old-fashioned lemonade and an invitation to relax and browse. Your summer policy: “No heat. No pressure.”

5 If your customers are “thirty-something singles with vague identities, no roots, and conscious indifference to morals,” then they’d probably respond to a SEINFELD Night to mark the 30th Anniversary of its premiere. Plan an event about nothing … a few beers, peruse the frame boards and wonder if Kramer was an insurance frame board or independent brand kind of guy.

23 Someone else turns 30 this month – probably the most famous spectacle-wearing child in the world. Yes, Harry Potter! DANIEL RADCLIFFE is entering his third decade. Celebrate the movie franchise that made glasses cool for kids. Eisenbrei Plaza Optical in Canton, OH, does a fun themed video and giveaways of Harry Potter items every year.

24 One of the few areas where Walmart is beating Amazon is with “buy online, pickup instore,” which is growing rapidly, especially in suburban areas. On NATIONAL DRIVE-THRU DAY, give thought to curbside pickup as an extension to your dispensary.

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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.

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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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