Action Items

• Create or update your Top 50 VIP client list.
• Make personal phone calls — no texts, no automated messages.
• Use a warm, personal approach emphasizing exclusivity.
• Maintain consistent contact with this group year-round.

Script Example

Key Notes

• These are your highest-value clients.
• Personal touch is critical.
• Track preferences and purchase history.

Action Items

• Email expanded VIP list — minimum 100 people (double your call list).
• Emphasize exclusivity: "You're receiving this as part of our priority VIP list."
• Make it clear this is NOT a general announcement.
• Include beautiful imagery of featured frames / designer.
• Provide easy booking link or phone number.

Email Subject Line Examples

Key Notes

• Personalize with first name.
• Mention any past purchases from this designer if applicable.
• Create sense of exclusivity and urgency.

Action Items

• Send personalized texts to Top 100 VIPs (can be merge-tag automated).
• Encourage response and conversation, not just information.
• Use a friendly, natural tone that doesn't sound robotic.
• Include personalization tokens (name, event name, date).

Text Message Template

Key Notes

• Ask a question to encourage response.
• Keep it conversational and warm.
• Track who responds vs. who needs follow-up.

Action Items

• Send to entire client database (minimum 1,000 emails).
• Include event details, featured designers, booking information.
• Use compelling visuals and clear call-to-action.
• Make booking process simple — link, phone, text options.

Email Elements

• Eye-catching subject line.
• High-quality images of frames / designer collection.
• Clear date, time, location.
• Benefits of attending (limited edition, see full collection, expert styling).
• Easy booking button / link.
• Social proof (if available from past events).

Key Notes

• This is the first time general clients hear about the event.
• Segment by past event attendees vs. new prospects if possible.

Action Items

• Post 2-3 times per week on all social platforms.
• Rotate content types: posts, stories, videos, reels.
• Tag @gazal_eyewear and use all designer tags so we can reshare.
• Include clear booking instructions in every post.
• List event on Eventbrite.
• List event on local-area event sites (Roswell, Atlanta, etc.).
• Create a Facebook Event and an Instagram Event.
• Submit to community calendars.
• Engage with comments and DMs promptly.

Content Ideas

• Designer spotlight videos.
• Frame close-ups and try-ons.
• Behind-the-scenes prep.
• Countdown posts ("2 weeks until trunk show!").
• Client testimonials from past events.
• "Sneak peek" of collection.

Key Notes

• NO PAID ADS unless absolutely necessary as last resort. Paid ad appointments have <20% show rate.
• Consistent posting schedule through event day.

Action Items

• Train all staff on event details and booking process.
• Post signage throughout store (increase visibility at 1-month mark).
• Mention event at every patient / client dispensing appointment.
• Do NOT deter same-day purchases — encourage normal sales.
• Aim for 1 booking per day from walk-in traffic.

Staff Talking Points

Key Notes

• Track which staff members are booking appointments.
• Create friendly competition or incentive.
• Ensure event doesn't cannibalize current sales.
• Use at checkout / dispensing, NOT during exam.

Action Items

• Review VIP list for non-responders.
• Follow up with people who said "check back with me closer to date."
• Use preferred contact method (phone vs. text) for each VIP.
• Keep message brief and friendly.

Text Follow-Up Template

Key Notes

• Be respectful of non-response (don't over-pursue).
• Note who needs future reminders.
• Update preferences in CRM.

Action Items

• Send reminder email to entire database.
• Emphasize limited availability.
• Highlight what makes this event special.
• Include social proof (how many already booked, past event success).
• Clear call-to-action with booking options.

Email Elements

• Subject line with urgency: "3 Weeks Left: Reserve Your Spot."
• Reiterate event value and exclusivity.
• Show popular frames or bestsellers.
• Testimonial or quote from past attendee.
• Multiple booking options (click, call, text).

Key Notes

• Different angle than first email blast.
• Create sense of momentum and FOMO.

Action Items

• Continue social media posting (2-3× per week).
• Maintain in-store booking efforts.
• Check in with all staff on progress toward goals.
• Review appointment list and identify gaps in schedule.
• Personal follow-ups as needed.

Team Meeting Agenda

• Current appointment count.
• Which time slots need filling.
• Who hasn't responded from VIP list.
• Strategy for final push.
• Confirm all team members know event details.

Key Notes

• This is the critical consolidation phase.
• Ensure all channels are still active.
• Begin preparing for confirmation phase.

Action Items

• Send final reminder email to all clients.
• Emphasize last chance to book.
• Include "walk-ins welcome if space available" (if applicable).
• Build excitement with sneak peeks or special mentions.

Email Subject Examples

Key Notes

• Many people book last-minute.
• Creates final urgency push.
• Reminds confirmed attendees.