Viewpoint: Diary of a spectacle designer

Tom Davies has been usurped as the brand’s king of marketing

This month, I thought I’d share some marketing tips because I like to think that I am a marketing master. No one can tell me anything I don’t already know about marketing and sales, it’s in my blood. I’m exceptionally great at it.

But I recently hired a marketing and sales director for my retail stores and three months later sales are up 35% and are still increasing. It was quite difficult for me to be honest; someone else coming up with ideas and changing what we’d done for years. There was a little tension in the air for the first couple of months, not just with me but other team members as well. This soon evaporated as cold, hard cash started to materialise. Everyone likes more sales, especially me.

If you don’t have the budget for a marketing and sales director, what should you be doing right now to get more sales? Based on my mini-success, I’ve got three things you can do now to grow your business. If you are a small group or an individual store, I’ve put my head together with my new hero and come up with these three quick-fire marketing tips.

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