At ODMA we believe that locally organised Australian Trade Shows are very important for the industry. With such a diverse industry spread across our wide brown land, our trade shows bring the industry together. We run these events because we continually hear how beneficial they are, and we plough the proceeds back into the industry to assist eyecare practitioners is to prove their retail skills. The old adage is true “it’s important to work on your business, not in your business” and exhibitions are the best way to do that for exhibitors and visitors alike.
The responses from visitors in post-event surveys reinforce how important our shows are.
“I did not realise how much I could learn by simply talking to exhibitors”
“We have freed up important time in our practice by doing our key buying at the Fair”
“It is a fabulous way to get updated on the latest equipment and technology under one roof so we can choose the best pieces for our business”
”We picked up lots of merchandising tips from the Fair which we will be implementing as soon as we get home”
Optical trade shows exclusively target our specialised industry; the attendees are all interested and work in the industry. It is a fantastic opportunity for both exhibitors and attendees, to ask questions and discuss issues in a relaxed environment. If you think about it, where else do industry prospects give up their time so readily and enthusiastically?
For the manufacturers and suppliers, these events are the most cost effective way of advertising en masse to the optical industry to create brand awareness. They can also provide personalised customer education with on-stand presentations and demonstrations. For eyecare practitioners they have the opportunity to contrast and compare all the latest fashions and technology under one roof and to be educated free of charge by experts.
One Rep can see more people in one exhibition day than in a month on the road. Face to face meetings at events provide the opportunity to create sales, introduce sales staff, set up future meetings and create brand awareness.
This allows exhibitors to get ahead of their competitors. The more often you and your brand are seen, the more likelihood you are top of mind when people are looking for optical products. You may even encounter the person you have been trying to connect with for months ready to spend time with you!
Practitioners have the chance to review products and services without worrying about customers waiting for an appointment. They can source new products and suppliers and have the time to network and socialise with their peers.
Trade shows are the perfect venue for new product launches and are also a way to glean the industry’s opinion prior to a full release.
What are your competitors up to? This question is for both the exhibitor and visitor. This is your opportunity to see first-hand the latest releases, what other businesses are focusing on, and trends in the marketplace. You can learn what’s hot and what’s not by simply observing the exhibition traffic.
Our events are an opportunity to learn about the direction of the Optical industry as a whole. Exhibitors and attendees have more time to talk to each other, share experiences and expertise, discuss market trends, brain storm, problem solve and exchange contact information for the future. Our next event is OSHOW18 in Melbourne from 14-15 July at Peninsula in Docklands. Make sure you get out of your business and maximise the opportunities that presents. www.oshow.com.au