TRADE SHOW MARKETING & LOGISTICS
AMERICAN ACADEMY OF OPHTHALMOLOGY
AT OTHER SHOWS
The American Academy of Ophthalmology exhibits at one to three U.S. trade shows a year:
American Society of Cataract and Refractive Surgery
American Society of Retina Specialists
Association for Research in Vision and Ophthalmology
And at three to five international trade shows per year:
Asia-Pacific Academy of Ophthalmology
European Society of Ophthalmology
Pan-American Association of Ophthalmology
Middle East Africa Council of Ophthalmology
European Society of Cataract and Refractive Surgeons
World Ophthalmology Congress
I'm in charge of smooth marketing operations for these shows.
To reach product sales goals and recruit new members — on a small budget, and often in countries with poor economies or where English is not widely spoken.
Working with our distributor, I ensure that enough of the correct inventory is available for purchase on site. I practice assertive patience to make sure our booth orders are fulfilled by opening time (especially a challenge in "time-loose" cultures). When budget allows, I create bag inserts, program ads, or postcards — sometimes in the local language — to encourage booth traffic. (This is in addition to free social media and email marketing.) And I learn a bit of the host country's language — basic greetings and a few niceties go a long way.
Our booth staff have exceeded our sales goals by up to 63%. All booth mishaps are resolved to a satisfactory level.