TRADE SHOW MARKETING & LOGISTICS

AMERICAN ACADEMY OF OPHTHALMOLOGY

AT OTHER SHOWS

BACKGROUND

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.

CHALLENGE

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. 

SOLUTION

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.

RESULTS

Our booth staff have exceeded our sales goals by up to 63%. All booth mishaps are resolved to a satisfactory level.