Front
Back
Front
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.