AAO AT US AND INTERNATIONAL SHOWS:

OPERATIONS AND MARKETING

 

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 was 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 ensured that appropriate inventory was available for purchase on site. I practiced assertive patience to make sure our booth orders were fulfilled by opening time (especially a challenge in "time-loose" cultures). When budget allowed, I created bag inserts, program ads, or postcards — sometimes in the local language — to encourage booth traffic. (This was in addition to free social media and email marketing.) And I learned a bit of the host country's language — basic greetings and a few niceties go a long way.

 

RESULTS

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