Eye Opening Insider Tips for Vision Trade Shows

Trade shows are an opportunity for industry professionals to gather, network, and learn from professionals in their industries. When attending a trade show, it’s important to set specific goals that will justify that hefty entrance fee and days out of the office.
Whether you’re attending a trade show as an exhibitor or a guest, we have insider tips that will help you make the most of your eye care trade show experience.

If you are exhibiting at a trade show…

Have a Game Plan

Like you do with any other business strategy, you should strut into a trade show with specific goals in mind. If you are spending your valuable time and money attending an event, you want to make the most of it, right? By identifying your goals beforehand, you can create an organized plan to meet your objectives.
When setting your goals, be realistic about what you expect from the show. Are you hoping to make direct sales or are you there to increase brand awareness? Either way, try to set up measurable goals so that you can have a concrete takeaway on your performance.  

Stay on Brand

Whether your business has one employee or 100, it is important that you brand your eye care practice. Branding gives you an opportunity to set yourself apart from your competitors and create a strong identity for your practice.
When designing your tradeshow booth, use brand colors, logos, or other characteristics that are unique to your practice. Your booth should mirror the branding on your website and in your office to create an overall brand experience at each stage of the customer cycle.

Post Show Engagement

The core purpose of a trade show is to take some sort of value with you when you leave, whether that be lucrative connections or email address for your mailing list.
While you’re at the show, collect information that will allow you to engage with your prospective patients long after their flights back home. This will usually be by email, so try collecting the email addresses of interested attendees so that you can send them newsletters, promotions, or appointment information if they booked on site!

If you are visiting a trade show…

Have Clear Intentions

Maybe you’re attending a trade show to learn about the most recent updates in your industry or looking for partners on a new business endeavor. Understand what it is you want to accomplish and plan your days according to these goals.
Check out the trade show schedule online to get a list of brands, vendors, and presenters you are interested in seeing. Go the extra mile by inputting a schedule into your smartphone or Google calendar so that you don’t miss a thing.

Take Notes

Trade shows offer an overwhelming amount of information translated in a relatively short period of time. Think of it like a crash course in the newest developments in your industry.
To retain the information you learn at your trade show excursion, be sure to take detailed notes during seminars and presentations. Don’t wait until you get back in the office to refine these notes, either. When you pop back into your hotel room before dinner, quickly skim your notes to jot down extraneous explanations that may help you utilize this information later.

Make Connections

Networking can be a little nerve-racking at times, but professional connections are a great asset to have in your arsenal. You never know when you’re going to need a second opinion from an ophthalmologist in your area or when you might want to change up your frame offerings.
Make a pact with yourself to exchange contact information with at least three colleagues in your industry that may be useful sources of information down the road. Be sure to offer your new pals as much value as they are offering you.

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