Later this month the optical profession descends on London’s Excel for the latest arrival on the sector’s exhibition scene, 100% Optical.
It follows last weekend’s opti Munich exhibition (see panel), which will be followed up by Mido on February 24-26.
By the end of 2018, the number of times the profession and its suppliers meet to learn about new products, share best practice and earn CET points will be entering double figures.
Continued enthusiasm for such events, together with the conclusion of the 2016-18 CET cycle, should ensure strong attendance at each of these gatherings – but some have questioned the sustainability of having so many shows.
The longest standing exhibition, Optrafair, celebrates its 40th anniversary on April 14-16, and has been rejunvenated in recent years with inventive show features – this year seeing the addition of a catwalk area.
FMO chairman Andy Yorke said: ‘It is trusted by everyone who works in the industry – eye care professionals, manufacturers, laboratories, suppliers and distributors, professional bodies and educators.’
Meanwhile, the Optical Confederation has earmarked 2020 as an opportunity to combine for a ‘20/20 event’ in conjunction with Optrafair to bring optical bodies under one roof.
This idea would resonate with the current trend for face-to-face meetings. Practitioners have shown a healthy appetite for CET events and conferences organised by optical bodies, brands and retail chains.
Further afield, practitioners also have the opportunity of travelling to some of the greatest cities in the world, including Munich, Milan, New York and Paris in the quest to find high quality optical products and information.
Optician was keen to find out how this might evolve in the coming year.
Deepak Oberai (pictured), director of Albert Road Opticians in Wilmslow, told Optician each of the shows, both home and abroad, have different things to offer depending on what practice owners are looking for.
He said: ‘As our practice focuses on eyewear styles, having won Fashion Practice of the year 2017, we are looking for cutting edge designs, be it from using different materials to manufactured frames or quirky interesting shapes and colours. We like areas such as the ‘Fashion Quarter’ [found at Optrafair] where we can meet and mingle with like-minded individuals.’
Oberai agreed 2018 would be a healthy year for optical events as it coincided with the end of a CET cycle – giving organisers the chance to capitalise on a captive audience.
He added: ‘In the past two years the team have attended conferences in Paris, Munich, London and Manchester and we have seen a significant increase in motivation and inspiration which has yielded a clear return on investment.
‘This is a big year for us as we have a new venture on the cards so we are keeping the team focused in practice for the first half of the year. We would like to visit Silmo in Paris and possibly Copenhagen.
‘When the team at Albert Road attend events we always plan to take one thing or idea per person away that we can implement at the practice. This mainly happens from conversations with other practice owners and teams. The main motivation is to inspire my team to constantly improve on what we are doing – Kaizen! [Japanese word meaning change for better]’
Jonathan Foreman, director at Observatory Wardale Williams, also told Optician he enjoyed attending global events and, like Oberai, did not believe there were too many in the calender.
‘I really like having high quality shows more frequently,’ he said. ‘I am really keen on them. I go to Silmo and Mido every year, and lately of course 100%, and staff come too. We make it a bit of a party. We like to see new things, we like to keep up to date, we like meeting people, we like supporting the event.’
Foreman added that while it was likely there would be more CET days in 2018 to mark the end of the cycle, he hoped that fewer registrants would get caught out by this. In January 2016, the GOC set registrants a target of six CET points each year throughout the three-year cycle.
Andrew Harman, managing director of The Eye Studio Opticians, said he planned to attend both 100% and Optrafair.
He said: ‘Trade shows are fundamentally important to any industry and as yet I am not sure that the UK has the right balance. Like everyone, I have my opinions on the “two shows” starting with the close spacing.
‘During 2018 we will be attending opti Munich, 20% bigger this year and already heading towards arguably becoming Europe’s premier tradeshow. We will also be at Mido which remains a firm favourite just because it is brilliantly Italian and very visually stylish. With Silmo later in the year and satellite shows popping up in Northern Europe, we are an industry spoilt for choice.’
Likewise, staff at The Eye Studio Opticians were encouraged to attend the domestic shows, which were deemed to be morale boosting.
Harman added: ‘What I want from a great show is to walk away inspired to do something new, on the back of trade fairs we have had refits, bought equipment and of course purchased frames. More importantly, I have met some clever, interesting and creative people over the years.
‘For many of us, these few days spent at a trade fair are the rare quiet time where we can clear our heads and think strategically. Its far easier to do so when surrounded by inspirational product, equipment, and most importantly expert knowledge. All with no phones and, dare I say it, no patients.’
Last week, SightCare and ABDO announced they were working together on a seminar to support dispensing opticians and optometrists keen to open their own optical practice, which would be available at this year’s Optrafair.
SightCare chief executive John French (pictured) said the challenge for independent opticians was being able to spend time on the business as well as in the business.
He added: ‘One way of working on the business is to attend some of the many optical events available. While the choice is abundant the ECP who plans their event calendar to ensure they are achieving their objectives can benefit considerably. There are many advantages of taking time out of the practice to go to an optical event.
‘We have adapted our approach by working closely with the industry suppliers to partner in the staging of events that are interactive and provide an experience that is memorable. We never forget that the optical suppliers are the experts in their particular optical field and are key to providing focus and reflection that can help our members take their businesses to the next level. But don’t forget it’s important to have fun. Being an independent practice should be rewarding and fun.’
Optometrist and new AIO chairman Christian French said: ‘I would say my main motivation is interest. I always look at what lectures and workshops are on and if there is something unusual I am more inclined to go an attend. I have quite a range of topics that I am interested in. I would say that I expect there to be comfy seating and a nice relaxed atmosphere. These events are always a networking opportunity, and the best events get a good balance of short and snappy talks with frequent breaks to keep your brain awake and also catch up with colleagues.
‘The practice that I work at does encourage workers to attend conferences. They took several of the DOs to Silmo last year, and I think whilst the return isn't always obvious, it is good to see what frames are available and it keeps people engaged with what is going on in optometry.
‘This year I will be speaking at 100% Optical, I am flying up to Glasgow for a student event in March, I'm then presenting at ARVO in Hawaii in April and EVER in Nice. I'll also be at the AIO Conference in Manchester.
‘I think there is definitely enough choice, I think the important thing is for practitioners to be able to see all of the available events in one place so that they can select which ones they want to attend. I think you are right that there is almost too much choice, but in a way that is a good things - people can't get to everything, so it makes people more selective over what they do go to, so for sponsors it is good because it means the people that are there have made an active decision to go to that specific event.’
The monster of Munich
The 2018 trade show calendar kicked off last weekend with the opti event at Munich’s Messestadt.
In recent years, the show has experienced a significant increase in both the number of visitors and exhibitors. To relieve some of the strain put on the exhibition, organisers added another hall for 2018 and will add one more for 2019’s event.
Some 28,500 delegates from 40 countries descended on Munich for the event, to see 668 exhibitors from around the world, but organisers GHM want to broaden the international feel even further.
GHM chairman Dieter Dhor said: ‘This is the year to move worldwide with opti. While the number of exhibitors grew from 577 to 668 this year, special pavilions for French, Japanese, Korean and Chinese companies were hosted to further encourage overseas firms. He hoped this would see more companies from those regions come to the event to take up residence in 2019’s larger show.
Grounding the strong visitor numbers were some strong approval ratings. GHM said 94% of visitors gave the event top marks in feedback surveys, backed up by 92% of exhibitors offering the same verdict.
When asked why they were visiting the event, the most popular answers given by opticians were new products, business network development and further education. Six out of 10 visitors said that they visited opti solely to fulfil those goals.