Let's shout about products all year

I always used to marvel at the frequency with which Optrafair and the Optician Awards came around and that was when Optrafair only took place once every two years.

While the Optician Awards has long been an annual event it's only since last year's Optrafair in London that the optical show has matched the Awards' frequency. Apart from enabling me to feel smug about the spelling of  biennial (when competitors wrote biannual it made us chuckle) an annual Optrafair has ramped up the who marketing 'thing' within the optical market. While the multiples and some bigger firms have taken to this like a duck to water some smaller outfits have been caught flat-footed.