Optical Distributors and Manufacturers Association’s upcoming trade fair, O-SHOW24, is poised to champion the Australian independent optical market. The event is known for its boutique feel and lively atmosphere, and is returning with some notable improvements in May.
With an extensive product showcase, professional development opportunities for the entire practice team and all-new industry awards program, Optical Distributors and Manufacturers Association (ODMA)’s O-SHOW24 is building on its predecessor to be the largest, and most invigorated yet.
A biennial event that alternates years with the O=MEGA conference, the boutique trade fair is unique to the industry, boasting features that cannot be found in other events within the same bracket.
This year it will feature a well-balanced blend of professional development for the broader practice team, fashion-focused presentations, topped off with the presentation of awards to champion the release of exemplary products since O=MEGA23. A few other additions have also been made to enhance the attendee experience.
The optical trade show is returning to Sydney’s Hordern Pavilion in Moore Park, running from 17-18 May 2024. In a strategic collaboration, this coincides with the Optometry NSW/ACT Super Sunday clinical conference event set for 19 May (offering 10 CPD hours at Doltone House, Darling Island), meaning optometrists can shop around for the latest products and equipment before getting their fix of CPD content across the same weekend. The event is also strategically being held near the end of the financial year to promote greater trade.
ODMA CEO Ms Amanda Trotman says the association’s flagship trade event, O-SHOW, fills a gap in the optical event market that already has an abundance of clinically focused programs. The 2022 show featured 130 booths, with almost 1,000 unique buyers visiting the event. Held shortly after lockdowns lifted from the pandemic, ODMA expects 2024 to be larger.
“[O-SHOW] was born out of two things; one to have a free event that people can come in and see all the products under one roof, and two, it’s not necessarily linked to a clinical conference that’s happening alongside it,” Trotman says.
ODMA’s ethos is strengthening the independent optical market, bolstering Australian distributors, and ensuring consumers have choice. With this in mind, Trotman says O-SHOW bridges the gap between excellence in clinical service delivery – a hallmark of independent optometry – and the commercial aspect that supports it.
“We bring suppliers together to encourage practices to come out and get excited about the product and about the opportunity of selling it,” she says.
A defining characteristic of the event is that it provides one of the only opportunities to see such a comprehensive range of products in person and with demonstrations. As sales representatives cannot take their entire suite of products to practices, this may be the only instance where attendees can see such a wide range in one place.
As such, O-SHOW works to empower practitioners with choice and Trotman ensures they will find something suitable to their clientele demographic.
“There is something there regardless of whether your practice is located regionally or in the city, and to meet the specific needs of your particular practice demographic; it’s really a chance to walk around and see everything,” Trotman says.
“You can get a demo of five different machines in a couple of hours; that’s quite a good investment of your time.”
Tailored for the entire team
Aside from frames, lenses, diagnostic equipment and other technology, the event has been curated with the whole practice team in mind.
ODMA has made it a priority to ensure optometrists, practice managers and optical dispensers can be engaged in its events and Trotman says there will be valuable management tips covering commercial aspects such as succession planning, stock management and social media strategy.
“We’re providing an opportunity for practices to invest in their team. We appreciate that time is money so even a free event is an investment. However, this really does help involve the whole team in the future of the business,” she says.
“It is so important to keep staff aware of all the new products and technologies on offer, to have them contributing to ways the practice can better service patients’ needs whilst having them all contributing to an improved bottom line.”
Geographically, O-SHOW24 will cater mainly to the Sydney/NSW demographic. Last time, in 2022, 69% of attendees were from NSW. But when O-SHOW was held in Melbourne around 80% were from the home state. This perhaps indicates Sydney is a more accessible location for the show for interstate attendees. In 2022, Victorians and Queenslanders made up around 11% of attendees each, while 3% came from South Australia, 2% from Western Australia and 1% from New Zealand.
Trotman says what differentiates O-SHOW is the opportunity it gives relatively smaller market players to display their products.
She says there is a cap on the maximum number of booths per exhibitor and few custom-built stands to ensure a diverse, equitable display so “everyone’s on a level playing field and it’s all about the product”.
Another key feature of the 2024 program is Frames Central, where the frame displays are smaller to hero a single range or brand, so they do not get lost in a sea of products.
Trotman says these displays are a more economical option, as smaller distributors are not required to purchase a more expensive booth.
However, while there is an emphasis on frames, there is equal emphasis on lenses – with notable market players involved including ZEISS, HOYA, Rodenstock, CR Surfacing Laboratories and EssilorLuxottica.
Carefully designed, O-SHOW24 will ensure attendees can network even if they have clinical obligations during event hours. ODMA has extended the trade fair opening hours until 7pm and, with the Super Sunday conference held on the Sunday, O-SHOW24 will hold a networking event on the Saturday evening, ensuring a seamless transition from commercial to clinical activities.
Optical accolades
As a first, ODMA will also hold an industry award program for O-SHOW24. Previously, the association’s industry awards were only run biennially at O=MEGA.
An almost four-year hiatus due to the pandemic meant that a lot of high-quality candidates missed out on awards. Thus, to properly celebrate industry players, Trotman says the awards are a key feature of O-SHOW24 this year.
Additionally, as previous awards at O=MEGA have mainly focused on technical achievements, award categories for O-SHOW24 have broadened to capture commercial winners and celebrate creativity, fashion and flair.
And coming off the back of recent SILMO Paris (29 September to 2 October 2023) and MIDO (Milan 3-5 February 2024) eyewear releases, there is expected to be a multitude of candidates.
All entries will be displayed in a dedicated area within the venue. Trotman says every candidate will receive publicity, with the winners announced at the networking event on Saturday evening to “add to the buzz of the O-SHOW event”.
“Whilst ODMA ran an extensive awards program in 2023 at O=MEGA, O-SHOW provides a great excuse to focus on a few specific awards that relate more to new product releases, fashion and trending items,” she says.
“Award categories will be focused on eyewear released since O=MEGA23, with a focus on the materials used, colour and fashion trends. Plus, there will be awards for innovative products released in the last 12 months.”
Although categories and judging processes are still in development, ODMA’s current plans are to include some practice focused awards, in addition to practice voting for products to emulate a “people’s choice” type award program.
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