SILMO arrives in Australia

– One of the first events to use Sydney’s new Darling Harbour facility
– Two advisory panels to be established to represent buyers and suppliers
SILMO, the world’s No. 1 optical exhibition company, is set to launch in Australia with a national exhibition to be held at the brand-new Sydney International Convention Centre on 9-11 February 2017.
SILMO organises the famous SILMO Paris event each year, which has become the world’s stand-out event for attendees and exhibitors alike.
The organisation will co-manage SILMO Sydney with Expertise Events, an experienced Sydney-based exhibition organiser with a proven record in launching new events and turning around ailing ones.
“SILMO Sydney exhibition will be a truly international event, delivering the ‘wow’ with a new-style format,” Expertise Events’ managing director, Mr Gary Fitz-Roy, said on 11 February.”Like no other optical exhibition, it will be run for the whole industry.
“An exhibition’s timing is critical and should not be determined by what suits the organiser or what suits an industry association; it should be determined by market forces.
“It’s simple – a trade fair should be timed to capture the industry’s peak selling and buying times.
“To that end, SILMO Sydney is timed to better coincide with new design and product releases from international shows and timed to meet the most important buying times of local retailers.
“SILMO Sydney is timed to better coincide with new design and product range releases from international shows and meet the most important buying times of local retailers, as they restock and order the latest releases for the coming year.”The exhibition will be a concise three-day event planned to maximise valuable time to deliver the best outcome for buyers and sellers. A snappier show also assists in controlling costs.
“Many exhibitions have become unnecessarily expensive as organisers add bells and whistles for their sake rather than meeting the needs of buyers and sellers. SILMO Sydney is priced so that it’s a cost-effective part of the smallest supplier’s annual marketing budget as well as the largest.
“Our base price is already excellent, but with incentives based on size of space booked and which state or territory exhibitors are shipping from, it gets even better.
“Bigger is not always better – we have made it so there is no pressure to one-up your competitors in size by creating a maximum size that can be booked (180sqm) – we will work with exhibitors so their stand and participation is successful by not having to invest in large floor footprints that also contribute to higher show building costs – it’s a sensible, controlled approach.
“Not only will SILMO Sydney be the new highlight and focus of the industry, we will be the most affordable and cost effective”.
Mr Fitz-Roy said that with behind-the-scenes access to SILMO’S marketing, show make-up and features, Australia will benefit from the best ideas and initiatives by having access to a market and to a number of international events adding to the Australian brands exposure.
Also, that PromoSalons, based in Australia to represent SILMO, has been retained to represent SILMO Sydney internationally.
“We will have a presence that will include establishing the SILMO Sydney-exhibition brand and having a stand at SILMO events and other relevant international events – the Sydney exhibition will be taken to the world literally and we will source the best from the world!”
Two advisory panelsTwo advisory panels will be established to represent the industry, in particular, buyers and sellers.
The Eyewear Suppliers Panel will represent the suppliers and its role will be to ensure the exhibition meets the evolving needs from the sellers’ perspective.
The Eyewear Retailers Panel is crucial; rather than undertaking random surveys, a buyers’ panel made up of optometrists, optical dispensers, ophthalmoogists, independent retailers, chain stores and others involved in the consumer category will all assist with what they want to see to stimulate buying and visitor attendance. Their collective input will shape the topics and format for an Independent Retail Conference.