Despite smaller than anticipated crowds the overwhelming response from exhibitors at SILMO Sydney has been that the format and quality of customers resulted in good business being conducted.The general consensus was that the new-style trade show provided an opportunity for more in-depth discussions with potential customers. Many exhibitors commented that it was refreshing to find that visitors were not rushing off to sinars or a conference plenary session throughout the fair as often happens at other events.{{quote-A:R-W:450-Q: People take away a better understanding of how our solutions would fit in with their practice, which in turn could lead to more orders coming through. }}This was especially true for equipment suppliers such as France Medical and Device Technologies, which exhibit technological equipment that often requires a detailed and extended explanation of features and capabilities.France Medical’s managing director, Mr Aurelien Coursodon, said he generated many good leads even though the show was not quite what he expected.“We actually made quite a few sales during the show, more than I expected, so overall I’m very happy. But, to be honest I thought it would be bigger, more companies and more people. It was the first show in the new exhibition centre, so I thought a lot more people would come,” he said.“I don’t know if it’s a good idea to have the show on Thursday, maybe Sunday would have been better.”Meanwhile, business manager of ophthalmic diagnostic at Device Technologies, Mr Ryan Heggie, said the format suited their needs and that the first SILMO show had exceeded expectations.“One of the things that’s really nice about SILMO is when visitors are here on the booth they’ve got time to spend with you. It’s hard to say whether it’s led to a bigger return for us, but I think what it definitely has provided is an opportunity to explain our products in-depth and what we can offer,” Heggie said, adding: “People take away a better understanding of how our solutions would fit in with their practice, which in turn could lead to more orders coming through.”However, he also pointed out there was still some room for improvent.{{image8-a:r-w:400}}“It ses like a little thing, but the food hasn’t been great and it takes a long time. When the food’s not so great people go out of the hall to go get food and they might not come back. But, being the first SILMO to expect to achieve everything in the very first year would be unrealistic,” he said.Managing director of SILMO organiser Expertise Events, Mr Gary Fitz- Roy, acknowledged there were areas that could be improved for the next show but said he was largely pleased with how the three days had transpired.{{image9-a:r-w:400}}“You can learn from every event. I’m not arrogant enough to think that we’ve got it all and I think there were some good learnings there, but we’ve got a very good base to work from – having a partner like SILMO Paris helps that,” he said.“The feedback has been it wasn’t New South Wales-centric, it was national and actually international with the amount of New Zealanders who came over, and I think that’s what’s dominated the most.”{{image11-a:r-w:200}}{{image12-a:r-w:200}}Fitz-Roy acknowledged the lower than expected visitor numbers saying, “Our perceptions, along with others, was that maybe more people would have attended but I think that was outweighed by the quality of buying that happened on the days.”Despite pre-show expectations, one exhibitor who enjoyed a positive three days was Mr Mark Blackadder, director of newly launched optical business, Make Your Mark Group.{{image10-a:r-w:400}}Blackadder, an industry veteran of over 25 years, chose SILMO to unveil his new venture and said he appreciated the type of clientele who visited his stand.Commenting on the final day of the show Blackadder said, “It’s been a successful platform for the launch and it’s actually more boutique because you haven’t had as many crowds. No one’s been in a rush, which is nice, so you’ve been able to dedicate your time to people who have been willing to sit and listen and learn the product and then purchase.”{{image13-a:r-w:200}}{{image14-a:r-w:200}}“Of course we would have liked more people through and you always want more sales, but you look at the quality that was here and the follow up business – and it’s been a lot of new customers as well – that’s been more important to us,” he added.Managing director of Eye Candy Optics, Mr Jarrod Abbott, said they had enjoyed the trade show – their first in 10 years – and also had a novel approach to generating targeted connections in future events.{{image19-a:r-w:400}}“It would be great when people register if they could complete a quick survey, which would essentially clarify what they are hoping to achieve from attending the show. Exhibitors could then be matched to what they are looking for, almost like Amazon suggests new products when you shop online,” he said.“However, we found the ICC team and the event organisers to be incredibly helpful in the lead up and at the show. The show was successful, we opened new accounts and that’s what is so important to achieve at these events.”{{image15-a:r-w:200}}{{image16-a:r-w:200}}Rodenstock Australia general manager Mr Tim McCann pointed out that it was first optical show in Sydney for many years therefore, “SILMO Sydney was always going to be eagerly anticipated. The show gave us a great opportunity to launch our new Road Lens category and this was well received and it also allowed practices to view our new eyewear collection release and purchase this directly at the show.”Other highlights of SILMO included the detailed presentations on macro trends in the optical industry made by GfK Global director of optics and eyewear, Mr Gianni Cossar, and the many speakers at the ‘National Independent Retailers Conference’.{{image20-a:r-w:400}}One of the interesting trends Cossar discussed during one of his presentations was the shrinking ‘luxury’ market – primarily in Europe but also in other parts of the world – for licensed eyewear brands such as Prada and Chanel. He said the popularity of independent suppliers and/or tradebrands (created by retailers exclusively for their own stores) were on the increase.Cossar’s analysis matched that of Fleye co-founder Ms Annette Saust Estø, who said the global market was heading towards simple, clean designs without branding that were both practical and stylish. Estø, who travelled from Denmark to attend SILMO said she believed the same was true in Australia, as there was no longer a lag between Europe and Australia with regard to fashion trends.{{image17-a:r-w:200}}{{image18-a:r-w:200}}Another observation mentioned by a number of exhibitors concerned renewed interest in the independent sector of the market.General manager of independent lens supplier CR Surfacing, Mr Adam Fletcher, said the show had provided a strong platform for his business, which led to many opportunities from both current and prospective clients.“The number of exhibitors that were there to support the future of independent optometry was incredible. It was definitely a great fit for CR Surfacing Laboratories,” he said.Ms Gaye Wymond, managing director of Eyes Right Optical, echoed this sentiment and said overall they were very satisfied with the result and glad to have made the investment.“SILMO Sydney provided us the opportunity to celebrate our 25 years in business and the long term partnerships we have with our three suppliers and our many loyal customers. The most interesting thing for me was the number of discussions we had from disgruntled franchisees who are tired of the corporate life and are working hard on breaking the ties in the near future. I never expected that new customers would come from this sector,” she said.Wymond also made special mention of the closing Mega Rox Party, held at The Rocks under the Sydney Harbour Bridge and overlooking the Opera House.“After three days at the Show, the very last thing I wanted to do was go out! However, in my almost 30 years in the industry I have never been to a better event. It was a fabulous night,” she said.Most agreed the party, attended by more than 400 people, was incredibly successful and a fitting way to end a three-day trade fair.
What does the industry think?<>Insight quizzed exhibitors on whether they thought two-optical trade fairs in the same year was sustainable, here’s what some of th had to say:“I think two fairs is an overkill for a relatively small market. Perhaps one for SILMO bi-annually and one for ODMA bi-annually.” |
SILMO Sydney Trade Show Gallery
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