The popular Optrafair event, organised by the Federation of Manufacturing Opticians, has been confirmed for April 13-15 2013, bring the optics show back to the NEC in Birmingham once again. Having seen the previous event attract well over 6000 visitors in 2011, the organisers are looking to further expand and build upon that success as they look to hit the 7500 mark with a number of new techniques and strategies, aimed at improving numbers again.
With Optrafair 2011 seen as an excellent success for the optics market, the event organisers and NEC marketing staff are eager for an even better performance next year as they look to cement their place as the number 1 exhibition for those in the optical industry. Following statistics from the previous show, it is clear why they think this is achieveable. The 2011 show saw a whopping 6647 visitors through the doors at the centre, with 220 exhibitors on hand to meet them. Having been surveyed, it was noted that over 20% of the attendees on the day were first time visitors which showed impressive growth. Even more remarkable figures were gleaned from the fact that over 90% of visitors and exhibitors alike confirmed their intentions to return to the next show when it was launched. With Optrafair 2013 now just over one year away, the FMO are keen to build on this and begin a lengthy marketing campaign to encourage more visitors and more exhibitors to the shell scheme event.
In line with the overall message of the event, organisers are looking to make the next show themed around 'vision, design and clarity.' New developments for the event include:
- The Optical Confederation and associations will again have a designated area
- New look contact lens zone
- Fashion Walkers area and Quarter
- For companies wishing to promote at a more affordable and entry level, an Enterprise Zone will be available
- Education for 'Succesful Business Practices'
- Window Display Competition
- New categories to Optra Awards, best self-build stand design and best shell scheme stand
In order to achieve their goals, the FMO will be working very closely with the NEC themselves as they look to take advantage of the key Birmingham area, an area described as 'under represented' and un tapped for its potential. Marketing for the event is expected to be ramped up come the Autumn of 2012 with large direct and digital mailings to commence in order to drum up continued interest.