It is action stations for the exhibitors who are heading to Brisbane for ODMA 2015 from 3 to 5 July; the biennial event that aims to satiate independent optometrists with the latest sun and optical frames from around the world… So how can you make the most of the opportunity?
There’s absolutely no doubt about it. You can waste a whole lot of time wandering the aisles at ODMA, checking out all the latest and greatest frame shapes, styles and colours that capture your attention, connecting with friends and enjoying swift breathers in Queensland’s warm winter weather. There’s no problem with any of that. It is just that unless you also get down to business – with great efficiency – you might just walk away overwhelmed and having underachieved.
ODMA is the perfect opportunity to update your world view on frame design, firm up or find new supplier relationships and prepare for the next season of sales. But if you haven’t already done so, before you even think about leaving your practice, read Michael Jacob’s article ‘mitwocents’ on page 44. He has plenty of salient advice to offer on planning for a successful ODMA event.
The key, he says, is to have an inventory of the stock you’re carrying – know what’s selling, and what’s not, so that you can marry that knowledge up with the latest trends on display. That makes great sense because it’s way too easy to get carried away ordering what you love but your customers won’t necessarily want to invest in.
Michael has plenty of other valid points to make about choosing stock, building supplier relationships and entering new agreements. Reading it might just save you some time and a few dollars – better still it could help you increase your customer base and turn a bigger profit.