Helping to deliver Topcon’s vision at Optrafair
By Jennifer Baggaley
On 1-3 April, the Birmingham NEC played host to Optrafair, the UK’s leading optical trade show. We were delighted to join our client Topcon at the show.
Topcon, a leading manufacturer of ophthalmic and optometry equipment had an impressive presence at the exhibition, with no less than five stands showcasing its equipment, software and education programme; Topcon University.
Optrafair is a key event in the industry’s calendar, and planning for it started back in October when we first caught up with Topcon to talk about the company’s aims and objectives for the exhibition. We are lucky to have supported Topcon at Optrafair for many years, which certainly helps with understanding the requirements and anticipating the deadlines. The exciting part is coming up with new and engaging collateral.
The lead up to Optrafair is tightly scheduled with a multitude of advert and print deadlines to juggle as well as the fulfilment of inserts. It takes solid teamwork and regular communication between client, agency and printer to achieve the winning formula that ensures everything is delivered on time and on budget.
This year we were working with Topcon’s new brand style and strapline; Your vision Our focus, creating a multitude of materials from 3 metre high wall graphic to a special information and offers pack to go into one of the industry’s leading magazines; Optician.
The successful use of social media was integral to the Optrafair campaign with Twitter, LinkedIn and Facebook all having their place and individual merits. We have managed all three platforms on behalf of Topcon for several years and are delighted with the positive trend in results. The combined effort that MAXX and Topcon have put into the social media campaign has led to a thriving and very successful profile with great interactions and feedback, which is particularly important in the lead up and during Optrafair.
Having worked on a campaign for so many months, it’s wonderful seeing it come to fruition and realising that the hard work has paid off. Now it’s time to start thinking about next year as the first planning meeting is already in the diary!
Do you have an event or exhibition on the horizon? Do you need eye-catching visuals that will direct visitors to your stand? We would love to hear from you. Get in touch with us today.