The CEO of the Optical Distributors and Manufacturers Association of Australia (ODMA) has issued a blunt warning to the optical industry about the proliferation of spin-off events that coincide with the association’s flagship trade fairs, ODMAFair and O-SHOW.

Amanda Trotman said the growing number of unauthorised events risks destabilising the main industry gathering and, ultimately, could threaten the viability of organised trade fairs altogether.

“I see a huge risk to the industry when visitors choose to support any spin-off events, run by suppliers, alongside the main industry-run event,” Ms Trotman said. “These events are often run at the same time as the industry event and in nearby venues.”

She said the practice amounts to “ambush marketing” that undermines the significant investment made by exhibitors and sponsors who support the official trade fair.

UNFAIR COMPETITION

At the heart of Ms Trotman’s concerns is the fundamental unfairness to stakeholders who have invested in the main event. Exhibitors, sponsors, and organisers commit substantial financial and time resources to create a comprehensive industry gathering, only to see their potential returns diminished by competing events operating on the periphery.

“The only reason non-exhibiting suppliers have the chance to run their own spin-off event is that they can leverage this main industry gathering,” Ms Trotman said.

The practice has manifested in various forms, some bordering on deceptive, she said. ODMA has documented instances of suppliers booking venues immediately adjacent to official event spaces, using ODMA’s company name and event name in their marketing materials, and claiming their events are held “in conjunction” with ODMA gatherings. In some cases, companies have used ODMA’s name in social media posts to create the false impression they are participating in the official show, while others have reportedly placed directional signage at ODMA events to redirect attendees to their own venues.

“Personally, I feel I have done everything I can; written letters, made phone calls, run out of my main event to catch people in the act so to speak,” Ms Trotman said. “Event attendees are the ones who have the power to stop this situation by not supporting spin-off events.”

THE RIPPLE EFFECT

The consequences of this fragmentation extend beyond immediate competitive concerns. “If spin-off events keep taking people away from the main event, then the main event could see reduced attendance and exhibitors ultimately gain less return on investment,” Ms Trotman cautioned. “The risk then, is that the main event slowly becomes less valuable to the attendees, and that is not to anyone’s advantage.”

The ultimate risk, she argues, is that the association may eventually lack the combined force necessary to mount a successful industry-wide event, leaving the sector without a central marketplace where buyers and sellers can efficiently connect.

SUPPORTING AUSTRALIAN INDUSTRY

Ms Trotman said ODMA, with its small membership base and no access to government grants, relies on event revenue to fund its broader industry support activities.

These include publications at below-cost subscription fees, free resources for students and practitioners, scholarships, educational prizes, and representing industry interests to regulatory bodies, like the Therapeutic Goods Administration, government departments, and Standards Australia. Other ODMA initiatives include consumer-facing publications, practice finder websites, bi-annual market research reports, member networking events, and various business cost-reduction programs for suppliers.

Should events become less successful, she said ODMA’s ability to fund these non-revenuegenerating services may be constrained.

THE VALUE PROPOSITION

Ms Trotman said optometrists and practice staff will always gain the greatest advantage by attending official trade shows, which offer efficiency in viewing products and services, networking with peers facing similar business challenges, and accessing educational opportunities – all under one roof and in a condensed time frame.

“Suppliers can’t get every product to every practice easily, and you can’t get to visit peers who face the same business challenges as you in the quantity and condensed time frame that is offered at an ODMA event,” she said. “The ease with which you can view the largest collection of optical products and services up close and personal is something we need to cherish and embrace.”

She said Australian suppliers who have previously run spin-off events are welcome back into ODMA events, as ODMA’s goal is to create a single, comprehensive event where all desired brands and suppliers can be accessed efficiently. For exhibiting companies wishing to hold additional events, ODMA requires they be run with the organiser’s knowledge and acceptance, complementing rather than detracting from the main program.

“Supporting the main industry event isn’t merely about commercial preference – it’s about sustaining the infrastructure that supports the entire Australian and New Zealand optical sector.”