Three days of looking for, examining, and trying out innovative new products; meeting up with long-term business partners and meeting new ones for the first time; seeing up-and-coming trends first-hand and discussing them with industry stakeholders — that’s what opti is about. And this is where the industry traditionally kicks off the new business year each January. At the same time, the international trade show for optics & design in Munich offers nearly unprecedented opportunities for professional development and knowledge exchange. Visitors can find this concentrated optical knowledge in Hall C4. With the opti FORUM, opti CAMPUS, opti SHOWCASE, appearances by specialist publishers, and many other offers, inquiring minds will find a wide variety of options from which they will benefit on all three days of the trade show — and beyond.
950 minutes with 33 lectures: the opti FORUM
On all three days, optical trade professionals can watch speakers and experts present new research findings, examine trending topics, and give tips about marketing and sales and discuss challenges in the industry. Simultaneous interpretation into German and/or English will be offered during the lectures.
From Local SEO to international expert panels
The schedule of events will begin on Friday, 10 January at 10:25 a.m. with a key future topic from the field of marketing. “Local SEO for optometrists” is the title of the lecture from social media and SEO expert Christoph Baum, from the Zentralverband der Augenoptiker (German Central Association of Optometrists). In 20 minutes, he will explain the basics of local search engine optimisation and share many practical, effective tips that any optometrist can implement.
On Saturday at 12:00, a trend-talk by top influencers will show that not only spectacle frames and stylish accessories are suitable for Instagram etc. — any product can be a good fit for social media.
On Sunday at 1:00 p.m., the lecture “Profitable positioning with contact lenses” will be presented as part of the series by SPECTARIS contact lens group, which will also be a guest at the opti FORUM on Friday and Saturday. Experts will share suggestions for taking drastically better advantage of contact lenses’ market potential and how optometrists can profitably position themselves with contact lenses.
On Sunday at 1:45 p.m., the opti FORUM invites visitors to a unique optical round-table. Together with members of the public, industry experts will peer into the future, discuss possible scenarios and provide new food for thought.
Future leaders: the opti CAMPUS
There is also room for the next generation in Hall C4. At the opti CAMPUS (stand C4.706), young members of the industry can learn more about opportunities for their career development, their education and their training. Nine professional academies and universities will be there to introduce themselves and share tips about careers and education. A trip to the opti CAMPUS is also worthwhile for decision-makers in established companies — they will have the chance to meet enthusiastic students and the highly trained graduates of the future.
Who am I and who do I want to be?
Visitors to the opti SHOWCASE (Hall C4, stand C4.613) can also immerse themselves in other optical speciality business — right in the middle of the exhibition hall.
Using virtual reality glasses, they will be able to visit three vision specialists who represent three different types of businesses: the traditionalist, whose business is based on personal advice and long-term relationships with customers; the medical expert, whose product range is focused on solving ophthalmic problems; and the fashionista, who is focused on fashion and design.
This is intended to give visitors the opportunity to recognise themselves and their strengths, so that they can design their businesses and marketing efforts accordingly. The central theme of the opti SHOWCASE 2020 is company positioning. At the opti SHOWCASE, numerous experts will be available for individual consultations — free of charge, of course — to help managers and owners highlight their business’ strengths and position it optimally for their customers and the market. At 11:00 a.m. and 3:00 p.m. each day, there will also be a 20-minute presentation by experts from the Rodenstock academy on the topics of shop-fitting and design, marketing, and consultation.
