Opti SHOWCASE 2020 // Company positioning

What makes me special? Which strengths can I impress my customers with? How can I align the look and feel of my business with my positioning? The opti SHOWCASE, taking place as part of opti in Munich from 10-12 January 2020 in hall C4, will take a closer look at these kinds of questions.

For the second time in a row, the opti SHOWCASE, the special area in hall C4, is presenting itself as a platform with high practical relevance. Here, trade visitors will get ideas and specific tips to help them develop their company. The opti SHOWCASE at the upcoming opti revolves around a particularly exciting and incredibly important topic: company positioning. Two little words with a big impact. Customers, or potential customers, will only recognise a company’s competence if it truly understands, clearly defines, and can transparently communicate its position in the market.

Step 1: Testing your own status

In a quiz that incorporates the use of VR glasses, the visitor, supported by a digital expert, analyses their current positioning by recognising or explicitly highlighting their own strengths. In this virtual space, they receive competent assistance from Aalen University students. They take a virtual walk through the real shops of three optometrists, where they can draw inspiration for their own positioning during an interactive 3D experience. The optometrists, who are introduced and interviewed in short films, provide video-based inspiration in different areas. The opti SHOWCASE will pick up and focus on three fundamentally different positions. During the VR experience – which visitors can enjoy with the state-of-the-art Oculus Quest VR glasses – users will meet Herbert Huber, Huber Optik (Grafing), Michael Högl, Optik Högl (Munich), and Dieter Funk, FUNK Optik (Munich/Kinsau), who embody the following personas:

Step 2: Recognising your positioning

The Traditionalist has been running their shop for many years – their priority lies in offering personal consultations and establishing long-term relationships with their regular customers. They rely on advertising by word of mouth in order to create personal relationships in their traditional retail shop.

The Medical Chief focuses on eye health and is an expert when it comes to the innovative, functional products available on the market. Their product range is geared towards solving ophthalmological problems.

The Fashionista’s area of expertise is fashion and design. They win over their mostly urban customer base with independent labels and storytelling. They turn to a variety of channels to promote their products, often relying on social media.

Step 3: Honing your profile

No matter which of these three personas the user identifies with, they can then learn from best-practice examples and talk to specialists who are happy to answer detailed questions. In personal conversations with experts, who will be available before and after the lectures, each of these three typical personas will receive specific tips on the key topics of marketing, shopfitting, and consultation – always tailored to the specific type.

The events on the topic of company positioning will be accompanied by 20-minute lectures held by experts from the Rodenstock Academy. These will take place in the morning and afternoon of each trade fair day, at 11:00 a.m. and 3:00 p.m., and will focus on the areas of shopfitting, marketing, and consultation. The lectures will be held directly in the SHOWCASE area in hall C4:

Friday: Shopfitting, speaker – Stefan Suchanek
Saturday: Marketing, speaker – Lutz Jurkat
Sunday: Consultation, speaker – Kishor Sridhar

With the insight trade visitors receive at opti, they can return to their companies and implement and refine their company positioning step by step.

Advertorial: opti SHOWCASE 2020

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