Looking to expand

[Ortho-Perfection]

How you guys doing. Looking for any help you guys might have on how to get the word out about my lab nationwide. I specialize in fixed appliances and have been marketing mainly to orthodontist and want to make the move and step my lab up to the next level. I've been open for about 7yrs now and have been doing good in CT, but theres so much more money out there to be made and i just need to get the word out...any ideas?
Ortho Perfection, LLC - fixed dental appliances

[labdude]

The most effective major way...exhibit at the AAO convention every year in May.
With your prices, you absolutely will aquire new business there.
Mike.

[trisha]

Hello and welcome~

With your prices, you absolutely will aquire new business there

.[quote] for sure!
Sorry I have no input on going national, but best of luck to ya- stay away from the midwest, will ya!
trisha

[Ortho-Perfection]

thanks for the advice

[labdude]

So....you think you might go to an AAO??? Don Inman and myself could maybe help out a bit with advise on a single booth set up.
Mike.

[Ortho-Perfection]

I'm think I might take your advice and go to the AAO and set up a booth. Any help you guys could give me would be greatly appreciated, I have never done this before but I am willing to take that step. I heard it's on the east coast in 2009?

[labdude]

Here is where you can take a look at their calendar.
American Association of Orthodontists

Looks like Boston in 2009. Make some really nice display appliances. They can be placed on display models, or not. I never used a display model, just plain appliances layed out on various mirrors on the table. Table covered with black velvet. I only used 1 booth. I have only attended 2 AAO sessions.
Cost is substancial. Don Inman and alos the AAO site can tell you more about booth cost. I think it was about 2000 for a booth. You also have to pay for what ever tables and chairs you want. A waste basket and ash tray also. Drape for the table and cleaning every night as well. You have no choice. You can not bring your own "anything" furniture wise. I did bring my displays in 1 large case, to the first AAo I went to. 2nd meeting I had to fly to. That requires you to ship to the AAO session site. Your goods will have to be carried, by union help, from the receiving dock to your booth. Any electrical hook ups you need are handled the same way.
No huge amount of fuss is really needed, electricity and so forth. Just set up a clean booth with nice displays. Put all your info into a folder to hand out. A price list, a prescription, mailers, and any descriptions of your services. Have these folders printed on the front with your lab name etc.
If you can drive there from CT, do that. Get your room booked within walking distance to the session. Book early. Your booth selection at the meeting will be where they feel like putting you. They will give you a few choices. Your choices won't matter much as you haven't exhibited before.
Keep it simple and display maximum confidence at all times. Your the best there is at that show, without being arrogant.
While booth placement might not be the best, you will be in the best company for aquireing new business. Behind a post in the lower 40, no big deal, your there at the AAO.
Ask away, we'll help all we can.
Mike.

[Ortho-Perfection]

Thanks for the info. I can't believe they wont let you bring your own furniture as far as a custom booth. How about as far as having a sign made up to put on the front of the table? I was also wondering about bringing a flat screen TV to display a slideshow? I went to the one in philidelphia I dont know how many years ago maybe 6, but I dont remember what made booths really stick out and draw people in besides just looking neat and professional did anything pop out to you? I hope if I make this investment I'll see a return on what I'm putting in. Did you see a substantial change in the amount of business you recieved after you exhibited?

I appreciate all your guys help,
Shaun

[labdude]

Well I'm not being completely clear and complete. They will et you setup a custom booth, or group of booths. Labor all has to be provided by the "powers that be" in charge of the meeting. Great Lakes and other large labs will use 10 to 20 booths and fill that space with their own custom set up. Really top end displays.
Sure you can set up custom all you want, just check with the AAO about requirements.
My first suggestions were for a modest budget. Driving to the convention, and least expensive set up for a single booth could maybe be done for around 8k minimum.
You can spend all you want. You can set up a hospitality room at a nearby hotel, provide limo service to drs you know. Send goodies to their rooms. Even rent billboard space outside the convention and put your lab info up there. Sky is the limit.
Flat screen and all the other goodies you want to bring, just check it out with the AAO. Call their number find out who is in charge and get the low down on booth setup (or booths).
Go here and check out the exhibit hall layout from this year. It will give you an idea of who does what size wise. I believe there may be a few pictures as well.
108th Annual Session Exhibitors

Nothing popped out in particular. Main thing I learned from these meetings (AAO and PCSO) is that any dr or person interested in what you have to offer wil come over to you. The ones that come over are looking or have it in mind that they may want lab service. If they are there for something else, they generally don't stop by. Maybe they like or don't like your set up in the booth. A small booth is interesting to some drs, "who's the new guy?" maybe. Some like to see new labs starting up and like to help out, or are looking for a deal on services. Thing is, little time is wasted talking to clients who aren't interested in what you have to offer. Light years better than sending fliers or knocking on doors etc. The guys that come over to see you are potential clients, the others, don't worry about. Some will walk right by looking at you directly, you say "good morning", they don't acknowlegde your exsistense in any way. Real uplifting. Ignore that type and move on mentally.
Return on investment for a meeting???
I never went to a single meeting, PCSO 1 day or 3 day, to AAO big time, and didn't gain some business. One meeting I did with the PCSO in Arizona (3 day regional) only brought 1 client. Meeting cost me about 2500 to attend. That client however stayed with me till he retired, new dr wanted to change for reasons I don't know, he just bought the practice and made changes. Most of this type of change over I have been able to maintain the business.
This 1 Dr however was unlike any other I have worked for since. He liked to pay a year in advance. Awesome.
Other meetings brought more business, always brought more business. I did work for offices in mant states. We were located in L.A. Calif. at the time. Now it's just me and my wife.
We worked for drs in Ct, MI,TX,FL,In Ill,UT,NV,WA,HI,OR,AR, and maybe a few more, I don't remember exactly.
Yes...you will aquire more business exhibiting at conventions.
If you have a large budget for it, go for it. It can be done inexpensively as well.
Largest problem I had after attending these meetings was finding enough help to do the work. There was at one time more coming in than could be done in 24 hours. Had to stop attending meetings for a bit. This is how it was for me being based in L.A. A large city is the easiest placed to start. Pacific Coast Society of Orthodontists was an outstanding place to exhibit. Did a couple of meetings in Hawii aswell. Not much was sold there however. And as I now remember....those meetings were the biggest waste of time....except for the surfing and all the other things the islands offer!!!! YEAH!!
See if there is an East Coast Society of Orthodontists or something like it. If there is, you can do reall well with them.
Look at it this way, large labs and suppliers spend hundereds of thousands to attend the AAO, they are probably making a few bucks for their effort.
Mike.