The main event

30 September 2014
Volume 29 · Issue 12

A look back to the recent BDTA Dental Showcase.

This year’s BDTA Dental Showcase saw nearly 12,000 members of the dental profession flock to view the latest and greatest products the dental trade had to offer. The NEC Birmingham is a superb venue, easy to access by car and with a great rail
service running from the attached station it can be much less daunting a journey for delegates to negotiate than its London counterpart. The simple geography of being in Birmingham also encourages a broader spectrum of visitors from all across the UK.
 
There were over 380 exhibitors, both UK-based and international, showing off the very latest innovations available to the dentist and practice team. From practice management software and high tech clinical tools to advice about regulation and CPD courses there was something for everyone. Whether taking advantage of the many special Showcase offers, or just on a fact finding mission for more information the event was a great opportunity for the dental profession to engage with the trade.
 
As well as the trade show there was also an opportunity for delegates to earn CPD, with over 100 lectures, hosted by a number of different exhibitors, held over the course of the three days. To help visitors keep up with it all there was of course the show guide, as well as the BDTA Dental Showcase app. Building on the success of the previous year’s app, the BDTA again offered the free download to help delegates plan their visit, and navigate their way around the hall ensuring they
gained everything they could from their time at Showcase. Regularly updated throughout the event, the app was a real time aid for smartphone and tablet users and was a perfect example of technology being put to effective use.
 
The exhibition
 
The Gold Sponsor of the event was Oral B, and the company took the opportunity to exhibit its Triumph  power toothbrush with Smartguide, along with the Pro-Expert Gum Protection toothpaste. The company reps were also keen to remind visitors
about the CPD events on offer to them throughout the year, including the newly launched Up-to-Date seminars. Philips announced the launch of its new Sonicare DiamondClean Black, which has been designed to be more appealing to male customers; it also gave delegates the opportunity to try out the Sonicare Airfloss for themselves. The Colgate stand was also very busy, the company gave out vouchers to redeem a goody bag which included toothpaste, brush, mouthwash, and a voucher for 55 per cent off of its electric toothbrush range.
 
GC’s stand was a replication of their newly built office in Lucerne, Switzerland which was redesigned by Carlos Antonietty, whilst Dental Sky created an American diner theme, serving delegates coffee and popcorn. There was more free offerings at the Denplan stand, which tempted visitors in with apple flavoured ice cream. As well as the ‘usual suspects’ exhibiting, there were an increased number of companies making their Showcase debut. For example Safeseen made its first appearance and
celebrated the soft launch of its new product which caters for all areas of CQC and patient consent. Mercury Electrical Systems was another of the first-timers, it works in partnership with clients to provide innovative electrical solutions.
 
Winners
 
With any trade exhibition there is an element of competition, each stand wants to be the most appealing, the most inspiring and the most effective at bringing delegates in. To acknowledge the effort involved the BDTA once again held the Showcase Stand Awards. Sadie Rowntree, marketing communications manager of the Association of Event Organisers was the judge. She commented, “I was very impressed by the high quality of stand design and professionalism demonstrated by all exhibitors.”
 
There winner of the Large Stand category was Denplan, with Oral B being named as highly recommended. For the medium sized stands the winner was Paradigm Design Solutions, with Heraeus Kulzer being highly recommended, and for the smaller stands Wisdom Toothbrushes was the winner with a special recommendation for Tiplution Inc.
 
Conclusion
 
Tony Reed, executive director of the BDTA commented: “I recognise that it’s a challenging market so I’m very pleased with the response to this year’s event. The exhibition provided a great atmosphere for business sales to thrive and business partnerships to flourish, enhanced by mini and on-stand lecture sessions from a selection of the industry’s leading exhibitors and luminaries.”