INTRODUCTION
Healthcare tradeshows, like HIMSS 2018, provide a one-stop shop to keep up with industry trends, forge new relationships and acquire leads. With more than 1,300 exhibitors at this year’s conference and booth prices around $10,000, you need the right marketing strategy to increase brand awareness and ultimately get the maximum return on your tradeshow dollar.
Here are five tips for HIMSS 2018 exhibitors:
1. Do your homework
Prior to the tradeshow, be sure your staff, including marketing, sales and management, know the goals for attending the event and the types of people (e.g. CISOs) you’re trying to meet. This seems obvious, but schedule your staff to be present at all times, as sometimes decision-makers seek information on the exhibitor hall show when it’s less hectic, typically around 5-6 p.m. Tuesday, March 6 and Wednesday, March 7 and between 3-4 p.m. on Thursday, March 8.
In addition, have your PR team research media outlets that will be attending HIMSS (e.g. Health Data Management) and secure interviews for your subject matter experts and/or CEO. Your PR team also should conduct media training so everyone is prepared. These talking points also should be used on the show floor.
2. Location of the booth matters
It’s not news that the better the booth location, the more visitors there will be. While HIMSS exhibitors don’t have 100 percent say in where their booth will be placed, earning/accumulating Exhibitor Priority Points throughout the year can help your company receive better a booth location at the conference. For example, your company earns 15 points for paying for its exhibit space in full by a certain date.
Also, companies can pick what “zone”–predetermined floor space by pricing levels–you want to be located as long as space is available.
3. Ship your booth
To save yourself potential travel headaches, ship your booths, materials and products to HIMSS prior to the start of the conference. If you shipped directly to the Sands Convention Center, target your truck to arrive at the yard at least an hour prior to your check-in time. Move-in days begin Tuesday, Feb. 27, but keep in mind, each exhibitor will have a targeted move-in day and time depending on the location and size of the booth. When HIMSS is done, all booths must be removed from the facility by 8 p.m. Friday, March 9.
4. Make your booth stand out
Gone are the days that a few paper handouts and a sign would suffice, so make your booth interactive. For example, at HIMSS 2017, Salesforce’s booth completely immersed visitors in its “trailblazer” woodland creature theme, complete with bird noises and mascots. This year, to play along with the conference’s topic of “Where the World Connects for Health,” you could use the Winter Olympic Games as your theme.
5. Connect and be social
In a conference that attracts more than 45,000 attendees, social media posts using the conference hashtag (#HIMSS18) can get lost quickly in the high volume. Instead, research industry-related hashtags (e.g. #HITsecurity, #Aim2Innovate) to hone in on conversations and connect with specific audiences.
Also, instead of posting/tweeting where your booth is located, you should brainstorm creative ways to engage people on social media using your brand/product. For example, host a live tweet scavenger hunt for attendees by hiding promotional materials around your booth, with the winners claiming the prize by tweeting a photo and tagging your company.
You also should create a separate HIMSS-related landing page on your website for those interested in finding out more about your product/where you will be located at the show.
Lastly, don’t lose the momentum you gained on social media. Have your staff develop a plan to keep engaging your existing and new followers.
FOR MORE INFORMATION
Revelation PR, Advertising & Social Media offers healthcare IT companies and startups services related to media relations, email marketing, investor relations, tradeshow marketing, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.