Transcript Document

A Survival Guide For First Time
Exhibitors: HIMSS Annual
Conference 2008
January 24, 2008
Elizabeth (Liddy) West
VP, Corporate Relations
HIMSS
Mitch Work, FHIMSS
President
The Work Group, Inc
Today’s Agenda
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Objectives
Brief History: HIMSS and the Annual Conference
Importance of First-Time Exhibitors (FTEX)
FTEX Analyses and Survey
How to Have a Successful Exhibit at HIMSS08
Do’s & Don’ts
HIMSS Services for First-time Exhibitors
Logistics
Marketing Opportunities
Summary
Q&A
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Objectives
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Help FTEXs have a successful sales and
marketing experience at HIMSS08
Set realistic expectations
Discuss FTEX programs
Share our experiences as exhibitors at HIMSS
over the past 15 years
Review the schedule leading to HIMSS08
Answer your questions
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A Brief History
• 1960s – AHA-affiliated healthcare management
engineering association with 47 charter members
• Today – An independent trade association with
broad focus on HIT
– 25,000 individual members
– 350 corporate members
• Annual meetings began in the 60s
– First record of # exhibits in 1983 – 10
– First record of # of attendees in 1988 – 650
• Expectations for HIMSS08 in Orlando
– 850+ exhibitors
– 25,000+ attendees
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Importance of First-Time Exhibitors
• Post-Conference surveys indicate attendees
rank new suppliers and solutions among the top
reasons for attending
• New products and services keep the HIMSS
exhibit floor interesting for both B2C and B2B
• New exhibitors reflect a growing and dynamic
industry
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Analysis of Data from 2005-2008
• FTEXs comprise ~28% of exhibitors
• Percent of first-time exhibitors who return to
exhibit the next year:
– 2006 52%
– 2007 51%
– 2008 40% (to date)
• 213 FTEXs at HIMSS08 (to date)
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Goals of 2006 FTEX Survey
• Assess FTEX unique needs
• Develop programs specifically focused on
improving FTEX experience Understand reasons
for not exhibiting in subsequent years
• Improve return rate
• Increase # of FTEXs that become HIMSS
Corporate Members
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Why FTEXs Exhibit at HIMSS
Reason
Per Cent Response
Generate Sales Leads
38%
Meetings with partners or potential
partners
19%
Meetings with customer and
prospects
10%
Education/Information
7%
Obtain competitive info
7%
Networking/social functions
6%
All other
Total
13%
100%
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FTEX Lessons Learned
Improvement Area
Per Cent Response
Better planning and preshow
activities
52%
Better booth location to
improve traffic
22%
Adequate staffing
17%
Wrong audience, won’t
exhibit again
Total
9%
100%
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How to Have a Successful HIMSS08
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Planning
Budgeting
Know the Conference audience
Pre-Conference activities
On-site differentiators
Post-Conference activities
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Planning Activities
• Sign up early
– On-site sign-up for HIMSS09
• Develop HIMSS project plan
– Objectives - general and measurable, define
success
– Tactics pre-show, at HIMSS and post-show
– Responsibilities and schedule
• Booth production/signage
• Staffing assignments
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Planning Activities
• Regular communications
- Internal
- External
• Use HIMSS Exhibitor eNews to manage logistics
– Regular updates on logistics, deadlines and
marketing opportunities
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Budgeting Considerations
• Direct HIMSS costs
– Booth space
– Sponsorships
– Marketing opportunities (few remaining)
• Other direct costs
– Your booth
• Design/build
• Shipping
– T&E for your staff
• Entertainment
– Pre- and post-show direct marketing
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Know Your Audience
HIMSS07 Attendees by Job Category
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CEO, CFO, CMO, CNO, COO
CIO
Nurse
Physician
Consultant
Senior Staff/Manager
Director/Department Head
Programmer/Developer
Gov’t Employee/Public Servant
Marketing & Sales
Other Senior Management
Other non-Management
Professors
On-site attendees & guests w/no demographics
Unspecified
12%
11%
1%
2%
8%
8%
12%
3%
1%
7%
2%
7%
1%
15%
10%
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Decision-Making Authority
of HIMSS07 Attendees
Not Applicable
45%
Decision Influencer
29%
Decision-Maker
26%
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Three Phases of Your HIMSS
Exhibiting Experience
• Pre-Conference
• Onsite Activities
• Post-Conference
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Pre-Conference
Marketing Activities
• Reach out to your customers, prospects and partners
– Highlight your booth #
– Special offers and give-aways
– Product announcement teasers
– Highlight educational sessions that feature your
customers
• Differentiate your company and products
• Be creative
– Mailers
– E-mail
– Telemarketing
• Do something!
– Many exhibitors do no pre-conference marketing
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On-Site Activities
Schedule Meetings in Advance
• Be proactive
– Total booth hours available = 18 hours over 3.5
days
• 4 staff x 18 hours = 72 booth hours available
• Consider additional staff to support meetings
during exhibit hours
• Prospects, clients, partners, press, consultants,
others
• Available meeting space
– Your booth!
– Exhibitor Lounge
– Corporate Member Lounge
– Vendor Headquarters (subject to availability, 18
add’l costs)
On-Site Activities
• Communicate with your staff
– Important dates
– Travel
– On-site meetings and special events
– Key customers, prospects and partners
– Strategic messages and competitive positioning
• Take advantage of on-site resources
– HIMSS staff
– Freeman
– Ambassadors
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On-site Differentiators
• Booth
- Signage, design
• Your Staff
- Training, roles
- Dress, booth etiquette, attitude
- Qualifying prospects
• Give-aways
– Pros and cons
• Documentation of prospects
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Post-Conference Activities
• Post-conference fatigue syndrome!
• Follow up on leads within two weeks
– Many trade show leads do not receive
post-show follow-up
– Clean-up lists and assign to reps
– Track to determine ROI
• HIMSS08 lead management tools
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Do’s
Take advantage of HIMSS sponsorships
and pre-show marketing opportunities
Manage your HIMSS08 exhibit plan as
you would any company investment
Have pre-show and post-show booth staff
meetings each day during HIMSS08
– Review successes and opportunities
for improvement
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Bring a first aid survival kit
Do’s
• Factor in distance and time
– From your hotel to the Convention Center
– On the exhibit floor
• Take care of your booth staff
– Plan adequate coverage and breaks
• Wear really comfortable shoes
• Consider extra padding for your booth carpet
• Ask for help from HIMSS
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Don’ts
• Base your definition of “success” on closing
business on the exhibit floor
• Assume attendees will seek you out simply because
you are exhibiting
• Under-staff your booth or leave booth unattended
• Violate booth etiquette standards
– These should be part of pre-show staff training
• Develop booth signage that doesn't say what you do
• Start real planning two weeks before conference
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Special HIMSS Services
for First-Time Exhibitors
• HIMSS staff outreach during set-up in
Orlando
• Special signage identifying FTEX
• Literature kiosk for FTEX
• FTEX reception on Feb 26 6-7p
– Room 333 (Level 4, above Hall E)
• Post-conference survey
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Logistics Information
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Exhibitor Staff and Client badge Registration
Hotel and Travel
Move-in, show, and move-out hours
Soliciting outside your booth
Discounted packages (furniture, shipping,
drayage)
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Marketing Opportunities
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Products & Services directory
Exhibitor-hosted Events
Marketing Toolkit
Branded Postcards
Branded Stickers
New Product Launch
Direct Mail Options
– Brochure mailings
– Attendee mailing labels
– Post Conference CardPak
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On-Site Marketing
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Sponsorships
Pavilion Product Sessions
Private Demos/ Vendor HQs
Booth Giveaways
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Advertising & Media Options
• Advertising
– HIMSS LeSack Door Drop Service
• Media Outreach
– Press Kits
– Media Liaison
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Summary
• HIMSS08 is the premier conference and trade
exhibition for healthcare information technology
• Its shear size presents challenges to all exhibitors
• A successful experience requires careful planning,
clear communications, setting realistic expectations
and attention to three critical phases
– Pre-conference, onsite, and post-conference
activities
• Take advantage of opportunities and special
services offered by HIMSS
We look forward to seeing you in Orlando in February
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and again in Chicago in 2009!
Questions????
Thanks for Your Participation!
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Key Contacts
• General First-Time Exhibitor Questions
– Liddy West, VP Corporate Relations
[email protected]
312. 915.9266
– Mitch Work, The Work Group, Inc
[email protected]
847.940.7574
• Sponsorship and Marketing Opportunities
– Kelly Laidler, Sr. Director Business Development
[email protected]
312.915.9285
• Logistics
– Elli Miller, Manager Meeting Services
[email protected]
312.915.9272
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