A Survival Guide For First Time Exhibitors HIMSS Annual

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					    A Survival Guide For First Time
      Exhibitors: HIMSS Annual
           Conference 2008

                January 24, 2008
Elizabeth (Liddy) West     Mitch Work, FHIMSS
VP, Corporate Relations   President
HIMSS                     The Work Group, Inc
                     Today’s Agenda
•   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

                                                     2
                    Objectives

•   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


                                                   3
                 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                            4
    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



                                                   5
     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)


                                                   6
       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



                                                 7
               Why FTEXs Exhibit at HIMSS
              Reason                  Per Cent Response
Generate Sales Leads                        38%
Meetings with partners or potential         19%
partners
Meetings with customer and                  10%
prospects
Education/Information                        7%
Obtain competitive info                      7%
Networking/social functions                  6%
All other                                   13%       8
Total                                       100%
                 FTEX Lessons Learned
Improvement Area              Per Cent Response

Better planning and preshow              52%
activities

Better booth location to                 22%
improve traffic
Adequate staffing                        17%

Wrong audience, won’t                     9%
exhibit again
                                                  9
Total                                   100%
     How to Have a Successful HIMSS08

•   Planning
•   Budgeting
•   Know the Conference audience
•   Pre-Conference activities
•   On-site differentiators
•   Post-Conference activities



                                        10
              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


                                                   11
              Planning Activities
• Regular communications
  - Internal
  - External
• Use HIMSS Exhibitor eNews to manage logistics
   – Regular updates on logistics, deadlines and
      marketing opportunities




                                                   12
        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       13
             Know Your Audience
       HIMSS07 Attendees by Job Category
•   CEO, CFO, CMO, CNO, COO                        12%
•   CIO                                            11%
•   Nurse                                            1%
•   Physician                                        2%
•   Consultant                                       8%
•   Senior Staff/Manager                             8%
•   Director/Department Head                        12%
•   Programmer/Developer                             3%
•   Gov’t Employee/Public Servant                    1%
•   Marketing & Sales                                7%
•   Other Senior Management                          2%
•   Other non-Management                             7%
•   Professors                                       1%
•   On-site attendees & guests w/no demographics    15%
•   Unspecified                                     10%
                                                          14
             Decision-Making Authority
              of HIMSS07 Attendees


Not Applicable                    Decision Influencer
     45%                                 29%




                                     Decision-Maker
                                          26%
                                                    15
Three Phases of Your HIMSS
   Exhibiting Experience
• Pre-Conference
• Onsite Activities
• Post-Conference




                             16
                  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
                                                        17
             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
                                                19
          On-site Differentiators
• Booth
  - Signage, design
• Your Staff
  - Training, roles
  - Dress, booth etiquette, attitude
  - Qualifying prospects
• Give-aways
   – Pros and cons
• Documentation of prospects
                                       20
       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



                                            21
                        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
•   Bring a first aid survival kit       22
                         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


                                                 23
                    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

                                                24
         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
                                       25
            Logistics Information
•   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)




                                                    26
       Marketing Opportunities
•   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

                                    27
             On-Site Marketing
•   Sponsorships
•   Pavilion Product Sessions
•   Private Demos/ Vendor HQs
•   Booth Giveaways




                                 28
      Advertising & Media Options

• Advertising
  – HIMSS LeSack Door Drop Service
• Media Outreach
  – Press Kits
  – Media Liaison




                                     29
                      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
                                                      30
  and again in Chicago in 2009!
     Questions????


Thanks for Your Participation!

                                 31
                      Key Contacts
• General First-Time Exhibitor Questions
   – Liddy West, VP Corporate Relations
      ewest@himss.org
      312. 915.9266
   – Mitch Work, The Work Group, Inc
      mitch@workgroupinc.net
      847.940.7574
• Sponsorship and Marketing Opportunities
   – Kelly Laidler, Sr. Director Business Development
     klaidler@himss.org
     312.915.9285
• Logistics
   – Elli Miller, Manager Meeting Services
     emiller@himss.org
                                                        32
     312.915.9272