The HIMSS (Healthcare Information and Management Systems Society) Conference is a major event for companies serving the Healthcare IT market. This is a rapidly growing market, but not one with complete immunity to economic ups and downs. It’s always interesting to compare two different perspectives on the same show. In the two examples below, two exhibitors offer valuable insight into what is and isn’t working for them at the show.

Chris Madjerich from Lexi Comp (Click to view) talks about how the company is using the show to break into a new market. HIMSS is one of three trade shows they attend to accommodate the other markets the company serves. He is approaching the show as an essential cog in the company’s marketing engine.

Ted Larkin from Dolbey (Click to view)saw HIMSS attendance being split between two halls. It’s a shear attendance evaluation which is subjective, but insightful.

These perspectives are valuable, and truthfully we all approach trade show using some of both. We want the show and the show organizers to work for us, bringing volumes of potential leads. We also recognize that showing up to a trade show is only the first step in making it successful.

More than anything else, this is a lesson to show organizers. Yes, exhibitors want traffic, but they won’t be fooled by shear numbers. They need to feel it in their booth. But don’t ignore the fact that exhibitors also have larger scale marketing initiatives that need to be addressed as well.  That may include other shows covering completely different markets.

Email marketing is tough.  We all know the amount of email we get on an everyday basis so the idea of contributing to the clutter makes us all shiver.  There’s also a good deal of doubt about whether or not it actually works.

Unfortunately, advice and what works and what doesn’t is equally hard to find.  Not that people aren’t writing about it.  Far from it.  Email marketing is a huge topic online and free advice is easy to get.  But Marketing Sherpa reviewed and judged hundreds of email campaigns and announced winners in various categories.

Every category has a winner and two or three runners-up.  There are pdf’s to download that give a summary and then image of the actually email campaign.

What works?

It seems that simplicity, tracking, and follow-up carry the day.  It sounds obvious, but campaigns in various categories have very direct goals either to close sales or to sign up new users.  Or both. The point is, if you don’t have a specific goal, you probably aren’t going to get results.

Most of the campaigns resulted in enviable open rates: 45% – 70%!

It’s worth browsing though to find the type of companies and campaigns that fit your company.  There’s no secret formula here to grab — just designing campaigns based on specific goals.

Download samples from the winner here:  http://www.marketingsherpa.com/article.php?ident=31524

Reaching top decision makers is usually a major priority for trade show exhibitors.  Jeffrey Blackwell, president of the Rogers Company, recently contributed to 1-to-1 Media on the topic.  His article, Reaching Mr. or Ms. Big outlines ten strategies for achieving this goal.

Reaching Mr. or Ms. Big
Blanket Branding is Great, But How Do You Reach the Top Decision-Makers Walking the Trade Show?

Trade shows are a great way to get your brand out there, meet new prospects and customers, and simply have a presence at a long established event. But what about that top decision maker that you’d like to reach: the CEO or the Senior Vice President or the manager that needs to see your product? How do you entice him or her to visit your booth?

If you think that trade shows aren’t an appropriate medium for establishing this type of connection, think again. High-level decision makers are incredibly busy, but asking them for 10 minutes of “floor time” is a lower threshold than setting up an initial appointment at Ms. Big’s office that might wind up getting bumped down to a lower level person. Here are some strategies for reaching the select group of high-level decision makers that are essential to building your business:

1.) Be Proactive
Use pre-show mailers and/or pre-show invitations to pave the way toward getting Mr. or Ms. Big to come to your booth at the show. Don’t leave it to chance that they might show up or might have heard of your company. Send them something that will motivate them to visit your booth. For some ideas as to what this might be, keep reading.

2.) Two Part Give Away
Imagine getting a remote control, but no TV. Or a pair of high-end head sets, but no iPod. Or a golf bag without the clubs.  In other words, a valuable gift with a vital missing piece with an attached note promising the rest of the gift at the show. Sounds silly but it works.   Direct mail companies are reporting up to 75% response rates from this type of promotion. The threshold for response is pretty low – stop by and get the gift. The gift has to be premium, but this type of marketing is very targeted.

3.) Educate Your Audience
Education is a powerful sales tool. People love to learn stuff – that’s why so many of us watch the DIY or food networks; use your trade show display to both introduce and train attendees on what your product or service can do for them. Use in-booth demonstrations, video presentations, or live presentations. And if your budget can handle it, hire relevant celebrities or spokespeople to appear in your booth. Having a famous expert in your field tout your product in front of a live audience is a great motivator, regardless of whether they’re famous or a key member of your team. You might even consider having your CEO or COO present a high-level talk on the impact your new product or service can have on your client’s business. If you do this, be sure to include it in your pre-show marketing.

4.) Create an Inviting, Comfortable Space
A place to sit down and relax is actually rare at a trade show. Having booth space that is comfortable with food and drink available (if trade show organizers allow it) could be a welcome respite from a busy day at the show…and a good time and space for you to connect with “The Bigs.”

5.) Sneak Peek
Often, companies focus on trade shows as a place to launch new products and services. Suppose you gave decision makers a preview of a product launch that may be a few weeks or months away? This could be anything from a closed, invitation only demonstration to a select group, to a one-on-one presentation. Invitation only previews at trade shows give you the chance to connect at a high-level with a company without having to get past the usual gate keepers.

6.) Hold an In-Booth Party
Take advantage of show approved in-booth events such as cocktail hours or breakfast breaks. Send invitations prior to the show but also bring some eye-catching printed invites along to put in the hands of decision makers when you see them at the show.

7.) Know Your VIP’s
Create a list of VIPs and make sure that your booth greeters at the reception desk are in charge of that list at all times. This ensures that when a decision maker stops by, they are engaged promptly and concisely. You only have one chance to impress someone at this level.

8.) Let the Benefits Do the Talking
Business decision makers always look for benefits. Tell them how your product can save them money or increase market share. Doing your homework with companies also goes a long way. “Dear Mr. Smith: I believe that I can help you increase your line speeds by more than 25%. I would do this by…” Give them some information but always leave things open to discuss further at the show.

9.) Offer Special Event Promotions
Force decision makers to decide. 25% off equipment purchased at the show in an exclusive invitation sent directly to your target prior to the show, can be a strong impetuous to buy. A promotional offer, especially one that has an element of exclusivity to it, can help create a personal connection that may be valuable down the road. If you do take orders at the show, both iPhone and Amex have an APPS for automatic credit card purchases. Or make certain that you have order forms on hand for filling out and signing off. This ‘seals the deal’ and gives you instant ROI, (and sometimes and an instant raise from your boss!)

10.) Connect Online
Many decision makers are on LinkedIn and other social media sites. Connecting with them there is a great way of getting past the stream of email they get every day. Also, you can connect with them through groups instead of direct contact (which can be a taboo if you don’t actually know them). Join groups associated with the trade show or with your industry and then look through the other members. Usually groups in LinkedIn allow you to message other members.

Overall, targeting individuals to come to your booth requires planning, execution, and a real commitment to making it happen. Building long term relationships with these folks will be better for your business today and tomorrow, so it’s vital that Mr. Big or Ms. Big know they’re important to you. Utilizing some of the tips provided here can go a long way toward achieving your objective of building the relationship with key decision-makers that will help propel your business forward.

The following memo is from David R. Causton, General Manager, McCormick Place.  The memo outlines some important changes to how work is done at McCormick.  The question is, will it be enough…

On behalf the Metropolitan Pier and Exposition Authority, I am proud to announce that a new day has dawned in the Chicago convention industry. On May 27, 2010, the Illinois General Assembly enacted historic legislation in response to your demands for a sweeping transformation in the way business is conducted on MPEA premises. As a result of this legislation, show management, contractors and exhibitors will realize immediate and long-term benefits, and Chicago will become an even more competitive and attractive destination for conventions, trade shows, expositions and meetings.

While this legislation is effective upon enactment, the implementation process has only just begun. Preliminary preparations have long been underway, and the Authority will soon finalize a full-scale implementation plan in cooperation with its key partners. Certain changes will be implemented promptly. Other changes are wholesale modifications to the way business is conducted on our premises and thus will require a lengthier implementation period. The following examples illustrate the myriad complex tasks now required:

• While the legislation expands the type of work that exhibitors may perform in their booths, it directs the Authority to develop rules and regulations to ensure that these new exhibitor rights are exercised consistent with the training and safety requirements for such work.
• Exhibitors may now unload and load privately owned vehicles using non-motorized hand trucks and dollies in areas designated by MPEA for such purposes. The Authority must evaluate the logistics of this new policy and identify the areas where such unloading and loading may occur safely.
• The legislation establishes new rules governing when show managers and contractors may charge exhibitors for labor services on a straight-time, time-and-one-half or double-time basis and how such services must be billed. The implementation of this provision will require an audit of current wage structures and a new communications piece regarding labor costs and billing practices.
• While the legislation eliminates “stand-by labor” and requires all union stewards to be “working stewards,” it authorizes the Authority to exercise its discretion to determine whether more than one working steward may be necessary depending on the building or show at issue. The Authority will develop protocols for evaluating when more than one working steward may be required.
• The legislation establishes a new Advisory Council to represent the interests of all stakeholders and regularly advise the Authority on critical operations issues. To illustrate, the Authority now has the legal right to determine the work jurisdictions of “show labor” and crew sizes when appropriate on MPEA premises. The Authority may only, however, exercise these rights after consultation with the Advisory Council. For this reason, the Advisory Council will be established as promptly as possible to facilitate a resolution of these important policy considerations.
• At present, MPEA’s FOCUS One is the exclusive provider of electrical services to show managers and exhibitors. By virtue of the legislation, MPEA may no longer serve as the exclusive provider, and customers may now choose either an in-house electrical contractor or an outside electrical contractor approved by the Authority. The Authority will begin to develop a list of approved electrical contractors and modify the FOCUS One model to accommodate this change.
• The legislation requires itemized billing statements for utility services provided by MPEA and establishes pricing guidelines for food and beverage contracts. An audit of current practices and new communications pieces are necessary to implement this change.
• The Authority is solely responsible for administering and enforcing these new legislative requirements and must now establish the necessary governing regulations and enforcement mechanisms, including procedures for audits and contract reviews.

As the above issues and others are resolved, the Authority and its partners will then be required to amend current agreements and substantially revise existing MPEA policies and procedures, including, but not limited to, the following:

• License Agreements
• Registration Agreements
• Right of Entry Agreements
• MPEA Meeting Planners Guides
• Exhibitor Manuals
• MPEA Facility Protection Guidelines
• McCormick Place Exhibitor and Utility Ordering Guides
• Informational Publications on the MPEA Website

Undoubtedly, a great deal of work remains to be accomplished. MPEA and its partners embrace this challenge and reaffirm their commitment to implement this historic legislation in the most expeditious, efficient and communicative manner possible. Until further notice, you should continue to rely on existing agreements, arrangements, practices and policies. In the meantime, the Authority will continue to finalize the full-scale implementation plan and will communicate with you promptly upon its completion.

As has been said before, we are truly grateful for your support and diligence in this important endeavor and appreciate your insight and patience as we continue this collaborative venture. The future of Chicago’s convention industry is bright, and the best is yet to come thanks to your dedication and commitment.

We all know that social media is absolutely essential to your marketing, advertising, and overall communications.   And we all know that it’s essential to trade show marketing, right? Maybe you’re not convinced.   In fact, you shouldn’t be.  Just because everyone is talking about social media, doesn’t mean that it’s particularly useful for trade show strategy.  In fact, there are a few myths out there that may be turning you off to the really useful parts of this very flexible form of communication.

Myth #1: You have to tweet on twitter ALL the time.

Some say every three hours.  Some say more.  But seriously, it’s not that important.  Having a Twitter account can be a great way of connecting with people in your industry, but no one is waiting for your tweet.  Think about a tweet as a sign held up on the side of the highway.  A lot of people are going to see it briefly and then it will be gone.  So tweet away, when you can and when you have something important to say — something that will make your audience click to read more.

Myth #2: Social Media is Casual So Let It All Hang Out

Social media is casual…when you’re talking about what movie you just saw or what your 1 year old just did.  But business is business.  Keep the message focused on business and the benefits your can bring to customers.  A new solution to will reduce inventory costs by 20% just revealed at Pack Expo — that is going to get attention with no bells and whistles.

Myth #3: I Have to Be Entertaining

If you’re in the entertainment field…yes.  Stick to the benefits and include where and when your audience can get more information or talk to you personally.

Myth #4:  My Company Needs a Blog / My Company Doesn’t Need a Blog

Your company needs a flexible form of communication that can be updated from trade shows to keep information relevant.  Blog technology provides that medium, but you don’t need to brand it as a blog.  Just add that element of flexibility to your site and load in information on sales, news, and special events.

Myth #5:  Everyone’s Talking, So Should I

In LinkedIn, online discussion groups, Twitter, blogs…you name it — there are people chattering.  But there is very little actual engagement.  If you read and listen to what customers are looking for in your industry and then if you’re able to actual engage them in a dialogue…you’ve done something very special online.  And that will be reflected in how customers perceive you at trade shows and beyond.  So take time to answer questions online and be specific.  You’ll be found in Google  and rewarded with new relationships and prospects.

The Rogers Company is offering a free E-Book on Maximizing Trade Show ROI. The document covers every gamut of Trade Show ROI from reducing costs to increasing the effectiveness of sales and marketing.

Typically not measuring trade show ROI goes unnoticed when sales are robust and profits are good or if the overall economy is strong. But when the bottom drops out, as it always does, for some reason or another, we’re left with CEO’s, COO’s, CMO’s, and the scariest “C’” of them all – the CFO – asking why the heck you’re spending all this money on trade shows?! What’s the ROI?

Some great companies, regardless of size, have figured out a way to measure ROI. Whether they’re using some of the methods noted earlier in this e-book, including full utilization of CRM programs or a home-grown program to measure their results, they’re quantifying and they’re spending accordingly. Others don’t have a clue. They just go to trade shows because, as we’ve heard them say, they’re worried that they’d be conspicuous by their absence.

Download the full document by filling out the form below.

The Exhibit Industry Council (EIC) recently released its first  Best Practice:  Full Disclosure and Control of Exhibitor Costs.

From the EIC press release:

The purpose of this Best Practice, as stated in the recommendation, is to increase exhibitor value and improve the effectiveness of event marketing, to advocate for the full disclosure over trade show and event marketing costs, and to guide the industry in making adjustments that will support its financial future and continued presence in the corporate marketing mix.

At TSF, we believe that exhibitors should know more about what they are paying for.  This helps exhibitors determine ROI and the most efficient way to make their trade show experience successful.  In that spirit, we’re hosting a petition supporting the main principals of the EIC Full Disclosure and Control of Exhibitor Costs.

This is an important movement for the entire trade show industry and those that use trade shows to market products and do business.  We won’t publish or sell your name — the purpose of this document is solely to make important changes in the industry

The Petition

The Exhibit Industry Council (EIC), comprised of five major trade show industry associations, was formed to define and advocate for exhibitor-focused Best Practices for trade shows, conventions, congresses, and private events. The goal is to unite all industry stakeholders to support reputable, consistent standards.

Currently, there are conditions in the industry that impede the value exhibitors gain from face-to-face marketing events specifically conventions and trade shows. This Best Practice Guide outlines these conditions and suggests “best practices” to overcome the challenges created in this otherwise productive and effective sales and marketing environment.

Exhibiting companies need to understand the total cost of event participation to make decisions about which events will provide a sufficient ROI to their marketing plan. In order to understand and control costs, exhibitors need full disclosure of pricing by the organizers as well as general service contractors (GSCs) before exhibit space contracts are signed. This helps exhibitors make informed financial decisions before the event and also eliminates surprises down the road.

This petition calls for:

• Greater cost transparency for exhibitors
• An end to practices such as bundling and forced shipments.
• Discounts to be offered to both the exhibitor and the exhibitor’s third party contractor
• The elimination of hidden benefits such as undisclosed discounts between the general service contractor and the trade show, convention, and congress organizers.
• An end to exclusive facility contract, allowing all qualified suppliers who meet the technical requirement to compete for the right to provide goods and services in a given facility.

Sukki Jahnke of the the Rogers Company spoke on the floor of AHIMA with Jon Gabster of Diskriter about the strategies he employs to get the most out of tradeshows. The audio’s a little faint on this one so turn up your volume to listen in.

John talks about some creative tools like scavenger hunts that Diskriter is using at AHIMA as well as some of the lead qualifing and retrieval methods his company uses. Tradeshows, he says, is one of the more successful modes of marketing that the company uses to market its product mostly because the consistent presence keeps leads consistent year after year.

Below is the official AHIMA 2009 recap if you missed the show: