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.

There is a lot trade show advice that can be either really obvious or not very helpful.  Every once in a while you come across an idea that is both obvious and really helpful.  And that is what this trade show marketing tip from Tom Adams is.

We all know about the pens and the buttons, the key chains and the posters.  The theory is: let’s give away something with our logo on it and it will be good for brand equity.  And then there are the contests: enter to win a free iPod.  Yes, giveaways have certain brand value, but Tom’s advice is that if you want to snag contact information, give away something that you’d normally sell.  That ensures that only your targeted audience will show interest.  A month of free service or parts or even a full-fledged product as a give away means that it will be worthless to a casual passerby but hugely valuable to your target audience.  It’s a good theory, but anyone put it to practice?

You can read Tom’s blog here: http://tomadams.com/

Anyone have a good give away story?  Bad?  Ugly?  Leave a comment and let us know!

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.

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:

Trade show ROI expert and friend of Trade Show Feed, Richard Erschik is gearing up a for a series of seminars and workshops at events around the country. It starts with the Exhibitor Show later in March and continues at Texas Library, IMTS, Fire Show, and ConExpo among others through June. Richard prepared this video as a preview.

Thanks Richard!

Link to Richard Erschik’s video here

February 17, 2010 (Mentor, OH) – The Rogers Company (www.therogersco.com) has expanded its presence in the Northeast by opening a sales office in Rochester, New York. Brenda Newman will be heading the East Avenue office. Newman brings over 17 years of experience to her new role having worked with a range of national and global clients from Fortune 500 companies to small startups and everything in between.

“We are very excited about this expansion,” said Jeffrey Blackwell, president of The Rogers Company. “Newman brings the expertise and dedication to customer service that we need to capitalize on opportunities as the economy begins to recover.”

Newman is enjoying the culture of The Rogers Company, which emphasizes building partnerships with its clients, employees and suppliers while fostering its goal of helping clients achieve the highest return on investment possible from trade shows. This philosophy is highlighted by the company’s recent launch of Return on Exhibiting, an approach that guarantees 100% lead follow-up post show.

“We ultimately want our clients to succeed in the short and long term,” said Newman. “Rogers’ partnership approach fits perfectly with my mantra of putting client service first.”

Newman is looking forward to working with clients in a wide range of markets, but sees opportunity in green technology such as wind and solar power.

“I have experience working with manufacturers and suppliers to the wind energy sector and I see growth opportunity in industries that supply green technologies,” said Newman. “I can also work with any company on making their exhibit displays more green. The design and build teams at Rogers are a terrific resource for finding green materials that fit budget and design requirements.”

About Rogers

For over 65 years, The Rogers Company has been an award winning designer and manufacturer of branded environments for trade show exhibits, corporate events, lobbies, show rooms and retail environments – essentially any place where communicating a brand is vital. In addition to its 3D marketing services, The Rogers Company is also a full service trade show and event implementation partner providing turnkey services and support for its corporate clients throughout the country.

With its complete design staff, skilled craftsman and construction facilities, Rogers can custom build a wide range of branded environments to suit any need. Through its strategic partner network, the company also provides a wide range of portable and modular display solutions, support and logistics for international trade shows and an extensive rental inventory of both custom and portable display products.

Additionally through its partner network, Rogers provide Eventelligence TM, a technology, infrastructure service for event registration, event mapping and way-finding systems, lead retrieval, lead tracking, fulfillment services and various RFID solutions for focused trade shows and events.

For more information on the Rogers Company, please visit www.therogersco.com or contact Brenda directly at brendanewman@rochester.rr.com, (585) 698-5229.

The Rogers Company has announced a new service that begins to answer many of the Trade Show ROI questions that companies have.  Are we seeing value from this show?  The answer, it seems, may be in what you’re doing with the leads you are getting from the show.  From the press release:

The Rogers Company, a designer and builder of trade show exhibits and other branded environments, announces Return On Exhibiting, a new approach to lead management to substantially increase sales resulting from trade shows. This new offering comes from a partnership between Rogers and Richard Erschik, founder and CEO of Leads to Sales, Inc. (www.leadstosales.com) and RICHARDERSCHIK.com (www.richarderschik.com). Erschik and the Rogers team are working closely together to unite booth exhibit design and fabrication with lead management and post-show follow-up. The result is a one-stop shop for better trade show ROI.

You can read the rest of the press release here: Link

Sukki Jahnke from The Rogers Company interviews Chris Hopkins about exhibiting at AHIMA.  He gives some quick strategies on their approach to face-to-face marketing.  So is tradeshow exhibiting really just about brand positioning and ’showing your face.”  Not so, according to Hopkins, AHIMA provides some very real relationship building opportunities and some on-floor sales.

Look for more From the Show Floor interviews from Sukki coming soon.