Trade show participation is usually among the top marketing expenses for healthcare technology companies. Success at shows is vital, especially for SMBs, which can spend one-third of their entire annual marketing budget at HIMSS alone.
A successful theme strategy is much more than wearing the same colored shirts, ties or sneakers. Creating and promoting a show theme:
Political campaigns understand the importance of pithy slogans – they encapsulate your message in a single phrase, just like a good tagline. I’m sure you’re familiar with Hillary’s 2016 presidential campaign slogan, “I’m with HER”, and Trump’s “Make America Great Again.” Political campaigns also have talking point books so every team member and surrogate knows how to respond to questions and challenging issues.
Before the event, your goal is to build excitement, create focused noise, and encourage community. You want attendees to wonder what you are up to, and generate enough curiosity so people will seek you out on a crowded show floor. You don’t want to give away your entire brand theme before the event, but instead use teasers to hint at what’s to come. You’ll also want to set up media appointments before the event. It’s easier to secure spots with in-demand editors when you have an exciting concept to share.
During the event, get internal writers lined up for live blogging and Tweeting. Set up more media appointments. Display online posts and content on a big screen. Ask your current customers if they are willing to come by your booth. If so, train them on your theme talking points and let them lead the way in talking to their peers who are considering a purchase.
After the event, get thought leaders to write recap blog posts. Make sure these posts tie into your theme in some way. Show how your company is going to execute on the theme promise — too many times the theme dies after the show. For example, highlight how your product roadmap supports the promoted concept.
The theme acts as the foundational messaging platform and style guide for the show. It also prevents “dancing robot syndrome” — the bizarre attention-getters you often see that have nothing to do with the company promoting them. Focusing on a creative theme enables you to come up with exciting giveaways, contests, etc. that reinforce your brand message and engage real buyers instead of attracting gawkers and giveaway-seekers who are never going to purchase.
After the brain-draining frenzy that is HIMSS, attendees will only remember about 10% of what they saw and even less of what they heard — unless the message was truly unique or crucial to them personally. You should also aim to leave behind a differentiated message that prospects and the media alike will remember.
An innovative, exciting, or even controversial theme can get your prospects and customers united around a common cause.
This controversial, but engaging, tact took a jab at market-leading PACS imaging technology — and RSNA took notice. Our disruptive theme shook things up industry-wide, putting Mach7 on the healthcare IT radar.
Our health IT marketing agency knows all the ins-and-outs of HIMSS and can help you succeed no matter your experience level. If you want to rock HIMSS, get in touch with us.