In just a few short weeks, 40,000 healthcare IT professionals will descend on the show floor in Orlando to network and check out the latest, greatest technology at HIMSS14.
Whether your company is exhibiting, or you’re attending, standing out in the crowd and having a strategy to get the biggest ROI on your HIMSS investment is critical to trade show success. With the final countdown on, here are a few simple reminders and things to consider as you head out the door.
1. Stand by your brand. Your company has invested a lot in its brand and HIMSS. As a live representative, your job is to live your company’s brand and represent your company effectively at possibly the biggest trade show and investment it will attend or make. Review and make sure that you can communicate company and/or product core messages. Be sure that you can easily and confidently tell someone what your company does and the benefits that it offers. If you haven’t already done this, practice delivering your messages using “question-based selling” to actually engage in dialogue so that you can tweak and deliver a more targeted version of those messages.
Oh yes, and don’t forget to polish your shoes. Looking professional, refreshed and respectable goes a long way to differentiate you and your company in today’s “relaxed” business environment. Just because everyone is wearing flip-flops at Disney, and even sometimes at the show, doesn’t mean you should follow suit (pun intended). Remember, you are the brand on the road. Dress appropriately.
2. Why I’m here. HIMSS represents a great opportunity to network, learn and engage with people that you might not have an opportunity to see but once a year. There’s a lot going on and it’s easy to lose focus. It is, after all, only three days, so the tendency is also to try and pack as much into that time as possible. If you haven’t already done so, it’s not too late to layout a show strategy for you and your team. What are you realistically hoping to achieve by attending HIMSS? Who do you want to see and for what reason? Who are the priority people? What does show success look like for you and your team? What learning opportunities do you want to take advantage of; how will you use that information later? What challenges is your organization facing and what vendors or people do you want to see that might be able to help?
Once you’ve answered some of these questions, you can develop a strategy to help you use your time wisely by setting appointments ahead of time and having written objectives to keep you on task each day. I find it helpful to refer to these often and to make a list each morning and evening so that I don’t wander too far off schedule. With all the action and activities, it’s too easy to get off track and before you know it, an afternoon is gone and all you have to show for it is a pair of sore feet.
Also, if by chance you’re sending a team, or your staff, to HIMSS, you might want to ask for a show plan. As a business owner and someone who has been around the show floor a few times, I’m often amazed at the number of “professionals” who spend a lot of time focused on collecting “tchotchkes” and entering raffles and contests to win the latest handheld device or piece of technology. A little direction and setting expectations can help. And, in defense of those who love the promotional items and booth candy, being thrown into a large space with thousands of people isn’t easy for even the most extroverted attendees or exhibitors.
3. Rome wasn’t built in a day. Speaking of expectations, I always have to tell myself that just because I’m going to be in the presence of 1,000 of our hottest prospects, doesn’t mean that even one deal is going to be made. On the contrary, big tradeshows like HIMSS are great opportunities to put a name with a face, make a connection, and build and/or nurture relationships. Think about it this way, the person you are hoping to do business with, or collaborate with, is trying to do the same with others as well. And even if you’re about to sign a deal with a new customer, chances are their busy schedule might interfere with that transaction.
I find that the best approach is to not try and do too much with any one individual or company at HIMSS. Make connections, talk next steps following the show and follow through. It’s so easy to get “ginned up” over HIMSS. It is after all, “the biggest and best health IT show” in the industry and your company is making a big investment. Just remember, everyone is thinking this way. The best thing you can do is to play it cool and know that “Rome wasn’t built in a day.” Nor was it built in three days.
4. Be a team player. Once you realize that you cannot do it all in three days, you might want to consider that you really CAN do a lot more if you work as a team. Have you ever had an experience where two people from the same company visit your exhibit at different times, both on a similar mission, but clearly not coordinated on the outreach effort? It gets worse when they are both representing the same company and products but have very different messaging. I love to tell them that they just missed each other. These guys could cover more ground and make more connections if they worked together in a cohesive manner. And by doing so, they could also avoid communicating to others that they really don’t work as a team and don’t offer a coordinated effort or product.
Working with strategic alliance partners is another way to maximize your outreach strategy and time at HIMSS. Who else sells to the audience that you want to reach to offer a product that you do not? Who else knows someone that you want to meet to help you expand your organization? Make these connections now and see how you might be able to help them as well. For example, our company does not fabricate exhibit structures that are literally the backbone of the exhibits that we design and support. Our exhibit partner, who does the fabrication, targets the same audience that we sell to, offering a different service. Together, we are able to cover a lot more ground and make referrals where appropriate. Over the years, I have found such partnerships to be invaluable and really enjoyable.
5. Remember you are IT. HIMSS is an IT show. If you have a presentation on your iPad Air, or a cool piece of technology that you can throw in your briefcase, HIMSS is a great place to use or show it. Use technology to your advantage, including social media. Twitter is a great tradeshow tool that works to build anticipation and remind your prospects that you will be there exhibiting or available to meet. Once the show opens, using the show-provided hashtags are a great way to reach media and attendees with up-to-date information. Just don’t tweet when you should be talking to prospects face to face. Or while walking.
6. And, mind your manners. It’s funny how our mothers really were always right. Basic good manners really do transcend time and work for all occasions. A few things to remember: stay present with the people that you meet and make eye contact. This means you’ll need to not walk around checking email or spending a lot of time texting or on the phone. This is especially true if you’re exhibiting. The goal is to be approachable. Consider eating only at a table, sitting down if possible. Let’s face it, are you really going to approach anyone whose obviously eating lunch? Or who has their hands in their pockets or are busy texting?
Of course, be sure to follow up with everyone you meet or have connected with at HIMSS. Mom would suggest a short “bread and butter note”; however, a thoughtful email with next steps as appropriate is quite acceptable today and especially to the tech audience.
See you in Orlando!
