If you’re not familiar with the Health Information Management Software Systems show, it sounds like a total snoozefest. If you’re in that industry, however, it’s a pretty exciting place to be. And if you’re in my industry, it’s a REALLY exciting place to be.
HIMSS has become one of the biggest can’t-miss trade shows in our industry. From the sheer size of the show to the way exhibitors interact with show attendees to effort in pushing the envelope on creativity and exhibit budgets, HIMSS is making a statement to some other trade shows out there right now: This is how you do it.
With the dust settling on another HIMSS, there’s been time to reflect and review the things that really got me excited about the future of trade shows.
ATTENDEE INTERACTION
They say nothing attracts a crowd like a crowd. Well, this tactic was used brilliantly by a couple of exhibitors this year. Clogged aisles, crained necks, and raised smartphones were the themes.
CDW Healthcare used an audience participation game show right on the main aisle to get eyeballs on their brand. They used fun word and picture games of their product with game show prizes to lure in participants.
Siemens had an amazing presentation just a few booths down using movable iPads. People stopped in their tracks, mesmerized by the display.
And what better way to make friends than with beer? OnBase by Hyland Software has been using a sports bar themed exhibit for years (complete with magician) to help make their booth a relaxing place to interact with their visitors. And there were many other examples at this year’s show.
Takeaway:
The point is, just because health information software isn’t sexy to most people, doesn’t mean that interacting with a product at a show can’t be fun.
WOOD IS BEAUTIFUL
The rise of trade show costs has led to an unfortunate casualty: the custom exhibit structure. Scanning the horizon of any show these days and you’re bound to find a sea of lightweight fabric structures. This is nothing new. But while some of this can be done very well, is there really anything more beautiful than something made of wood?
The HIMSS exhibits that really made me stop and take notice are the ones that also decided that this is true. KLAS debuted an exhibit this year that was absolutely stunning. Stained wood plank decking provided multiple levels on which to walk, naturally breaking up the space. Various other surfaces adorned a stacked, multi-depth wood finish that made me stop and touch.
Orchard Software used a nature themed exhibit that completely stood
out from its sterile and clinical neighbors. A large tree anchored the space, with wood plank-style work stations on the perimeter.
Even just the appearance of wood made me stop and appreciate. Dell used a natural wood print on the sides of its booth to serve as a accent to its branding colors and messaging. Though they’re slightly cheating by not using actual wood, they too recognize its pleasant aesthetic.
Takeaway:
Sometimes pure and natural beauty is all it takes to make someone stop and notice. That’s the point, right? To make someone stop just long enough to take in your brand? Not to mention give the impression that you pay attention to the details.
SOCIALLY ACTIVE
If you haven’t noticed, the photos in this post are pulled directly from the various social media platforms. While most shows create a pretty decent social buzz, this year’s HIMSS exhibitors seemed particularly active.
The social aspect of the show carried into offsite events as well. And I’m not just talking about social media here, but actually being social. Every restaurant in the area seemed to be “Closed for a private event.” Show floors can be such stiff places sometimes, and so it’s great to have alternative environments to talk with prospects and clients, absorb messaging, and getting off your fee for a fun few hours.
Takeaway:
Many shows end up existing in a vacuum. The social media and social gathering connections made at HIMSS will undoubtedly extend show floor conversations for the rest of the year.
What exciting things did you see at this year’s HIMSS? What do you see coming in the future?
