A Survival Guide For First Time Exhibitors: HIMSS Annual Conference 2008 January 24, 2008

1. A Survival Guide For First Time Exhibitors: HIMSS Annual Conference 2008January 24, 2008 Elizabeth (Liddy) West Mitch Work, FHIMSS VP, Corporate Relations President HIMSS The Work Group, Inc

2. Today’s Agenda • Objectives • Brief History: HIMSS and the Annual Conference • Importance of First-Time Exhibitors (FTEX) • FTEX Analyses and Survey • How to Have a Successful Exhibit at HIMSS08 • Do’s & Don’ts • HIMSS Services for First-time Exhibitors • Logistics • Marketing Opportunities • Summary • Q & A

3. Objectives • Help FTEXs have a successful sales and marketing experience at HIMSS08 • Set realistic expectations • Discuss FTEX programs • Share our experiences as exhibitors at HIMSS over the past 15 years • Review the schedule leading to HIMSS08 • Answer your questions

4. A Brief History • 1960s – AHA-affiliated healthcare management engineering association with 47 charter members • Today – An independent trade association with broad focus on HIT • 25,000 individual members • 350 corporate members • Annual meetings began in the 60s • First record of # exhibits in 1983 – 10 • First record of # of attendees in 1988 – 650 • Expectations for HIMSS08 in Orlando • 850+ exhibitors • 25,000+ attendees

5. Importance of First-Time Exhibitors • Post-Conference surveys indicate attendees rank new suppliers and solutions among the top reasons for attending • New products and services keep the HIMSS exhibit floor interesting for both B2C and B2B • New exhibitors reflect a growing and dynamic industry

6. Analysis of Data from 2005-2008 • FTEXs comprise ~28% of exhibitors • Percent of first-time exhibitors who return to exhibit the next year: • 2006 52% • 2007 51% • 2008 40% (to date) • 213 FTEXs at HIMSS08 (to date)

7. Goals of 2006 FTEX Survey • Assess FTEX unique needs • Develop programs specifically focused on improving FTEX experience Understand reasons for not exhibiting in subsequent years • Improve return rate • Increase # of FTEXs that become HIMSS Corporate Members

8. Why FTEXs Exhibit at HIMSS

9. FTEX Lessons Learned

10. How to Have a Successful HIMSS08 • Planning • Budgeting • Know the Conference audience • Pre-Conference activities • On-site differentiators • Post-Conference activities

11. Planning Activities • Sign up early • On-site sign-up for HIMSS09 • Develop HIMSS project plan • Objectives - general and measurable, define success • Tactics pre-show, at HIMSS and post-show • Responsibilities and schedule • Booth production/signage • Staffing assignments

12. Planning Activities • Regular communications - Internal - External • Use HIMSS Exhibitor eNews to manage logistics • Regular updates on logistics, deadlines and marketing opportunities

13. Budgeting Considerations • Direct HIMSS costs • Booth space • Sponsorships • Marketing opportunities (few remaining) • Other direct costs • Your booth • Design/build • Shipping • T&E for your staff • Entertainment • Pre- and post-show direct marketing

14. Know Your AudienceHIMSS07 Attendees by Job Category • CEO, CFO, CMO, CNO, COO12% • CIO 11% • Nurse 1% • Physician 2% • Consultant 8% • Senior Staff/Manager 8% • Director/Department Head 12% • Programmer/Developer 3% • Gov’t Employee/Public Servant 1% • Marketing & Sales 7% • Other Senior Management 2% • Other non-Management 7% • Professors 1% • On-site attendees & guests w/no demographics 15% • Unspecified 10%

15. Decision-Making Authority of HIMSS07 Attendees Decision Influencer 29% Not Applicable 45% Decision-Maker 26%

16. Three Phases of Your HIMSS Exhibiting Experience • Pre-Conference • Onsite Activities • Post-Conference

17. Pre-Conference Marketing Activities • Reach out to your customers, prospects and partners • Highlight your booth # • Special offers and give-aways • Product announcement teasers • Highlight educational sessions that feature your customers • Differentiate your company and products • Be creative • Mailers • E-mail • Telemarketing • Do something! • Many exhibitors do no pre-conference marketing

18. On-Site ActivitiesSchedule Meetings in Advance • Be proactive • Total booth hours available = 18 hours over 3.5 days • 4 staff x 18 hours = 72 booth hours available • Consider additional staff to support meetings during exhibit hours • Prospects, clients, partners, press, consultants, others • Available meeting space • Your booth! • Exhibitor Lounge • Corporate Member Lounge • Vendor Headquarters (subject to availability, add’l costs)

19. On-Site Activities • Communicate with your staff • Important dates • Travel • On-site meetings and special events • Key customers, prospects and partners • Strategic messages and competitive positioning • Take advantage of on-site resources • HIMSS staff • Freeman • Ambassadors

20. On-site Differentiators • Booth - Signage, design • Your Staff - Training, roles - Dress, booth etiquette, attitude - Qualifying prospects • Give-aways • Pros and cons • Documentation of prospects

21. Post-Conference Activities • Post-conference fatigue syndrome! • Follow up on leads within two weeks • Many trade show leads do not receive post-show follow-up • Clean-up lists and assign to reps • Track to determine ROI • HIMSS08 lead management tools

22. Do’s • Take advantage of HIMSS sponsorships and pre-show marketing opportunities • Manage your HIMSS08 exhibit plan as you would any company investment • Have pre-show and post-show booth staff meetings each day during HIMSS08 • Review successes and opportunities for improvement • Bring a first aid survival kit

23. Do’s • Factor in distance and time • From your hotel to the Convention Center • On the exhibit floor • Take care of your booth staff • Plan adequate coverage and breaks • Wear really comfortable shoes • Consider extra padding for your booth carpet • Ask for help from HIMSS

24. Don’ts • Base your definition of “success” on closing business on the exhibit floor • Assume attendees will seek you out simply because you are exhibiting • Under-staff your booth or leave booth unattended • Violate booth etiquette standards • These should be part of pre-show staff training • Develop booth signage that doesn't say what you do • Start real planning two weeks before conference

25. Special HIMSS Services for First-Time Exhibitors • HIMSS staff outreach during set-up in Orlando • Special signage identifying FTEX • Literature kiosk for FTEX • FTEX reception on Feb 26 6-7p • Room 333 (Level 4, above Hall E) • Post-conference survey

26. Logistics Information • Exhibitor Staff and Client badge Registration • Hotel and Travel • Move-in, show, and move-out hours • Soliciting outside your booth • Discounted packages (furniture, shipping, drayage)

27. Marketing Opportunities • Products & Services directory • Exhibitor-hosted Events • Marketing Toolkit • Branded Postcards • Branded Stickers • New Product Launch • Direct Mail Options • Brochure mailings • Attendee mailing labels • Post Conference CardPak

28. On-Site Marketing • Sponsorships • Pavilion Product Sessions • Private Demos/ Vendor HQs • Booth Giveaways

29. Advertising & Media Options • Advertising • HIMSS LeSack Door Drop Service • Media Outreach • Press Kits • Media Liaison

30. Summary • HIMSS08 is the premier conference and trade exhibition for healthcare information technology • Its shear size presents challenges to all exhibitors • A successful experience requires careful planning, clear communications, setting realistic expectations and attention to three critical phases • Pre-conference, onsite, and post-conference activities • Take advantage of opportunities and special services offered by HIMSS We look forward to seeing you in Orlando in February and again in Chicago in 2009!

31. Questions????Thanks for Your Participation!

32. General First-Time Exhibitor Questions Liddy West, VP Corporate Relations ewest@himss.org 312. 915.9266 Mitch Work, The Work Group, Inc mitch@workgroupinc.net 847.940.7574 Sponsorship and Marketing Opportunities Kelly Laidler, Sr. Director Business Development klaidler@himss.org 312.915.9285 Logistics Elli Miller, Manager Meeting Services emiller@himss.org 312.915.9272 Key Contacts