During a large industry tradeshow, the primary goal for any exhibitor is the same: attract as many right fit prospects and media to your booth as possible to drive sales and increase awareness. Healthcare Information and Management Systems Society 2018 (HIMSS) was no exception for our five clients participating in the 2018 Super Bowl of healthcare. ARPR was tasked with creating pre, onsite and post tradeshow social media marketing, including organic and paid campaigns to help clients cut through the noise and clutter reach this goal.
To begin, ARPR met with each client to define key messages and booth attractions. From a podcast launch to VR meditation to software demos and speaking opportunities, our clients were well-equipped to draw attention to themselves at the show. Now, it was ARPR’s job to make sure everyone knew about it all. To do this, ARPR recommended a three-pronged approach that was carried out through pre-show, onsite and post show timeframes and included paid advertising, supporting organic content, live tweeting and live streaming on both Instagram and Facebook.
The key to each custom strategy was to utilize video whenever possible to help paint the picture of what was happening at each booth, speaking opportunity and event. This was done in order to help to further entice attendees to visit each client, and to help targeted audiences not able to attend the show become fully informed of the clients’ key offerings during HIMSS.
Our recommended approach to tradeshow social media marketing was successful in not only driving booth traffic but also in helping to measurably #DriveLeads. In total, the video content syndicated via Facebook Live, Instagram Live, social media ads and Twitter received over 245,000 targeted views total. On average, our clients experienced a 30% increase of visits to their websites compared to the previous month and 63% increase in onsite engagement with top-tier influencers and media. They also benefitted from increased share of voice during the show and throughout the 3-month pre, onsite and post-show campaigns. Overall, the approach showcased the ever-growing importance of video as a real-time communicator that helps to unify online and offline conversations.