Mastering MedTech exhibitions: Optimising your event presence

Are you juggling the advantages and disadvantages of exhibiting at an upcoming MedTech conference or roadshow? Or, do you find yourself with a calendar full of events but uncertain about their true value to your company?

Here are a few insights to help you figure out whether exhibiting is the right step for you, and if so, how to do it right.

Why should I exhibit and how to do it right?

Imagine a bustling warehouse filled with your potential clients, partners, and industry leaders for a couple of days. Do you want to miss this chance to make a memorable impression, stand out, and forge lasting connections that could elevate your startup or secure crucial partnerships?

While summit exhibitions offer visibility, attracting attendees demands investment in staff training, booth design, and captivating presentations. Traditionally, exhibitions dominate B2B marketing budgets. However, they should complement broader digital marketing strategies.

In MedTech, companies allocate around 31.6% of their marketing budgets to trade show participation, according to a 2023 study. 

Many companies struggle to justify the expense of trade show marketing, considering it boils down to a costly table and chair in a warehouse. This is particularly challenging for startups and other first-timers. 

What’s more concerning is that many companies aren’t optimising their strategies. A study revealed that 76% of exhibitors lack specific objectives for attending conferences, with 80% neglecting targeted pre-show marketing. Even more alarming, 86% of exhibit staffers lack professional skills training for trade show engagement.

To shine at conferences like JPM, Arab Health, or MedTech Malta, it’s crucial to prioritise effective pre-show marketing and staff training.

Pre-event

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Your booth, your people

Booths and product attention go hand in hand. If your booth isn’t grabbing eyes or if anything else steals the spotlight from your tech, it’s a red flag. Your marketing team should strategize to draw traffic to your device. Two key factors influence this: booth design and staffing.

Ensure your tech is easily accessible, avoiding a setup that forces viewers into the spotlight. Your display should allow both viewers and staff to engage comfortably. Omar M. Khateeb, host of the State of MedTech podcast, suggests drawing inspiration from public spaces for booth design insights.

When it comes to your team, they should exude warmth and avoid off-putting behaviours like being glued to their phones or folding their arms defensively. These seemingly minor details can make a big impact. A gentle nudge in the right direction, supported by professional training, goes a long way.

Steer clear of neediness, aggression, or overly complicated designs. Opt for simplicity and accessibility in booth layout, accompanied by a lively and attentive team. Ensure they guide visitors without overshadowing your tech, especially during peak hours.

And remember, unless you’re showcasing literal “water of life,” your booth isn’t a bar!

The Exhibitor + Speaker package

Post-event

Let’s explore the post-event phase, where digital marketing truly shines in event strategies. After the event wraps, your generated content becomes your golden opportunity. For instance, that photo from your pitch presentation? It snagged 100 likes and over 4000 impressions on LinkedIn, subtly building your brand.

But the real magic? Content syndication. Turning your talk into a video podcast and snippets for social media broadens your reach, engaging your entire target audience. This strategy goes beyond event attendees, reaching those who couldn’t make it in person.

Conferences also boost credibility, positioning your company as an industry leader. By bridging the offline and online worlds, your message resonates, maximising exposure.

Strategic pre-event and post-event activities are game-changers. Without them, your presence might have gone unnoticed. Embrace digital marketing in your event strategy to create a buzz that extends far beyond the event itself.

Excited about exhibiting?

If our advice on maximising your exhibition and event experience has sparked your enthusiasm, then MedTech Malta is the perfect destination for you this November. But why take our word for it? Here are some glowing testimonials from a few of our past exhibitors:

Mark your calendars for the rest of the Roadshow series: