Trade Show Booth Can Help Build Brand, Business

Article excerpt

Although the company attends several trade shows each year, HGP exhibits at just one:The annual conference sponsored by the Healthcare Information and Management Systems Society, Chicago.

Elmhurst-based HGP, or Healthcare Growth Partners LLC, is a boutique investment banking firm that focuses on health care technology and services.The company is one of only two investment banking organizations that exhibit at the HIMSS annual meeting.

At 10x10, "It's not the biggest booth," says HGP Managing Director Jon Phillips, "but there's no need to go overboard.The booth gets our name in front of clients and helps us build our brand."

With delegate appointments set in advance for the booth location, "It's a much more effective way to meet people," Phillips says.

That's a solid exhibit strategy, especially for a smaller company.

Deborah Venable isn't surprised at the HGP approach.For one thing, Venable is president of Nimlok Chicago, a Niles distributor of Nimlok trade show equipment and services.HGP is a Nimlok Chicago client.

For another, "Nothing replaces the face-to-face" contact opportunity that a trade show offers, Venable says.

In fact, Venable expects an increase in trade show participation this year by small businesses, an expectation based in part on the amount of planning and preparation work Nimlok Chicago did for clients during the fall.

Trade show participation needn't be a budget breaker."No one is going overboard and spending $1 million on a booth," Venable says. …