When and how do IFSEC preparations begin for Panasonic?
We would always start some preparations for the next show after conclusion of the current show. For example, hotel and stand reservations together with post show evaluation all happen in the first few weeks after the show.
However, key preparations in the build up to IFSEC would really start about 6 months prior to the show. By this time work is underway with stand design briefings and a first draft of the stand plan.
At this stage product planning and discussions with our factory in Japan are in progress to give an idea of the focus and what the key technology and product launches will be. In terms of the stand we want to construct something that is of cutting edge design and works in harmony with our products.
How does IFSEC fit into the annual Panasonic marketing campaign?
Although an important event, IFSEC only forms part of the overall marketing campaign for Panasonic. IFSEC is used as a launch pad to exhibit and promote Panasonic’s latest products and to release information to the press.
IFSEC gives the public the environment in which they can experience the new products first-hand, instead of just seeing them solely promoted in magazines and adverts.
Panasonic’s responsibility for all the European market means that an annual campaign includes a wide range of activities across many countries throughout Europe.
For example, in 2008 Panasonic attended no less than 15 events and exhibitions across a multiple of countries including Security Essen in Germany, Expo Protection in France, Sicurezza in Italy and Skyyd in Sweden.
IFSEC delivers an excellent platform to successfully promote new products and technology to UK and international visitors. The success of an overall Panasonic campaign though will be in integrating many activities such as PR, advertising and online communication to ensure the correct message is being delivered across the year to the marketplace.
Who from Panasonic is involved in IFSEC and how?
There are many members of the Panasonic team that are involved and contribute towards a successful show for Panasonic. The marketing team, managed by Rob Healey, European head of marketing, are heavily involved from pre-show planning and marketing, right through to the running of the stand and post show evaluation.
There are many elements to this. Once the floor space is contracted work begins on briefing a design company and putting the build out to tender.
Alexis Osada, exhibitions manager at Panasonic, works across all areas of Panasonic to ensure this process runs as smoothly as possible. The marketing team then works on designing the product walls, key messages and content for the stand to communicate the correct message to IFSEC visitors.
Once the show is only a few weeks away, the equipment is put together and tested to ensure it is all ready for the install.
On the Saturday before the show, members of both the marketing and technical team arrive on site to begin installing and setting up the equipment. The contractor has normally been on site since mid-week and the stand is constructed and ready to start installing Panasonic product.
The week of the show brings together all teams, with marketing, sales and technical supporting the running of the stand. For the sales team IFSEC provides a unique opportunity to network and meet with a huge number of potential customers as well as current customers viewing the new products.
Working the stand for the show is probably the most important time as this is the ‘live’ part of the event and when all the planning will benefit. By having a structured team of sales, marketing and technical staff supporting the stand, then Panasonic will be able to deliver the best possible experience for the visitor.
How closely does Panasonic work with UBM Live, organiser of IFSEC?
The relationship between Panasonic and IFSEC is long standing as Panasonic has exhibited at IFSEC for well over 20 years. Panasonic has grown with the show and in turn has developed a strong relationship with UBM Live.
The relationship works very well and is normally looked at as more of a partnership. Both Panasonic and UBM Live bring different elements to the partnership. As an exhibitor, Panasonic expect a well organised show and ultimately the best possible quantity and quality of visitors to view the stand and the new technology on show.
On top of this though, IFSEC should be a true representation of the security industry and the current trends, technologies and issues in the marketplace. By working closely together with Panasonic, and other key exhibitors, UBM Live can have the best possible understanding of the marketplace and what the visitor expects when attending the show.
Alexis, the event organiser at Panasonic, is on the ABC Exhibition Committee which is responsible for the audited number of visitors to the shows and has an insight into rules and regulations of the events. The benefit of Alexis being on the committee is that he has access to event prices, resources and information.
The committee enables its members to access a great deal of background knowledge – this enables Alexis to get the best deal for Panasonic because of the historic relationship he has with the event organisers.
What’s the thought process behind the design of Panasonic’s stand at IFSEC?
The main thought process behind the design of the Panasonic stand is based on three things; 1: to produce a stand that will acquire Panasonic additional business. 2: Solidify existing and new relationships. 3: Finally, brand awareness through a good sized stand to reflect the expectations of the industry.
Panasonic has a huge amount of experience exhibiting across many different sectors, not just IFSEC or the security market. This means that this experience can be used to design and build the best possible stand to promote the Panasonic brand.
IFSEC provides a different challenge to exhibit security products in an innovative and interesting way. With the amount of product and the systems approach, the challenge is always in designing a stand that is eye-catching but also practical and able to deliver strong brand awareness.
The stand can also be driven by the technology or products being launched. This has been evident over the past few years with the emergence of more IP systems coupled with fewer products than maybe years gone by together with the disappearance of CRT monitors but more focus on interactive and educational content.
What other marketing activities do you use to promote your attendance at IFSEC?
Panasonic will drive a lot of their key marketing around IFSEC to ensure visitors are aware of the Panasonic stand and the new products being launched. UBM Live provides a strong platform to do this, from the website to e-marketing campaigns.
By marketing correctly with these tools before the show, visitors should be more aware of Panasonic’s stand and new products, helping them plan their visit more effectively.
Other activities that Panasonic would use to promote the stand would be advertising and PR across many magazines to ensure potential visitors are made aware of the products being launched at the show.
How does Panasonic evaluate its success at IFSEC?
An exhibition always provides a debate on what the success measure should be, especially in the security industry when the timescale from enquiry to sale can be quite a long period of time. Unlike some forms of advertising for example, an exhibition can provide tangible and measurable results.
These include the number of visitors to the show, the amount of visitors to your stand, total number of sales leads collected and even qualitative data such as market research.
As with any investment, the return on investment is what a company will look for from an exhibition. This will be in business developed as a direct result of attending the show.
This is why with any exhibition, the key is to correctly follow up and convert potential business from visitors to the stand. Therefore a measure of success can be a combination of visitor numbers, customer feedback and sales leads captured. Ultimately though, the success can only be measured over time in projects converted and sales figures.
What’s the secret to a successful exhibition for Panasonic?
The overall factor has to be planning and teamwork. In terms of the success measures mentioned above then good planning can ensure your objectives are set out early with a well planned and strategic marketing approach.
For the nitty gritty of build up and the live show then working together as a team towards the same objectives is the best way to achieve success. Furthermore, the amount of quality sales leads and the development for future business.
What is the one piece of advice you’d offer to a new or existing exhibitor at IFSEC?
Set out your goals and objectives before the show. No matter how well a stand is designed and built, if no one visits or your staff all leave for lunch at the same time then it can be an expensive waste of budget and resource.
Also wear comfortable shoes and pace yourself… It’s a long week!
What would you never attend IFSEC without?
A map, a bottle of water and comfortable shoes!
