In case you missed our recent article, the Global Security Summit 2012 is a brand new event devised by UBM – publisher of Info4Security and the organiser of both IFSEC International and the Security Excellence Awards – and Pro-Activ Publications (producers of Risk UK and Professional Security Installer as well as Benchmark magazine).
The basic philosophy behind the event – which runs for the first time next October at London’s state-of-the-art Olympia – is to offer companies an unprecedented opportunity for presenting their technologies, services and solutions directly to senior end users (ie security managers and directors, facilities managers and specifiers) emanating from the key vertical markets with which we’re all familiar.
Running across two days on 11-12 October 2012, the Global Security Summit will feature an extensive exhibition, bespoke one-to-one meetings between the aforementioned solutions providers and buyers, “unrivalled networking opportunities” and – for good measure – a high level educational programme. It’s a strong mix, for sure.
On top of that, several of the security sector’s leading organisations have already pledged their support for this new event, among them the British Security Industry Association, The Security Institute, ASIS International’s UK Chapter 208, London First and The Worshipful Company of Security Professionals.
Driven by customer demand
According to Simon Parker – former group director for UBM’s Venues, Protection and Leisure Portfolio and now managing director of UBM – the Global Security Summit’s emergence is all down to customer demand.
“There’s no doubt what we’re doing with this event is driven by the vendors and buyers, Brian. As markets change and evolve, so we need to adapt with them. The feedback we’ve received from key players in the security market is that they want an event where there are bespoke meetings and focused dialogue. That’s what we’ll be providing with the Global Security Summit.”
How did the whole collaboration between UBM and Pro-Activ Publications materialise?
“It’s pretty simple, Brian,” explained Parker. “Thanks to many, many years of working on IFSEC International we at UBM have the experience to bring to bear on the new show. For its part, Pro-Activ Publications brings its magazines to the party. In addition, the combination of our databases for this event makes it a very compelling proposition.”
Motivation behind the location
Why choose London as the host city? “Aside from the fact that London’s the natural home for an event like the Global Security Summit, and given that we already run successful shows in the Capital,” outlined Parker, “Olympia now features a state-of-the-art exhibition space which is ideal for what we’re trying to achieve.”
As stated, the Global Security Summit is specifically targeted at the end user community in the security space, a community that’s now visiting IFSEC International each May in ever-larger numbers. What, though, will be the ‘hooks’ that grab the attention and interest of those same players – and many more besides – to Olympia next October?
“We’ll certainly be attracting the leading-edge solutions providers to this event, Brian” opined Parker without hesitation. “They’ll be hand-picked following consultation with our partner organisations. The content will also be massively important. Attendees will not solely want to visit exhibition stands. They’ll want information and education that will help them enhance their roles within their respective organisations. That’s why we’re working in close alignment with London First and ASIS to formulate the best possible content and get it absolutely right.”
Those aforementioned bespoke, one-to-one meetings are also going to be pivotal, it seems. “We’ll facilitate pre-arranged meetings and entrance to the conference programme for those end users in attendance across the two days,” enthused Parker.
Defining the target audience
Of course the term ‘end user’ is pretty wide-ranging these days and, depending on whom you’re speaking with, it can indeed relate to a multitude of titles: from security manager and director through to facilities/site services manager and even procurement specialist. Which of these individuals does Parker wish to see pitching up at Olympia, then?
“In essence, anyone with a security remit,” he responded. “They could be someone with a stand-alone security regime or, equally, professionals looking at the whole convergence debate and the growing importance of Physical Security Information Management as a concept.”
The comments of UBM’s managing director here certainly reflect the trend across the buying and management spaces wherein, more and more these days, security is considered as part of a bundled services package. Whether that trend realises a positive or negative impact in the longer term is a matter of present debate.
“Given that the industry’s moving and changing much more quickly in this day and age,” said Parker, “we’ll look to decide on the exact content for the Global Security Summit nearer the time. What’s in do doubt, though, is that the content will be framed by the foremost industry experts. It’ll be both topical and up-to-the-minute.”
Avenues for pre-show promotion
In terms of pre-publicity for the event, what can the market expect to see and hear from the turn of the New Year?
“The databases run by ourselves and Pro-Activ Publications really do set us apart in the market,” enthused Parker. “Mark (Quittenton, managing director at Pro-Activ) and I can provide great combined coverage through the foremost routes to the target audience we want to reach. Don’t forget that, here at UBM, we can also leverage data from key verticals like construction and property by dint of the Built Environment titles we publish both in print and in the digital space, namely Building and Property Week.”
As always, Info4Security – the security sector’s premier web portal – will be carrying exclusive news, views and opinion on the new show in the lead-up to Olympia’s doors opening to the public. This will be supported all the while by a detailed webinar and virtual events programme in the New Year.
Can Parker explain exactly why the inaugural Global Security Summit is being co-located with existing UBM shows Total Workplace Management and M&E: The Building Services Event?
“There’s a natural extension there, Brian” outlined Parker. “In many cases security professionals are being asked to widen their portfolio of tasks, which now often stretch to encompass building maintenance issues, life-cycle costing of equipment and related issues.”
Convergence and IT-related issues
A major theme for the show is one we’ve already touched on – the subject of convergence. For the majority, this focuses on the merger of IT and physical security.
Does that mean UBM and Pro-Activ Publications are deliberately looking to attract Information Technology specialists to the Global Security Summit?
“Like I said, Brian, we want to see all those professionals who are directly influencing the buying decisions for security attending the event.”
Anecdotally, it would appear that IT managers are indeed enjoying greater influence when it comes to a company’s spend on security. Furthermore, in some cases the spend on protection regimes will actually reside with the digital domain rather than the Security Department.
“Again, we can leverage UBM TechWeb and its Black Hat offering to really engage with the IT professional who’s looking at security as an end customer,” asserted Parker.
What makes for a successful B2B show?
IFSEC International is now 36 years young, while UBM as a business has been involved in the security space for two decades. “Put simply, we have been focused on security for a long time and that’s going to continue to be the case going forward,” said Parker with great positivity.
Given his own considerable experience in the exhibitions world, what does Parker feel are the key ingredients that make for a successful B2B show (and that will underpin the Global Security Summit itself)?
“A good B2B show must absolutely reflect the market,” said Parker. “It has to be relevant and targeted. Must-attend content is equally vital, as is ‘The Wow Factor’ on top of clear and concise promotion.”
End users can expect all of this and more at Olympia next October… Keep checking back on Info4Security.com for all the latest news on the Global Security Summit 2012.
