When and how do IFSEC preparations begin for Bosch?
Preparations begin effectively once the previous show has ended. We evaluate how successful we have been, and look at how the leads have broken down between the UK and Europe. It is a continuous process.
Who from Bosch is involved in IFSEC and how?
IFSEC will involve not just our UK business but also our colleagues from Europe, the Middle East and Africa. It’s a complex mix of people, all of whom have a valid input. It will include specialists from the world of CVTV, intruder, PA/VA, indeed all of our business lines.
How closely does Bosch work with UBM Live, organiser of IFSEC?
As closely as they will allow. We take maximum advantage of all promotional opportunities available to us. It is an important part of maximising our presence at the event.
What’s the thought process behind the design of Bosch’s stand at IFSEC?
We recognise that product demonstrations are always difficult at busy shows like IFSEC. Our intention this year, therefore, is to create larger areas for our people to sit down and talk with customers, and engage with them on a more one-to-one basis. We like to think of our stand as an oasis of calm in an otherwise hectic exhibition!
Apart from the stand, what other marketing activities do you use to promote your attendance at IFSEC?
We use all routes that are available to us, from PR and advertising, to digital and online.
How does IFSEC fit into the annual Bosch marketing campaign?
It represents a significant investment in both time and resource, and so it is important to get it right.
How does Bosch evaluate its success at IFSEC?
Fundamentally through new business generated. It is always very difficult, however, because ‘leads’ can sometimes take many months and even years to evolve into real business, and often visitors are re-affirming a decision they may have already made. Customer feedback, media feedback, and employee feedback are also a good measure of success.
What’s the secret to a successful exhibition for Bosch?
There is no one single secret. It’s about making a statement to the market that we are here for the long term, and that our presence is part of a clearly thought-through marketing strategy.
What is the one piece of advice you’d offer to a new or existing exhibitor at IFSEC?
Don’t wear new shoes.
What’s the one thing you’d never attend IFSEC without?
Business cards.
