When and how do IFSEC preparations begin with Gunnebo?
IFSEC preparations began for us in October 2008 when we put together an “IFSEC committee” where we decided on our stand size, location and theme. It wasn’t until the beginning of the 2009 that we started to make decisions and began our marketing campaign.
Who from Gunnebo is involved in IFSEC and how?
We have a dedicated team of mixed job titles working together to ensure that all aspects of the event are covered. This is the biggest event of the year for us so it is essential that we ensure all the boxes are ticked.
My colleague Thomas Porquet is responsible for the stand design, including product positioning and logistics. I am responsible for the show graphics, the overall marketing and PR campaign surrounding the event. I also ensure all enquiries and questions are followed up and answered to the satisfaction of our stand visitors.
How closely does Gunnebo work with UBM Live, organiser of IFSEC?
Gunnebo and UBM Live have worked together for over 10 years and have built up a strong relationship. Through my dealings with them I have found them to be very helpful and informative.
What’s the thought process behind the design of Gunnebo’s stand at IFSEC?
Our company is divided into four main divisions – Site Protection, Retail, Banking and Secure Storage – and this year we are focusing our theme on the Site Protection division of the business, showcasing products required for high security protection from terrorist or criminal attack.
The stand will include a vast array of products both new and existing where visitors will have the added advantage of seeing them in operation.
Apart from the stand, what other marketing activities do you use to promote your attendance at IFSEC?
This year we are putting together a newsletter which introduces the capability of Gunnebo and will include articles such as a company profile, a view of the market, case studies and interviews with key personnel. This will be available to pick up from the stand and will also be featured in our press packs.
Other marketing campaigns include PR activities and invitations to our client list.
How does IFSEC fit into the annual Gunnebo marketing campaign?
IFSEC is always at the forefront when deciding on our marketing plan each year.
It is a fantastic opportunity for us to launch our new products to the security industry. The show hosts visitors from both the UK and Overseas which fits with Gunnebo’s international presence.
How does Gunnebo evaluate its success at IFSEC?
Whilst we recognise that exhibiting at this type of event also brings intangible benefits like better brand awareness, ultimately we judge the success in increased business and our monitoring reflects this.
What’s the secret to a successful exhibition for Gunnebo?
Ensuring we are exhibiting at the right event, with the right image and the right amount of interesting and innovative products.
What is the one piece of advice you’d offer to a new or existing exhibitor at IFSEC?
Make sure you know what your objectives are before you start your stand preparations.
What’s the one thing you’d never attend IFSEC without?
Flat shoes, a location map and lots of water!