When & how do IFSEC preparations begin for Sony?
IFSEC 09 preparations started at IFSEC 08 for Sony as we, like all the other exhibitors, wanted to see our new position at IFSEC 09. Things died down until December when we went back to the NEC to see the stand space again with our stand designers. IFSEC 09 is now in full swing for us.
Who from Sony is involved in IFSEC and how?
There are quite a few of us involved with IFSEC. I joined Sony in April last year so most of the work had been done, therefore IFSEC 09 is my first full IFSEC with Sony. My role is to manage the whole event and to make sure that everything comes together when it should. I am extremely lucky to have all the support we need from our extended teams in marcoms, on line marketing and PR.
How closely does Sony work with UBM Live, organiser of IFSEC?
We work very closely with UBM, I think I have emailed or spoken to somebody at UBM everyday this year. I think it is important to communicate with the people who you are working with. I’ve found UBM Live to be a fantastic organiser to work with. When any issues crop up, as they so often do when planning events, the IFSEC team has always been able to resolve them quickly and efficiently.
What’s the thought process behind the design of Sony’s stand at IFSEC?
We have spent the last four months planning our new GO HYBRID campaign which will be the focal point of our messaging and branding for IFSEC and beyond. We will of course be launching new products – so watch this space. We also want to make sure that anybody who visits the stand has a pleasant experience; last year we had a happy hour on the stand from 4pm where we gave champagne to our customers, and we will look at doing something similar this year.
Apart from the stand, what other marketing activities do you use to promote your attendance at IFSEC?
We will be sponsoring the IFSEC registration page again this year. Everybody who registers via the ‘GO WIN’ button will be automatically entered into a draw to win a Sony Bravia. We will also have sponsorship at IFSEC as well. Our GO HYBRID campaign has already been launched and we hope that by IFSEC everybody will recognise the very different marketing campaign that we are running with.
How does IFSEC fit into the annual Sony marketing campaign?
IFSEC enables us to launch our 1H products to the European market so it therefore plays an important role in our sales and marketing campaign. IFSEC is an extremely important event for Sony.
How does Sony evaluate its success at IFSEC?
Last year we worked with an independent company to do some market research after the event to see how successful our GO MEGA campaign had been, and we were very pleased with the results. We will also use this research to improve our visitor experience.
What’s the secret to a successful exhibition for Sony?
Start planning early, set objectives, and make sure you measure against these objectives, and have fun.
What is the one piece of advice you’d offer to a new or existing exhibitor at IFSEC?
Get some sleep before the event!
What’s the one thing you’d never attend IFSEC without?
Flat shoes/trainers to wear in the evening to give my feet a break.
