On her CV, Mariann McDonagh describes herself as a “results-orientated senior marketing professional with a proven ability to energise brands, create market-building strategies and position technology companies to win in competitive markets”.
Having just finished a fascinating 40-minute telephone conversation with Mariann – who’s based in New York (more of which anon) – I deduced two things. One, that her CV is quite correct in its assumptions and, two, that this is an incredibly friendly and intelligent citizen of newly-crowned Obama Land.
Knowing that Xtralis has an office in Massachusetts (which is where Mariann works when she’s not at home), I had to tell her that Boston is one city in the States I’ve never visited but have always wanted to – mainly on the basis that Ally McBeal is my favourite TV programme of all time.
“Yes, Boston is a beautiful place,” opined the former employee of Verint Systems, election.com and, indeed, CMP Media. “Ally McBeal was a great, great series, but unfortunately it went the way of most other American series when the advertising revenue starts to dry up.”
Far be it from the American (or, indeed, British) networks to let dwindling advertising disturb a great programme. Not.
Determined presence at IFSEC
Anyway, back to business. Intelligent fire detection and security solutions concern Xtralis – for whom McDonagh serves as senior vice-president of corporate marketing and investor relations – decided some time ago to throw its full weight behind this year’s IFSEC and International Firex Exhibitions run by United Business Media’s Live Division.
Given current market conditions and the fact that some names have chosen not to be at Birmingham’s NEC from 11-14 May, what prompted the move?
“We believe that now is the ideal time to demonstrate our leadership in the security space,” said McDonagh with an enthusiasm that’s palpable and, at the same time, totally convincing.
“Other companies are looking at cost reduction. We’re doing the opposite. We want to build our strategy in the marketplace, and IFSEC represents the ideal platform for that. At the moment, we are heavily involved in lots of interactive marketing, e-mail drives and working with a brand new web site, but nothing beats face-to-face contact with the client base.”
McDonagh is quite right, of course, and has put Xtralis’ money where it’s mouth is by booking bigger and better stands than last time out. “We’re here for the long haul, no matter what the market conditions may be,” eschewed McDonagh.
“We want to be in front of our clients to help them solve any issues they might have during this downturn, and make sure that we’re in a strong position to drive growth as soon as the economic market shows signs of improvement.”
At this year’s IFSEC and International Firex events, Xtralis will be exhibiting its total range of fire and security technologies, including the M3000 command and control software solution (which provides seamless integration between the company’s video surveillance, access control, fire protection solutions).
In terms of new offerings, McDonagh told me that highlights include the latest version of Xtralis’ remote monitoring technology and a new generation of early warning smoke detection systems.
Integrated IP portfolio on show
“In addition, we now have an integrated IP portfolio,” explained McDonagh, who is quick to acknowledge that, until now, Xtralis has been something of a niche player in the security sector. “We now have a far bigger portfolio and a more robust offering. That’s a major reason for us going to IFSEC. We want to talk serious business – with consultants in relation to forthcoming projects, and with end users who may have questions to be addressed.”
As far as McDonagh’s concerned, there’s going to be a real and genuine focus on what she describes as “tangible takeaways”. McDonagh stated: “IFSEC and International Firex will enable our sales and executive teams to take the pulse of the marketplace, demonstrate our leadership and learn about major upcoming projects.”
Not surprisingly, the company is setting up specific meetings with its customers, and offering its 50 foremost partners a VIP experience. This includes fast-track entry, access to the VIP lounges, free parking on site, early morning refreshments and complementary access to a number of seminars and conference sessions.
McDonagh’s team members, of course, are based all over the world, which is likely why she constanty refers to the need for “virtual face time” with them. All of the company’s senior executives will be in Birmingham this coming May, clearly intent on maximising what has proven to be a fantastic commercial vehicle for so many forward-thinking security companies over so many years.
The US versus the UK
“I last visited IFSEC a couple of years ago,” said McDonagh, “and I was amazed even then at the difference between it and security shows in the States. In the ensuing period, we’ve seen stand sizes decrease in the US, and there’s now much less in the way of hospitality. IFSEC is the opposite of that. I continue to be impressed by peoples’ unending commitment to this event.”
When I asked McDonagh what we can expect from the two Xtralis stands, her response was both immediate and witty. “Brian… If I told you, I’d have to kill you!” I didn’t pursue that particular line of questioning any further.
Suffice it to say that the new web site will be to the fore, so too the company’s new strapline… The Sooner You Know. Pretty apt, given that early warning threat detection is the central specialisation of a firm boasting a large UK workforce based out of recession-riven Hemel Hempstead.
Apparently, the company’s strategy for International Firex isn’t that dissimilar. “We’ll be meeting with our most important partners,” suggested McDonagh, who gained a BA with Honours in English Literature from the University of Virginia back in 1983.
“There will be previews of new technology for relevant partners on a one-to-one basis, and we’ll be focusing on one key area. Total cost of ownership.”
In the wider realm, I wondered what the mood is like in the American security market at present? Have things changed at all since Obama swept to power?
“Not really. The situation here isn’t that different to the UK and European markets. That said, there is a certain amount of renewed interest following the president’s just-announced plans for enhanced port security and protection for the utilities sector. It’s fair to say that we’re cautiously optimistic.”
Marketing budget in rude health
McDonagh is lucky in that, when she networks with her peers, she appears to be in the minority in that the size of her marketing budget isn’t on the slide. On the contrary, it’s both intact and increasing.
“The company is in rude health,” suggested McDonagh. “Several big names in this sector have decided to scale down their marketing activities. Not us. We feel it’s important to demonstrate our leadership and innovation at every possible opportunity.”
McDonagh is “extremely excited” about IFSEC, but the show isn’t the only matter occupying her time just now. “I’m learning Arabic at the moment,” she told me, “although to really learn a language properly you need to live in a host nation.” Having learned French and German from the text book and visited both countries several times, I can tell you McDonagh’s absolutely spot on.
Xtralis can be found on Stand J20 in Hall 3 at IFSEC 2009 and on Stand B35 in Hall 5 at International Firex
For further information, log on at www.ifsec.co.uk and www.xtralis.com (dedicated links are provided on the right hand panel of this page)
