The behind the scenes action that goes into organising the security industry’s biggest and most important annual industry event is as frantic as ever. James Blue, portfolio director for fire and security at IFSEC organiser UBM Live – also the publisher of info4security.com – took some time out to provide an update.
Getting ready
I4S: What stage are you at in getting ready for IFSEC 2009?
JB: We’re currently formulating the most innovative and extensive marketing plan in IFSEC’s 36 year history. It’s designed to bring decision-makers to the show. While this includes traditional methods such as advertising and direct mail, we’re increasingly looking to use the value of online marketing.
The IFSEC website will be more interactive. That will help visitors in their planning prior to the show. We’ll also have an advanced search facility. We are looking at mobile phone technology as well as exploring social networking and user generated content.
We work with over 100 media partners that reach over a circulation of over 2.5 million. The IFSEC website attracted over 130,000 unique users and over 1.2 million page impressions in the lead up to the show last year, and we had visitors from 125 countries.
We also boast strong relationships with the key associations. We are working with the BSIA to bring in more than a dozen international trade missions. These will be individuals with budgets that are working on current or upcoming major projects, and we’ll be looking to organise events such as last year’s successful ‘speed networking’ opportunity.
We are forging new relationships with forward thinking associations such as the Fire & Security Association who intend to use IFSEC as a means of communicating with existing as well as potential new members. We have similar relations in place with the Security Institute.
I4S: Norbain recently announced it wouldn’t be attending the show next year. Is this a sign of the economic times?
JB: Naturally some companies are looking at margins and reducing costs but there has not been a mass of stand cancellations. It is conceivable that some companies will reduce the size of the stand and we will look to workable solutions with our clients.
Norbain still see enormous value in IFSEC and whilst we are disappointed that they are not exhibiting in 2009 we believe that they will want to return in 2010. It was an incredibly tough decision for them not to attend, but we continue to enjoy excellent relations with Norbain and we are working with them on a high end networking event for IFSEC 2009.
There are some rumours in the market and I am not able to comment on each one, but the indications are that Bosch will be maintaining its presence and I have not been informed otherwise.
Making an appearance
I4S: So who has signed up for next year so far?
JB: There are over 500 companies already committed to the show, which is tracking where we were at this point in 2007. This is an opportunity for others in the market and we are close to confirming the participation of another major distributor that did not attend last year. Major brands committed to the show and signed up include Honeywell, Panasonic, Dedicated Micros, HID, Samsung, JVC, IBM, Cisco, Paxton Access, Siemens, Risco, Tyco, NICE, Axis, Milestone, Sony, BAE Systems and many more. [Visit the IFSEC website for the current exhibitor list.]
I4S: Do you think particular sectors are likely to feel the financial pressure more than others?
JB: While CCTV distribution seems a challenging environment, many customers are reporting that business is booming, particular in the IP and systems integration arena.
There are a lot of examples I could point to: Siemens Building Technologies will be focusing on their interoperability capability in CCTV, access control, intrusion and fire; IBM will be presenting and demonstrating their suite of products from video storage through to command and control management, as well as delivering an educational content on the convergence of physical and IT security; and Sony will be presenting its extensive range of IP cameras and solutions.
Panasonic Systems Solutions will be delivering their latest IP solutions, launching new technologies and products, and delivering their NVR capability and security management software. HID will be delivering the latest smartcard and access products and technology, and ASSA Abloy are returning for IFSEC 2009 and will be bringing their portfolio of products and brands catering for physical security needs and more.
We have also commenced discussions with another high profile brand about a return in 2010.
Visitor and exhibitor initiatives
I4S: What can visitors expect from IFSEC 2009?
JB: We know we’ve got a very loyal visitor base, and that’s important to us – some independent research that was carried out last year suggested IFSEC exceeded the expectations of 90 per cent of visitors, with 88 per cent saying that IFSEC is important to their business. Ninety three percent said they were likely to attend in 2009.
So we know the value of the show, but we’re careful not to be complacent. UK installers are going through a tougher time with increased competition for fewer projects, but there’s still a need to keep up to date with the latest products. The need to network is greater than ever and IFSEC will be even more important for these purposes.
We recognise that installers are of the utmost importance to the industry and are working to make IFSEC a place where they feel valued. To that end we are looking at ways in which we can make the visit more cost effective and support visitors making the best use their time.
An important area is educational content. There are over 150 sessions covering 100 hours of free seminars relating to new products and case studies.
New for 2009 we are also working on a programme of seminars to advise installers on how they can manage their business through an economic downturn – such as dealing with tax, red tape, the rising cost of fuel, etc – as well as how to sell security in a downturn to a variety of vertical markets. There’ll be information on diversifying businesses into related areas, such as fire detection, key holding, home cinema and home automation.
Entry to IFSEC is already free if visitors pre-register, but we are working on initiatives to offer visitor groups further assistance, including free parking and refreshments. And with IFSEC 2009 moving to new halls at the NEC, this will mean navigating show will be easier, stands are easier to get to, and wider aisles will mean less congestion.
We’re working with exhibitors to offer their key customers the best possible experience, with initiatives like fast track entry, free parking and refreshments, and areas within the show to network and relax.
I4S: What about end users and exhibitors?
JB: End user visitor figures grew six per cent last year, and we recently launched an end-user initiative called Select. This is an invitation only club aimed at providing security management professionals with the services and environment in which they can develop opportunities, extend peer networks and undertake business more efficiently and effectively, not just at IFSEC, but throughout the year.
It came about as a result of fairly extensive research among companies and organisations who were looking to commission and upgrade their security solutions.
At the show, Select members will benefit from free parking, a meet and greet service, and the SMT/Select lounge, which is a haven off the exhibition floor with business facilities, meeting rooms, a cloakroom facility – and we’re hoping to expand on that following positive feedback. We’ll also be introducing a networking element at IFSEC, and SMT Online’s Brian Sims will be very involved with this.
And for exhibitors, we are reviewing our pricing policy for 2010 with a view to helping our clients as much as possible. We are also introducing loyalty rates for exhibitors that do one or more of our international events in India and South Africa.
Another initiative that we are working on is bespoke activities for many of our major customers, such as creating schemes and events that will dovetail with their own premier customer programmes. I’d encourage any exhibitor who is interested in this to get in touch with their account manager to discuss what we can put together.
We are also leveraging our suite of marketing solutions which include I4S, SMT Online and www.ifsec.co.uk, and Security Installer magazine and IFSEC Magazine. Digital solutions include ‘editorial related advertising’ on the clever ‘Industry Focus’ year round solution, email newsletters, webinars, and conferences. Indeed, for anyone looking for a media partner in this market we have by far the most comprehensive solutions for them.
IFSEC 2009 takes place in halls 3a, 4 and 5 at the NEC, Birmingham, UK, from May 11-14 2009.
For visitor enquires, contact Sally King and Visit the IFSEC site. For exhibitor enquiries, contact Kristan Johnstone on +44 (0)20 7921 8057 or email [email protected].
