Trade and IT shows – and exhibitions, conferences and all the other events that any IT security practitioner needs to attend – are a great way of boosting your knowledge and making new contacts in a relatively short space of time. These events, however, are also an enormous drag on everyone’s resources. However enjoyable or useful the event itself is, with all the socializing and industry flag-waving, there is always the ‘downer’ of returning to the office and realizing your routine work – and your overflowing inbox – still has to be dealt with.
These tasks must be addressed in a timely and efficient manner, otherwise those all-important customers, colleagues, and bosses may get a little impatient. So how can you maximize your return on investment and target the best shows, and also make your show visits more efficient?
The answer is quite simple – planning. IT security shows offer significant benefits, but good planning is essential, and can mean the difference between a thoroughly enjoyable trade show and a mediocre one.
Identify the Key Events
Your mileage, as they say, may differ, but it’s important to plan the year’s show, exhibition and conference visits on a rolling plan-ahead basis – the optimum period seems to be four to six months. Once you have identified the shows you and/or your team are thinking of visiting, it’s time to hit the internet, visiting each show’s website over a cup of coffee.
"Signing up for the show’s Twitter feed is a must-do for any savvy show visitor, as you will find the advice handed out for media and analysts beats anything that regular show-goers get access to" |
You will find that, in most instances, there is a wealth of information provided for the media on the show website. This usually includes show demographics, where to stay, show dates, opening hours, details of third-party media events, conferences, and after-hours social sessions. More than anything, the media section of show websites can allow you to quickly collate data on the show itself, as well as what else is happening on or off-site.
Whereas much of the information can also be found on the exhibitor and/or visitor section of the site, the data in the media section tends to be less sales-oriented, because the event organizers are interested in getting journalists to the show to report for their respective publications. You’ll also find an exhibitor contact/information list in the media section of most show websites and, although the show contacts are largely irrelevant to industry visitors, there is usually a vignette of the company in these listings, including a URL for their website, which helps when working out which companies/booths to visit.
| "Good planning can mean the difference between a thoroughly enjoyable trade show, or a mediocre one" |
For example, with the giant RSA Conference – due to take place in San Francisco in early March – the media section of the website includes details of the show organizers’ Twitter feed, as well as special events such as the Innovation Sandbox. Signing up for the show’s Twitter feed is a must-do for any savvy show visitor, as the advice handed out for media and analysts beats anything that regular show-goers get access to.
Talking of social networking, most shows also have Facebook groups, which are, again, well worth joining, as they too offer a wealth of constantly updated information on the event.
Taking the Virtual Show RouteIf your boss won’t allow you to visit the IT security shows of your choice – or even if he or she will – it’s worth checking out the growing number of virtual events taking place on the internet. Infosecurity’s own virtual security shows kicked off in Europe with a successful event last September, have been very well received. Infosecurity’s North American Virtual Conference on Endpoint Security took place on February 25, 2010, and the sessions can be viewed on demand on March 1. As well as emulating the bricks-and-mortar events we all know and love, Infosecurity’s virtual conferences allow visitors to enjoy the entire show experience from the comfort of their own office or home – all that is required is a computer plus internet connection. Once into show, visitors can choose to attend one of Infosecurity’s conference sessions, or ‘walk’ around the show floor, interacting via their computer keyboards with booth staff. And, although the best virtual show experience comes from attending the live event, a lot of information can be gleaned by entering the virtual conference environment after the event, when recordings of all the conference sessions are available, and contacts for all the major show booths are also listed. |
Know what You’re Asking For
Okay, so now you’re armed with everything you need to know about the show and it’s time to register.
Now stop and think. If you really want to be emailed information from ‘relevant companies’ at the show you’re planning to visit, use your regular work email address. If, however, you want to control your show information, hop over to Google and sign up for Google Voice and the site’s allied Gmail facility. The former will allow you to route your show calls as it suits you, and even push calls to the service’s free voicemail facility, meaning you can then call people back at your convenience. Allied with the Gmail facility, you can have effective control over your show communications.
Getting the Most out of Your Stay
Once you’ve carried out your necessary show research and registered for the event, it’s time to book your hotel. Generally speaking, travel sites like Hotels.com and Travelocity.com are great for general information, but for flights you’ll have to go a long way to better the American Airlines portal for flights and Priceline.com for flights and hotels.
| "Although Priceline won’t tell you which hotel you’re likely to get, if you cut and paste the hotel description into Google, then you’ll usually be taken directly to the hotel’s website, which is where the Priceline data usually originates." |
The AA.com site allows you to search for the best flights based on a wide number of criteria – and not just price – and then drill down for a wealth of information, including travel trade restrictions on ticket types. The Priceline site, meanwhile, allows you to ‘name your own price’ for flights and hotels. It is worth noting that, although Priceline won’t tell you which hotel you’re likely to get, if you cut and paste the hotel description into Google, then you’ll usually be taken directly to the hotel’s website, which is where the Priceline data usually originates.
Identifying the Good Show from the MediocreIf you’re a regular reader of Infosecurity US, then you’ll probably have a starting list of major trade shows to visit – such as Black Hat, CSI, Interop and the RSA Conference – but it’s also worth checking out the US trade show portals. These include Biztradeshows, Global Sources and Trade Shows USA. It’s also worth keeping an eye on Infosecurity’s event page for an updated list of the key IT security shows in the North American calendar. With the economic changes sweeping North America, the annual show calendar is changing quite quickly, with new shows arriving and older ones fading away on a regular basis, so it pays to keep your eyes out for new trade shows as they are announced. |
Additional Expenses
So what about internet access during your show visit? Forget the often expensive hotel and/or campus WiFi services. Instead, sign up for a $9.95 monthly deal from Boingo.com, which will give you access to 125 000 wireless locations worldwide, roughly half of which are in North America. There’s no annual contract and you can sign up, use the service for a show visit, then cancel. Make a note of your monthly billing date and cancel (if appropriate) a few days before your billing cycle ends. If you’re really concerned about your payment card being debited without your authorization, then buy a prepaid debit card from 7-11 or similar outlets and load up 10 or so bucks and you’re firmly in control.
Once you’ve registered and made your travel arrangements, you’re all set to enjoy a good show. Safe and happy travelling!