As exhibitors gear up for BlackHat, the pressure is on to create memorable experiences that capture the attention of cybersecurity professionals. This trade show is not only an opportunity to showcase products and services but is also a crucial networking platform in the industry.
How can your brand stand out on the show floor beyond having a show-stopping exhibit design?
Taking notes from what we observed at RSA and other successful events this year, we’ve highlighted the most successful strategies to draw people in.
Here are four tips to help you capture the crowd’s attention drive attendee engagement at this highly anticipated event.
1. Gamify Your Exhibit Experience
Gamification is a powerful tool to make your booth interactive and engaging across all industries. Consider incorporating gamified elements such as quizzes, challenges, or scavenger hunts related to cybersecurity themes.
Offer rewards or incentives for participation, such as exclusive swag or entry into a prize drawing. Gamification not only attracts attendees but also educates them about your offerings in a fun and memorable way.
Our client, Cognex, attracted a crowd this February with a fun BOXetball game, timed perfectly with the start of the March Madness NCAA basketball tournament. This engaging activation tied in perfectly with their precision warehouse and production operations technology.
2. Hospitality with a Twist
Elevate the traditional hospitality experience by offering a build-your-own smoothie bar or other customizable food and beverage options. This not only provides refreshment but also creates a relaxed atmosphere for networking and conversations.
Tap into local cuisine. At a New York based event, Zipline brought in freshly made New York bagels to serve at their coffee bar. Who can resist the aroma of a warm, freshly baked, authentic New York bagel?
Similarly, Lexmark paid homage to their Kentucky roots with a private whiskey tasting event in their exhibit.
If you can’t pinpoint a signature food related to the city or your brand, consider themed refreshments that tie into cybersecurity concepts or industry trends to add a unique touch to your booth. When in doubt, offer fun customizations that allow the audience to get creative.
3. Get Hands-On With Your Message
Don’t just tell them – let them experience it. With cybersecurity solutions, sometimes you need to be more show than tell.
Bring innovation to life by allowing attendees to get hands-on with your products or services – or simply your overarching message. For example, host a live demo station where visitors can interact with your software or hardware solutions.
Get even more creative and appeal to simpler interests. It’s not often you see an exhibit filled with puppies at a trade show. At RSA, Kiteworks drew in crowds with their adorable rescue dog pen. Not only did attendees get to play with puppies, Kiteworks sweetened the deal by donating money to the rescue for every product demo done on the show floor. A win-win for everyone – even the dogs.
Hands-on experiences like this create lasting impressions and increase attendee interest in your brand.
4. Invite a Notable Guest or Partnership In
Broaden your reach with a meaningful partnership or popular guest. Bringing in a guest speaker, a celebrity appearance, or a relevant cause or charity is a unique way to create buzz and highlight your investment in the industry beyond your own brand.
Deloitte partnered with The Female Quotient in 2024 to highlight women in cyber, leading up to a series of events and conversations during Cyber Awareness Month in October. They utilized their platform at RSA to spotlight The Female Quotient and significant contributions by women in cyber. These women were featured on the eye-catching LED sphere hanging at the center of their RSA exhibit.
Not only did this unique structure capture attention from the crowd, but their strong partnership and messaging raising visibility for leading women in the industry kept attendees in their exhibit longer.
