The RSAC conference (which recently underwent a rebranding to cement the “C” in its name) is the top security trade show of the year, covering a wide breadth of cybersecurity topics for professionals from around the world. This year’s overarching theme is Many Voices. One Community, highlighting the vibrant community of innovators and thinkers that are brought together to counter threats and embrace new challenges in cybersecurity.
With over 40,000 attendees and a long list of influential press, RSAC is an ideal place for security brands to make a splash. From massive booths in the expo hall, to keynotes from industry leaders, RSAC has evolved over the past few years. While still influential and impactful within the security community, RSAC is not considered a “must-attend” event for all companies. Depending on your goals, it may or may not be essential to attend in person this year.
If you’re heading to the conference this year, read on to learn more about how to get the most out of this year’s show to make the biggest impact for your business.
Media Approach
The opportunity for media engagement at RSAC varies greatly depending on your strategy and own goals as a business. We are seeing reporters taking fewer and fewer 1:1 meetings with company executives and thought leaders, and looking to tighten up their schedules in favor of attending educational sessions at the event. With tighter newsroom budgets and less reporters on-site than previous years, it will be essential to assess your approach to engaging with reporters attending and covering the event.
Networking Tips
When it comes to networking at RSAC, consider the following:
- Explore beyond the trade show floor: In addition to the daytime activities at Moscone, a key piece of the RSAC experience has always been the after-hours events. Whether it's hosting a panel discussion on the expo floor, a co-branded party in a local lounge, or a 1:1 morning discussion over bagels and coffee, taking advantage of the opportunities to connect outside of the scheduled programming are crucial. Media are interested in these unique experiences when it comes to engaging with brands and executives, and these are just a few ways to capture their attention during a busy week.
- While the number of attendees is up, their priorities are shifting: In 2024, RSAC surpassed 40K attendees as more and more security professionals attend this key event. But priorities for businesses are changing—some companies are opting to not spend their time in the expo hall doing demos, while others are opting to forego their typical large-scale booths. Instead, many are taking advantage of face-to-face time at networking events, and spending time attending educational sessions to stay up to date on trends in the industry. A great way to get 1:1 engagement beyond the show floor is to prioritize time to grab coffee or lunch with reporters in attendance.
- Research remains king: Product news and marketing lingo will not always fly with reporters at RSAC. While there are some media who cover products launched at the show, reporters are really looking for threat intel and insight on key, emerging trends, such as AI or quantum computing. RSAC is an opportunity to build relationships with media in-person, and if you are able to, release threat research that hits on trending topics in the industry. Positioning your messaging, data, and overall narrative through strategic and thoughtfully timed previews are well received by media who may be bogged down with a high volume of news during the week of the show.
Boosting Engagement & Leads
Organizations are finding success experimenting with new tools and strategies to drive leads, build connections, and strengthen relationships with customers. There is not a one-size-fits-all approach to business, and it can take some strategic planning to stand out at these in-person events.
To make the most of your experience, you need an integrated strategy to foster a sense of community and engagement for your audiences. Whether they’re onsite or following through social media, it’s important to make lasting impacts that resonate. Here are a few ways to maximize your brand presence and convert engagement at trade shows:
- Onsite videos: Leverage your executive and community presence at RSAC by sharing Q&A style, AMA, behind-the-scenes, and person-on-the-street videos for social use during and after the event.
- In-booth activations: Draw traffic to your booth with fun activations that encourage participation, i.e. an interactive game where attendees and reporters can test their knowledge and win prizes, or a virtual reality product demo.
- Influencer partnerships: Partner with an industry influencer to deepen engagement with attendees and expand your reach post-event. Consider hosting an onsite LinkedIn Live, tapping the influencer as a host of a panel discussion, or engage them in paid social partnerships during the show.
- Social snacks: Keep your digital audience engaged with polls, call-and-response social prompts, as well as surprise giveaways to make them feel like they’re at the event.
The Power of Immersive Content
Leveraging interactive content to supplement your marketing efforts is another way for brands to stand out at RSAC. A few strategies to effectively implement interactive content include:
- Lean into personalized experiences: Tailor experiences to your target audience to enhance engagement and drive return on investment. Be sure to strike the right balance between personalization and privacy.
- Immersive simulations: Engaging with audiences today requires innovation to elevate your strategy. Create an immersive conversation with your key audiences, whether it’s a product demo or through gamification.
- Interactive assessment tools: Understanding how your audience feels about interactive experiences is often as easy as asking them. Focus on personalized questions that gather targeted data that you can use in strategic decision-making.
Make a Lasting Impact
A bold, strategic, and creative communications approach is key to cutting through the noise and making a real impact at cybersecurity trade shows. Elevate your brand, strengthen media relations, and drive meaningful business growth with an integrated strategy designed for success. Let’s make it happen.
Contact us today to explore our personalized, results-driven approach.
