There is a new event on the calendar for the security industry in 2019: The Security Event 2019, 9-11 April, at NEC, Birmingham. For additional details and a preview of the new trade show and conference, we spoke with Tristan Norman, Founding Partner and Event Director, The Security Event.
Q: It seems recently that some trade shows have been on the decline in terms of exhibit size and attendance. Why does the physical security industry need another trade show?
Norman: I think there are numerous factors that play into the decline of trade shows in general and not something that is limited to the security industry. Those events that are suffering are no longer serving their target market or have failed to adapt to the changes in the industry they serve.
However, what we are seeing now is the rise of focused, more “evolved” trade events which fulfil a gap in the industry event calendar and provide something new and fresh to a disillusioned audience.
Q: What will be unique about The Security Event, and what role will it serve in bringing together buyers and sellers in the market? Where (geographically) will attendees come from? What we are seeing is a rise of trade events which provide something fresh to a disillusioned audience
Norman: The driving ethos behind The Security Event is that we are “designed by the industry, for the industry.” We were able to start with a blank canvas and take onboard all the feedback from stakeholders throughout the security buying chain and create an event that is sustainable and fit for purpose. We see the role of the event as a very important one – to truly reconnect the currently fragmented UK commercial security industry, back at the NEC in Birmingham.
We had originally anticipated that this would be an almost-exclusively UK event in year one. However, we have seen significant interest from potential visitors from across the wider EMEA region who are keen to do business in the UK. We formed a strategic alliance with Security Essen to help facilitate and strengthen our reach in these regions through additional marketing and PR activities. Consequently, early registrations indicate that it will be approximately an 80% UK and 20% international split.
Q: What conference programming is being planned to augment the trade show event?
Norman: Content will be delivered across three focused theatres, serving the needs of our audience throughout the buying chain. Emphasis will be placed on the latest technology innovations impacting the industry, practical advice on the most pressing issues facing security technicians, and important industry updates and insights.
All sessions are focused on delivering tangible benefits to ensure professionals are equipped to stay relevant and to grow their business and we’re excited to be working with key industry bodies, innovators and experts to deliver the programme. We look forward to announcing those in coming weeks.
| Exhibitors want to re-engage with the thousands of industry colleagues who no longer attend other events on offer |
Q: Comparisons to IFSEC are inevitable. How will The Security Event be different than the IFSEC Security and Fire shows? What are the advantages of locating at Birmingham NEC?
Norman: Both The Security Event and The Fire Safety Event, based at the NEC are completely different to any other trade show in the UK. We pride ourselves in creating a business platform that puts the exhibitors’ needs first, by limiting the size of stands and total number of exhibitors as well as creating a comprehensive CPD accredited educational programme for the visitors.
Q: Which big industry players are supporting the launch of The Security Event, and what feedback are you hearing in terms of why they signed up at the show's inception? If a global manufacturer has a footprint in both the US and Europe, any tradeshow will be managed locally
Norman: Our founding partners are Assa Abloy, Avigilon, Anixter, Comelit, Dahua, Honeywell, TDSi, Texecom, Tyco and Videcon. The full list of exhibitors and supporting partners can be found on our website.
The reasons why they have signed up are very simple. They all see the exact same gap in the industry event landscape as we do. We believe there is a need for a 3-day channel focused commercial security exhibition based at The NEC in Birmingham. Our exhibitors want to re-engage with the thousands of industry colleagues who no longer attend the other events on offer.
Q: Your 2019 show will be the same week as ISC West in Las Vegas. Do you think the competitive calendar will be a factor?
Norman: In terms of our both our audience and our exhibiting base there is very little overlap with ISC West. Generally, if a global manufacturer has a footprint in both the US and Europe, any tradeshow will be managed locally so we haven’t observed any issues so far.
We do acknowledge that having two shows at the same time globally isn’t ideal and we have moved our dates in 2020 to the 28-30 April to mitigate this going forward.
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| The Security Event 2020 will not clash with Las Vegas' ISC West 2020 as it will in 2019, says Norman |
Q: How will you measure success in the first year of the show? What measurements (show size, number of attendees, exhibitor feedback, etc.) will constitute a "successful" first year for the show?Security Event will continue to evolve year after year, but will intent to stay true to the event's original concept
Norman: Great question – the most important barometer of success for me and the team next April is the general industry reaction, after all, this show was created for them. Furthermore, it is vital to us that our exhibitors feel they have achieved their objectives for the show, whether it be quality, quantity of leads or raising awareness of a new product launch. We’ll also be keen to understand how satisfied visitors are with the event, including their views of the content, access to new products/services, effectiveness of the out of hours networking, etc.
We are anticipating 6,000 visitors over the 3 days and I believe if we achieve this goal, we will have a strong rebooking on site, laying a great foundation for our 2020 event.
Q: How would you expect/hope the show would continue to evolve in coming years?
Norman: I hope over the next few years The Security Event cements itself as the industry’s favourite trade show and that exhibitors and visitors alike look forward to every year for both the business opportunities at the event and the networking outside of it. The Security Event will continue to evolve year after year, but I am determined that we stay true to our original concept and the principles on which the show was founded. After all, it is this formula that has proved to be so popular to date.