Previously, I have written about the importance of security professionals attending and actively engaging in industry conferences, events and trade shows. I hope that readers of this column have taken that message to heart and reaping benefits from heeding that advice.
There is, however, another angle to this aspect of our business that is no less important. Most dealers, integrators and even some monitoring companies are overlooking a powerful marketing opportunity by seldom (or never) presenting at, sponsoring or exhibiting at in-person events.
In the past, I have advocated for company representatives to participate in speaking roles and sit on panels to demonstrate their organization’s interest in educating the marketplace, giving back to the industry and establishing key executives as subject matter experts.
A Finite Pool of Security Event Contributors
There are definitely several who do this on a regular basis, and they are to be commended. However, it is too finite of a pool, and a deeper well of contributors would enrich it. So, if you or someone at your company have not yet dipped a toe in the water, get to it!
That said, my primary focus here is on the much more uncommon practice of dealers or integrators signing on as a sponsor or an exhibitor. (And, no, I am not on an event organizer’s payroll!) With GSX on the horizon, this is a very topical subject, and the timing is also right to review the 2026 calendar and potentially map out a game plan in this regard.
Frankly, during my many years as Security Sales & Integration’s editor-in-chief, I did not give much thought to advocating for installing companies to pursue this prospecting avenue. Like many of you, my mindset was that sponsoring events or exhibiting at them was primarily the domain of manufacturers, distributors and wholesale monitoring providers.
However, the investment is well worth considering for other channel dwellers as part of a well-rounded marketing program.
Of the two tactics, sponsoring is more straightforward. Typically, it’s primarily a monetary endeavor that might include a speaking or presenting component. As for exhibiting, yes, it requires a bigger investment of money, time and resources than merely attending or speaking requires. However, the benefits pertaining to lead generation, visibility and brand awareness, along with the goodwill generated, will ideally exceed that resource allocation.
Be Fully Committed to Security Industry Events
What’s more, the expense might not be as much as you fear, as the level of investment can vary widely depending on the nature, scope and options associated with the event. At the same time, it’s important to be realistic about what this will require; don’t undertake the plan unless you are fully committed.
Although I participated in hundreds of security events through the years — involvement that sometimes included booth setup and teardown — my present marketing role has thrust me into contending with all the larger and finer details from A to Z. Basic tabletop space at a conference is one thing; coordinating a 10×10 or larger booth at a major trade show such as GSX, however, can be substantially more complex.
But once your associates and you navigate the process, it becomes much more manageable. That said, it’s wise to consider some crucial basics:
- Canvass and vet exhibition opportunities to selectively target principal markets or customers (i.e., fish where the fish are)
- Set a budget and stick as closely as possible to it
- Work out a strategic plan well in advance, including deadlines
- Stress meticulous organization with assigned personnel roles, if applicable, and checklists
- Smartly deploy multichannel promotion, including social media
- Ask around to align with the right support network (e.g., for booth design, graphics, logistics)
Giveaway Items
For the booth, consider literature, giveaway items, refreshments and generally making a positive and lasting impression on visitors. (Think out of the box for giveaway items. LOUD Security is a great example of doing this.)
Among the most critical factors is following up after the event. Whether your follow up is via email or with a phone call, or whether it involves demos or site visits, work to further nurture those sales opportunities into conversions.
In the security business, where trust is everything, you can’t overstate the impact of face-to-face selling. Give it a whirl and let me know how it turns out.
Scott Goldfine is marketing director with Elite Interactive Solutions, Inc. Prior to joining Elite, he served as Security Sales & Integration’s chief editor for about 25 years.
