RSA Conference 2018: Security Marketer’s Perspective from Mimecast

David Bowker

As our clients head to San Francisco for RSAC 2018, many of them took time to share with PAN what they’re anticipating and prioritizing for the event. Through this series of blog posts for PAN, they glean their observations on trends and how to stand out this year.

RSA Conference 2018

Before this week’s conference, PAN spoke with Alison Raymond Walsh, Senior Public Relations Manager, Mimecast, on her thoughts regarding the conference:

What are your thoughts on RSAC 2018? What are you most looking forward to?

I look forward to RSA Conference each year as it’s arguably the largest security conference in the U.S. I see it as a meeting of the minds – a place to hear thoughtful keynotes and absorb what’s being discussed on the show floor. From a PR and marketing perspective, I like to see what the booths look like. There are hundreds of vendors exhibiting each year, and it’s really interesting to see what direction they’ve taken – i.e., booth theme, aesthetic and most importantly, news announced at the show. I like to take a healthy competitive spirit with me to the show and see how our news is rising above the show noise. Also, having been in the security industry for a number of years, I really enjoy the convergence of the industry in one place. Seeing past co-workers, partners and customers is always fun – it’s like a reunion!

If you had to choose the single most important item to prepare for RSAC, what would it be and when would that process begin?

I have two important things that I hold in high regard when preparing for any event. The first is making sure your press release lineup is stellar. In order for that to happen, you need to start planning for that really early and take all parties into account – to make sure that everyone is brought into the message. The second is making sure you have appropriate shoes – maybe even a couple pairs of comfortable ones! Being on a tradeshow floor involves more walking and being on your feet more than you may expect. Also, with RSA Conference taking place in San Francisco – those hills will get you!

As you know, there are more than 550 exhibitors at RSAC, in what ways do you make your company stand out at RSAC?

We have a pretty interesting booth this year! It’s a giant video screen in the shape of an “M” and we have videos on loop played all day and interesting presentations and talks taking place at the booth. My advice to anyone aiming to make sure their company stands out at a large show like RSA Conference would be to make sure your booth is interesting and looks good, but also to have valuable content, topics and presentations given. Also, SWAG – people love swag! Anything to fill their bag with or to take home to their kids. This year, we’re planning to raffle off a Sony TV at the end of the show. T-shirts or Tide To Go sticks have always been a popular give-away. I personally like socks and eyeglass cleaner wipes. We did branded cell phone chargers at Black Hat last year which were a big hit (we have them again – Booth 909 in Moscone South, swing by!). 

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