Marketing in a Crisis

There’s nothing we could have done to prepare for this moment. No college course, no contingency plan could have accounted for it.. Everything is unknown. The most honest thing we can do is acknowledge that. As a marketing professional, I’m often called upon for my expertise, so you can imagine how uncomfortable it is to…

Getting the Most out of Trade Show Season

Trade show season has arrived. Between travel, strategic campaigns, product launches, press meetings, business-dinners and extended hours on the show floor things are bound to get a little overwhelming.  Planning for a tradeshow doesn’t just take a month or two of preparations, it can take anywhere from 6 months to year of careful planning to truly hit your…

Five Common Mistakes in Security Marketing

Marketing in the security industry should not be as difficult as you may think. But why  do our trade show booths still look the same and articles submitted still read the same?  Is there something missing here?  The security industry is made up of the most intelligent End Users, Integrators, Distributors, Marketers, Engineers and Production…

What’s PR and Why’s it So Important for Security

When talking about the various elements of the marketing process in the security industry, public relations is probably the least understood tool in the box. The basis of PR involves utilizing industry influencers to communicate your message and impact your audience in a desired manner. Security influencers can be industry spokespersons, analysts, investors, trendsetters, analysts,…