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IFSEC Day Three: Assessing the benefits of a productive show

Published on 20 June, 2014

The third day of a trade show is when you start feeling like Bill Murray in that movie "Ground Hog Day." It's like you're living the same day over and over -- the same waiter at breakfast, the same (or at least interchangeable) crowds on the London Underground, the same frowning man waiting to scan your badge, the same frantic search to find your badge among multiple pockets (coinciding with the same brief moment of panic).

Another day, another group of suppliers to visit, and some of the themes and marketing messages are starting to sound familiar, too. But one shouldn’t make the mistake of thinking repetition is evidence that one has “heard it all.” On the contrary, there is always something new to learn and many more trade shows to come. At best, that "haven't I heard this already?" feeling is a sign it’s time to go home. 

And when you get home is when the real work begins - applying what you have learned, following up on opportunities, leveraging the full value of each new contact, fulfilling commitments, going in new directions.

At IFSEC, I had a really productive last day, including an enlightening visit with Hikvision to round out my focus on Chinese manufacturers. I also visited with Optex, where I heard about their new office in Maidenhead, Berkshire, United Kingdom., which will serve the EMEA market. The goal is to unify the company's various products into a single culture with greater synergy and enhanced corporate culture.

IFSEC has opened my eyes to several new industry players, too, including Nedap Security, which I saw on the last day. The show has encouraged me to rethink the inevitability of 100 percent IP video systems -- there are emerging alternatives on the market that could have a real impact. The show heightened my appreciation of the global security market, and extended my thoughts beyond the familiarity of the US market. IFSEC provided a rare opportunity to interview top security leaders from around the world.

Not bad for three days’ work. Can’t wait to get back home to continue sharing it all with visitors to

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