The RSA® Conference circuit includes cybersecurity events all over the world, with one of the best-attended security conferences right here in the U.S. Tens of thousands of attendees and hundreds of speakers, sessions, and exhibitors make this a highly popular industry show. In 2020, the event runs from February 24 to 28 at the Moscone Center in San Francisco. Here’s a quick look at what you can expect.
Why Exhibit at RSA?
Every RSA Conference is a chance to learn from the world’s top cybersecurity experts and thought leaders—and to connect with people in the industry, make new contacts, and forge new business relationships. There are thought-provoking keynote addresses and informative sessions. There are demos, presentations, and news of the most advanced cybersecurity breakthroughs, products, and services.
RSA Conference North America is huge. In 2019 the impressive stats included more than 42,500 attendees, 783 sessions, 740 speakers, 700 exhibitors, and 31 keynote speakers.
That means hordes of attendees eager to learn and eager to find solutions to the problems they face in the course of doing their jobs. Exhibiting at RSA Conference gives you the chance to connect with those people and convince them you’re the one who can solve their problems.
Who Attends the Event?
Most people who attend RSA Conference in the U.S. are Americans. Around 25% of attendees are from other countries. RSA Conference attendees are highly experienced, with an average of 10 years’ worth of security experience. They’re working in a diverse range of industries and workplaces, including:
- IT security
- Business services/consulting
RSA 2020 Theme and Lineup
Since 1995, RSA Conference has focused on a different theme every year. Previous themes have touched on topics as diverse as the power of opportunity, challenging current thinking in cybersecurity, and security in knowledge.
In 2020 the theme is the human element. It’s the one constant in a fast-paced and rapidly changing industry. The world of cybersecurity is never static. There’s always new technology, new threats, and new ways to counter those threats. At RSA Conference 2020, the focus is on recognizing that cybersecurity is all about that human element—people protecting people from cyberthreats. As part of the human element, those in the cybersecurity sector are working to protect people, data, and institutions. RSA Conference aims to explore the range of dilemmas and decisions with which the industry must contend in terms of ethics, privacy, responsibility, usability, and more.
Conference Tracks and Sessions
Speakers and sessions fall into three categories:
- Full conference track sessions – Speakers in more than 20 different tracks covering up to 39 different topics
- Learning labs – Hands-on facilitated experiences, designed to be immersive and interactive
- RSAC sandbox sessions – Live demos, presentations, and deep-dive explorations of niche topics
More than 400 sessions are expected to be announced, with details to come in November 2019. Submission topics include:
- Advanced targeted attacks
- Big Data security
- Cloud security
- Identity management
- Insider threats
- Internet of things
- Information security
- Social engineering
- Threat intelligence
If previous years are any indication, 2020 should have a stellar speaker lineup. In 2019, speakers included:
- Jessica Fitzgerald-McKay – Security Automation Lead, National Security Agency
- Harshit Agrawal – Security Researcher, MIT Academy of Engineering, SPPU
- Camille Stewart – Cybersecurity Policy Fellow and Sr. Policy Specialist, Google
- Anand Prasad – Chief Security Architect, Rakuten Mobile Network
- Bruce Schneier – Fellow and Lecturer, Harvard Kennedy School
- Brad Arkin – VP, Chief Security Officer, Adobe
- Pamela Dingle – Director of Identity Standards, Microsoft
- Dawn Cappelli – VP Global Security and CISO, Rockwell Automation
- Jonathan Cantor – Chief Privacy Officer, Department of Homeland Security
- Mary Ann Davidson – Chief Security Officer, Oracle
How to Focus Your Exhibit Design at RSA Conference
There are over 1,200 vendors competing for attention in the cybersecurity market. Well over 700 of them will be exhibiting at RSA Conference 2020. As one attendee noted in 2018, there’s little to differentiate exhibitors because the cybersecurity market is narrow in terms of core product types. They also felt there was a lack of distinctive voices in the booths they visited and that every pitch sounded the same.
In this industry and at this trade show, therefore, effective booth design is all about standing out in the crowd. That doesn’t just go for booth design but also in brand development and differentiating your organization from the competition.
- Use custom graphics that help visually brand your organization, with your logo and company name prominently displayed.
- Go for bold visuals and lighting that make your booth stand out from a distance.
- Make your marketing messages short, to the point, and easy to digest – This is a highly competitive environment, and you must get your point across in the time it takes to walk past your booth. Elements like backlighting can make key messages stand out.
- Highlight what makes you unique – What makes your organization the best choice? Is this in part obvious to attendees shuffling by?
- Provide solutions – Attendees at RSA Conference are looking for them! Make it easy for them to learn about you once inside your booth, whether that’s from highly trained staff, multimedia presentations, or something else.
A Big Event Means Huge Opportunities
More than 40,000 are expected to attend RSA Conference in February 2020. There are big opportunities available for exhibitors who know their stuff and show it. Attending as an exhibitor is a great chance to make your mark in the industry and forge valuable new business relationships.
Planning to exhibit? Consider a trade show exhibit company that’s local to the San Francisco area. There are so many advantages to going local: Save on exhibit shipping costs and benefit from working with a company that has local industry contacts and knows the venue inside-out. A local exhibit company is best placed to help you narrow down what you need and get the job done!
Contact us to learn how we can help you bring in more leads at RSA Conference.