For more than six decades, the ASIS Annual Seminar and Exhibits was the premier event for security professionals worldwide.
In recent years, however, the event was seeing a steady decline in participation among key stakeholders, exhibitors and partners. Faced with a rapidly changing industry and increased competition, ASIS International approached marketing firm mdg (a Freeman company) to determine the cause of the decline of the event, and provide opportunities to reposition and revamp the event.
Just the facts, please
mdg conducted a 360-degree brand audit to review the equity of the event brand and determine if the ASIS Annual Seminar and Exhibits should be rebranded.
This audit included quantitative and qualitative primary research among members and non-members, past attendees and non-attendees, and internal research among staff and key stakeholders (including board members and chapter leaders). The audit also included secondary research in the form of a market analysis.
A case of mistaken identity
mdg discovered that the brand equity of the event was built around ASIS International and not the event itself.
mdg recommended re-branding the event to position ASIS International as an industry leader while re-introducing the brand to new targeted audiences. mdg developed and tested a final brand recommendation: The Global Security Exchange, among a key subset of stakeholders – accounting for international gender-based audience perceptions. Upon approval of the new event brand, mdg developed and implemented a launch strategy for the first GSX event in 2018.
Safety, in numbers
GSX 2018 attracted more than 20,000 security practitioners and 550 exhibitors from 113 countries. The show saw a 15 percent increase in paid registrations, and an overwhelmingly positive reception to the new brand.
“mdg’s branding expertise — specifically the collaborative approach to research, proactive communication, and data-driven Board communications and engagement — helped us to reposition and modernize our annual event to better align with our organization brand and strategic plan. mdg is a true collaborative, strategic and creative partner in every sense of the word.” said Ron Rosenbaum, Chief Global Marketing and Business Development Officer for ASIS International.