Manufacturers on Virtual 'ISC West' 2020 and Potential ISC West 2021

By John Honovich, Published Jun 29, 2020, 10:25am EDT (Info+)

With the 2020 ISC West show now officially canceled, attention turns to Reed's new "ISC West 2020 Virtual Event" planned for October and for the real Las Vegas ISC West possibly to return in March 2021.

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But how do manufacturers feel about it? ~100 manufacturers gave us feedback on both events, we examine inside.

Executive *******

*** **** ******* *** ******** ***** is *********** - **** *********** ***** what ***** *** ******* ***** ***** deliver *** **** ******* *********** ******* coronavirus ***** ** ******** ** ***** 2021 ** ***** *** * **** Las ***** ****.

****** ****, ***** *** *** **** enthusiasm ***** *** ******** ** * real-life *** **** **** **** * virtual '*** ****' ** ******* ****.

Negativity ** ******* *****

*** ***** ********* ** ************ *********** on *** ******* ***** *** ********, with ******* ********** **** **:

  • "*** ** ***. ***** ** *********** in ***+ ** ****, *** * can't *** ** ***** ****. *** since ***+ **** *** **** *****, we *** ******* ** ******* ** assessing. * *** ****** **** ** credits/refunds ** **** ** *****. *** more ** *** **** ** **** point *** ******."
  • "*** **********, *** ***** **** ********* it."
  • "*** ****. ****** ** *** ********** and ****** **. *** ****. **** need ** *** *** ****** ******** to **** * ***** ********."
  • "****, **** ***’* ***** **’* ***** the ****"
  • "*** **********, *** **** ********* *** thousands ** **********, **'* **** *** feasible ** *** ********* ** *** in ***** ** * ****** *** hours ** * ****. **** **** simply ******* **** ***** ********** **** they ******* ** ******** ****. *** brands **** *** ****** ** *** exposure."
  • "**** ****** ******** ******* ****’** **** a *** ** ***** **** ** also."
  • "*** ****. **** **** ****** *** the **** *** ** ** ****** to ** ** ** *** ****** get ** *** ****"

* ****** ********** *** ***** ** being **** ** **** **** ******** professionals ** *** ******** ****:

  • "*** ** ***. *** ******* ***** of *** **** ** *** ****-**-**** meeting **** **** ********* *** ********, it's *** ***** *** ****** *** feeds ** ********.""
  • "*** ** ***. ** ******* *** is **** ** **** ********."
  • "* ** *** ********** ** * virtual *** **** ** ***. ***** is ** *** *** *** ****** all **** *** **** *** ** a ******* ***********. * ******* *** lack ** ********** ***** **** ** see ******** ** ****** **** **** a ******* **** ***********."
  • "*** ****. *** ***** ***** ** ISC ** *** **** ** **** interactions."

*******, **** ********* *** ******* ** other ******* *******:

  • "** **** ********* ******* **, *** at **** ***** *'* *******. * digital ******* ** ********* **** ********* than **-****** *****, *** *'* *** entirely ********* **** **** *** ************ pull *** **** * **** -- especially ***** ********'* ******* **** ********* with ******** *** ***** ******* ********* since *** **** *** ********** ***********."
  • "*** ** ***. ** **** **** than ****** ********* ** *** ***** to ******* ********* ********* *** *****, web, ** ***** *****."
  • "**********. *** ******* ***** *** **** OK *** ****** *** ** **** outside ************ **** **********. **'* **** to **** **** ******** *** ****** your ***** ** ** ********* ******** to *** ****** **** ******* **** equipment ***. ** **** *** ***** to *******, **** *** **** **** you ***."
  • "*** ****. * ***** ** ******* that ****** **** ** **** ** virtual *****. ***** *** **** ** many ******** *** *** *** **."
  • "*** **********. ******* ******* ** **** going ** *** *****"
  • "**...***** *** ********* ** *****."

****** ** *** ********, *** **** (Las *****) ************ *** **** * uniquely ***** ************ ** ***** ******** industry *************.

Undecided ** ******* *****

****** **** ********* ***** *** ******* event ******* ** ***** **** ***** what ***** ** ******* *** *** much ** ***** ****:

  • "**********. **** ***** ** ** *********** to ******* *** ****** ********* ******** to *** **** * ***** ********* miss **** ** ********’* ********, *** central ******* ****** * ********* **** ISC. **** **... ** **** ** folks ******** ****** ** ********* ******, and **** ** * *** **."
  • "*********. ***** **** **** * *** of ****** ****** *** ******* ***** shows, *** *** **** ** ********** how ** **** ** ****** *********. We'll **** ** *** *** ******** and *** **** **'* ***** ** work."
  • "** **** ****** ** ****. * do *** ***** ** *** ******* but ***** *** **** ** ** already ***** *** ******* ***** *** shows ***. * ** *** **** how ********* ** ** ** *** another."
  • "**********. ** **** *** ******* **** virtual ***** ** *** **** ** we *** *********. *******, ** **** to *** *** ******** *****."
  • "** *** ****** ** ******* ********* as *** ****** ** **** *** new ******* *************/********, ******* ***** ** know **** ***** *** *** ******/******** engagements **** ** *******, **** *** costs ***** **, *** *** ***********, it ** ********* ** ******."
  • "*** **** *** ******* ******* ******* it ** **** **** ** *** for *******"

** *** ******** ****, *** *** West ******* ***** **** ** **** to ********* *** ********** **** **** to ********* *** **** (*** **** is ***** ******** ** **** ****) and *** ******** ******** *************.

2021 ***********

*********** *** **** * ***** *** the ******* ***** **** **** *** far **** ********** *********, ** *** response ***** ****:

  • "** *** ********** *** *** **** that ****** ***** ** * ******* that **** **** ** ***** ** safe ** ******."
  • "***** ***. * *** *** ****** in ****** ********* ** ****. ** are ******** ** *********."
  • "** ** **** * ******* *** everyone ***** ****** ***** ***** ***, I'm *** ******* ** ********* *** West **** ****. *** ** **'** still ***** ** ***********, * *** only ******* ********** **** ***** ** low."
  • "******* ** *** ***** ** *** world ** **** ****. ***** *********** seems ******** ***** ***, *** ** depends ** *** ****** **."
  • "* ***'* **** ***. *** ******** is * ***** ********* *** ** is **** ** **** **** *** social ******** ***** *** ******* ***** for ********* ** ****** **** ** next ******."
  • "**** *** ***. ** ********** *** the **** ** *****, ** **** not ******"
  • "** ***** ** **** ***** ******* (not ******) **** ** ***** **** to **** ****. *********** ******** ** expect ** *** *********** ***** ** least ****."
  • "******** - **** ** *** ***** COVID-19 **"
  • "****. ** ***** ** * ******* and *** ****** **** ** ***** attend."
  • "**/**. ** ******* **** ** *** status ** * ******* *** *****-** and *** ******* ***** ** *** economy."
  • "*** ******** ***** *****'* * ******* available."
  • "********** ********* ** *** ***** ** pandemic *** ******"
  • "**** ****% **** ** *** ****** of *** ********"
  • "******** ***** ** ********* ********* **** the ****-***-* ***** ** ** ****** a ******, **** ****** ******** ****** to ******* * ***** ********* *** an ***** ** **** ****, ** will ******** ********** ** ******. ***** on ***** *** ***** ** ** currently, *** ***** ****** **** ***** a *** **********, ******."
  • "********** ** ** ***** **** *****-** is ***** ******* *** ***** ***, it's *** ******* *** ****."
  • "* ***** **** ****** *** ****** gather, ***** **** ** ******** ** conversations *****. **** **** **** ** is ******’* *****. * ***** **** is *********, *** ***** *** *****."
  • "*** **** ***- ** ******* ** the ******-***** ***********- *** ***** ****** trade-shows **** *** *** *********** ******? I ***'* ***** ** **** **** till *******."

Positive *** *** **** ****

*******, ****** *** *** ******* ******* where *** ***** **** **********, **** were ********** ** * **** *****, as *** ******** ***** ****:

  • "**** *********** ** ***** **** ** normal *** *** ***** ***** **** in **** * ****"
  • "**** *********. ** *** ******** ** be *****, ** **** ** ***** is ***** ******* (******** ***** *** things *** **** ***** *** ***** in ***** ** *** *.*.)."
  • "**** - ******* *** ******* ***** and ***** * *** ****** ***** to *********** *** ********"
  • "****, * ***** *** **** **** be ** **** ******, ***** * little ******* *** ***** **********."
  • "******* ** *** ***** ** *** country ** **** ****. ***** *** travel ** **** ******* *** *** many ****** *** ********* ***** **********. Ask ***** ** * ******..."
  • "****... ***** ** ****** ** ***** be ****** ***********, *** **** *** consider *** **** *** ******** *** service ******** ***** ***, * ***** the **** ***** **** **** **** different, *** *** **** ******* *****’* a *** ** ******* ****** **** their ***** ******* ** ********."
  • "***** ********** ** * ***** ********* is ********. ** ** ***** * better ***** ** *** ******** *** our ******* **** ****** ****."
  • "******* *** *** **** ****. ******** we **** * ******* *********, * believe ***** ** * ****** *** industry ******* **** ** ******* ** get **** ******** *** ** **** almost **** ***********. ******* * *******- not **** **** ***** ** ** as ******* ******."
  • "**** **********! *** *** ** ******** being ** *** **** *** ************ the ******** ** ******. *** ** mention *** ********** ** ***** ** the *** **** *********** *** *** vast ****** ** ******* ***** * roof."
  • "***** **********. * ***** ********** **** be **** *** ****** **** ** ready ** ******** *****."
  • "**** **********, ******** **** *** *****-** virus ** ***** ******* - *** I ***'* **** *****'* ******* ** under *******. * **** ** **** that ** ***** *** *** ********* will ** **** **** *********."
  • "***** **********. *** *** **’* ********, ISC **** ** ***** *** ******* event *** *** ******** *** *** best ***** ** ******* **** ** many **** ***** ******* ** * short ****, *** ***** ******* *** your *** ******** ** ******."
  • "**** ********** - ** ****** **** success ** **** ****, ******** *** attendance ******* ****-***** ********."
  • "****. *'* ****** *** **** **** will ** ** *** ** *** past."

Vote / ****

Comments (9)

I don't think that trade shows will completely die - but I do think that they will be significantly different after all of the Covid-19 changes. In a post-covid world I believe it will be too cumbersome (travel, social distancing, trying to recover from reduced business, etc..) for most attendees, and they will just skip the show.

With less attendance manufacturers will spend less money and effort, meanwhile directing their marketing dollars to other activities. These two factors will create a downward spiral where the end result is that shows become less attractive to both attendees and manufacturers.

I hope I'm wrong, personally I like attending the shows I think they have been good for business and I enjoy the networking.

What do other people think?

Agree: 3
Disagree
Informative: 1
Unhelpful
Funny

I think post vaccine we get back to normal but until then no dice. Some of these shows were dying anyway.

Agree: 1
Disagree
Informative
Unhelpful
Funny

In January 2020, if you had asked people what manufacturers needed more of for marketing, very few people would have said "virtual trade shows". While COVID has certainly changed things, I don't think that this really opened up a need for virtual trade shows. This is Reed/ISCW not knowing how to react accordingly, and just trying to get money in spite of not offering much in the way of value.

A trade show is a thing you go to in person to interact with product demos, and people, directly.

Agree
Disagree
Informative
Unhelpful
Funny

I see little value in attending a virtual show from the standpoint of getting information from manufacturers. Given the size/scale there's no easy way to get exposed to something you haven't seen before like you would walking the show floor.

Where I see the value is that hopefully the learning sessions will be less expensive due to the virtual format, so I will be able to boost learning without the large outlay it takes to do so at the show.

Agree
Disagree
Informative
Unhelpful
Funny

Given the size/scale there's no easy way to get exposed to something you haven't seen before like you would walking the show floor.

That's a really good point! I don't think that's been solved from the online side. In real life, you can walk around and if something strikes your eye, can immediately have a conversation. On the Internet, sure you can search but it's not as easy or rich as doing it a physical show.

Agree
Disagree
Informative
Unhelpful
Funny

I think the other thing you miss with online events if seeing where the "buzz" is in terms of other people gathered around a booth or demo. Particularly at some of the smaller booths where you find more startups and emerging technologies.

Agree
Disagree
Informative
Unhelpful
Funny

And, to add, it's still hard to speak to someone direct. For example, whether's it ACTi or Axis or Allegiant or whatever, at a trade show, you can walk right up and talk to someone relatively senior; online, that's not readily available. I do wonder how to make that easier to facilitate those exchanges.

Agree: 4
Disagree
Informative
Unhelpful
Funny

Not only that, but you can also eavesdrop on conversations in a good way. Many people ask the same questions, so in a real-world scenario you can listen in, get an idea if you want to formally engage someone or not, call or text a co-worker to come to that booth for a conversation, or similar things.

Agree: 3
Disagree
Informative
Unhelpful
Funny

Considering how much it pained Reed to cancel this years show, there is no way I see them cancelling next years show. I don't believe they will ever consider taking the financial hit two years running, short of Covid running rampant with a mortality rate of 10%. Whether it takes place in March, July or Oct, there will be a show next year.

Agree
Disagree
Informative: 1
Unhelpful
Funny
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