16th International Exhibition “Security, Security and Fire Protection”/MIPS.
16th international exhibition «Security, Safety and fire protection”/MIPS.
TK correspondent talks with exhibition director Yulia RODIKOVA about what is happening today in the security market and what awaits MIPS 2010.
Corr.:
— The last time we spoke was the day before the exhibition. How did it go? What can you say based on its results?
Yulia Rodikova:
— This year the exhibition celebrated its 15th anniversary. Despite the difficult economic conditions that affect any business, interest in the exhibition was high: 315 companies took part in MIPS, a number of countries presented national expositions, including, in particular, the UK, China, and Taiwan. I was very pleased with the large number of new products presented and the significant increase in visitors, especially specialists from the regions.
For the first time, MIPS was held simultaneously with the Cardex & IT Security, which will be its section starting this year. We received a lot of good feedback about the conference dedicated to new safety requirements for unique, high-rise and technically complex objects. In my opinion, the exhibition became a real event for specialists, who this year, more than ever, strived for active communication.
Corr.:
— What's happening in the security market right now? How are preparations going for the next exhibition? What are your predictions for next year?
Yulia Rodikova:
— In the security market, just like in other industries, there is a reduction in costs, including marketing ones. Nevertheless, they try not to refuse to participate in the exhibition, realizing that this is a unique tool that allows not only to present products, but also to personally communicate with clients. In addition, at the exhibition all the processes taking place in the market, possible directions of its development and pace are visible in full view. And contacts with customers allow us to obtain fairly accurate information about production volumes, potential demand and real price levels. Accordingly, it is possible to timely identify the needs that exist in the industry and determine the need to change the sales structure, which will ultimately allow the company not only to maintain business, but also to discover new ways of development.
Based on MIPS 2010, I can say that compared to the same period last year, companies have currently booked 15% more exhibition space. About 70% are already occupied. This is a very good indicator, which suggests that next year the exhibition will not decrease, but will even grow. I think this is due to the fact that if previously companies could afford to participate in several exhibitions, not only in the capital, but also in the regions, now is not the time to spread thin, and it is necessary to make a choice in favor of the most effective event.
Correspondent:
— By what criteria can you evaluate the effectiveness of an exhibition?
Yulia Rodikova:
— The goals of participation are different for everyone: finding new clients, maintaining relationships with old ones, and studying the marketing strategy of competitors. We cannot exclude the image component, which is more relevant now than ever, because by participating in the exhibition, companies demonstrate their reliability and stable position in the market. To keep abreast of the needs of our exhibitors, we conduct annual market research and surveys. This year, we received positive feedback from 90% of participants both about the exhibition itself and about the quality of visitors. This information is open, we post it on the official website of the exhibition mips.ru.
In my opinion, the most important thing is that MIPS contracts are awarded. The participants themselves speak about this in their reviews. Despite the reduction in travel expenses, many specialists from the regions come to the exhibition. But there is no idle audience here, which is good news. Still, the exhibition is intended primarily for specialists. Those who make decisions and do business tend to come here. The audit shows that 99% of MIPS visitors are security market professionals. Therefore, the exhibition always has a very businesslike atmosphere (this can be clearly seen from the photographs posted on the website). For our part, we make considerable efforts to be useful to our clients.
Corr.:
— So companies decide to participate in MIPS quite early?
Yulia Rodikova:
— And they accepted and continue to accept. Indeed, for many, the current situation is a time of new opportunities, when there is a chance to take a larger market share and win new consumers. And this can be done at minimal cost. Thus, according to studies conducted in the USA, attracting one client at an exhibition is several times cheaper than using a direct sales model. Of course, now companies pay more attention to alternative methods of promotion (PR, Internet), but exhibitions remain a very important marketing tool. Many of them view participation in MIPS as an effective anti-crisis solution. This can also be judged by the feedback from this year's participants.
Corr.:
— Which companies have already confirmed their participation in next year's exhibition?
Yulia Rodikova:
— There are quite a lot of them, and they are all well known to specialists. I think I can hardly list them all. These are ITV, AAM Systems, Armo-Systems, Acumen, Argus Spectrum, Louis+, Skyros Corporation, Elix Group, Axis Communications, ABC Electronics, Sigma-IS «, «Bolid», «Roxa», «Beiterg», «Goitebrück-Rus», DSSL, «Ivs-Signalspetsavtomatika», Kaba, «Poliset-SB», SBC-Computar, Assa Abloy, «Vocord», «Tyco» , Mitsubishi, Effeff, Fujinon, Paradox, Dedicated Micros, Cias, Satel, System Sensor, EVS, Urmet and many others. We regularly post the full list of participants on the exhibition website. Some companies traditionally participate only in our exhibition, others have chosen MIPS after the successful exhibition this year.
Corr.:
— What new products will be presented at MIPS 2010?
Yulia Rodikova:
— Companies are in no hurry to reveal their plans. They usually announce their developments on the eve of the exhibition. I hope that there will be even more new products reflecting global trends in the security market. The business program will traditionally include seminars, the “Best Innovative Product” competition, and the international conference “Safety of Unique and Technically Complex Objects.” The “Smart Cards” section will also be significantly expanded. ID technologies. Data protection. Banking equipment».
Corr.:
— What new will the organizers offer to participants and visitors of the future exhibition?
Yulia Rodikova:
— This year we introduced an electronic registration system for the exhibition, which has proven itself very well. We will improve it and increase efficiency. In addition to posting up-to-date information about the industry and participants on the site, we plan to launch an RSS feed so that specialists have the opportunity to receive a brief overview of news daily.
Corr.:
— Are there any prospects for new security exhibitions?
Yulia Rodikova:
— Already, the exhibition market is a field of fierce competition. Will the organizers be able to offer the market something fundamentally new that international exhibition companies still operating in Russia have not come up with? Hardly. Therefore, an invitation to participate in new security projects is an experiment at the expense of the exhibitor, since it is unknown how effective the exhibition will be. A promise to attract new visitors? I doubt. Any security market professional must have attended one of the existing industry exhibitions and is probably in the organizers’ database. In my opinion, now is not the time to conduct experiments at the expense of your own budget; it is better to choose an option that has been proven over the years.
Corr.:
— And finally. Why would you recommend participating in MIPS?
Yulia Rodikova:
— MIPS is organized by the international company ITE, a leader in the number of professional events held in Russia. All the company’s projects comply with generally accepted international standards; ITE exhibitions are a kind of sign of quality. MIPS has been running for 16 years. It has been tested by time, has a serious reputation, a well-functioning organization, and an extensive base of specialist visitors. MIPS provides all the opportunities for efficient work and the conclusion of profitable contracts. Well-known companies flock here. If you are represented on MIPS, this means that your business is growing successfully. At least, that's what exhibition visitors think. Presented at the exhibition means it is reliable and financially stable. And for MIPS participants, this is an opportunity to get clients and earn money for the whole year.