Forget the Flash — RSA Is About What Sticks
RSA was a beast (but isn’t it always?). There were 44,000+ attendees, a maze of booths, networking events galore and a ton of information to take in. I was there and have some thoughts.
The Business of Booths
To booth or not to booth: It’s an age-old question. RSA floor space is pricey. ROI is questionable. Some companies skip the booth altogether and opt for a more low-key approach, like renting meeting suites, hosting dinners or booking out a nearby restaurant for the week. For others renting a booth can be a smart move, especially if you're willing to drop big bucks for brand visibility or in a crowded market where being seen alongside competitors is important.
Based on my conversations this year, more marketing leaders opted out of the show floor cost and chaos, and for many, it paid off. They were still booked with prospect meetings and made real connections, and they did it for a lot less money.
For those who did buy into the booth business, I heard mixed reviews. I’m sure many companies captured attention with eye-catching displays and grand gestures, but I question if attendees walked away with a memory of their tech or just the gimmick. I noticed that some of the simplest booths were still drawing crowds if they had a clear message that resonated with prospects.
The key takeaway? You don’t have to out-bling everyone when you can clearly explain what you do and why visitors should care.
Policy is a Hot Topic
Given the state of affairs, my colleague Bryan Scanlon noticed a lot of chatter about government regulation, AI policy and the impact of politics on cybersecurity. As marketers, we need to be aware of these conversations and understand how to share our message amid hot debates.
Your Mid-Year Marketing Check-Up
Think of RSA as a giant competitive analysis opportunity. What are your rivals up to? What's their messaging like and how are you differentiating? What new trends are emerging? Post-RSA is a great time to reset and rethink. Use this intel to refine your marketing strategy for the rest of the year. As one smart client put it, RSA is the perfect time to step back and assess your messaging and your activities.
Be Open to Real Connections
With all the lights and noise, it's easy to forget that RSA is still about people — about moments of connection that reenergize you. I had a great reminder of this at a women-in-tech event, where I chatted with Olympic skier Peekaboo Street. Her advice? Lean into fear to gain control. This is seriously applicable to marketing and life, for that matter.
Beyond that, I also made many new connections and reconnected with friends, former colleagues, and mentors who have significantly impacted my career. We traded stories and advice in person, which was so important to maintaining those relationships.
Don't get so caught up in the hustle that you forget to have those human moments. They're often the most valuable takeaways from any conference.
Want more RSA insight? Bryan and I broke down our experience at the show on the Share of Voice podcast.
