Infosecurity Europe 2025 marketing ideas / inspiration for next year
By Sofie Skouras, Head of Technology, Europe
Marketing ideas to engage attendees at cybersecurity events in 2025
When it comes to engaging attendees at cybersecurity conferences, creating memorable experiences is key. I went along to the 30th anniversary of Infosecurity Europe this week and day one was packed with brilliant keynotes and lots of great energy from vendors.
Cybersecurity firms are pretty strong when it comes to creative or compelling booths as a way to attract visitors. This year, we had free ice cream through to simulation games all on offer. But one thing that stuck out to me was some of the small moments that brands could have capitalized on more effectively.
Queue to keynote = captive audience
While waiting in the epic queue for Brian Cox’s keynote, I spotted a cybersecurity sales rep working the line with an A5 schedule of their talks. Polite and perfectly timed, they turned wait time into an engagement opportunity.
It was a smart move, capturing attention when people had little else to do but stand and wait. Imagine if more brands spotted these micro-moments? For example:
- Those sponsoring areas near the keynote could have created quick interactive quizzes
- OR created QR-code games to entertain and educate
Underused entry space
The entrance was dotted with banners and signage, but most played it safe with branding and taglines. There was opportunity for more playful ads to be featured which captured attention, for instance, an ad which poked fun at industry jargon (which attendees were about to be bombarded with).
As Daniel Cuthbert said on the panel with BBC’s Joe Tidy, “this industry loves drama” – so give the people what they want.
Contextual ads
Another thought was leaning more into the physical placement of the ads. It’s something I think a lot of brands do very well on the tube or trains. For instance, a cybersecurity firm sponsoring the seating area by the food stands stuck to logos and taglines. Instead, they could have made the messaging more playful and situational to help their ads be more memorable (or even shared online).
Help people find you
At a busy event like Infosec, finding your way around and navigating the map can be overwhelming, especially at the start of the day when it’s packed with people. Adding nearby ‘landmarks’ alongside your booth number can help visitors find you faster and easier. For example:
- “Booth XYZ (opposite the keynote stage)”
- “Booth ABC (right next to the Infosec Meets area)”
If you’re selling to CIOs or CISOs check out the free ICP guides we’ve created
Given how noisy the industry is, which anyone working in cybersecurity will attest to, and the fact it’s a difficult market right now for many industries – it’s important to ensure every marketing spend you’re making counts.
We know how much effort goes into planning for these big events, so hopefully this blog acts as some inspiration for your next event, on how you can elevate things even further.
Our cybersecurity marketing and PR team have lots of ideas on how you can get better cut through at events and beyond. If you’d like to discuss some ideas, get in touch.
Key takeaways:
How can you engage attendees during wait times at cybersecurity events?
Capitalize on captive moments, such as waiting in queues, by providing interactive experiences like quizzes or offering helpful resources.
What’s the impact of contextual and playful advertising at events?
Creative and situational ads are memorable and shareable, making your brand stand out amidst the usual industry jargon.
How can you help attendees navigate a busy event like Infosecurity Europe?
Make it easier for attendees to find your booth by providing nearby landmarks in your booth signage.
