Christopher Denniston, Director of Marketing & Contract Development, shares his top tips for building connections, making the most of your time, and reaching your goals on the trade show floor.
Virtual events served their purpose, but nothing compares to the energy of the trade show floor—the buzz, the handshake, and conversations that turn into partnerships. It’s the human component that makes a good event tick. There’s no comparison to the rush of walking booth-to-booth, hearing an engaging speaker live, or turning to the person next to you for a real connection. You never know what an off-the-cuff “hello” can lead to.
A while back, at a national trade show, I met a Dealer at an after-hours event. Our casual chat uncovered their pain points, which gave me a chance to show how Rapid Response could help. Not long after, they toured our facilities and became a long-term partner.
As a Director of Marketing who has worked countless events over the past decade, I can tell you: in-person beats everything else for real connections and results. With event season here, here are my time-tested tips to maximize ISC West 2026 and other security trade shows.
Establish Goals
Ask yourself what you would like to accomplish. Whether that is knowledge, inspiration, new connections, or all of the above, these goals will help structure your schedule. Pick three core focus areas—for example, AI-powered security, central station innovations, or operational efficiency—so you can prioritize sessions, booths, and meetings that advance those goals.
Plan Ahead
Plan AheadIt can be easy to get carried away in impromptu meetings and seminars, so planning is key. Review the exhibitor list and select a few “must-visit” booths that align with your goals. Build a realistic daily agenda that balances learning, networking, and time on the floor.
ISC West 2026’s Keynote Series is a standout opportunity to get ahead of where security is heading—from national security lessons on trust and protection, to AI tying physical and cyber together, to what really drives cybercrime (it’s us humans). These discussions mirror many of the innovations we are driving at Rapid Response.
Keynote highlights:
- Day One (March 25) – “The Battlefield Beyond the Fence” with Haywood Talcove and Paul Eckloff
- Day Two (March 26) – “Securing the Full Spectrum” with Keith White
- Day Three (March 27) – “The Human Nature of Cyber Security” with Jessica Barker
Schedule Meetings in Advance
Now that you know which exhibitors you would like to see and which panels you will attend, set up meetings. Tap into your network on LinkedIn, promote where you will be via social media, and reach out to connections to schedule a time. Many decision-makers book up quickly, especially around exhibit hall days. By locking in meetings early, you will avoid relying on luck to make those important connections.
Pack Smart
Making a good first impression is key, so dress to impress. Keep in mind that you will be walking and standing for long stretches, so bring clothes you feel confident in. Comfortable shoes area must!
While packing, remember business cards or alternative ways to share information—virtual “tap to share” contact cards work well for those going paperless. Pack a reusable water bottle too; sustainability is big on the floor this year.
Maximize Your Visit
You have already invested in the trip, so enjoy it! Leave at least a little free time each day. Start mornings with top-priority booths and sessions to hit your must-see list. Use downtime between meetings to explore new aisles, discover emerging vendors, and ask open-ended questions like “What trends are you seeing with central station partners?” Capture quick notes after every meaningful conversation—use your phone’s notes app for easy follow-up reminders.
Get the Most Out of Social Events
There’s so much going on during floor hours that you may not have time for meaningful conversations. Casual events off the floor are more relaxed, offering opportunities for one-on-one connections.
Remember, our industry is built on relationships—that includesvendor events, partner cocktail hours, Topgolf meetups, and even the ISC West 2026 Concert headlined by Chris Lane on Wednesday night (complimentary for all badge types; get tickets on the show floor).
Make the Investment
If you have the option to attend in person, do it. The price of admission can be steep, but the cost is well worth the reward. The shared connections you create are powerful, which is probably why the contacts I have made at events have become some of my closest industry friends. You will fly home inspired, with ideas, relationships, and next steps you can apply immediately.
Stop by Rapid Response booth #21089 at ISC West—let’s Go for Gold together.
Don’t forget – you have until March 13 to get your FREE EXPO PASS HERE.
—Chris
