Build your brand at Securex 2017

February 2017 Editor's Choice, News, Conferences & Events

A Wall Street Journal study of the last recession showed that companies that cut back on marketing lost sales and market share, while those that maintained their marketing increased profits when compared to those that reduced marketing (source:

Furthermore, Nigel Hollis, chief clobal analyst at Millward Brown, noted that “The connection between share of market (SOM) and share of voice (SOV) has been proven. The higher your share of voice compared to your actual market share, the more likely your brand is to grow its market share in the subsequent year. So, if you increase your marketing investment at a time when competitors are reducing theirs, you should substantially increase the saliency of your brand. This could help you establish an advantage that could be maintained for many years.” (source:

With a track record that spans almost a quarter of a century, Securex has established a niche as Africa’s largest security and fire exhibition. The annual event has been the platform from which hundreds of products have been launched to a receptive target audience.

“As technologies emerge and change, prospective customers who are keen on acquiring information on best practice seek out accessible ways of contacting reliable suppliers. Securex is the ideal interactive medium for the market to connect with leading manufacturers and suppliers of security and fire products and services as they evolve,” says Joshua Low, Securex Event Director at Specialised Exhibitions.

“Securex 2016 was extremely successful, with a 20% increase in visitors achieved over the three-day period. Hosted at Gallagher Convention Centre in Midrand, from 30 May to 1 June, Securex 2017 is set to continue in the tradition of past shows and we have only 35% of the planned stand space available for interested exhibitors. We have refined our visitor attractions, maintaining a number of our ever-popular ones and adding new ones based on our market research survey results,” he adds.

Visitor attractions at Securex 2017 will include the New Products Display, situated at the entrance to the exhibition, the Securex Seminar Theatre, the FPASA half-day workshop, the ESDA breakfast and the SAIDSA Techman Competition.

“In order to remain as comprehensive in our technology coverage as possible, we continually review the verticals within the security and fire sectors. For instance, this year we will showcase: access control and identity management; alarm systems and panels; CCTV and surveillance equipment; electrical and security communication and accessories; fire protection products and systems; guarding and control rooms; IT infrastructure and cyber security; perimeter and physical security; retail security; vehicle security; X-ray and body scanner equipment; training courses, and more,” Low explains.

“It is imperative that all companies engaged in the manufacturing and/or provision of security and fire products and services contact our Securex 2017 team to discuss an optimum stand position before they lose out,” Low points out.

To reserve a stand, interested companies should contact Zelda Jordaan or Grant Bydawell on: or or visit


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