Illuminating Blind Spots to Cybersecurity’s Largest Trade Show

15 media placements

Included in CSO's "Hottest New Products" at RSA

6 analyst briefings

Penetrating the crowded cybersecurity market

Cybersecurity is one of the world’s most hyper-aggressive and fastest growing industries. For marketers, the sector’s constant noise can sometimes complicate marketing and PR initiatives if not executed strategically. Lumu, a high-growth startup providing consistent compromise detection for the enterprise, partnered with ARPR to assist with the public launch of its platform at the 2020 RSA Conference, cybersecurity’s largest and most prestigious event. ARPR’s primary objective was to introduce the brand to analysts, press and industry influencers, and to secure media coverage in “hot startup” stories and analyst briefs that are published in conjunction with the event.

A multi-layered strategy to avoid the RSA noise

As a veteran of RSA shows, ARPR knew that for Lumu to achieve its objective, a pre, on-site and post-show strategy was needed. Since analysts and press have limited availability to meet on-site, ARPR’s strategy sought to schedule as many pre-show interviews with journalists and analysts as possible, thereby avoiding the chaos and time constraints of the show floor while increasing the likelihood of being included in articles, briefs and event roundups. Jumpstarting the brand’s thought leadership program was also a priority. To do so, we ghostwrote an article to publish in a top cybersecurity trade publication in conjunction with the conference, maximizing visibility at a time when the spotlight shines on cybersecurity stories the brightest.

Results exceed expectations

For Lumu, the pre, on-site and post-show strategy proved successful. In total, ARPR secured more than 15 media placements, including two in CSO’s “hot products” roundups, which were also syndicated across other IDG properties such as IT World and Network World. Further, the brand’s first-ever byline was published by Dark Reading, amplifying the key messages around the need for continuous compromise assessment. On the analyst front, ARPR helped initiate Lumu's third-party validation program through six virtual and in-person analyst briefings with firms including ESG, Osterman, Omdia and TAG Cyber, among others, which led to the brand's inclusion in three analyst briefs. “We were really happy with the job that the ARPR team did for Lumu at RSA,” said Lumu’s CEO.