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.
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.