A core part of Darktrace marketing was physical trade shows. Exhibiting at these trade shows, members of the sales force were able to directly interact with potential lead, and demonstrate the value of the Darktrace product suit. The trade show booths ranged from large scale to small scale designs, depending on prestige of the event, and the industrial relevance. The design of the physical booth schemes incorporated Darktrace’s core brand elements, with easy to digest messaging, viewable from a distance.

For large scale events, like Gartner 2019, featured booth locations were purchased, ensuring prominent field of view across the entier exhibition space. The booth graphics, for these large scale events, incorporated the latest advertising creatives as part of the booth space. Multi touch point locations of the scheme were common place with monitors playing a mixture product demos on loop for sales team members to use as an aid in demonstrating Darktrace’s product effectiveness.

Darktrace exhibited at trade shows world wide, including one of the biggest emerging tech markets, Asia Pacific. One of the biggest trade show events in the APAC region was AWS Japan. For AWS Japan a compact scheme was designed incorporating the latest cloud advertising creative, which was heavily featured in local business publications. The scheme incorporated design elements specific to sales region, such as detailed product diagrams. The booth messaging was displayed in english, this was at the behest of the local marketing team, since english is a widely used business language in Japan, and helped emphasis Darktrace’s English roots.

At the start of the Covid-19 epidemic, all physical trade show events were cancelled. Early on during lock down all physical events shifted to a digital environment becoming Virtual Events. These virtual event mirrored the physical world counter parts, including a digital booth space. These digital booths were created to be navigated in a virtual 3D environment, with elements which could be zoomed in on to display the information in greater clarity.

Darktrace has exhibited at a range of large and small scale, trade events across all major regions, using eight localised languages to promote and sell the impressive product range.