ISC West 2019: Dahua USA’s Goals Extend Beyond Marketing

22 Mar 2019

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Booth number: 14039

Dahua Technology USA Inc. will display video surveillance solutions, access control and intercoms at ISC West.

Q: What was the first year your company exhibited at ISC West? Please share your remembrances of that experience.

The first year that we exhibited at ISC West was in 2012. That was before we had a local US operation. The market started to pick up our brand and was surprised that we offer extensive product portfolios. In 2014, we registered our US office and continued to participate in ISC West.

Through our presence at the show, customers get to know us better and understand that we are not just a product manufacturer but can also support them from the service and operation standpoints. We are local here and help our customers to grow their business and increase their satisfaction with us.

A trade show is not just for marketing; ensuring the best ROI requires work by several parties in an organization

Q: What strategies do you use to get the most out of exhibiting at ISC West?

A trade show is definitely a lot of investment within a few days. Therefore, how we create the best ROI and meet the right customers are very important. A trade show is not just for marketing; ensuring the best ROI requires work by several parties in an organization, including products and technical expertise as well as the sales team. We use an internal and highly coordinated plan with the team to get a better result.

We make sure everyone is on the same page in terms of the products/technology we are going to present and have the people with the best knowledge to present to customers who visit our booth. Therefore, a highly coordinated team strategy is required.

Q: How do you quantify your success at ISC West? What ROI do you receive from the show?

Every company has their ways to follow up with the leads and evaluate the ROI from the show. The way we are using is to upload all our leads to our software and track all these leads afterwards. If they are not already buying from us, our goal is to convert them to become a registered dealer. Customers get to know us better and understand that we are not just a product manufacturer but can also support them from the service and operation standpoints

If they are already our registered dealers, we seek to grow their business by using our latest technology solutions. In general, all marketing activities in business today require a clear ROI, and it has to tie into the sales numbers. From our experience, the ISC West show provides the best ROI among other shows in the North American market.

Q: What company activities (outside the show floor) does your company organize each year?

We have a partner event and invite our value-added dealers and partners. We’ve been hosting this event since 2015.

Q: What sets ISC West apart from other trade shows on the calendar?

As I mentioned, ISC West provides the highest ROI among other shows in the North America market. This show also brings many of our customers and partners to the city as well. I guess people value this opportunity to meet and discuss the technology, the industry trends, and the business to figure out how we can grow together.

Other trade shows might be smaller than ISC West and targeted at different markets or address different scopes of the industry need. Every show we attend in 2019 plays a strategic role for us to communicate with the market and find the customers we are looking for.

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