RSA Conference (RSAC) is one of the largest and most influential cybersecurity conferences in the world, and the show floor is filled with the most cutting-edge technology in security. So for its debut at RSAC 2024, cyber resilience and data protection solutions provider Commvault found itself among industry giants. The company sought to break through the noise and stand out among peers, securing its reputation as an innovator in the industry and boosting awareness for its breakthrough Cleanroom Recovery product, a cloud-based solution that ensures business continuity after cyberattacks. Commvault's goal was clear: to connect with high-value decision-makers who influence purchasing decisions, primarily with chief information security officers, and position Cleanroom Recovery as a new standard for data security and operational resilience.

From the outset of Commvault's conference planning, the company faced space constraints. Planners were presented with limited options for 10-by-10- and 10-by-20-foot booths that were located off the main show floor. Commvault knew these options ran counter to its goals. A small, remote footprint would pose a challenge in creating a standout presence at the show. Fortune was with the company, however, when a 30-by-30-foot space unexpectedly became available on the main floor. The only catch was that show rules stated the space must be designed for an experiential exhibit. Presented with this serendipitous turn of events, the team quickly shifted to a dual booth strategy. Planners secured the larger show floor space to serve as an immersive, experiential attendee journey and also took the smaller off-hall space where they'd offer demos and intimate conversations with the company's product experts.


A Spotless Strategy
To bring this vision to life, Commvault partnered with John McNeil Studio (JMS) for the creative concept and soundscape, and Sparks for the physical build. This collaboration fostered innovative design solutions that blended form and function to make the intangible cleanroom concept a delightfully tangible experience.

Inspired by a Disney-like attention to detail, the experiential booth enveloped visitors in a carefully orchestrated atmosphere where sight, sound, and touch were harmoniously integrated. The booth, enclosed in gleaming white walls, had a single entrance flanked by a semi-transparent scrim that was guarded by a mannequin wearing a contamination-proof hazmat suit. A staffer in the same attire held a lab tray that displayed special glasses attendees could use to experience a bit of technological magic inside the booth. Beyond the welcome desk, the interior of the structure was devoid of color. The clean white interior reinforced the sterile environment theme, while key technological elements were discreetly housed within the central wall to maintain the booth's uncluttered look.

A soothing, feminine robotic voice echoed throughout the booth welcoming visitors to the cleanroom and alerting them to faux security scans. These took place every 15 minutes and were illustrated by an increase in the soundscape volume accompanied by a purple light cycling across the white space, enhancing the sense of being in a high-tech cleanroom. Privacy screens, which appeared blank to the naked eye, adorned the walls. But when viewed through the special glasses handed out at the booth entrance, critical information that illustrated hidden cyber threats was revealed. Looping videos that depicted lab techs in hazmat suits practicing yoga, performing martial arts techniques, or defying gravity with standing backflips inserted a bit of whimsy into an otherwise austere environment. Interactive quizzes on touchscreens allowed visitors to test their knowledge on cyber recovery.

According to Commvault's head of events, Kristin Murphy, the crucial success factor at RSAC 2024 was the seamless integration of the Cleanroom Recovery launch campaign into the booth design and execution. A key challenge, however, was balancing the sterile cleanroom aesthetic with attendee engagement. “Our goal was to make visitors feel like they were stepping into a high-tech lab where they could really understand and experience the power of our technology, but we didn't want the booth to feel too clinical or unapproachable,” Murphy explained.

The cleanroom booth served as an initial touchpoint, engaging visitors in a low-pressure environment where genuinely interested prospects could be identified. Those who showed deeper interest were directed to the demo booth, where detailed demonstrations facilitated meaningful conversations with product experts. This two-booth approach enabled the team to focus on meaningful engagements and increase the likelihood of converting leads into customers.

Mopping Up
To maximize engagement across both booths, Commvault employed enticing giveaways such as laptop vacuum cleaners and scratch-off cards offering prizes like a Roomba, VR goggles, and an Xbox. A particularly memorable branding element was the use of Mike Tyson's famous quote, “Everybody has a plan until they get punched in the face,” on giveaway T-shirts. This phrase humorously highlighted the reality of cybersecurity — even the best-laid plans can be disrupted by unexpected attacks. The quote underscored the importance of resilience and adaptability, aligning perfectly with the Cleanroom Recovery solution's value proposition.

Effective pre-event marketing, including geo-targeting, branded media, a website redesign, and even a thematic bus wrap, ensured that attendees were intrigued before arriving on the trade show floor. This holistic approach amplified the booth's appeal and reinforced Commvault's brand message, making the Cleanroom Recovery launch an unforgettable experience for attendees that resonated long after they left the convention center.
Shining Success
Commvault's innovative approach at RSAC 2024 delivered results so outstanding that even the planners were surprised. The two booths combined attracted nearly 3,000 visitors. Roughly 1,900 visitors engaged with the experiential cleanroom booth, and more than 1,000 were willing to walk across the show hall to spend time in the demo booth. There, Commvault conducted 961 demos, significantly exceeding its goal of 231 by 316 percent. The cross-pollination between the experiential cleanroom booth and the demo booth drove high levels of engagement among self-selected potential customers and resulted in an impressive number of captured leads.

Murphy praised her team and partners, emphasizing that Commvault's standout presence at the show was a result of bold strategy and innovative design driven by a bit of serendipity and supported by strong execution and carefully orchestrated pre-event marketing. “Our two-booth strategy really paid off,” Murphy said. “The cleanroom booth drew people in and captured their interest, while the demo booth allowed us to engage with qualified prospects on a deeper level. The response was incredible — we far exceeded our goals for visitor numbers and demos, and the feedback from attendees and even competitors was overwhelmingly positive.”

The success of the organization's two-booth approach was further validated toward the end of RSAC 2024. Commvault was thrilled to accept the Trailblazing Cyber Resilience award from Cyber Defense Magazine at the Global InfoSec Awards, which took place during the show.

Immaculate Vision
With the pervasive focus on experiential marketing at trade shows, exhibitors increasingly are tasked with balancing competing priorities in formulating their strategies and booth designs. Creating an engaging and memorable attendee experience can come at the expense of the mission-critical intimate conversations and product demos that drive business. Commvault successfully balanced these objectives, attracting and engaging visitors while capturing quality leads and providing valuable insights into the company offerings. Building on the success of the dual booth strategy, Commvault plans to integrate more advanced interactive elements into its event strategy, leveraging cutting-edge technologies to create even more engaging attendee experiences and drive meaningful customer conversations. E