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Launch Reconwhere the buyers already are
Rhombus arrives at The Security Event Europe 2027 with a new category product and a stand to fill. This is a six-week digital campaign on The Security Briefing that builds recognition for Rhombus, explains what Recon does, and puts a specific reason to visit your stand in front of UK security, IT and estates decision-makers before they plan their day at the NEC.
A launch window that only opens once
Recon launches immediately before the industry gathers at the NEC. That timing is an asset, but only if the market knows the product exists before it walks the halls. Most launch noise dissipates in a general feed. This campaign puts Recon in front of an audience assembled specifically around commercial, enterprise and domestic security — the same audience walking your stand on 27–29 April.
The plan does three jobs in sequence. It establishes who Rhombus is to buyers who may only know the larger names in the category. It explains Recon properly, through content that earns attention rather than interrupts it. Then it converts that attention into two measurable actions: a registration you keep, and a stand visit you can count.
Every element below is drawn from The Security Briefing's standing digital inventory. Nothing is speculative, and the performance figures shown are our recent platform averages rather than forecasts.
What this proposal answers
- Awareness of Rhombus against a larger incumbent
- Qualified leads with contactable data
- A launch moment for Recon with a hard date
- Measurable stand traffic at TSE Europe 2027
The problem is not the product
Rhombus competes in cloud-managed physical security against a competitor with considerably more share of voice. In that position the constraint is rarely the technology — it is that buyers building a shortlist do not think of you unprompted. Recon changes the conversation, because a plug-and-play mobile platform that integrates with robotics is not a like-for-like comparison. It is a reason to look again.
Your marketing already works the channels that suit this: events, SEO, digital advertising, webinars and thought-leadership content. What a launch of this kind needs is concentration — the same message reaching the same defined audience repeatedly inside a short window, ending at a physical moment where the product can be demonstrated.
The Security Briefing is the year-round digital platform for The Security Event Europe. Its audience and the event's audience are the same people, which is what makes a stand-visit call to action credible rather than hopeful.
Objectives
- Awareness. Establish Rhombus as a considered option, and Recon as a new category entry
- Lead generation. Capture registrations and engaged contacts for follow-up
- Stand traffic. Give a named reason to visit the Rhombus stand
- Pipeline. Feed named accounts into the post-show sales process
Built around security buyers, not a general business list
Rhombus sells across sectors but not into private residential or military, and buys are decided by three functions: IT, security, and facilities or estates. The Security Briefing audience is weighted towards senior decision-makers and end users in exactly those sectors, with government and public sector and retail the largest end-user groups on the database.
Largest end-user sectors, in order
Retail, education and logistics — the sectors Matt highlighted — all sit inside the database, alongside public sector estates where multi-site cloud management is an active procurement conversation.
Job function
Senior management and C-suite make up the largest share of the database, followed by engineers and technicians, then operations and business development.
That mix covers the budget holder and the technical evaluator in the same send, which matters for a product that has to satisfy both.
See it before you see it
A single organising idea runs through every element: the audience should arrive at the NEC already curious about Recon, and know precisely where to go to see it working. Content does the explaining in advance so the stand conversation starts at evaluation rather than introduction.
Three phases
- Introduce. Rhombus as a name and a point of view. Editorial-led, indexed and useful year-round.
- Explain. The substance of Recon — what plug-and-play robotics integration changes operationally. This is where leads are captured.
- Convert. A hard, dated call to action pointing at your stand in the final week before the show.
Why this order
Asking a cold audience to book a stand visit rarely works. Asking an audience that has read your thinking and attended your webinar to come and see the product in person is a reasonable next step, and one they will act on.
Each element also feeds the next. The blog post gives the newsletter something worth clicking. The newsletter fills the webinar. The webinar produces a warm list for the final pre-show email. Nothing sits in isolation.
Six weeks, ending on the show floor
Dates below assume the full campaign. Lighter packages use the same sequence with fewer beats. Note the Easter weekend falls on 26–29 March 2027, so that week is deliberately kept quiet rather than wasted on a major send.
Sponsored blog post goes live
An editorial piece on what mobile, robotics-integrated monitoring changes for multi-site operators. Hosted permanently on the site, indexed, and available to link from your own channels.
Podcast episode and webinar promotion opens
A dedicated interview episode gives the launch a human voice. Registration promotion for the webinar begins across newsletter and LinkedIn distribution.
Easter week — sustained promotion only
No major send. Registration promotion continues in the background so the week still builds the webinar list.
Newsletter takeover
The full newsletter issue carries Rhombus alone, to the entire subscriber base across inbox and LinkedIn. The single largest awareness moment in the campaign, timed to also drive final webinar registrations.
Live webinar
Thirty to sixty minutes including live Q&A, led by the operational and regulatory context rather than product pitch. Registration data is yours; the recording continues to attract on-demand views afterwards.
Dedicated solus email
A standalone, fully Rhombus-branded send targeted to your priority sectors. One message: Recon is live, here is what it does, come and see it working on the Rhombus stand.
The Security Event Europe, NEC Birmingham
Demonstrations on stand, with an audience that already knows why they are walking over.
Three levels, one campaign logic
Each package uses the same sequence — introduce, explain, convert. The difference is how much of the audience you reach, and whether the campaign includes a lead-capture engine. All prices exclude VAT.
Foundation
- Sponsored email placement £1,500
- Sponsored blog post £1,000
- Dedicated solus eshot £2,500
Awareness and stand traffic without a lead-capture element. The right choice if the launch budget lands lower than expected, or if Recon assets are not ready in time for a webinar.
Engine
- Sponsored webinar £7,000
- Sponsored blog post £1,000
- Dedicated solus eshot £2,500
Adds the lead-generation engine. The webinar carries its own promotional campaign across email and LinkedIn, so awareness is built as a by-product of filling the room.
Full launch
- Sponsored webinar £7,000
- Newsletter takeover £3,000
- Dedicated solus eshot £2,500
- Individual podcast episode £1,500
- Sponsored blog post £1,000
The only package that answers both stated problems. The webinar and eshot generate leads; the takeover and podcast do the awareness work against a larger competitor. Five touchpoints across six weeks, to the same audience.
Full launch — detailed investment
| Element | Purpose | Investment |
|---|---|---|
| Sponsored webinar | Lead generation and product explanation | £7,000 |
| Newsletter takeover | Full-audience awareness moment | £3,000 |
| Dedicated solus eshot | Sector-targeted stand-visit call to action | £2,500 |
| Individual podcast episode | Thought leadership and founder voice | £1,500 |
| Sponsored blog post | Permanent, indexed campaign anchor | £1,000 |
| Total | Six-week integrated launch campaign | £15,000 + VAT |
A package discount may be available on multi-element bookings. Please discuss this with your Client Success Manager.
What good looks like
The figures below are recent platform averages across The Security Briefing, shown so you can set expectations before committing. They are benchmarks, not guarantees — performance varies with topic, timing and creative.
How we would measure it
- Webinar registrations and attendees, supplied as data to Rhombus
- Click-throughs to a dedicated Recon landing page, tracked by UTM
- Blog and podcast engagement across the campaign window
- Stand visitors citing the campaign, captured by your lead scanner
Optional enhancements
| Web banner, Exhibitor List page — full month of April 2027 | £2,000 |
| Video interview | £2,500 |
| Newsletter leaderboard banner | £1,000 |
| White paper | £10,000 |
| Podcast series sponsorship | £7,000 |
The Exhibitor List is one of the most heavily used pages in the build-up to the show — visitors go there to decide who they will see. A banner running the whole of April sits in front of that decision every time it is made, and pairs naturally with the week six email.
The same audience, twelve months a year
The Security Briefing is not a general technology title that happens to cover security. It is the digital platform of The Security Event Europe, built on the same database of installers, integrators, specifiers and end users who attend the show. A campaign here reaches the people who will be at the NEC, in the weeks when they are deciding what to see.
For a launch tied to a stand, that overlap is the entire point. It is the difference between buying impressions and buying attention from a defined, nameable audience with a diary already pointed at Birmingham.
Practical terms
- Minimum six weeks' lead time on every element, to allow proper promotion
- Sponsored webinars and podcast sponsorships are exclusive to the sponsor for their duration
- All prices exclude VAT
- Content is developed collaboratively; editorial quality is agreed in advance
What happens now
Confirm the package level
Tell us which of the three tiers fits the Recon launch budget. We can adjust the mix within a tier if a different balance suits you better.
Agree topics and dates by early February 2027
The six-week lead time means the campaign must be confirmed by 1 February 2027 to run in full. That fits your planning cycle, which firms up in January and February.
Build and launch
We handle production, scheduling and promotion. You supply the Recon assets, a spokesperson for the webinar and podcast, and your stand number.
Discuss this proposal
Happy to walk through any of it, adjust the mix within a tier, or add the April web banner.
Julian Tozer Client Success Manager
jtozer@nineteengroup.com
+44 (0) 20 3005 1081
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