Tara MacCormac

From Planning to Perfection: My Role in Making CANSEC 2023 a Success

June 1st, 2023 | Tara MacCormac

As a young marketing professional, I never imagined I'd find myself at Canada's largest defense and security trade show, CANSEC. Yet, there I was, on a journey that would test my skills, broaden my horizons, and teach me just how much planning goes into event and trade show marketing. This is the story of my experience assisting in planning and attending CANSEC 2023 with Babcock Canada.

Looking Back on CANSEC 2022

I was thrilled to learn I would be participating in CANSEC 2023, however, this was not my first time helping to plan and attend the show. Back in 2022, I had the privilege of beginning my tradeshow marketing journey at Babcock Canada and I couldn't have imagined the impact it would have on my career. While at this point I was only just beginning to work in the industry, I was entrusted with planning Babcock Canada's pre-CANSEC networking reception, assisting in the logistical planning of the show and building a strategic communications campaign.

Setting the Stage

The highlight of my journey helping to plan Babcock Canada's presence at CANSEC 2023 was the opportunity to collaborate with the unbelievably skilled communications team. In a world where the tiniest detail can make a significant impact, our team's communication had to be flawless. The skill and dedication of my colleagues was not just impressive but inspiring. I found myself learning from their expertise, soaking up their insights, and growing as a professional. I am fortunate to call them my friends and can say with 100% certainty, that their encouragement to be innovative and creative was essential in my success planning for the show.

Some key steps in trade show marketing:

• Pre-Event Planning - setting objectives, budgeting, booth design, sponsorships and more.
• Promotion and Pre-Event buzz - engage with the audience using applicable marketing strategies such as digital, print and media.
• On-Site Execution - booth setup, briefing attendees and creating an interactive experience for booth visitors.
• Follow-Up and Post-Event Marketing - following up with connections, gathering feedback both internally and externally and continuing to share content from the show.
• Measurement and ROI Analysis - quantifying results from marketing efforts and evaluating the return on investment, from here, we adjust for the future. 

The Big Day

The day of CANSEC begins early, getting up at 5 am and meeting the team for coffee before driving over to the EY centre. As we begin to put out the SWAG, stack the collateral, stock the fridges and turn on the TVs all the hard work from months prior comes together before our eyes. Without sugarcoating it, the day is long and tiresome but it is without a doubt a rewarding experience. Tradeshow marketing is different from any other field I've worked in because you see a tangible result of long days in the office. CANSEC is a remarkable show with countless exhibitors showcasing their contributions to Canada's defence and security, the possibilities seem endless and the potential for networking and collaboration is boundless.

There are many moving parts during the tradeshow and only a select few can understand the exhilarating chaos behind the scenes. It's the thrill of finally seeing our booth come to life, of engaging with attendees, and of witnessing the impact of months of preparation. The exhaustion fades into the background as I find myself invigorated by the show's energy. As the two-day event concluded, I was left with a great sense of accomplishment that furthered my confidence in my career and the industry. This experience continues to remind me that the hard work put in during those long days is the cornerstone of success in the event and tradeshow marketing industry I've chosen to pursue.

Looking to the Future

As I continue working in the Babcock Canada communications department, I reflect on the incredible opportunities I've had and I’m excited to carry on the knowledge and skills gained at CANSEC 2022 & 2023 into my marketing career. This unique experience strengthened my marketing skills and gave me insight into the intricacies of marketing in specialized industries.

CANSEC was a pivotal moment in my career and a testament to the power of strategic marketing, collaboration, and adaptability even in regulated and demanding sectors. It taught me that daunting tasks can be conquered with the right mindset and a passion for learning. I’m grateful for the trust that ha been placed in me, the expertise I’ve gained, and the connections I’ve made during this experience.

Whether you're a fellow marketing enthusiast or simply curious about the defense marketing world, I hope my journey has inspired you to embrace the exciting challenges that marketing has to offer.

Keep an eye out for future content, and in the meantime, let's keep in touch and continue the marketing discussions on social media!

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