PSA TEC 2019 Guest Blog: Digital Marketing: Adapting the Tools of the Trade

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By Jamie Gosweiler | Marketing Manager | Vector Firm


Jamie Gosweiler | Marketing Manager | Vector Firm

Go-to-market strategies are changing swiftly, and this is largely due to the growing need to market products or services using digital technologies, primarily on the Internet. Digital marketing platforms are earning their place as an integral part of many organization’s marketing plan. They’re becoming more prevalent and efficient than ever before. Yet, many marketing managers are still somewhat unclear as to how best leverage the digital marketing tools available to them. The options can be a bit overwhelming.

Do an online search for digital sales tools and the results will be staggering – they come back in the millions. The cloud computing space is filled with an overwhelming list of digital tools that continues to grow bigger each day. But what digital tools are the best for salespeople in the security industry?

My PSA TEC presentation – Must Have Digital Tools to Assist Sales Professionals in Security – is designed to help you create and deliver industry specific content and engagement at every stage of the buyer’s journey – the step-by-step process a potential customer takes before buying your security solutions.

It will be offered on Tuesday, March 12th from 10:30 a.m. to 11:30 a.m. and will take a deep dive into the digital tools that are best suited for salespeople in the security industry. I will educate on the most effective digital marketing tools to keep you in front of customers. In addition, Prospecting tools and Lead Generation tools will also be explored as will tools that will help optimize your Social Media sharing and position you and your company as subject matter experts.

Time-saving tools and those designed to increase engagement and closing opportunities will also be covered. In summary, we’ll review some of the best tools to help salespeople save time, be organized, improve prospecting efforts, generate leads and close more sales. We will highlight the features and benefits of leading digital sales tools and how security industry salespeople can best leverage them.

Looking forward to seeing you at PSA TEC 2019!


Attend Jamie’s Session at TEC

Must Have Digital Tools to Assist Sales Professionals

Tuesday, March 12 10:30 AM – 11:30 AM

The cloud computing space is filled with an overwhelming list of digital tools that continues to grow each day. But what digital tools are the best for salespeople in the industry? What tools can keep you in front of customers as the experts? To help you save time? To increase engagement? To facilitate closing opportunities?  In this session, we will review some of the best tools to help salespeople save time, be organized, improve prospecting efforts, generate leads and close more sales. We will highlight the features and benefits of leading digital sales tools and how salespeople can utilize them in their efforts for lead generation, prospecting, file sharing and more.

Register Now!


About Jamie

Jamie Gosweiler, marketing manager for Vector Firm brings more than 15 years of digital marketing expertise to the security industry. He holds the Inbound Marketing Certification from HubSpot and works with clients on executing inbound marketing programs, as well as offering print and web design solutions. Gosweiler supports Vector Firm’s goal of assisting clients build a superior online web presence. His primary focus is to deliver solutions for clients that build awareness, generate interest and drive actions across multiple marketing channels (PPC, SEO, Social) with the right content, lead capture tools and systems for automated follow up.

PSA TEC 2019 Highlight: Tracks

PSA TEC 2019 focuses on education for every position within a business. This year explore the personal and professional development opportunities with new dedicated learning tracks by job function.

Register Today!


Owners | Executives Example Sessions:

  • The MSSP Model Changes Everything! Are You Ready? (Workshop)
    • Monday, March 11 1:00 PM – 4:30 PM
    • Presented by: Andrew Lanning, Bill Bozeman, Charlie Regan, Chris Peterson, John Mack, Les Gold
  • Intelligent Communications- Leveraging Enhanced Interoperability to Improve Communications
    • Tuesday, March 12 3:30 PM – 4:30 PM
    • Presented by Chuck O’Leary, Jim Hoffpaiur, Kelly Lake, Tim Palmquist
  • What is Your Company’s Risk Management Program Missing? What is your CYBER Liability Policy Missing?
    • Wednesday, March 13 8:00 AM – 9:00 AM
    • Presented by: Chrstiaan Durdaller and Mr. Wayne Dean
  • Finding a Cyber Sub – Are Wedding Bells or a Messy Breakup Ahead?
    • Wednesday, March 13 10:30 AM – 11:30 AM
    • Presented by: Dr. Steven Mains
  • WIN THE RING: The Pro Football Front Office System to Make your Staff into a Championship Team
    • Wednesday, March 13 3:30 PM – 4:30 PM
    • Presented by: Mr. Mark Oristano

Managers | Supervisors Example Sessions:

  • Vampires Guarding the Blood Bank – Establishing Trust and Transparency with Manufacturers
    • Tuesday, March 12 1:00 PM – 2:00 PM
    • Presented by Darnell Washington
  • Making Every Hire Count: Hiring Tips for the Changing Employment Market
    • Tuesday, March 12 2:15 PM – 4:30 PM
    • Presented by: Mr. Ted Szaniawski
  • Weeding Out the Wrong Candidates Managers | Supervisors
    • Tuesday, March 12 1:00 PM – 2:00 PM
    • Presented by: Leila Blauner
  • Guidelines for School Security Implementation
    • Tuesday, March 12 8:00 AM – 10:15 AM
    • Presented by: Chuck Wilson, Guy Grace, Mark Williams, Scott Lord

Sales | Marketing | Customer Service Example Sessions:

  • Customer Experience 101: Dealing with the Divinely Discontent
    • Tuesday, March 11 8:00 AM – 9:00 AM
    • Presented by: Brandon Savage
  • How To Help Customers with Workplace Violence Strategies
    • Tuesday, March 12 10:30 AM – 11:30 AM
    • Presented by: Paul Boucherle
  • 15 Lead Generation Tips That Rock
    • Wednesday, March 13 10:30 AM – 11:30 AM
    • Presented by: Brian Offenberger
  • Think a Press Release Doesn’t Matter? Think Again! (Workshop)
    • Monday, March 11 3:30 PM – 4:30 PM
    • Presented by: James Barbour, Kirk MacDowell, Mr. David Morgan, Robbie Danko

IT | Networking | Operations Example Sessions:

  • Cybersecurity Workshop Based on NIST Framework (Workshop)
    • Monday, March 11 1:00 PM – 4:30 PM
    • Presented by: Larry Wilson
  • Using AI to Ignore Nuisance False Positive Alerts
    • Tuesday, March 12 2:15 PM -3:15 PM
    • Presented by: Shawn Guan
  • What Are Your Vendors Doing to Protect You? Bridging the Physical and Digital Cyber Security Rift
    • Tuesday, March 12 3:30 PM – 4:30 PM
    • Presented by: Paul DiPeso
  • PSA Cybersecurity Committee: Overview – Cyber Risk is Business Risk
    • Wednesday, March 13 9:15 AM – 10:15 AM
    • Presented by: PSA Cybersecurity Committee

Procurement | Vendor Relations Example Sessions:

  • Purchasing Best Practices: An Integrator Roundtable
    • Wednesday, March 13 8:00 AM – 9:00 AM
    • Presented by: Mike Chagolla (PSA)
  • Procurement: Ask PSA!
    • Wednesday, March 13 9:15 AM – 10:15 AM
    • Presented by: Mike Chagolla (PSA)
  • Content Management, Changes at PSA, and What it Means to You!
    • Wednesday, March 13 10:30 AM – 11:30 AM
    • Presented by: Mike Chagolla (PSA)
  • Recognizing Your Customers Journey: A Problem-Solving Workshop
    • Wednesday, March 13 1:00 PM – 2:00 PM
    • Presented by: Mike Chagolla (PSA)

Technicians | Installers | Project Managers Example Sessions:

  • Earn Your Brivo Onair Certification Today
    • Tuesday, March 12 8:00 AM – 4:30 PM
    • Presented by: Addy Caulker
  • exacqVision Technical Reseller Training
    • Tuesday, March 12 8:00 AM – 4:30 PM
    • Presented by: James Goddard
  • Feenics Standard Training with Troubleshooting Windows
    • Tuesday, March 12 8:00 AM – 4:30 PM
    • Presented by: Adam Lang
  • SIA CSPM Exam
    • Wednesday, March 13 1:00 PM – 4:30 PM
    • Presented by: TBA

View the full education lineup here.

For more information, visit https://www.psatec.com/.

PSA TEC 2019 Guest Blog: Data Security in the New Era of Regulation

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By Monty Forehand | Product Security Officer | Seagate Technology


Monty Forehand | Product Security Officer | Seagate Technology

Smart cities, high-end retail stores and financial institutions are increasingly relying on advanced video surveillance systems with artificial intelligence to amplify crime prevention efforts and business efficiency. By capturing data– including thumbprints, iris patterns and license plate numbers– security systems can conduct important functions such as identifying VIP customers or blacklisted personnel. However, the collection of this personally identifiable information has warranted a new cybersecurity standard for security technology providers and system integrators.

Placed into effect in May 2018, the General Data Protection Regulation (GDPR) is the most significant data privacy legislation in decades. It regulates the gathering, processing, distribution and storage of personal data, including video surveillance personal identifiers that are produced from AI computing. Most notably, GDPR holds service providers responsible and accountable for securing this data, even subjecting them to fines for data breaches. Recently, the National Data Protection Commission, a French authority, imposed a significant fine on a cloud service provider for what it called a “lack of transparency, inadequate information and lack of valid consent” regarding ad personalization for users, which it deemed to be noncompliant with GDPR standards.plying with GDPR standards.

For security professionals, the greatest cyber risk for surveillance data is that it will be accessed and stolen through the endpoints, edge or network itself. Many cybersecurity discussions have centered around securing “data in transit” and applying strategies like end-to-end encryption. However, it is essential that system integrators also deploy solutions that secure “data at rest.”

Safeguarding “data at rest” starts with implementing cyber hardening protocols for hard disk drives and solid state drives, and integrators have a critical responsibility to understand which technologies yield the highest performance and reliability. Software encryption, pseudonymization, hardware encryption and secure erase are the most effective mechanisms to secure data. Self-encrypting drives are an especially attractive option because if a breach occurs, a company does not have to publicly report the incident if the data is encrypted, according to GDPR. This can save customers thousands of dollars in crisis communications and reputation damage.

While GDPR currently affects the security channel who have customers in the European Union, other cities, states and countries are already starting to follow suit by introducing similar policies. The time for integrators and IT professionals to be trained in surveillance data security measures is now.

For a more in-depth look at the top cyber vulnerabilities for surveillance systems and data security best practices, join me at TEC. Attend my education session on Wednesday, March 13, at 3:30 pm as I discuss, “Securing Your Data for the New Wave of Industry Regulation.” You can also stop by Seagate Technology’s booth on Thursday, March 14, for specific application questions.


Attend Monty’s Session at TEC

Wednesday, March 13 3:30 PM – 4:30 PM

Recent innovations in video technologies have resulted in high definition optical sensors and artificial intelligence technologies becoming standard features in today’s advanced security cameras. These devices are now collecting an unprecedented amount of data for business intelligence, including personally identifiable information. Placed into effect on May 25, 2018, the General Data Protection Regulation (GDPR) has set a new standard of protection for the processing and movement of this personal data. GDPR not only impacts organizations based in the EU, but any organization in the world which offers products and services or monitors behavior in the EU. New regulations mirroring GDPR are now taking hold in the United States, such as the California Privacy Act of 2018 and are set to dramatically change how businesses handle data, as organizations who are found non-compliant can face penalties. As video surveillance moves into IT 4.0, the implications of GDPR and similar legislation must be considered for all edge and IoT video surveillance deployments. Systems integrators now have a critical responsibility to design privacy protection measures that align with these new mandates by building data protection into processes, systems and hardware that manage personally identifiable information. This session will look at best practices and cyber-hardening measures for surveillance solutions, from securing the camera to the storage hard drive to ensuring secure erasure of end-of-life data.

Register Now!


About Monty

Monty Forehand is product security officer and managing technologist of the product security office at Seagate Technology, leading the security and cybersecurity of products, operations and life-cycle across all Seagate business lines. He has held a variety of leadership positions in embedded system architecture, security architecture, security portfolio delivery, research, technology and architecture over a 28-year career at Seagate. Forehand is a frequent industry speaker and pioneer in the secure storage industry leading the delivery of the world’s first fully integrated Self Encrypting Drive (SED) and many other firsts including security and cybersecurity in all Seagate Products, worldwide security standards, certified security products and life-cycle. He continues leading and evangelizing the proliferation of Seagate Secure and Trusted Storage throughout the industry worldwide, and into the Digital Transformation, IT 4.0 and the Edge. Forehand holds master’s and bachelor’s degrees from Oklahoma State University in electrical and computer engineering, with emphasis on artificial intelligence and expert systems. He holds 26 patents to date in the areas of machine vision, electronics systems, storage virtualization and embedded security and is a two-time recipient of the Seagate Technology Hall of Fame Award along with the top technology achievement award for Outstanding Patents.

 

PSA TEC 2019 Guest Blog: NEC Display

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By NEC Display


AV 101

Wednesday, March 13 2:15 PM – 3:15 PM

New at the whole AV thing or just need a refresher?  Let NEC take you through basic display technologies and how they fit within AV and IT solutions!

Join NEC as subject expert Rich McPherson reviewd basic display technologies (LCD, DLP, LED, etc.) and their descriptions including resolutions, scaling, and the different types of inputs associated with these technologies including throw and aspect ratios.  Attendees will also gain a better understanding of how the different display technologies fit within AV and IT solutions.

Rich McPherson

Rich McPherson, Senior Product Manager of Projectors for NEC Display Solutions of America, Inc., is responsible for the company’s integration projector lineup. Rich manages the marketing and messaging of projector families, pricing and inventory issues, product roadmaps and all engineering and technical aspects of the projectors.  Additionally, Rich works closely with sales and channel marketing teams to communicate and demonstrate product information.

Rich has an extensive background in product management and has been with NEC since 1995.  With over 30 years in the projection industry Rich has covered a large spectrum of positions. Starting in customer service as a service technician at the beginning of his career he moved into a management role before moving to engineering. His next career move was into product management roles first with Plasma Displays and then Projectors. Rich holds dual degrees in Electrical and Mechanical Engineering Technology from Corning Community College.


DvLED Project Overview: Developing and Installing an LED Display Solution

Wednesday, March 13 8:00 AM – 9:00 AM

Not sure on where to start with dvLED projects?

With the rise of LED technology and solutions, it’s important to know what goes into an LED installation and the ins and outs of the entire project scope.  NEC’s LED product manager, Adam Mostafa will review the details behind this and what goes into a successful project.

Adam Mostafa

Adam supports NEC’s Direct View LED sales teams and solutions by conducting product demonstrations, tradeshows, trainings and seminars. He conducted his Direct View LED training in a factory in China for almost two months.

Adam graduated from UMass with a bachelor’s degree in electrical engineering and currently resides outside of Los Angeles, CA.


Those who attend BOTH courses will receive a $50 VISA gift card compliments of NEC! Register Now!

PSA TEC 2019 Guest Blog: Be Passionate About Presenting

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By Chris Peterson | Principal, Speaker and Consultant | Vector Firm


Chris Peterson | Principal, Speaker and Consultant | Vector Firm

PSA TEC 2019 is fast approaching and I’m so looking forward to meeting up again with the attendees, sponsors, exhibitors, speakers and PSA Security staff!

This important industry event provides a fabulous forum for education and networking, and I’m pleased to be leading two of the educational presentations.

Although the security systems market is constantly changing, there are some things that never do. From a sales standpoint, the ability to deliver an effective and meaningful presentation is, and always will be, key to success.  In fact, the ability to deliver an engaging sales presentation can be a key differentiator in today’s environment of slide shows.

With 20+ years of experience in sales leadership consulting, I’m passionate about working with companies in security and IT to significantly improve their sales and marketing performance. In my “Delivering Excellent Sales Presentation” session,

I will teach one of the cornerstone ideas of modern-day selling that work perfectly with the modern way of buying.

It’s slated for Wednesday, March 13th from 9:15 a.m. – 10:15 a.m., and I hope to see you there. Regardless of your specialty within the industry, or whether you’re selling products or services, as a sales professional, there’s no more opportune time to shine than during a presentation. I look forward to educating attendees on how to master these three critical components of delivering an excellent sales presentation. You’ll learn how to:

1) Design your routine of preparing your audience before every presentation

2) Immediately shift the attention of the audience to you, the speaker

3) Deliver unique value propositions that will make an impact and be retained

I will also be presenting the Modern-Day Networking session, Tuesday, March 12 from 2:15 p.m. – 3:15 p.m. Like the industry itself, the art of networking is ever-changing and evolving. Ten years ago, for instance, the end goal of professional networking was to meet the right people, and forge a relationship with them. The more relationships, the better. But that’s not necessarily the case anymore. In this presentation, I’ll illustrate the new world of networking and coach you on how to effectively build a networking strategy that will actually work for you in 2019 … and beyond. Come and learn the new objectives of networking, how to build an action plan that will help create a perpetually expanding network, and the ways to steer your Social Media efforts to enhance and directly impact your sales performance.

I look forward to seeing you at PSA TEC 2019!


Attend Chris’ Sessions at TEC

Delivering Excellent Sales Presentation

Wednesday, March 13 9:15 AM – 10:15 AM

As a sales professional, there is no better time to shine than during a presentation – especially with today’s committee decision-making process. In this session, you’ll learn methods to prepare your audience and shift their attention to you, understand how to ensure that your audience retains your unique benefits and take-away a list of best practices that you can implement in the field immediately.

 

Modern Day Networking

Tuesday, March 12 2:15 PM – 3:15 PM

Ten years ago, the primary objective of professional networking was to meet the right people and establish a relationship with them. The sales person with the most relationships won. Not anymore. This session will illustrate the new world of networking and coach you to build a networking strategy that will work in 2019… and beyond.

Register Now!


About Chris

Chris Peterson has over 20 years of experience in sales leadership, with a focus on security integrators, security manufacturers and managed service providers. Peterson started Vector Firm in 2010 as a provider of outsourced sales leadership. Within a few months, he shifted the focus to sales management consulting. Today, Vector Firm offers sales training, digital marketing services, sales management consulting and speaking services. Vector Firm has worked with over 90 clients since 2010, on projects ranging from two-day strategic sales planning sessions to multi-year retained engagements. Through it’s Sales Academy, Vector Firm has paid subscribers from dozens of other companies. Finally, Peterson has been a paid speaker at over 100 events, spanning six countries and three continents. Before starting Vector Firm, Peterson spent seven years as a vice president of sales and marketing on a national and global scale. It was during these years that he realized that the act of buying was changing drastically. He spent many weekends developing a sales program that thrives in the post-Internet era of business to business sales. Peterson is a graduate from the University of Florida, with a Bachelor of Science degree in Mechanical Engineering. He lives in Downtown Orlando with his wife Shannon and daughter Manhattan. Peterson serves as an international vice president of the Pi Kappa Alpha Fraternity. Peterson is a season ticket holder of the Orlando Magic basketball and the Florida Gators football teams. He enjoys working out, playing golf and spending time in his backyard with his family and friends. He and Shannon have a passion for travel, with recent trips to South Africa, Ireland, Cape Cod, the Outer Banks and the Black Hills of SD.

PSA TEC 2019 Highlight: Workshops

Kick off PSA TEC 2019 with a new addition to the educational lineup. Monday’s NEW workshop sessions at TEC deliver collaborative hands-on learning and tangible takeaways to bring back and share with your team.

Register Today!


The MSSP Model Changes Everything! Are You Ready?

Monday, March 11 1:00 PM – 4:30 PM

Moderated by: Bill Bozeman, CPP, President and CEO, PSA

Panelists: John Mack III, Executive Vice President, Co-Head of Investment Banking, Head of Mergers & Acquisitions, Imperial Capital | Lessing (Les) Gold, Partner, Mitchell Silberberg & Knupp LLP | Chris Peterson, Principal, Speaker and Consultant, Vector Firm | Charlie Regan, President, Gorrie-Regan | Andrew Lanning, Co-Founder, Integrated Security Technologies

Today, the managed services business model presents a huge opportunity, one that enables system integrators to offset shrinking margins on product sales and to address increased customer demand for outsourced IT services. In this workshop, Bill Bozeman, President & CEO of PSA along with a panel of experts, will engage with the audience around compensation practices, financing, sales strategy and account billing and revenue recognition practices of an MSSP model. Additionally, the panel will discuss the PSA video surveillance and storage, access control and cyber security MSSP model.


PSA Technical Committee: From Old Box Technology to a Modern Solution

Monday, March 11 1:00 PM – 3:15 PM

Presented by: Jerry Cordasco, CPP, PSP, Client Development Manager, Tech Systems, Inc. | Nate Hugeback, Electronic Security Manager, Walsh Door & Security | Rob Kay, Director of Professional Services, Northland Controls | Bryan Mortensen, CTO, ECD Systems  | Dennis Thiele, Systems Designer, LVC Companies, Inc.

The security landscape continues to evolve in new and complex ways that brings change. Rather than see this change as an interruption or distraction, a proactive approach and solid plan can turn a project into an opportunity of significant improvement. While migrating from old to new is a big undertaking, new technology in today’s security industry makes it relatively affordable and manageable and can significantly increase reliability and resiliency. PSA’s Technical committee will discuss the strategies available to access some of the benefits afforded by new technology, without having to rip and replace your entire system.


Think a Press Release Doesn’t Matter? Think Again!

Monday, March 11 3:30 PM – 4:30 PM

Presented by: Robbie Danko, Marketing Manager, LVC Companies, Inc. | David Morgan, Vice President/CoOwner, SD Marketing | James Barbour, Partner Manager, Building Intelligence | Kirk MacDowell, President, MacGuard Security Advisors Inc.

Think you need to be a journalist or English major to have an effective PR strategy? Think again! This powerful session will be led by PR experts including local and national editors walking you through the entire process from start to finish, addressing how to write press releases that get noticed and published. From new hires to new product/service releases and other newsworthy content, you’ll walk away with a step by step plan on how to create and distribute meaningful releases, build relationships with publications and understand why that matters and ultimately get your stories published bringing added visibility to your security firm. If you’re viewed as someone that does PR well that can position you as a thought leader and you will become sought out for future articles and stories.


How To Avoid Access Control Power Problems in the Real World

Monday, March 11 1:00 PM – 3:15 PM

Presented by: Robert Lovato, Technical Support Manager, Security Door Controls

All power is not created equal, especially when designing and installing electrified access control hardware and systems in new or retrofit applications. To avoid problems, the key is to understand where the power is coming from and if the electrified hardware is being provided a “clean” source of power- one that is filtered to ensure against spikes and surges, is properly regulated for consistent output, and has short circuit and thermal load protection. 75 – 85% of typical operating problems can be eliminated by following best practices for power design and installation protocols specific to electrified access control hardware. Designed for dealers, installers and integrators, this practical, hands-on design and installation module will ensure attendees understand why power requirements are different for electrified access control hardware vs other devices or fire and life safety systems, and that one size does not fit all. Session attendees will be taken through access control industry stats, basic power concepts, intermediate system design process, troubleshooting and benefits to the proper application of power to electrified access control hardware in the real world.


Cybersecurity Workshop Based on NIST Framework

Monday, March 11 1:00 PM – 4:30 PM

Presented by: Larry Wilson, Cisa, Cissp, Chief Information Security Officer, Umass President’s Office

The NIST Cybersecurity Framework Workshop introduces participants to a set of exercises for designing, building, operating and managing a comprehensive cybersecurity program based on the NIST Cybersecurity Framework. The NIST Cybersecurity Framework is voluntary guidance, based on existing standards, guidelines and practices, for organizations to better manage and reduce cybersecurity risk. The workshops provide students with practical hands-on education in key focus areas such as (1) architecture / engineering, (2) technology / operations, and (3) business / management. UMass has developed a model to organize individual cybersecurity projects and exercises into each of these three workshop areas. The overall goal is to provide students and businesses with knowledge, skills and abilities (KSAs) that they can use to architect, design, build, operate and manage a comprehensive cybersecurity program. The architecture / engineering workshop includes 12 key projects that align with the NIST Cybersecurity Framework. Each of these projects will be discussed, and a hands-on demo of one of the 12 projects will be delivered. The technology / operations workshop includes 12 key projects that align with the NIST Cybersecurity Framework. Each of these projects will be discussed, and a hands-on demo of one of the 12 projects will be delivered. The business / management workshop includes 12 key projects that align with the NIST Cybersecurity Framework. Each of these projects will be discussed, and a hands-on demo of one of the 12 projects will be delivered. An overall security scorecard will be included in the presentation that shows how each of the 36 workshops map to a comprehensive cybersecurity program.


PSA Sales & Marketing Committee: How to Create Killer Content that Captivates & Converts

Monday, March 11 1:00 PM – 3:15 PM 

Presented by: PSA Sales & Marketing Committee

Content is king and content marketing has become a cornerstone of all successful marketing programs. In fact, experts estimate that content marketing will be a $300 billion industry by 2019. Engaging content is more than pitching your products or services; instead, you need to provide relevant and useful information that will help prospects and customers solve their issues. In this session, we will go over tips and tricks for creating engaging content, best practices for creating a content marketing program and how to integrate it with an overall marketing plan successfully. Lastly, we will finish with a workshop where the audience will practice coming up with engaging content topics in groups.

Check out more workshops and the full educational lineup here.

For more information, visit https://www.psatec.com/.

PSA TEC 2019 Guest Blog: Increasing Value and Customer Retention with Multi-Spectral Video Solutions

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By Hunter Robinson | District Sales Manager – Western U.S. & Canada | FLIR Systems


Hunter Robinson | District Sales Manager – Western U.S. & Canada | FLIR Systems

What distinguishes successful system integrators from other security providers are those who provide a value to their customers beyond security. Instead of focusing on selling products and systems, these integrators offer solutions that solve an end user’s greatest pain points. In the commercial sector, there is a key opportunity for integrators to expand their customer base by providing multi-spectral video solutions and remote monitoring services that substantially improve site protection.

For both small businesses and large enterprises, outdoor security and wide area monitoring have typically been a challenge. In fact, twenty percent of all small business insurance claims are for theft or burglary, according to a study by The Hartford. Inventory loss should never be casually accepted, or anticipated, just because a company houses assets outdoors.

When it comes to perimeter and site security, buried cable systems, fence shakers and other outdoor detection systems haven’t been viable options for commercial businesses. This is because these systems typically require extensive time, money and resources for deployment. On the other hand, more affordable systems, like motion detectors, can underperform and cause numerous nuisance alerts. While physical guards are another option, they can cost $10,000-$12,000 per month to monitor properties during non-operating hours. For sites in remote locations or that have harsh weather climates, guards may be impractical for effective on-site monitoring.

With the emergence of higher-performing video solutions featuring enhanced feature sets, software and detection capabilities, integrators can offer a reliable solution for real-time threat classification and crime prevention. The integration of technologies like thermal imaging sensors enable continuous 24/7 monitoring and optimized images for analytics, reducing false positives. By utilizing clips from both thermal and HD visible imagers, operators can better verify alarms for police priority dispatch, which can increase the likelihood of an arrest and deter future incidents from occurring.

Interactive video solutions used in conjunction with bi-directional audio devices allow for virtual guarding. Often costing one tenth of an on-site guard, virtual guarding allows remote operators to react immediately upon notification of an event. The operator can engage with a suspect and issue verbal warnings that can dissuade the individual from carrying out a crime. Halting and deterring just a few incidents of theft or vandalism saves companies from loss of equipment and interruptions in business. The result is substantial cost-savings for the customer as well as a tangible return on investment for the solution.

 


Attend Hunter’s Session at TEC

Building More Value with Your Customers with Effective Outdoor Intrusion Technologies

Wednesday, March 13 2:15 PM – 3:15 PM

Finding an effective system for outdoor intrusion detection for commercial customers is no easy task. While traditional perimeter systems require extensive capital and infrastructure, low-end systems have often resulted in numerous false alarms. With the emergence of new video solutions that utilize thermal imaging for 24-hour detection, HD video for visual verification, and video analytics for target classification, integrators can more effectively deploy a reliable solution for real-time monitoring and crime prevention. Deterring just a few incidents of theft or vandalism saves companies from loss of equipment and interruptions in business. The result is a substantial cost-savings for the customer. This session will look at how integrators can implement emerging video technologies to provide a tangible value and ROI for commercial customers with outdoor applications.

Register Now!


Visit the FLIR Systems Booth

Booth # 415

Thursday, March 14 10:00 AM – 4:00 PM

View the Floor Plan


About Hunter

Hunter Robinson is the District Sales Manager for the Western U.S. and Canada for FLIR Systems’ thermal security and intrusion solutions business. He has been with FLIR for nine years with a primary focus on site and perimeter security for critical infrastructure (airports, DOE, nuclear), utilities (NERC and condition monitoring), and general surveillance. Hunter shares a comprehensive knowledge of numerous detection and intrusion technologies, including thermal sensors, video analytics, RADAR/LIDAR, integrated command and control software, and traditional video management software. Hunter’s education includes a B.A. degree from the University of Oregon.

PSA TEC 2019 Guest Blog: Security’s Biggest Barrier

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By Eva Doyle | Founder | The Reluctant Leader


Eva Doyle | Founder | The Reluctant Leader

When it comes to cybersecurity, the greatest difficulty isn’t the physical barriers.  It isn’t the password length.  It’s the people, the everyday users, who have to follow the security protocols.

Sure, some are hard not to follow, such as swiping your badge to get a door to open.  But no matter how many signs you display about “no piggybacking,” someone will still do it.  People can be ingenious in how they find ways around security issues.  It’s amazing how many trusting folks share their passwords out there.

What’s to be done with these people?  Well, you can’t hit them with a hammer and stuff them in a sack, no matter how tempting that may be.  You need to start to see education and marketing as vital parts of your overall security plan.  Both your education efforts and your marketing campaigns need to engage people’s hearts as well as their brain.

People love stories, and security-related stories can be entertaining.  The consequences can be enormous, and sharing some sense of that consequence can make people sit up and go “wow.”  The trick is to find and tell stories that people will want to remember and share.  Stories that have some element of humor in them are usually winners.

Regular marketing can help keep people aware of security issues and what they need to do about them.  The more engaging (dare I say “fun”) this is, the more effective it will be.  Consider creating little quizzes and offering prizes.  Catch people in the act of doing security well and leave a “fun pack” of M&Ms on their desks.  Use rhyme to make your point.  I once complained to Southwest Airlines about a wet bag, and they replied with a poem:  “We’re sorry your bag got wet, while you were flying our jet.”

Poems, quizzes, and prizes can help humanize security efforts.  The more comfortable users are with the security staff, the better.  It Is amazing, AMAZING, what people will tell you when they feel safe doing so.  Have I got some stories…

Sometimes people shy away from security practices because they seem so onerous.  But too often some well-meaning colleague will over-interpret the security behavior needed. One of my favorite analogies is seeing a 15-mph school sign from the interstate.  Just because you can see the sign in a nearby neighborhood doesn’t mean the interstate traffic has to slow down.  But I have seen people extend security guidelines to such a ridiculous extreme.  Have I got some stories for you…

Through education and marketing, sharing stories and reaching out to people’s hearts, the security professional can ensure that security measures will be followed more often than not.   The people will always be your biggest obstacle, but they can also be your best advocate.


Attend Eva’s Session at TEC

Strangling Them Won’t Help:  More Effective Strategies for Dealing with Difficult People 

Monday, March 11 3:30 PM – 4:30 PM

Who dreads going to work because they must deal with a difficult person, be it a subordinate, colleague or customer? Everyone will find themselves in that situation at one time or another. Having (non-violent) strategies in place ahead of time is crucial, especially in this industry. Getting people to accept and work with the security procedures can be critical to your success. Or, perhaps you sense that others see you as difficult? You may be looking for ways to turn that impression around. Let’s face it, most of us have been the “difficult” person at some point in our careers. In this session, you will learn three powerful strategies that you can employ immediately to diffuse the difficult person (or stop being one!). This session will explore how to ask questions effectively to get the answers you need. Participants will use a checklist to help you sort through your own emotions and thoughts that dealing with difficult people can bring up. This session will also review body language techniques that will help bring home your message.

Register Now!


About Eva

Eva Doyle, MBA, spent the bulk of her career in software development or technical training organizations, both in the US and overseas.  After watching the chaos when the best engineer was promoted to management, she wrote her book, “The Reluctant Leader,” to help smooth that process.  Her goal was to provide practical, insightful advice that both new and experienced leaders could immediately put to use.  In addition to her leadership work, she volunteers at the Dumb Friends League and the Women’s Bean Project.  Her “fun fact” is that she was one of the first computer instructors on board the QE2.

PSA TEC 2019 Guest Blog: Missed the GDPR Deadline? Here’s How to Recover

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By Dr. Joel Rakow |Partner, Cybersecurity Team | Fortium Partners, LP


Dr. Joel Rakow | Partner, Cybersecurity Team | Fortium Partners, LP

You may be late to comply with GDPR’s original deadline, but it is not too late to avoid problems and penalties. According to the web site Inc.com, 52% of U.S. businesses are impacted by the General Data Protection Regulation (GDPR, or the Regulation). Many of these companies are late because they mistakenly believed they operated outside of the purview of the GDPR. Now, those companies are somewhere between panicked and confused. They needn’t be if they are able to be “business-like”, take a moment and read the writing that is actually on the wall. Over-reaction and no-action will likely have costly consequences.

Here is a good way to approach the GDPR and stay on the good side of this new law enforcement agency:

  • Find out where you stand and where you want to stand in regard to the GDPR.  Since nobody makes you do business with European citizens, you may determine the cost of doing so to be too high or simply unnecessary for your organization.  In this case, simply send a letter to GDPR stating that you process no information subject to the GDPR.
  • If you do intend to conduct business in the EU or with EU citizens or EU businesses located in the U.S. or — and here is a big “or” — as a supplier to an EU business, including as a supplier to a supplier (think elevator subcontractor to an electrical contractor renovating a UK-owned building located in the US), you will need to register with the board and have your GDPR plan approved (you may want to re-read the previous sentence). More than most small to medium size businesses can do this for less than $5,000 in outside costs spent over a few months by using a part-time Data Protection Officer (DPO). Many of those businesses will find that trimming a few low-profit activities will result in less exposure to the GDPR and create a net gain when all is considered. This is often achieved when a business trims back certain business activities to become, in GDPR terms, a Processor rather than a Controller, or a Supplier rather than a Processor. This is similar to selling off certain assets to benefit from a lower income tax bracket.

Embracing the GDPR and your role, whichever you choose as best for your organization, is your best course of action. The outside cost, for system integrators, who usually are Suppliers, will likely be less than $5,000 over a few months of time and may be in the range of $20,000 for Processors and still more for Controllers.

Don’t panic and don’t let confusion cause you to lose customers and create IRS-like compliance problems. The cost of establishing a standing with the board and the Regulation is likely to be much less than doing nothing if you wish to do business indirectly or directly with European citizens or businesses.


Attend Joel’s Session at TEC

GDPR: A Practical Solution

Tuesday, March 12 9:15 AM – 10:15 AM

Similar to tax returns, the GDPR is an obligation many security and A/V integrators in the U.S. must contend with even if, like taxes, we must file each year to report that no taxes are due. The General Data Protection Regulation (GDPR) is such a big and important regulation that there is an actual treaty between the U.S. and the European Union authorities that govern commerce on the matter of data privacy. Many organizations are using the GDPR as an important opportunity to improve the relationship between the data they process and the business activities they manage. One of the biggest challenges when addressing the GDPR is knowing where to start. In fact, it is a challenge even to know if you are (to use the language of the GDPR) a controller, a processor, a supplier… or none of the above. It is not always clear which classification you want for your organization, or which classification the Data Protection Board might believe most suites you, or how you might re-position your company vis-à-vis the Data Protection Board so you can have a classification that is more favorable to your vision of your organization. Any security and A/V integrator will do well to approach the GDPR in very much the same manner as they approach tax planning and submission of tax returns.

Register Now!


About Joel

Joel helps system integrators and their customers buy, sell and implement secure solutions, making the IT supply chain stronger and able to conduct business more easily. It all starts with each party embracing its own cybersecurity hygiene.

Joel Rakow is a Partner with Fortium Partners, LP, a firm comprised of approximately 100 of the world’s foremost C-level technology leaders. Dr. Rakow’s current thought leadership in cybersecurity, data protection, data privacy addresses IT vendors and their customers, frequently as part of Ingram MIcro’s Professional Services Group. Dr. Rakow frequently serves as a part-time CISO, DPO and CIO for small and medium size businesses, bringing to his clients the experience he garnered with more than sixty Fortune 1000 and emerging, start-up companies.

Rakow is a former adviser to the Secret Service, the LA Electronic Crimes Task Force, a member of the FBI InfraGard, Adobe Software’s Advisory Council, and the Receivers Team for the Courts of CA. He has provided executive and technical leadership for more than 300 enterprise deployments of security systems and platforms. Included in this is work with SSP Litronics, a firm that secure communication between the White House and the DoD, and ICANN, arguably the most secure site in SoCal. He has developed more than 40 commercially successful software programs and won numerous industry awards including Microsoft Partner of the Year, PC World Best Product of the Year (three consecutive years) and Microsoft’s Implementation of the Year. He is a Harvard University Postdoctoral Fellow, National Science Foundation Fellow, Phi Beta Kappa award winner.

Rakow has extensive experience with security across health care systems, software development, identity management and smart card design, manufacturing, office systems, learning management, instructional design and eLearning, and vendor security addressed by many security standards (e.g. GDPR, NIST, CIS, HIPAA, FERPA, SOX, and others).

PSA TEC Platinum Sponsor Highlight Blog: Improve Your “Back-up Plans”

PSA TEC 2019 HIGHLIGHT: PLATINUM SPONSOR

TEC 2019 is the premier education and networking event for all professional systems integrators in the security and audio-visual markets. This year’s event pivots around a changing market and ways to stay relevant within the industry. 

By JR Andrews | National Sales Executive at Altronix 


JR Andrews, National Sales Executive, Altronix

PSA TEC is the most exciting time of year. It’s the ultimate event that brings together professionals throughout the security industry for high level content that spans the latest trends in sales and marketing to technical training in cutting edge technology and services to improve business operations and develop superior customer experiences. One particular focus of TEC 2019 is emerging technologies. Nothing does more to keep our industry on the cutting edge than having the ability to learn about the latest products and solutions from industry leading manufacturers in an intimate setting that nurtures open dialog between those developing technology and the consumers that are eager to drive it to market. One such technology that may be surprising to some is the advances in solutions for battery back-up.

Those attending TEC this year will learn about the advantages that lithium iron phosphate batteries (LiFePO4) hold over the current industry standard of sealed lead acid type batteries. LiFePO4 batteries provide innumerable benefits and paired with devices designed to leverage this type of battery can offer additional features which spell the demise of sealed lead acid batteries. The LiFePO4 battery itself is rapidly becoming the solution of choice for savvy consumers of recreational vehicles such as snowmobiles and ATVs. One application that fits this technology well is the deployment of remote switching equipment for network devices such as IP cameras and wireless access points. Challenges abound when securing the perimeter, whether at a school, shopping center or airport. Integrated network switches with 56VDC power supplies housed in NEMA4 IP66 outdoor enclosures feature an optimized charging circuit developed to utilize LiFePO4 batteries to provide back-up power during an AC failure. A hallmark of LiFePO4 batteries is that they operate efficiently under high stress environments including temperature fluctuations and energy depletion, which has hastened their adoption by recreational vehicle enthusiasts.

Nothing does more to keep our industry on the cutting edge than having the ability to learn about the latest products and solutions from industry leading manufacturers in an intimate setting that nurtures open dialog between those developing technology and the consumers that are eager to drive it to market.

Among the many benefits that excite the security industry is the ability of LiFePO4 batteries to hold their charge. With a ten year shelf life, wholesale distributors can leverage their buying power without compromise and with a weight that is one third to half that of sealed lead acid batteries, shipping charges are significantly reduced. Tremendous value is realized by the fact that LiFePO4 batteries provide up to 5,000 duty cycles. That equates to ten times that of sealed lead acid batteries. LiFePO4 batteries also allow for rapid charging and discharging, which leads to more up-time. All of this means your back-up plan is vastly improved.


EDUCATION PRESENTED BY ALTRONIX:

Innovative Techniques for Deploying Power and Network Infrastructure
Presented by Altronix
Tuesday, March 12 2:15 PM-4:30 PM

This course will give a basic understanding of the many types of power options available today. It covers innovative methods for transmitting both IP data and power over various types of cabling, along with how to upgrade an existing analog infrastructure an IP network. Attendees will learn how to select the appropriate power sources for IP video surveillance and access control applications.

Visit Altronix as PSA TEC Thursday, March 14, 10:00 AM – 4:00 PM at Booth #405.

PSA TEC 2019 registration is now open.  To register, click here.