IT Nation Connect 2024: BSN University

IT Nation Connect was in Orlando in November 2024, and my team at BSN turned our booth into a college campus.

One sentence the visitor can repeat

If someone leaves your booth and cannot describe you in one sentence, your event message is not clear. That is the hard truth behind most forgettable booths: the vendor tried to say everything.

BSN’s sentence was that cybersecurity awareness, productivity and AI readiness all start in the classroom. So the booth was a classroom. BSN University, with the team waiting in the dorm room to get your end users to class.

What we put around it

• The booth. BSN University: swag, prizes, and a team ready to talk to MSPs about training their end users.
• The session. I co-presented a session with Art Gross, BSN’s CEO, and Dan Cucchi, BSN’s VP of Sales: Productivity and Protection: The Power of Cybersecurity Awareness and AI for MSPs. The booth and the session told the same story.
• The night before. We opened the trip with a partner appreciation event at the Epcot Food and Wine Festival, so the partners who came arrived at the show having already spent a day with us. That event has its own case study.

What to take from it

A theme earns its build when it carries the message for you. The campus was built to do exactly that: you could not walk through it without knowing BSN was about training people.

If you want help building a program like this, Events Authority offers trade show consulting.

What is the one sentence you want people to remember from your next booth? If you are not sure, get your event assessment.