Norbain pulls out of IFSEC 2009 to fund high-scale product launch activities

"The decision not to exhibit at the 2009 IFSEC exhibition wasn't taken lightly," comments Alun John of Norbain

UK security product distributor Norbain SD Limited has announced that it will not exhibit at IFSEC in May 2009. Norbain also announced their intention to embark upon an unprecedented level of product launch activity.  

The initiative, beginning now and set to span for six months, focuses predominantly on Norbain's two own brands, Vista and Xeno. To engage the systems market, Norbain will be launching a raft of new products from Vista while, to cater for the previously unaddressed entry-level market, Norbain will be launching an enriched product range from Xeno.

To fund this activity the company will redirect financial and physical marketing resource away from static promotional opportunities such as IFSEC, which Norbain will miss in 2009, with the focus in the short to mid-term being on fluid tactical promotion of these new product introductions. This activity will place a heavy emphasis on direct marketing, both traditional and web based.

Commenting Alun John, Chief Executive of the Norbain Group, stated: "Despite the uncertain nature of the economy, Norbain finds itself in a positive position with these product launches playing a key role in our continued success.

"The decision not to exhibit at the 2009 IFSEC exhibition wasn't taken lightly given our commitment over the past 25 years. However, the pause in our participation fuels our ability to ensure these key products are launched on time, with maximum effect, and benefit to our customer base."