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By Bruce Sussman
Thu | Mar 7, 2019 | 8:40 AM PST

Stepping onto the show floor at the annual RSA conference in San Francisco is almost like walking through a casino.

There are bright lights:

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There are huge screens where people are gaming:

And cameras are watching you everywhere: IMG_8644

In the case of AT&T Cybersecurity, the cameras turn you into a 3D image with some cool moves.

Yes, the marketing creativity goes as far as the eye can see at RSAC.

[Not pictured: the donut wall, the fresh cookie bake, and the cats. Yes, we heard from some attendees that someone had live cats at their booth.]

Also notable at RSAC 2019 from a marketing standpoint? Some cybersecurity vendors, like Cyxtera, went with provocative statements:

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Others, like Fortinet, seemed more aligned with peace, love, and their artist:

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And if it's too hot for you standing by the T-shirt presses and you decide to head up to street level for some fresh air...

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...don't worry, you can still think about cybersecurity companies who are marketing to the masses. LED billboards on trucks:

IMG_8575With street-side selfies you probably should pass up:

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And if you're lost, here are directions to a party:

sidewalk-vs-2And that is not all.

As we walked between sessions discussing CISA's 4 cyber priorities and  the FBI director's chat on not weakening encryption, we actually learned something else on the streets of San Francisco.

It turns out that Maryland has a high density of cyber engineers!

IMG_8590At least, that's what we read on the streets outside RSAC 2019.

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