To CES, or not to CES?

The holiday season is generally filled with parties, presents, and if you’re even remotely connected to the technology industry, planning. International CES is one of the most important technology shows of the year, with attendees from more than 150 countries descending on Las Vegas to get a glimpse of the latest technology from some of the world’s leading innovators. According to the CES website, last year there were more than 3,200 exhibitors, and representation from 78% of the Fortune 100 companies.  Additionally, there were more than 140 startups in attendance, eager to learn and share their innovations.

For those few days in January, Las Vegas is overrun with gadgets and geeks, and the tech press churns out articles at a blistering pace. Even music superstars are getting in on the action, with the likes of Lady Gaga and 50 Cent appearing to endorse products and garner attention.

With all of the activity, it would seem obvious that attendance is key to taking your company or product to the next level, right? Not so fast! There are a few important questions that you need to ask before making the commitment:

• Are we ready? This seems like a simple question, but one that still needs to be asked. CES is a time when companies have the chance to reach a global audience, and putting their best foot forward is an absolute must. Ensuring that products and the teams that support them are completely ready is a critical first step in deciding on whether or not to participate. With so many products on display, having a fully-baked product is essential, especially if you are a young company wanting to make the best impression on media and buyers. Nothing can make the media (and your potential customers) lose interest faster than vaporware. Showcasing your intellectual property in front of the industry prematurely can also be damaging to a reputation.

• How can I stand out? While it’s an exciting time, it’s also a very noisy time both figuratively and literally. Many products are announced, CEOs give keynotes and concept products are shown. It’s important to be able to distinguish your product or business to avoid getting lost in the conversation. One way to do that is by taking advantage of the “best of” lists, show dailies, awards and on-site opportunities. Submission timeframes matter, so make sure you’re able to jump on these opportunities as early as possible.

• Do I have support? Staying organized is key for any trade show or event, and CES is no exception. In addition to having an organized plan, it’s important that all of the stakeholders know their roles. At the same time, it’s also important to make sure that the team on the ground has support from home. This can include everything from overnighting those forgotten business cards to shipping out units for an interested press person to review.

• Can we create a compelling booth? Putting up a few standees and a few tables won’t cut it at CES. With so many booths vying for attention, a clever and inviting booth design is needed to encourage traffic. Don’t lose out on potential customers and media coverage because of a boring booth.

• Or, do we need a booth? While it may sound contradictory to the bullet above, it’s very important for a prospective exhibitor to review all of their options. With the show spreading out further from the convention center each year, many companies and events are utilizing meeting space and suites at hotels for meetings and demos. However, it may be difficult for some to leave the show floor for meetings, but providing transportation to could be a good way to alleviate this issue.

• Are my shoes comfortable? This is mostly for the ladies, but fellas take note! You’ll be on your feet for hours and likely walking a few miles (the record-holder on our team logged an impressive 9.4 miles just in the convention center back in 2011!) so make sure your shoes are appropriate. We repeat – this is not the time to break in those new loafers, or give those 6-inch heels a try!

• Bonus question: Do I have time for a massage? If you have time, indulge. You deserve it!