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CES 2018 and Beyond

CES 2018 Trade Show Collage

Images from GreenRoom and its clients during CES 2018 and the PGA Merchandise Show, both industry trade shows.

Each January brings the first of many industry trade shows in the annual Consumer Electronics Show in Las Vegas. Brands across a wide spectrum of vertical markets participate, and many clients say that the show (and its allied events such as Pepcom) can be incredibly impactful to attract media attention, drive brand awareness, and develop relationships with partners and consumers for the year ahead.

Planning for industry trade shows and events such as these can be challenging; how to select which shows offer the best opportunities to execute communications strategy, budgeting for them successfully (both in terms of dollars allocated and internal resources dedicated), and building media calendars for public relations/ leveraging digital and social media content into success at the trade show itself.

One great example of this is utilizing an industry event or trade show to promote new partnerships. At the PGA Merchandise Show in Orlando, we aided our client Blast Motion in the announcement of an exclusive deal with golf giant TaylorMade. With all the biggest names in golf media attending the show, this provided a platform to amplify the news in the right place at the right time. The GreenRoom team has a strong track record in developing successful strategies for such industry events, and helping clients manage participation to maximum effect.

Following each event, leveraging media and industry contacts into high-profile coverage and dynamic relationships often overwhelms internal teams focused on a number of deliverables. Here, too, we find that having a team of professionals, such as a communications agency, at your command expands the amount of time and energy brands have to plan for future events on the calendar. This can drive media coverage and sales opportunities throughout the year, resulting in met or exceeded marketing goals, all while engaging consumers and building a community of brand ambassadors.

Demos Do It – Keeping it Fresh on the Floor

CES Trade Show Demo

This isn’t your grandma’s “wear comfortable shoes and bring business cards” post about a tradeshow floor! We’ve been logging some miles around the country recently, and have watched two very distinct scenarios unfold. One is an engaging booth that always seems to be full, and the other is the group that puts forth an effort, but can’t hold an audience.

The cause of the breakdown seems simple, but so many often miss it due to siloed thinking, or an inability to listen to their audience. What separates an average booth from a great experience at a tradeshow is the how the demo is done. The exhibitor that has a great booth understands the product just as well as he or she understands the audience and accommodates them accordingly. By asking questions of the attendees and then showing how the product seamlessly fits into their lifestyle or activity will make a fan (and a new customer!) faster than any slick video reel or tradeshow giveaway. Even better, converting a naysayer into a fan by proving how the product can fit into their life is one of the strongest testimonials a brand can get from a show floor.

So, while you’re prepping for your next show, make sure you understand your audience as well as you understand your product and be ready to modify your demo accordingly. And, of course, wear comfortable shoes and bring business cards…