CES is a physically grueling experience. Your basic everyday needs like Coffee, Transportation, decent food, and Rest are ripped away from you as you deal with long lines, and endless people everywhere you go. To really make the most of a show like this and all of the meetings and activities surrounding it you better bring your ‘A Game’.
Enter the world’s largest brands who invest millions of dollars in a trade show environment to drive buzz and publicity, entertain & inspire key customers, and ultimately rise above the clutter. To do this brands of all walks from gadget markers, to media companies, to automakers are increasingly looking for avenues to reach consumers beyond the showroom floor. Branding is everywhere from taxi tops to giants billboards which often just adds to the noise that is inescapable.
In recent years almost every brand has taken the step to rent out the most prominent nightclubs in Vegas to throw “invite only” open bar parties, which absolutely anyone can walk into most of the time. They will hire big name DJ’s and spend considerable resources towards making sure they fill the club at all costs. And fill it up they do… with anyone and everyone attracted to the free drinks and allure of the clubs.
The reality is that almost every one of these parties are unremarkable experiences. The nightclubs are simply too large for brands to create a memorable branded experience so the activations generally consists of a few banners and a few scattered brand kiosks for consumers to touch the products, which they could obviously accomplish at the show.
These Brand sponsored parties, like CES itself end up being incredibly male dominated creating an awkward and surreal environment at somewhere like Marquee, at Tao, or XS. Everyone just feels out of place. It is way too loud to do any real networking and most people leave without any new appreciation for the presenting brand, it’s just more noise.
The next morning everyone in Vegas will wake up dehydrated, hungover and needing basic necessities like coffee, a ride to the show and would crave a luxury like a massage, someone to help them rebook a flight or find a quiet place for a meeting. The brands? Nowhere to be found as people wait in lines for 45 minutes at Starbucks. 45 Minutes which any brand could give back and reap the rewards by creating pop-up coffee shops throughout Vegas.
There are countless ways for brands to stand out at CES by providing real utility to showgoers in ways that will breakthrough, create buzz, and drive real perception change. When GroupMe gave away grilled cheese at SXSW they dominated a show of equal stature and prominence. Why? People needed to eat! And its safe to say it paid off for them.
So the next time you are thinking of spending anywhere from $100,000 to $1Million filling up a nightclub with folks who won’t remember your brand think about your experience at the show. The attendees at CES are sophisticated and will not be impressed by these glitzy events, but would have tweeted about you like crazy if you were giving out free Gatorade outside the airport this morning.
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Best money we ever spent exhibiting at CES was on water and soft drinks to give away from our booth (food a little complicated and I don't think CEA necessarily approved of the drinks) and a limousine service.
the drinks were all about good will for whomever happened by, but the limousines were used to shuttle our clients and potential clients back and forth from the show to their hotels with us sharing a ride with them. Those long lines often extend to traffic which means you have lots of opportunity to talk in depth with your clients without the bells and whistles in the background from the typical meeting rooms nor people running off halfway through a meeting with an unexpected conflict.
If it happens to rain during CES, the limousines value goes up 100 fold. Getting a client out of the rain waiting in a bus line to get in a limo is priceless.