International

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A Guidebook for the

International Consumer

Electronics Show


A Guidebook for the International

Consumer Electronics Show

If you are reading this, you’re probably already thinking

about how and why you should attend the annual

International Consumer Electronics Show (CES). But lets

put this event in context. Every year, more than 170,000

attendees from +150 countries gather in +2 million net

square feet of exhibit space. They represent more than 3,600

exhibiting companies. +1,800 government professionals.

Truly international, the 2015 CES had attendees and

participants from 153 different countries. In 2015, more than

27% of CES attendees were from outside of the United

States - more than 48,000 people.

VERIFIED

ATTENDANCE

% OF TOTAL

ATTENDANCE

International attendees 30,803 17%

International Exhibitor

Personnel

15,909 9%

International Media 2,121 1%

Total International

Attendance

48,833 27,6%


This massive audience gathers in the Desert oasis of Las

Vegas in early January for two main reasons: to see what’s

new and what’s coming in the year ahead; and to do business

hosting seemingly endless meetings with partners, vendors

customers and more.

Because of the emphasis on uncovering and learning what’s

new, its no surprise that CES draws more than 6,000 global

media that come to see the latest on a variety of segments

from driverless cars and 3D printers to smartphones,

wearables and sound systems. With such a large audience and

early January date – CES has become the defacto launch-pad

for many brands looking to make a statement for the year

ahead.

The combination of all these

factors FUELS THE EXCITEMENT around

the annual show, making it one of the

MOST DESIRABLE - YET CHALLENGING

EVENTS for a brand to tackle.


Top Misperceptions of CES

#1: I NEED MILLIONS OF DOLLARS TO BREAK

THROUGH THE NOISE!?

While CES is not “Free” - you don’t need to spend seven

figures to have an impact. While there are plenty of highcost

venues, booths and activations that brands use each

year - there are plenty of other cost effective ways you can

use CES to reach your target audience

#2: ONLY THE “BIG” TECH BRANDS CAN HAVE

AN IMPACT AT CES.

False. The vast majority of companies at CES are not the

big tech brands. Some of the best examples of success at

CES come from brands that are not large—but have thought

through their brand story at CES and found unique and

authentic ways to engage their audience. While you may see

“big” brands dominating share of voice over all, many of the

awards and accolades handed out during CES are given to

smaller companies that have clear reason for being at the

show.

#3: IF I HAVE A BOOTH, PEOPLE WILL SHOW UP!

While a booth is a great way to make a statement, provide

an experience and demonstrate your brand -- it doesn’t

mean your audience will remember you. Ultimately the

traffic and impact of your booth is greatly driven by location

and a well thought out plan to you reach and engage your

audience. Think of ways to make your booth an experience,

a destination for your attendees and be sure to allocate

space for 1:1 media meetings and private hands-on time with

products.


#4: WE’LL START PLANNING FOR CES IN

NOVEMBER.

Simply put, CES starts in July - 5-6 months before the

actual show. Some OEMs begin planning 13 months out.

If you try to plan for CES a month before the show, you

risk losing any vendor or venue space availability – often

requiring more financial investment and resulting in lessthan-ideal

locations. From a media perspective, many begin

scheduling their on-site meetings in November and their onsite

calendars are virtually full by the beginning of December.

#5: CES IS A SHOW FOR GEEKS, NOT

CONSUMERS.

The industry-insider, vendor/dealer component show of the

past is over. As digital and tech have pushed deeper into our

day-to-day lives and change the way we live, work and play

the media mix at CES and brands attending have quickly

diversified. Today it is not surprising to see “non-Tech”

brands like Hammermill paper, The Girl Scouts and Sketchers

shoes using the show to reach mainstream lifestyle, fashion,

design and other consumer media that have started to

attend to explore technology’s impact on all aspects of our

lives.

#6: NOW THAT CES HAS ENDED, I CAN MOVE ON!

More often than not, brands focus their post-CES marketing

resources on analytics and reporting – did we get the

return on our investment. What often goes by the wayside

is the follow-through on opportunities uncovered while at

the show. Be sure you have a post-event plan that focuses

on continuing your momentum and closing the opportunities

you unearthed on-site.


CES Do’s and Don’ts

Start Early:

DO

Start earlier than you are

probably thinking. July is a

good month to start even if

you’re not 100% sure you’ll be

investing in CES.

DON'T

Wait Until November:

No matter your business

reason, if you are entertaining

CES, start thinking about it

as early as possible. Even

if you’re not sure of the

product, offering or your

funding.

Focus on Your Distinct

Audience:

Think through your audience.

Know them. Know what you

want to tell them. Know what

they want to hear from you-

-why should they care about

you?

Boil the Ocean:

Don’t view CES as a massmarketing

exercise -- you will

likely reach nobody if you try

to talk to everybody.

Partner, Partner, Partner:

Align with your partners or

3rd parties to help extend

the reach of your story, add

authenticity to your story,

help you reach new audiences

and can help increase your

visibility by encouraging your

partners to help spread the

news.

Try to go at CES alone:

Even the biggest brands at

CES bring fresh partnerships,

their ecosystem or customers

together to tell a bigger story.


DO

Think Beyond The Walls of

CES:

How do you get your news to

customers, partners, audiences

that are NOT physically

in Las Vegas.

DON'T

Focus on Booth Traffic:

Don’t focus all of your attention

or efforts or metrics

on “booth” traffic or on-site

metrics. CES is a springboard

to tell your story to your audience,

wherever they may live

or work.

Embrace an Integrated

Marketing Mix:

Ensure you’re taking full

advantage of your sponsorship/

investment dollars. Many brands

don’t include PR or Social team

members in their conversations

with the CTA when securing

booth or other contractual

investments.

Operate in a Silo:

To get the most from your

investment - you must have

your booth team working

with your demo team working

with your partner team

working with your PR/Social

team and more. Integration

and coordination is critical for

success.

Find White Space:

CES is massively busy, noisy

and competitive for marketing

eyeballs, so finding a new or

unique way to get visibility – a

little white-space to highlight

what you do – Is no easy task.

Regardless of your budget,

be sure you spend adequate

time researching, planning and

working through how you can

do this.

Follow the Pack:

If you just try to out muscle or

out message someone, you’ll

likely get lost. You need to

outthink them. Many fantastic

products and brands never

get exposure at the show because

the brand only sticks to

booth activities or ‘traditional’

conference tactics.


DO

Bring the Right People:

You never know when a lastminute

opportunity will pull

plans in a different direction, so

expect to staff multiple fronts

as part of CES and that the

staff on-site are well-trained

communicators and you have

a variety of marketing skillsets

engaged and ready to activate

on a moment’s notice.

DON'T

Understaff the Booth:

Many unscheduled

opportunities come up

organically as media and

attendees visit the booth

wanting information ASAP,

not to mention the need to

quickly react to whatever your

competition throws at you.

Ultimately, you don’t want to

spend 4 hours trying to find

someone you need right now.

Go for the Gold:

Plan to start submitting for

awards at least two months

ahead of time. Many awards

close in November/December,

and CTA’s official CES awards

close in September – to repeat a

common thread: start early.

Expect the Awards will Find

You:

Don’t wait until the last

minute and expect awards to

come through. Awards are

based on product that can

be actually demoed and is

planned for release in 2016

-- even if the award says

there is no formal submission

process, you should reach out

to the publication or relevant

reporters at those publications.

Some media determine

awards based on what they

see at the booth so staying

top of mind and even briefing

them in advance of CES

under NDA often helps them

decide which booths to visit.


DO

View Anyone as a

“Reporter”:

Media are everywhere and

every CES attendee has a

camera ready to tell your

story. Plan on video cameras

in the booth and for live feeds

at press conferences. At press

conferences, broadcast and

livestream media expect

to have a live feed to plug

into and camera operators

expect a section devoted to

broadcast. Between media

and attendees, expect that

everything in the booth is

subject to filming.

DON'T

Try to Control Your Message:

What happens in Vegas,

doesn’t stay in Vegas! Unless

highly structured, don’t expect

anything to be off the record

or forbidden from recording

unless explicitly stated as part

of a close-doors meeting.


A Sampling of Successful

Brands at CES

HOW NESCAFE PUT COFFEE AT

THE CENTER OF INNOVATION

To highlight the brands innovative history, NESCAFÉ, one of the

largest coffee brands in the world, surprised many at CES with

the launch of the NESCAFÉ START-UP program. By partnering

with Mindshare and several VC firms, they created a start-up

competition and live-event at CES which garnered broad media

attention as well as buzz during the conference itself.

In the announcement of the effort, Sean Murphy, Head of

Global Strategic Marketing, NESCAFÉ stated, “NESCAFÉ is

a pioneering brand that has innovation as part of its core

DNA. In more than 180 countries NESCAFÉ has sought to

improve peoples’ lives, generation after generation, for

the past 75 years…We look to create shared value for all

NESCAFÉ consumers and stakeholders through the unique

entrepreneurial force united at CES.”


HOW INTEL PARTNERS FOR CES SUCCESS

Intel+ Social

Influencers at CES

Intel+ iJustine During

2014 Press Day

Intel + Oakley Partner on

Wearables

Whether you’re looking

at Intel’s staple booth in

Central Hall of the Las

Vegas Convention Center

or their Keynote and Press

Day events, the brand has a

common theme - show how

technology is changing our

everyday lives. One way Intel

does that, is by highlighting

the way its technology is

helping customers, partners

and influnecers deliver new

experiences.

Intel has used CES as a

platform to connect its

technology to personal

trends for the last several

years. At CES 2015 alone,

Intel aligned with brands

like Jaguar, eyewear with

Oakely, entertainment with

Dreamworks, audio with SMS

Audio, fitness with Basis and

Runkeeper, smartwatches

with Fossil and many more.

To help get those stories told

beyond the walls of CES, Intel

has partnered with social and

consumer/lifestyle influencers

and also empowers every

team member working

the Intel booth to be a

spokesperson.


LG GETS ITS STORY OUT OF LAS VEGAS

From sound-proof theaters designed to deliver high quality

audio and top-notch visuals, LG attracts a huge amount

of traffic and media attention because of their interactive

experiences. LG’s entire booth focuses on actual interaction

with the product, starting with its giant display wall at the

entrance. Starting here, attendees are greeted by a wall that

is made up of dozens of HD and UHD televisions, right at the

entrance to center hall. This introduces people to their latest

TV lines, such as flexible televisions, flowing into mobile,

accessories and home appliances. Each of these business

unit stations feature fully interactive demos with dozens of

on-site staff fully briefed on each product, ready to provide

hands-on time with the products. LG begins planning for this

at least 13 months in advance.

Additionally, LG is a staple of Press Day and often featured

in the main time-slot. For years the brand has featured

interactive demo stations and deploys a team of mediaready

product staff to reach as many influencers as possible

during the event. The LG Press Day event always attracts

hundreds of media attendees – but LG aims higher. LG both

livestreams the event and has a separate overflow room onsite.

On-stage, LG announces partnerships and new products,

writing scripts months in advance and tweaking up until

the actual event. Surrounding the event, LG also conducts

broadcast media tours, remote media activities and holds

pre-briefs with their top media as early as November-early

December – all in an effort to get ahead of the CES news

cycle, drive the biggest wave of global media coverage and

put the brand near the center of the CES universe.


HOW A PAPER COMPANY

ENGAGED CES ATTENDEES

Hammermill brought the most analog innovation to the

most digitized event in the world – Paper. In an effort

to show the value that paper continues to add to our

lives and its importance in a world that is rapidly going

digital and using less paper – thee brand chose to dive in

and put itself, and its new printing App, at the center of

cultural excitement of being in Las Vegas. Known as “sin

city” and its brand of “What happens in Vegas, stays in

vegas” Hammermill found a creative and authentic territory

to insert its brand into a conversation virtually all CES

attendees were having.

Hammermill challenged

CES attendees to destroy

the evidence of last night

by using the new App

to print photos from

their phones that would

immediately go through a

giant shredder. The result,

a wave of media buzz, a

fun, authentic experience

for CES attendees, a virtual

mountain of shredded

photos and positive launch

for the new Hammermill

App.

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