OK, so last time I talked about some of the cool stuff I saw in booths at CES. This time I thought I would share my impressions of the marketing of products at CES.
First off, let me say that I claim some expertise in this area. I have designed booths, run, hosted, exhibited and attended many, many trade shows, so I like to think (IMHO) that I have a pretty good feel of what works. I think marketing at trade shows breaks out into three areas (I think there are many other areas that are vital – such as booth location / pre-show promotion, etc., but I’m going to focus on marketing on the floor): awareness; attitude; and usage.
In terms of on-floor marketing, Awareness is getting people from the floor to come into your booth. Attitude is getting people to think a certain way about your product or service, and Usage is getting people to follow your call-to-action (next step). The call-to-action could be having people buy something right then and there, or it could be just getting them to give you contact information for follow-up later.
Every booth at CES was dedicated to awareness and attitude, but in all fairness, many booths weren’t trying to drive usage. In some cases, building awareness and/or attitude was enough (especially with emerging prototype / proof-of-concept technologies). So, with that said, here are my personal impressions:
Associate Creative Director at bloomfield knoble
