Is CES (also known as the Consumer Electronics Show) a microcosm of life—or to be even more specific—of the growing field integrated marketing communication (or if you’re old school—PR)? The rules, and dare we say mantras, are remarkably similar. You might remember the tips we provided to prepare you for CES last year. Here’s five new tips for this year’s CES 2014:
Goal: Cause a traffic jam. Everyone talks about the challenges of working through the crowds at CES. Sure, the crowds make navigating your way through LVCC and getting a taxi a challenge, but embrace the crowds. Challenge your team to create the major traffic jam at CES with a memorable, visual presentation that is slide-show worthy. Parrot, an Airfoil client, went with dancing drones.
Judge a book by its cover. To be precise—an attendee by the color coding of his or her badge. Know the colors. Read the badge… discreetly. Siphon accordingly.
Plan. See the glass as half full. Expect that some of your pre-arranged media won’t show. Don’t take it personally. Use it as an opportunity to meet new storytellers.
Walk the talk (man the booth, talk to show attendees and listen to their reactions to inform your future plans)…but also try walking in someone else’s shoes and make the time to walk the show floor (be sure to see what others are doing to harvest grand ideas).
Nourish your soul and your appetite with wise choices. Don’t make the mistake of opting for a bowl of soup at midnight after a press event. You’ll leave CES the next day in an ambulance with food poisoning. Never again with a cream-based soup at midnight. Shame. On. Me.
Tim Wieland is a Vice President and a CES veteran for Airfoil, an integrated marketing communications firm, with offices in Silicon Valley, Detroit, London and Hong Kong. Follow Tim on Twitter: @timwieland