I’m a CES Junkie!
Happy New Year! For me the holidays aren’t over until after the final “shopping experience” of the season. Each January for most of my career, I’ve been able to go to the Consumer Electronics Show in Las Vegas. What I love about CES is the energy of it all. It’s like a giant toy store!
I’m an early adopter of (too) many consumer tech devices and services. When I’m able to get some time on the show floor outside of client assignments, I approach CES as a window shopping extravaganza. If with my short, one to two minute attention span you can convince me that I “need” to own your latest gadget or service, you make it on my CES favorites list. From there, I talk with my friends about what I have seen and like. I’ll go to my news and social feeds to see what others are saying about and experiencing with your product. And for the few that make it through that gauntlet, I’ll become an early adopter myself.
Each year there are hundreds if not thousands of new products announced and demonstrated. Many of the products are successful in the market while others are not, but the energy, excitement, hope and optimism of the CES environment is palpable.
One thing that is hard to understand about CES without “being there” is just how much of CES is “behind the scenes.” While everyone is looking at the consumer devices on the show floor, hundreds of companies are showing off their wares in hotel suites throughout Las Vegas. Most of theseproducts are being shown under embargo to potential distributors, partners and the press and the vast majority of us won’t get to see them until they come to market in the months following CES.
Companies spend months and even years getting their products just right – or so they hope. Then those of us in marketing get to work on determining the best messaging and positioning for these products. From there, we determine the best strategy to unveil them in order to maximize exposure, anticipation and ultimately demand. It’s a fun process and journey, and when it clicks, it feels great – and it keeps me coming back year after year working on what I hope will be the next “next great thing!”
Yes, I’m an addict. When I worked on the Winter Olympics in Salt Lake City ten years ago, I noticed a type of person that was an “Olympic junkie” that went from Games to Games to re-live the rush of it all. I never wanted to admit it, but yes, I’m a CES junkie!
Each year there are the expected products – the products that are about to become mainstream and everyone in the industry knows it. This year’s CES is supposed to be the year of the ultrabook and the continued evolution of the tablet and the television. These are fun to see and touch and put on the wish list, or at least the wait-and-see list.
Most years, the unexpected also emerges – that something that catches you off guard and thrills you because you can’t believe how something you never thought of before could become a must-have at first sight! I’m looking forward to discovering those types of products next week. CNET does a great job of covering – and honoring – the best of the best.
I’m impressed with the continual evolution of CES. This year, CES has expanded its Digital Health Summit from a half-day conference to two full days (disclosure: Zeno Group client Life Technologies is one of many sponsors of the Health Summit). I’ve been eyeing health & fitness technology as an emerging space for the past couple of years (as myANT-enabled Garmin devices, Fitbit and Withings Wi-Fi body scale can attest), so I’m glad to see an even greater focus on it at CES this year. And I’m excited to see what products, services and ideas come out of the event thisyear and in the future.
I enjoy the marketing in the technology space because the vast majority of what comes from it is about doing things better, faster ormore economically efficient. It’s an inherently positive, optimistic industry focused on the future. I’m ready for my CES fix. Let the window shopping begin!