Companies Fight to be Seen at CES | Jeff Kagan Tech Analyst

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Jeff Kagan

Tech Analyst

     

CES is like the wild – wild – west. There are so many companies, large and small, new and old, all fighting with each other just to be seen.

Many large companies who had to be seen at CES in recent years are taking a second look. Some times the companies will still have a booth, but the executives who show are lower level. Other times companies just choose not to show altogether and save the money. If they can’t be seen, or get lost in all the noise, it isn’t worth it.

There are still plenty of companies who think CES is the center of their universe. And for many it is.

Why the difference and what is the future of CES?

So much depends on what CES does with their image and brand going forward. Everything has a Wave. It travels up then crests then comes down the other side. CES rode their Wave up, and it is now cresting. What will happen next? Will CES reinvent itself, refresh it’s brand, and remain important? Or will it lose steam and shrink going forward?

We have seen this path with many successful trade shows who eventually just disappear.

Many companies still think CES is important to their public relations. This is one of the ways they reach out to the marketplace to let the world know about them.

You may think that every company focuses on attracting media, and to a large extent they do, but only the largest and most important firms get that kind of coverage. There are still countless smaller firms which no one ever heard of yet.

They need to punch their way onto the map somehow. They see CES as one way to do that.

I hear from these companies all the time. They want to get on my radar. They want me to talk about them and write about them. They want help becoming well known. In fact they need help become well known. And becoming well known is one of the keys to success for any company.

Sometimes they understand the way the process works. Many times they don’t. Whether they get attention or not is the best judge whether they are doing this well or not.

CES will remain important to many smaller firms. However many larger firms are scaling back their CES budget at the same time.

CES does not seem to be growing. They seem to be cresting. They are still very important to many companies at this point.

What will CES look like tomorrow? Larger or smaller? It all depends how well they manage their Wave which is now cresting.

It will be interesting to watch what happens next with CES.

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These comments may be quoted in news stories.

Please attribute to Jeff Kagan, Tech Analyst with www.jeffKAGAN.com

If you would like to discuss, call me at 770-579-5810 or send an email to jeff@JeffKAGAN.com

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Jeff KAGAN| Tech Analyst www.jeffKAGAN.com

Analyst sharing perspective on the changing industry for 25 years

~ Also Columnist, Author, Consultant, Speaker
~ Column http://www.ectnews.com/perl/section/jeff_kagan/

Phone 770-579-5810 Email jeff@jeffKAGAN.com

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