Strategy in TECH...
So let me start by saying there was a veritable slew of introductions at CES 2022 Media Day, which took place on Tuesday before the show opened. Most of them were incremental advancements of existing product lines. Only a couple of announcements rose above the noise to catch the attention of just about everyone who attended those presentations. One from an industry stalwart…and another from out of left field (almost literally).
Heading to CES 2022? Be sure to check the online version of the show schedule regularly, as Advertising Age (Ad Age) is reporting that CES has apparently removed “a slate of programs,” including several previously scheduled sessions and panels planned for Tuesday. The move is said to be a result of so many companies and executives canceling or otherwise pulling out of the show.
**SEE BELOW FOR STORY UPDATE** – On Tuesday, several large exhibitors independently announced that they would be pulling out of the Consumer Electronics Show (CES), scheduled to start the week-after-next in Las Vegas, NV. The reason given for these pull-outs was the rapidly spreading COVID-19 infections due to the emerging hyper-infectious Omicron variant. Major brands, such as Amazon, Meta Platforms (Facebook), T-Mobile and more said the rapidly changing COVID situation caused them to consider the safety of their teams and other attendees of CES 2022 – a major indoor event.
The conventional wisdom of branding says that you never mention your competitors in your marketing – it only serves to promote them. Less professional companies have sales and marketing teams that go one step further by publicly or privately criticizing their competitors!
Which is better? Complement or criticize your competitors? New research holds what might be a surprising answer!
Two power players in the high performance home cinema game – media server specialist Kaleidescape and screen expert Stewart Filmscreen – have partnered to deliver a better “seamless screening experience.” And in the process, the partnership will result in a limited-time offer to buyers for a $1,000 discount off the MSRP of qualifying Kaleidescape products.
As the first and one of the most prominent brands that decided to pull out of the recent CEDIA Expo in Indianapolis last month, Savant based their difficult decision on placing the safety of their employees and customers as their key concern in a time of surging Delta-variant COVID infections. But that decision did not mean that they didn’t want to communicate with their dealers about the many exciting developments at the company. So Savant developed a powerful two-pronged approach (the 1-2 punch I mentioned) to deliver their dealers a better – virtual – trade show.
CEDIA Expo opens this week, with education sessions starting today and the show floor opening tomorrow. As Strata-gee has been reporting, over the last three weeks literally hundreds of exhibitors have pulled out of the event over concerns surrounding the surge of infections due to the Delta variant of COVID-19. With Emerald expositions vowing to forge ahead with the event no matter what, attendees to the event – whether many or few – will find themselves at a very different CEDIA Expo.
What a crazy couple of weeks it has been for exhibitors of CEDIA Expo 2021, and also for potential attendees who watched a slow-motion train wreck unfold right in front of their eyes. It was almost exactly two weeks ago – on August 10th – when Savant CEO Robert Madonna suddenly announced that Savant was pulling out of CEDIA, due to concerns over the surging infections from the Delta variant of COVID-19.
Little did we know then that this was the trickle before the flood…
CEDIA Expo 2021, scheduled to run in less than two weeks from September 1-3, 2021 in Indianapolis, IN, has been steadily shrinking over the last ten days or so, as exhibitors began pulling out in the face of the rapid expansion of COVID infections due to the Delta variant. Emerald, the exposition company that owns the CEDIA Expo, has said they are going forward no matter what – even though their data shows that more than 100 exhibitors have pulled out of the event in the last two weeks.
Emerald, the exposition company that owns CEDIA Expo, announced this week that they will again field a TechStarter competition at CEDIA Expo 2021. TechStarter, the show says, is sort of a tech-specific version of ABCs Shark Tank show, where exhibitors in the show’s “Launchpad” section – the section that used to be known as Innovation Alley – get to pitch their business models to the judges (comprised of top industry executives) in the hopes of being selected as one of the TechStarter FIVE.
