CES - Here I come.

I will be out of pocket for most of next week because I will be attending the International Consumer Electronics Show in Las Vegas, Nevada. Otherwise known as CES, this isn’t to be confused with this CES or this CES.

For the gadget lover out there who has never been to CES (the Vegas electronics show), you are missing out bigtime. For instance, when is the last time you saw a 102-inch plasma television at BestBuy or Circuit City? Never.

With that in mind, CES often turns into one big brag fest for a lot of companies. They don’t maxize their time and efforts. They’re just there to show off new stuff with the hope that it will turn into distribution, partnerships, and more. They go because it’s what you do when your in the biz. They figure with 125,000 people walking around and a couple of cool products they will have great success. But, this is a bad marketing decision.

Why? Because it turns into exactly what it’s called. A show. The spectators pay for admission, get entertained, and leave. Show’s over.

How do you avoid being just another act at the show looking for spectators? Remember one very imporanat rule. It’s not a show. It’s four days of critical deal making for your business. It’s not a show. If you think it’s just a show, you’ll get a handful of spectators. End of story. Show’s over. If you haven’t lined up targeted meetings with buyers, press and analysts prior to showtime, you’re in bad shape. Why are you going? Sound like common sense? Then why are so many companies still in the “step right up” mindset? Because it’s all about the show.