{"id":110,"date":"2020-12-22T07:00:02","date_gmt":"2020-12-22T12:00:02","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/12\/22\/a-digital-ces-means-big-opportunity-for-bold-innovative-brands\/"},"modified":"2020-12-22T07:00:02","modified_gmt":"2020-12-22T12:00:02","slug":"a-digital-ces-means-big-opportunity-for-bold-innovative-brands","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-digital-ces-means-big-opportunity-for-bold-innovative-brands\/110\/","title":{"rendered":"A Digital CES Means Big Opportunity For Bold, Innovative Brands"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376252 = window.plc376252 || 0;\n            document.write('<' + 'div id=\"placement_376252_' + plc376252+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376252, [300,250], 'placement_376252_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376252++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Joe Maglio, CEO, McKinney<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Consumer Electronics Show (aka, CES) is the largest tech event in the world. It sets the bar with the highest attendance of any annual trade show in the U.S. Not to mention that it\u2019s the convention that brings the most revenue to Las Vegas. And in 2021, it will be entirely virtual.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This decision doesn\u2019t come as a huge surprise. Every January, close to 200,000 attendees and thousands of exhibitors would typically fly in from more than 160 countries for the event. The Las Vegas Convention Center, hotels, bars, restaurants, and clubs would all be packed wall-to-wall with people. Lines for taxis and Ubers are often hundreds of yards long with conventiongoers standing in close proximity. None of this is possible now as the country \u2014 and the world \u2014 tries to control the spread of COVID-19.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Consumer Technology Association, the group that owns and produces CES, had two choices \u2014 postpone or go virtual. I imagine that trying to move one of the largest trade shows in the world presents many challenges, not the least of which is the logistics of the event itself. More importantly, though, the breaking news and announcements \u2014 cornerstones of CES \u2014 that are planned well in advance are often an integral component of a company\u2019s sales and marketing plans. For many years running, McKinney has produced exhibits and experiences at CES on behalf of Samsung, DuPont, Coway, and others, all of which were tied to the timing of the latest innovations and product releases. The physical exhibits increase in scale every year and the experiences become more impactful, which makes the pivot to an all-digital CES that much more complex for exhibitors (i.e., brands).<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">As my optimistic side has been saying for the last 10 months, with challenge comes opportunity. In this case, the opportunity is to leverage the very technology that is talked about <em>at<\/em> CES to bring CES to life. So, what do brands need to think about to be ready for a virtual CES in January?<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>If you build it, they will not necessarily come<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Unlike the traditional in-person experience at CES, people won\u2019t be wandering the floor of the Las Vegas Convention Center. Instead of a captive audience of a couple hundred-thousand people within a two-mile radius, you\u2019ll be dealing with that many people (or more) spread across the world. And for those meetings that would typically be booked ahead of time, remember: Without the face-to-face interaction, it will be easier for attendees to feel less guilty about being a no-show. Outreach in advance is more critical than ever.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Measure twice, cut once<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Normally, this is what our experiential producers utter myriad times as our exhibits are being constructed under their watchful eyes. The same thinking applies to building a digital experience for CES 2021. It\u2019s far too easy to step away from a screen if an experience is subpar or, in the worst case, stops working. Only use the tech that your team or your partners are comfortable with and, ideally, have already leveraged successfully. The experience doesn\u2019t have to be cutting edge \u2014 better to err on the side of simple, efficient, and reliable.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The experience is innovation<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">As important as the exhibits are, it\u2019s the meetings outside of the conference venues \u2014 small group dinners, chance run-ins at the parties, and the inspiration that can come from a single conversation in a hotel lobby \u2014 that really pay off. While there are components of CES that, like any successful event, have become over the top, I\u2019ve always found the intangible aspects of being there to be as valuable as anything else. The real magic will be how brands and media companies bring the intangible aspects of the physical event into the virtual world. Those who create a brand experience that exceeds expectations will get as much attention as the latest product announcement.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If there was ever an event that can benefit from using an all-digital format to make significant leaps forward, it&#8217;s CES. And there is no doubt that the best practices from CES 2021 will shape what the event will look like for years to come. My hope is that the evolution of \u201cattending\u201d CES will be even more dynamic, more productive, and, most importantly, more accessible.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376253 = window.plc376253 || 0;\n            document.write('<' + 'div id=\"placement_376253_' + plc376253+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376253, [300,250], 'placement_376253_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376253++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>If there was ever an event that can benefit from using an all-digital format to make significant leaps forward, it&#8217;s CES. And there is no doubt that the best practices from CES 2021 will shape what the event will look like for years to come.<\/p>\n","protected":false},"author":7,"featured_media":111,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Digital CES Means Big Opportunity For Bold, Innovative Brands | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/a-digital-ces-means-big-opportunity-for-bold-innovative-brands\/110\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Digital CES Means Big Opportunity For Bold, Innovative Brands\" \/>\n<meta property=\"og:description\" content=\"If there was ever an event that can benefit from using an all-digital format to make significant leaps forward, it&#039;s CES. 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