With a new year just around the corner comes the inevitability of a barrage of company events at the Consumer Electronics Show.
I dont go to them expecting to be surprised; rather, its habit, mostly, followed somewhat distantly by the nagging fear (or is it hope?) that a host will actually make an event something that I shouldnt miss.
Its an opportunity that too many businesses dont exploit, mostly out of habit, too. When you think of the time and money it takes to pull off gigs that are anywhere near polished, not to mention the ask they make of media attendees time and attention, it might make sense to ponder reasons to disrupt them.
Here are 3 things to consider:
First, events need to be necessary. Its a powerful word, and it sets a threshold that many of the events at CES couldnt even touch, let alone overcome.
Necessary means that theres no way to communicate something via any other means. It requires that whatever will be communicated at an event isnt just nice to know, but relevant and useful to the media in attendance, in ways that outweigh their investment of time to attend it.
Even more challenging, that utility has to be equally apparent to every individual in the audience; in other words, the content has to be so compelling and important that each outlet could use the same basic stuff, and not worry about appearing redundant.
Important stuff gets told via multiple outlets, so it warrants gathering them in the same room. Necessary means its important to them, not to you or your marketing strategy.
If your special event isnt necessary, then it isnt special, and it probably wont accomplish what you hope it will…
Read the entire essay at Linkedin