TYPES OF

PEOPLE 5AT CES 2013(AND HOW BRANDS CAN REACH THEM IN 2014)

THE

TABLE OF CONTENTSOVERVIEW OF CES 2013

THE NEW CES & WHAT IT MEANS TO YOU

5 TYPES OF PEOPLE & HOW BRANDS CAN REACH THEM#1: MEGA MEDIA#2: BIG CE BUYERS#3: EXECUTIVE ENVOYS#4: FLOOR WARRIORS#5: SURROUNDING CIRCLES

HOW TO PLAN YOUR BRAND EXPERIENCE

JACK MORTON WORLDWIDE

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2013 marked several milestones in the 45+ year history of the International CES. By exhibitor count and net square feet, it was the largest CES ever -- featuring 3,250 exhibitors across 1.9 million net square feet of exhibit space (about 45 football fields). More than 20,000 products were launched and over 150,000 attendees came from 170 countries.

But going into the 2013 CES, many were holding their breath to see whether the show would still have its mojo. The show has always been missing major tech players, like Apple, Google and Amazon, yet this year marked the first that Microsoft pulled its hold on the opening keynote address and its prodigious exhibition space.

Startups, many of which began on Kickstarter, stole substantial limelight. Major overseas manufactures, like Samsung and LG presented a view of the future that was believable and tangible. More representatives from non-consumer electronics focused companies also were drawn in to the annual buzz.

The result was a hugely successful 2013 CES -- leading many journalists and attendees alike to praise the show for having had returned to relevance. The 2014 International CES will be held January 7-10, 2014. Are you ready to make the most of it?

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Back in 2012, we released a report asserting that the International CES was on the brink of an evolution -- not, as many analysts and press core argued, irrelevance. If the 2013 CES proved anything, it’s that the evolution we foresaw is now in full swing. Savvy brands and marketers today are no longer questioning if they should show up at CES, but how they should show up at CES.

By all accounts, the last few years of CES have had a snowball effect. Buyers drew consumer electronics brands. Brands brought product launches. Product launches brought media. Media brought marketers. Marketers brought publishers. Publishers brought more media. Media brought tangential industries. And today, the massive event draws people of all types -- ranging from interested consumers to executive delegations from the world’s largest companies.

Going into CES 2014, the biggest recommendation we’re making to our clients is to question everything.

This isn’t your grandfather’s CES. There’s much, much more than the show floor -- in fact many attendees are giving their feet a break and skipping it altogether. So before plastering a booth with a new theme and sprinkling some new products around or before ‘just attending’ and hoping to find value, take a look at some of our insights.

We’ve prepared this report to help profile exactly who attends CES, how they take in the show and, most importantly, how brands can reach them to deliver measurable business results that matter.

THE NEW CES & WHAT IT MEANS TO YOU

Ben GrossmanDigital Strategistben_grossman@jackmorton.com+1 617 752 1171

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THE 5 TYPES OF PEOPLEAT THE 2013 CESIf you think CES is all about 150,000 people who sell and buy consumer electronics, think again. Many are now affectionately referring to CES as the “Super Bowl of Technology,” thus drawing a much broader swath of attention.

The evolution of the show has given rise to five major types of people who attend CES:

#1: MEGA MEDIA: Reporters, bloggers, analysts, media personalities and celebrities

#2: BIG CE BUYERS: The top hundred (and many more) retail buyers

#3: EXECUTIVE ENVOYS: Executive representatives from tangentially related industries

#4: FLOOR WARRIORS: Prosumers, small business owners and interested consumers

#5: SURROUNDING CIRCLES: Marketers, media vendors, salespeople and more

THEY ARE

WHOTHEY COME

WHYTO REACH THEM

HOW

IN THIS REPORT:

WHATBRANDS ARE DOING

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#1: MEGA MEDIAWHO THEY ARE, WHY THEY COME & HOW TO REACH THEM

WHO THEY ARE:The Mega Media is comprised of a combination of roving reporters, bloggers, analysts, media personalities and celebrities all of whom float through CES trying to have the biggest and best impact possible. But media outlets no longer simply send reporters to the show to report back. Today, major media publications set up on-site CES studios allowing them to broadcast live with impressive production quality.

WHY THEY COME:

1. Sponsored Appearances: Celebrities and popular media personalities are often brought in by brands to make appearances as part of exhibits or conferences.

2. Credibility: Having substantial dimensionalized presences at the show establishes credibility for publications.

3. Content: At their core, the Mega Media are looking to amplify what’s happening on the show floor through quality content audiences will adore.

HOW TO REACH THEM:Curated, press focused sessions; functioning on-site broadcast studios; traditional press conferences; exhibit tours; guerrilla stunts; celebrity appearances; keynotes; award programs; influencer lounges.

CNET & TechCrunch set-up on-site studios for live coverage and interviews, asserting coverage dominance and credibility.

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#1: MEGA MEDIAWHAT BRANDS ARE DOING TO REACH THEM

LAST GADGET STANDINGEach year, Living In Digital Times hosts one of CES’s most popular events: Last Gadget Standing. The program uses a panel of consumer electronics experts to narrow a field of entrants down to a top ten that are given five minutes each to pitch their products to a standing room only, jam-packed conference hall.

While the event certainly plays to prosumers attending CES, it also acts as a curated way for the media to grab the hottest new gadgets -- from big and small companies. The audience ultimately decides which gadget wins, but all participants reap the rewards of hefty press coverage.

SAMSUNG SMART LOUNGEAside from its prodigious showroom-style exhibit on the CES floor, Samsung used some of its prime trade show floor real estate to create a VIP, influencer-only “Smart Lounge.”

Continuing a trend started by NBC Universal three years ago, brands that create comfortable accommodations for press, bloggers and analysts win significant positive media attention. Power sources, Internet access and comfortable seating created a Samsung-branded oasis in the middle of the show floor madness, giving the media time to get down to business.

ENGADGET TWITTER-POWERED VENDING MACHINEWhile Engadget did follow suit with TechCrunch, CNET and many other digital news sources in setting up a studio within the confines of CES, it also stood apart.

Just to the side of its live broadcasting studio, the media brand gave attendees warm fuzzy feelings by giving out branded T-shirts through a Twitter-powered vending machine. A unique code for each size of shirt automatically populated on screen and, when attendees tweeted that code, the vending machine dispensed a perfectly sized premium.

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WHO THEY ARE:The top 100 (and many smaller) retail buyers flock to CES every year to decide what goes on the shelves and into fulfillment centers in the coming year.

Additionally, many major technology companies attend, including Apple, Amazon, Google and Microsoft (none of which formally exhibit).

WHY THEY COME:

1. Making Big Buys: Retailers from stores ranging from Costco to Walmart are brokering buys and setting inventory for the year to come.

2. Trend Sense: Buyers and onlookers from technology companies are also using CES as a way to get a sense of broader trends in consumers and technology that help them prepare their businesses for the future.

3. Competitive View: Even companies that compete with major manufacturers, like Apple, show up to gain insight into competitive companies.

HOW TO REACH THEM:Stand-out show floor exhibits; private meeting spaces; private showcases; client dinner events; VIP concerts and shows; awards programs; powerful press coverage; pre-event networking; paid media; premium experiences during CES.

#2: BIG CE BUYERSWHO THEY ARE, WHY THEY COME & HOW TO REACH THEM

Tat’z Nails and 3D printers demo well on the floor for casual buyers, but not all brands are successful in using the show floor as a show room.

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INTEL TOUCH & ENGAGE EXPERIENCEThough Intel’s booth at the 2013 CES looked a little bit lonely with out its traditional neighbor -- Microsoft -- next door, it still stood out for finding inventive ways to passively engage major consumer electronics buyers.

This year, Intel introduced a touch and tactile based experience that spoke to the power of its technology across a wide array of screens -- from tablets to netbooks. Attendees could spin pinwheels or use multi-touch gestures to control abstract motion graphics on Intel-powered devices in real-time, creating a compelling visual experience.

KLIPSCH OFF-FLOOR SUITE Given the explosive growth of CES over the past few years, more and more is happening away from the main show floor... both in CES-produced areas and in private unofficial spaces.

Klipsch opted for a low-key suite at The Venetian that was open to the public, but could also be used for private meetings. This off-the-floor experience drew fewer attendees, but offered an opportunity to connect in a more quality, high-touch way with important buyers. Quality prospects were guided personally through the space.

#2: BIG CE BUYERSWHAT BRANDS ARE DOING TO REACH THEM

CES INNOVATION AWARDSAnnually, the Consumer Electronics Association, producer of CES, takes stock of a pool of entrants to receive the Innovations Design and Engineering Award.

Paired with a press event the night before the show begins, the awards show is a valuable opportunity to get in front of major consumer electronics buyers. Manufacturers and developers are given an opportunity to have their newest products endorsed by a preeminent panel of independent industrial designers, independent engineers and members of the trade press. Awarded products mark some of buyers’ first stops.

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#3: EXECUTIVE ENVOYSWHO THEY ARE, WHY THEY COME & HOW TO REACH THEM

Lenovo and Samsung were among the many companies which held private meetings with executives in exhibits and off-site hotel suites.

WHO THEY ARE:Companies from around the world send teams of executives and the c-suite to CES as an immersive experience to bring them up-to-speed on technology and consumer trends. While these Executive Envoys are not sent to conduct transactional business, they are sent to network, make larger deals and bring a refreshed perspective back to their companies.

WHY THEY COME:

1. High-Level Networking & Deal Making: Executive Envoys engage in significant amounts of networking, using CES as a meeting place, not a showcase of consumer technology.

2. Trend Sense: Some companies send select individuals to CES to bring back a sense of upcoming trends with consumers and technology to their teams.

3. Professional Development: Companies with less progressive and tech-savvy executives use CES as an opportunity to give them a crash course in what’s hot in technology. CES serves as an eye opener.

HOW TO REACH THEM:Curated, show floor tours; major keynote addresses; private meeting rooms; private parties; networking dinners and cocktail hours; premium experiences during the show.

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SAMSUNG KEYNOTE FEATURING BILL CLINTONSamsung pulled out all the stops in a well-regarded keynote featuring Bill Clinton and bendable mobile devices. Such keynote events are carefully studied by high-level attendees.

In a testament to how well Samsung resonated with the show attendees, Mashable.com reported it was the top brand on Twitter during the week, according to an analysis of trends surrounding the trade show. Its product prototypes and major announcements fueled organic buzz, whereas other companies relied more heavily on promoted hashtags and tweeting promotions.

#3: EXECUTIVE ENVOYSWHAT BRANDS ARE DOING TO REACH THEM

MAROON 5 PARTY ATTEMPTS TO SAVE QUALCOMM’S FOIBLE By all accounts, Qualcomm had a testy year at CES as it took the pre-show keynote over from Microsoft. After their “Born Mobile” keynote, Qualcomm hit a high note by having Maroon 5 close the show with a small, acoustic set.

Later, the company hosted one of many private parties during CES: a Maroon 5 concert. Inviting Executive Envoys to such private concert events is a popular way to entertain potential business partners, while drawing their attention away from the glitz surrounding them in Las Vegas.

ADT ‘HOUSEWARMING PARTY’ FOR POTENTIAL PARTNERSIn the midst of a relatively lackluster South Hall, ADT invited its partners and potential partners to its booth daily for a cocktail hour.

Since the booth was designed to be reminiscent of a modern home, it was called a “Housewarming Party” and gave the brand a key opportunity to mix with top executives to showcase current partnerships and lay the groundwork for future ones. Creating limited-time invite-based experiences in booths is a great way -- beyond private meetings -- to attract executives to the show floor.

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#4: FLOOR WARRIORSWHO THEY ARE, WHY THEY COME & HOW TO REACH THEM

Floor Warriors lined up in droves to play Joy Factory’s game for a chance to win prizes and enjoy Wi-Fi and snacks at WD’s outdoor booth.

WHO THEY ARE:Although CES tries to prevent the general public from gaining access to the show, there’s a large contingent of Floor Warriors who view the show through consumer lens. This population is comprised of small to medium sized consumer electronics buyers; tech-savvy prosumers; and -- yes -- the occasional consumer who’s just interested in seeing the show first hand.

WHY THEY COME:

1. Social Currency: Floor Warriors come to CES simply to appear as an authority on what’s next in technology within social circles (professional and personal).

2. Free Stuff: Every year, there are significant lines of Floor Warriors waiting for any opportunity to snag free swag, prizes and premiums. They sign up for CES early (when it’s free) and look to grab maximum value.

3. Small Orders: Each year, companies are faced with at least some attendees who want to buy things right off the floor or in small quantities. While some exhibitors will engage, most Floor Warriors get turned down.

HOW TO REACH THEM:Floor exhibits, especially those with free take-aways; all free CES events and parties.

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POLAROID FOTOBARFloor Warriors hovered around Polaroid’s showcase of its upcoming Fotobar concept. These experiential retail locations will allow consumers to stop in to make their digital images physical -- through posters, mugs, albums and more.

Attendees were invited up to the Polaroid Fotobar at the brand’s booth to test the platform by uploading a photo from mobile devices or social media accounts, then ordering a free 24” x 36” poster that would be shipped to their doors. The brand will launch Fotobar in Delray Beach, Florida in February, with a total of at least ten stores planned for 2013.

NEW YORK TIMES: WORD CLOUD PORTRAITSAt an event focused completely on technology, the New York Times showed off its digital relevance with an experiential booth engineered especially for the mass consumer.

Attendees took a picture of themselves using a special iPad App, chose several keywords that related to them, then the NYT Archive pulled the text of relevant articles to create a word cloud portrait based on the original picture. Floor Warriors walked away with a matted version of their Cloud Portrait and a coupon for a discounted subscription to NYT.

#4: FLOOR WARRIORSWHAT BRANDS ARE DOING TO REACH THEM

SAMSUNG GALAXY: DESIGN YOUR OWN PREMIUMSSamsung launched the Galaxy Note at CES last year by having troops of caricature artists descend upon the show to create artistic representations of attendees, forming unprecedented lines at every station.

This year, to promote the Galaxy Camera and Note II, Samsung again gave away plenty of customized swag to Floor Warrior attendees. Folks lined up around Samsung’s booths again for the chance to use its artistic software on devices to create enhanced photos that were then applied to t-shirts, mugs and small picture blocks.

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#5: SURROUNDING CIRCLESWHO THEY ARE, WHY THEY COME & HOW TO REACH THEM

Salesforce and American Express are among the exhibitors enjoying the glow of the electronics industry, but some unexpected attendees are too.

WHO THEY ARE:Increasingly large numbers of companies and attendees from industries tangentially related to the consumer electronics industry end up at CES. These Surrounding Circles come from companies including marketing agencies, small business services, media vendors, digital services, software developers and many more.

WHY THEY COME:

1. Networking: One of the main purposes of Surrounding Circles is to network with one another and even some exhibitors -- Las Vegas is simply an efficient yearly meeting place for them.

2. Social Currency: Many attendees within the Surrounding Circles enjoy a reflective glory of having attended one of the world’s largest trade shows.

3. Business Purpose: Some companies and individuals have found the audience that CES draws is also important to their business. As a result, new types of exhibitors, targeted mini-conference series and a broad array of specialty panels have been added to CES.

HOW TO REACH THEM:Specialty panels; specialty target audience specific events; mini-conference series; floor exhibits; promotional events; after hours parties; networking dinners; media placements.

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WALL OF APPSThe halo effect associated with CES has also drawn software and mobile application developers to the show. A popular event, the Mobile Apps Showdown, anoints the hottest new apps to come out of the show each year.

Meanwhile, this “Wall of Apps” display in a prime area of the LVCC North Hall was advertised to app developers as ‘no hassle’ exhibit space. It provided a fair amount of attention to several up-and-coming applications through an advertorial style exhibit. Apps displayed were also entered into the Showdown.

#5: SURROUNDING CIRCLESWHAT BRANDS ARE DOING TO REACH THEM

ADVERTISING AGE & IPG MINI-CONFERENCE SERIESIn a true testament to CES’s growing influence in industries outside consumer electronics, Advertising Age hosted an industry only, mini-conference series in partnership with Interpublic Group (IPG).

The series covered topics ranging from Women and Technology to Hispanic Technographics. In a private Villa at the Wynn, these breakfast events brought together top advertising executives and clients. Panels shared perspectives on important topics and attendees talked show trends during open networking.

BRAND MATTERS CES CONFERENCE TRACKThis year, CES added yet another conference track to its already substantial conference program that runs parallel to the trade show. Brand Matters specifically acknowledges that brands and marketers now see CES as one of the most important events for the year.

Among other sessions, the track’s SuperSession drew a packed house to hear from Amazon, Facebook, Foursquare, Tumblr, Twitter, and YouTube about what is next in reaching consumers through technology.

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JACK MORTON WORLDWIDE is a global brand experience agency. We have worked with leading consumer electronics and technology brands and created some of CES’s most talked-about experiences.

We create experiences that strengthen relationships between brands and the people who matter most to them–thereby helping our clients become talked-about experience brands. Rated among the top marketing service agencies worldwide, we integrate live and online experiences, digital and social media, and branded 3D environments that engage and inspire consumers, business partners and employees. Jack Morton has a staff of 750 employees across five continents that drive our idea-led agency culture as part of the Interpublic Group of Companies, Inc. (NYSE: IPG).

Contact:Liz Bighamliz_bigham@jackmorton.com+1 212 401 7212

THE 2014 INTERNATIONAL CES IS APPROACHING.WILL YOU BE READY?

More information is available online:Web site: http://www.jackmorton.com/Blog: http://blog.jackmorton.com/Twitter: http://twitter.com/jackmorton

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TALK TO JACK:

TYPES OF

PEOPLE 5AT CES 2013(AND HOW BRANDS CAN REACH THEM IN 2014)

THE