Anticipation of the latest gadgets, newest technology, and highest innovation kicks off the new year at CES, held January 7 – January 10 in Las Vegas. While it may seem as though the 150K attendees, (from 150 countries!), are similar, the truth is, they can be bucketed into five fictional snapshot personas:
1- Researcher Ryan:
This is the guy who goes to CES to check out new products. He may be a manager, buyer, analyst, a product manager, or an engineer—making up roughly 26% of the CES audience. He is the guy that will go to as many of the 4K booths as possible, taking note of anything with the WOW factor. His questions will be detailed, his pace quick.
2- Browsing Brenda:
Brenda is part of the 14% of attendees that come from the retail channel. She may even work for one of the top 100 consumer electronics retail outlets represented. She takes her time checking out booths with a focus on the latest in accessories, computer hardware and software, and wireless tech. Brenda may seem like she is “just looking”, but she is strategically influencing the final decision makers with her suggestions.
3- Media Matt:
Matt has the best job on the floor. He has a knack for finding the best of the best and shining a spotlight on the product for all to see. He is part of the 5,000 media analysts that travel from over 70 countries. His opinion will appear in outlets such as the Associated Press, BusinessWeek, Forbes, Fortune, Investor’s Business Daily, NPR, Newsweek, PC World and Reuters, plus a pack of newspapers and other media outlets representing the major worldwide markets.
4- Innovative Ian:
He’s the most energetic guy on the floor. He’s also the best dressed. Ian is part of the 15% of Company Presidents/CEOs/Owners—a group of elite industry leaders and final decision makers at CES. He is there to see the latest innovations and to network. He is drawn to the booths that are dynamic and overflowing with traffic. He will meet with existing partners and vendors, and forge new relationships with the innovators that catch his attention.
5- Calculated Kat:
Kat comes to CES on a mission. To find technology and innovation that will forward the efficiencies of her role in education and government. She is sharp and organized, only spending time at booths that are logical and will influence the bottom line. She takes detailed notes and absorbs as much relevant information as possible. Members of the U.S. Senate and House of Representatives, State elected officials, Federal Communications Commission, Environment Agencies, National Highway Traffic Safety Administration, and the Federal Trade Commission along with over 500 educational institutions make up this critical segment.
Going to CES? We'd love to chat with you about your company's current retail strategy. Reach out to Brian Rogers, brogers@marketstar.com, for more information.
Source: http://www.cesweb.org/CES/media/2014/landing%20pages/why%20attend%20ces/2013-CES-Audit_FINAL.pdf
