Displaying at the Consumer Electronics Show
is very, very expensive
yet I was appalled
at the junior jammer mistakes
many companies made.
There was one company
who displayed their logo everywhere
(a green squiggly line)
yet had their name nowhere.
I had to ask a representative.
I spent five minutes
in another company’s booth
and couldn’t figure out what they did.
Another REALLY large company
had a booth
my 11 year old niece
would have been embarrassed
to have designed.
All three of these companies
fell prey to the sin of vanity.
They assumed attendees knew them
(which is ironic
as the purpose of tradeshows
is often to drive NEW business)
and those were the attendees
they marketed to.
In contrast,
American Express representatives
approached me
with “We’re American Express.
We…”,
assuming I hadn’t heard of them.
I found this endearing
and enchanting.
(who HASN’T heard of American Express)
Be humble when you market.
Assume no one knows
who you are.