Full Frontal PR Report
Michael Prichinello

The Consumer Electronics Show! Mecca to gadgeteers and the mother of all trade shows.

Over the years, and there have been about 30 of them, and CES has evolved from the place where alarm clock makers showed off how they were able to cram a radio into something, to the place where Gates himself shows up to announce his latest plans to attempt more takeover of the world.

There was a moment, not too long ago, when a tsunami of gadgetry crashed into CES with a big thud. It was during the Internet days, and sadly, few of those wireless communicators, “smart” fabrics, pliable laptops or networked cappuccino makers ever really worked. But being functional, or even functioning, somehow didn’t seem to matter to those so-smart marketers. They showed up by the plane-full with their bleeping gizmos and fabulous outfits, relying on waggish stunts, so-called guerrilla tactics, and (of course) semi-clad women plying their wares, to attract the attention their contraption couldn’t muster. It seemed to be a wink and a nod that that effort and vision were enough to get you by with media and buyers.

The women are still around (why not!), but thankfully, CES 2004 demonstrated that marketers are becoming a little more cunning. The over-arching theme of “innovation” has been bumped aside by sturdy products that (imagine this) work! These are machines desired by real consumers, not just their inventors.

I like to think it’s because after the washout the true marketers—not only smart but savvy and aware—are the ones that survived. You know, the ones that understand you don’t show a product until it’s finished, and you are supposed to contribute to the creation of it, not just wrap it in a new-fantangled box with edgy text smeared all over it.

What about PR at CES? PR was high on itself because, thankfully, there were awesome electronic developments and the media ate them up. Yum. Digital Cameras were all the rage with reporters (especially Fujifilm FinePix S7000 Zoom) as were the flat panel doodads and home theater furniture set-ups. A good time had by all.

Maybe the economy is up for real. There at CES it was, and so were spirits. At the event in Vegas, PR types pushed some realistic trend stories and, like their marketing brothers, made their mark. A mark that will finally matter.