The 2013 International CES was the largest CES in the show’s 45+ year history -- featuring 3,250 exhibitors across 1.9 million net square feet of exhibit space (about 45 football fields). But many onlookers have been left confused by the show’s re-emergence. Who attends CES today and how can brands reach them in 2014? 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. Written for brands, exhibitors, marketers and interested attendees, this overview gives Jack Morton Worldwide's point of view on CES 2013.

1. 5PEOPLE
TYPES OF
THE
AT CES 2013
(AND HOW BRANDS CAN REACH THEM IN 2014)

2. TABLE OF CONTENTS
OVERVIEW OF CES 2013 .................................................... 3
THE NEW CES & WHAT IT MEANS TO YOU .......................... 4
5 TYPES OF PEOPLE & HOW BRANDS CAN REACH THEM ..... 5
#1: MEGA MEDIA
#2: BIG CE BUYERS
#3: EXECUTIVE ENVOYS
#4: FLOOR WARRIORS
#5: SURROUNDING CIRCLES
HOW TO PLAN YOUR BRAND EXPERIENCE .........................18
JACK MORTON WORLDWIDE ............................................ 16

3. 03
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?

4. THE NEW CES & 04
WHAT IT MEANS TO YOU
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.
Ben Grossman
By all accounts, the last few years of CES have had a snowball effect. Digital Strategist
Buyers drew consumer electronics brands. Brands brought product ben_grossman@jackmorton.com
launches. Product launches brought media. Media brought marketers. +1 617 752 1171
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.

5. THE 5 TYPES OF PEOPLE 05
AT THE 2013 CES IN TH
If you think CES is all about 150,000 people who sell IS REP
and buy consumer electronics, think again. Many are ORT:
now affectionately referring to CES as the “Super Bowl of
Technology,” thus drawing a much broader swath of
attention. WHO
T
The evolution of the show has given rise to five major HEY A
types of people who attend CES:
RE
#1: MEGA MEDIA: Reporters, bloggers,
analysts, media personalities and celebrities WHY
THEY
#2: BIG CE BUYERS: The top hundred (and COME
many more) retail buyers
#3: EXECUTIVE ENVOYS: Executive
representatives from tangentially related industries
HOW
TO RE
ACH
THEM
#4: FLOOR WARRIORS: Prosumers, small
WHA
T
business owners and interested consumers
BRAN
#5: SURROUNDING CIRCLES: Marketers, DS AR
E DOI
media vendors, salespeople and more NG

6. #1: MEGA MEDIA 06
WHO 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.
CNET & TechCrunch set-up on-site studios for live WHY THEY COME:
coverage and interviews, asserting coverage
1. Sponsored Appearances: Celebrities and popular
dominance and credibility.
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.

7. #1: MEGA MEDIA 07
WHAT BRANDS ARE DOING TO REACH THEM
SAMSUNG SMART LOUNGE
Aside 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
LAST GADGET STANDING ENGADGET TWITTER-POWERED
that create comfortable
Each year, Living In Digital Times VENDING MACHINE
accommodations for press, bloggers
hosts one of CES’s most popular While Engadget did follow suit with
and analysts win significant positive
events: Last Gadget Standing. The TechCrunch, CNET and many other
media attention. Power sources,
program uses a panel of consumer digital news sources in setting up a
Internet access and comfortable
electronics experts to narrow a field studio within the confines of CES, it
seating created a Samsung-branded
of entrants down to a top ten that are also stood apart.
oasis in the middle of the show floor
given five minutes each to pitch their
madness, giving the media time to
products to a standing room only, Just to the side of its live broadcasting
get down to business.
jam-packed conference hall. studio, the media brand gave
attendees warm fuzzy feelings by
While the event certainly plays to giving out branded T-shirts through a
prosumers attending CES, it also acts Twitter-powered vending machine. A
as a curated way for the media to unique code for each size of shirt
grab the hottest new gadgets -- from automatically populated on screen
big and small companies. The and, when attendees tweeted that
audience ultimately decides which code, the vending machine
gadget wins, but all participants reap dispensed a perfectly sized premium.
the rewards of hefty press coverage.

8. #2: BIG CE BUYERS 08
WHO THEY ARE, WHY THEY COME & HOW TO REACH THEM
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: Tat’z Nails and 3D printers demo well on the floor
for casual buyers, but not all brands are successful
1. Making Big Buys: Retailers from stores ranging from in using the show floor as a show room.
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.

9. #2: BIG CE BUYERS 09
WHAT BRANDS ARE DOING TO REACH THEM
INTEL TOUCH & KLIPSCH OFF-FLOOR SUITE
ENGAGE EXPERIENCE Given the explosive growth of CES
Though Intel’s booth at the 2013 CES over the past few years, more and
looked a little bit lonely with out its more is happening away from the
traditional neighbor -- Microsoft -- main show floor... both in CES-
next door, it still stood out for finding produced areas and in private
inventive ways to passively engage unofficial spaces.
major consumer electronics buyers.
Klipsch opted for a low-key suite at
This year, Intel introduced a touch The Venetian that was open to the
and tactile based experience that CES INNOVATION AWARDS public, but could also be used for
spoke to the power of its technology Annually, the Consumer Electronics private meetings. This off-the-floor
across a wide array of screens -- from Association, producer of CES, takes experience drew fewer attendees, but
tablets to netbooks. Attendees could stock of a pool of entrants to receive offered an opportunity to connect in
spin pinwheels or use multi-touch the Innovations Design and a more quality, high-touch way with
gestures to control abstract motion Engineering Award. important buyers. Quality prospects
graphics on Intel-powered devices in were guided personally through the
real-time, creating a compelling Paired with a press event the night space.
visual experience. 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.

10. #3: EXECUTIVE ENVOYS 10
WHO THEY ARE, WHY THEY COME & HOW TO REACH THEM
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:
Lenovo and Samsung were among the many 1. High-Level Networking & Deal Making:
companies which held private meetings with Executive Envoys engage in significant amounts of
executives in exhibits and off-site hotel suites. 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.

11. #3: EXECUTIVE ENVOYS 11
WHAT BRANDS ARE DOING TO REACH THEM
SAMSUNG KEYNOTE
FEATURING BILL CLINTON
Samsung 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,
MAROON 5 PARTY ATTEMPTS Mashable.com reported it was the top ADT ‘HOUSEWARMING PARTY’
TO SAVE QUALCOMM’S FOIBLE brand on Twitter during the week, FOR POTENTIAL PARTNERS
By all accounts, Qualcomm had a according to an analysis of trends In the midst of a relatively lackluster
testy year at CES as it took the pre- surrounding the trade show. Its South Hall, ADT invited its partners
show keynote over from Microsoft. product prototypes and major and potential partners to its booth
After their “Born Mobile” keynote, announcements fueled organic buzz, daily for a cocktail hour.
Qualcomm hit a high note by having whereas other companies relied more
Maroon 5 close the show with a heavily on promoted hashtags and Since the booth was designed to be
small, acoustic set. tweeting promotions. reminiscent of a modern home, it was
called a “Housewarming Party” and
Later, the company hosted one of gave the brand a key opportunity to
many private parties during CES: a mix with top executives to showcase
Maroon 5 concert. Inviting Executive current partnerships and lay the
Envoys to such private concert events groundwork for future ones. Creating
is a popular way to entertain limited-time invite-based experiences
potential business partners, while in booths is a great way -- beyond
drawing their attention away from the private meetings -- to attract
glitz surrounding them in Las Vegas. executives to the show floor.

12. #4: FLOOR WARRIORS 12
WHO THEY ARE, WHY THEY COME & HOW TO REACH THEM
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: Floor Warriors lined up in droves to play Joy
Factory’s game for a chance to win prizes and
1. Social Currency: Floor Warriors come to CES simply enjoy Wi-Fi and snacks at WD’s outdoor booth.
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.

13. #4: FLOOR WARRIORS 13
WHAT BRANDS ARE DOING TO REACH THEM
POLAROID FOTOBAR NEW YORK TIMES:
Floor Warriors hovered around WORD CLOUD PORTRAITS
Polaroid’s showcase of its upcoming At an event focused completely on
Fotobar concept. These experiential technology, the New York Times
retail locations will allow consumers showed off its digital relevance with
to stop in to make their digital images an experiential booth engineered
physical -- through posters, mugs, especially for the mass consumer.
albums and more.
Attendees took a picture of
Attendees were invited up to the themselves using a special iPad App,
Polaroid Fotobar at the brand’s booth SAMSUNG GALAXY: DESIGN chose several keywords that related
to test the platform by uploading a YOUR OWN PREMIUMS to them, then the NYT Archive pulled
photo from mobile devices or social Samsung launched the Galaxy Note the text of relevant articles to create a
media accounts, then ordering a free at CES last year by having troops of word cloud portrait based on the
24” x 36” poster that would be caricature artists descend upon the original picture. Floor Warriors
shipped to their doors. The brand will show to create artistic representations walked away with a matted version
launch Fotobar in Delray Beach, of attendees, forming unprecedented of their Cloud Portrait and a coupon
Florida in February, with a total of at lines at every station. for a discounted subscription to NYT.
least ten stores planned for 2013.
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.

14. #5: SURROUNDING CIRCLES 14
WHO THEY ARE, WHY THEY COME & HOW TO REACH THEM
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:
Salesforce and American Express are among the 1. Networking: One of the main purposes of
exhibitors enjoying the glow of the electronics Surrounding Circles is to network with one another and
industry, but some unexpected attendees are too. 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.

15. #5: SURROUNDING CIRCLES 15
WHAT BRANDS ARE DOING TO REACH THEM
WALL OF APPS
The 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”
ADVERTISING AGE & IPG display in a prime area of the LVCC BRAND MATTERS CES
MINI-CONFERENCE SERIES North Hall was advertised to app CONFERENCE TRACK
In a true testament to CES’s growing developers as ‘no hassle’ exhibit This year, CES added yet another
influence in industries outside space. It provided a fair amount of conference track to its already
consumer electronics, Advertising attention to several up-and-coming substantial conference program that
Age hosted an industry only, applications through an advertorial runs parallel to the trade show. Brand
mini-conference series in partnership style exhibit. Apps displayed were Matters specifically acknowledges
with Interpublic Group (IPG). also entered into the Showdown. that brands and marketers now see
CES as one of the most important
The series covered topics ranging events for the year.
from Women and Technology to
Hispanic Technographics. In a Among other sessions, the track’s
private Villa at the Wynn, these SuperSession drew a packed house
breakfast events brought together top to hear from Amazon, Facebook,
advertising executives and clients. Foursquare, Tumblr, Twitter, and
Panels shared perspectives on YouTube about what is next in
important topics and attendees talked reaching consumers through
show trends during open networking. technology.

16. THE 2014 INTERNATIONAL CES IS APPROACHING. 16
WILL YOU BE READY?
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).
TALK TO JACK:
Contact:
Liz Bigham More information is available online:
liz_bigham@jackmorton.com Web site: http://www.jackmorton.com/
+1 212 401 7212 Blog: http://blog.jackmorton.com/
Twitter: http://twitter.com/jackmorton

17. 5PEOPLE
TYPES OF
THE
AT CES 2013
(AND HOW BRANDS CAN REACH THEM IN 2014)