On Friday I wrote a piece for the Harvard Business Review called Six Marketing Mistakes at CES 2012. Here is a quick summary of the six mistakes:
- All the focus was on features (still, in 2012!), and not nearly enough attention was paid to lifestyle.
- Too much matter-of-fact, borderline defensive messaging.
- The people working your booths are unhelpful at best, and cost you a lot of business and media coverage at worst.
- There are too many marketing and PR agencies doing a bad job at CES. (This is a year-round problem, but it’s especially pronounced at CES.
- There are too many unforced errors in your marketing at CES.
- There is too much ego. You must know what your market thinks. To not know and plow forth anyway is ego.
I am a marketing consultant with clients that include TiVo, Logitech, T-Mobile, Sprint, Yelp! and ZAGG. My new book, Evangelist Marketing, has been on the market for less than a week, and is 288 pages on topics like this one.
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