Why WE Didn't AttenD CES '24

It had to happen eventually.

Our streak of attending CES ended this year. After 20+ consecutive years of either representing or supporting clients at the show, we made the strategic decision to pass in 2024.

Unlike others, we never considered attending CES to be a badge of honor. “I’ve been going to CES since 1992…I’m battle-tested,” one journalist/friend told us. We never viewed going to the show as a battlefield exercise, although trying to get an Uber or a seat for breakfast at Bouchon or dinner at Craft Steak was always challenging.

It was part of jobs as PR professionals and consultants. If our company or a client needed us at CES, there was never any debate.

​We went, we exceeded our goals, and left.

But this year was different. Here’s why:

• The use of Zoom and other video meeting tech has become so commonplace that jumping on a call instead of meeting someone face to face is often less time consuming and just as effective. We still cherish our face-to-face meetings throughout the year, but most CES in-person meetings seemed to be so frantic and rushed.
• Many of the key participants we looked forward to seeing in the past simply avoided the show. Yes, CES has been integral to developing relationships with media, influencers, and company execs over the years, but increasingly, the people we wanted to connect with were willing to talk or meet at other times throughout the year.
• For the past two years, we’ve used CES as both a place to conduct competitive analysis and to explore what was emerging in terms of new tech as well as new thinking about established tech for clients. Thankfully, some of our efforts resulted in new business. This year, however, we were able to able to conduct meaningful research online, and if we had any questions, we’d pick up the phone (a seemingly lost art form) and speak with those in the industry that could provide insight. (By the way, if you missed this year’s CES, it was all about AI)
• Costs. Yes, our costs were typically reimbursed by clients/employers, although some out-of-pocket costs were incurred. The point is this: If outstanding ROI wasn’t in the cards, and we could provide knowledge and insight using other methods, the expenses simply couldn’t be justified.
• We’re working smarter. There’s a place in most communications strategies for conventions and trade shows. Without a doubt. Whether you’re an attendee or exhibitor, the landscape may have changed, but connecting with your target audience is still key. But they need to be evaluated on a case-by-case basis. That’s what we did with this year’s CES.

And we passed.