Navigating the Noise at CES

Client’s Business Problem
Digeo, the maker of Moxi DVRs, planned to expand its product line to offer DVRs direct to consumers in addition to supplying its traditional cable operator customers. Getting visibility for their new strategy at CES was important to build awareness and credibility among consumer electronics manufacturers, content providers, cable operators and retailers at CES. But the company was announcing a strategy, not a product, and faced significant noise and competition for media mindshare from other larger competitors and companies announcing products at the show.

Communication Objectives
Build awareness for Digeo’s retail strategy
Mitigate any skepticism about the company’s business plans
Insinuate Digeo comments into competitive coverage

Strategy
Conduct meetings with key media and analysts in advance of CES to avoid competing for meeting time with larger companies with more newsworthy announcements

Link Digeo strategy to broader trends: increased HD devices and programming, FCC mandate expected mid-year which will make it easier for consumers to buy their own DVRs

Offer advance information to bloggers to create speculation and anticipation

Anticipate competitive announcements and prepare comments in advance for rapid response to coverage.