SpeakerCraft at CEDIA: No Product, But All Show!

What is up with all the controversy surrounding the SpeakerCraft booth at CEDIA? As mentioned in a previous post, the company opted not to feature any products in its booth, focusing instead on helping its dealers remain profitable in a weak economy through some "unconventional" means. This included entertaining them with scantily-clad dancers performing just down-right weird performances that looked like a combination of Cirque de Soleil with Michael Jackson's Thriller video from the '80s. Naturally, many have complained that the move was unprofessional, and a waste of dealer's time and booth space. So why did the company do it?

There are actually some very valid reasons behind it, believe it or not. Rather than focus on product, the company opted to hand out materials and play looped video that offered tips on remaining profitable during these trying times. The booth design also emphasized the importance of environmental consciousness, utilizing recycled materials throughout to create an eye-catching design.

Some feel the booth was insulting to other companies that took the time and effort to set up products and demonstrate them. Others felt it was all a show with no substance. Oh yah, did I mention the booth had seats and free beer? Frankly, I think it was a breath of fresh air. Here's a company that's not afraid to take risks, to be different, and to bring a little bit of fun back into the industry. Granted, as one colleague pointed out to me, people don't pay their staff to go to a trade show to sit in a booth all day long, drink, and watch dancing girls. I don't even need to spell out an obvious analogy to that situation. But I really didn't see any of that perceived sluggish, slacking off attitude at all. In fact, what I did see was a massive group of guys, tired and exhausted from walking the show floor and going through classes, with a smile on their face as they took 10-15 min. to watch the show or chat with friends in the SpeakerCraft "area" (I say area because it was just that when you consider the masses of people that spilled over to the perimeters of the actual booth).

The bottom line is that, if I were a dealer, that booth probably would not have made me pick up the SpeakerCraft line or tout the merits of the company's products to anyone. But if I already sold it, I'd probably be thinking back in the shop "man, those guys are pretty cool." A big part of this industry relies on immeasurable variables like psychology and brand awareness. And sometimes companies forget that it's not just the customer that needs to be aware of your brand, it's also the guys that are selling it.

If you're clueless as to what all this SpeakerCraft booth talk is about, or just want a second (or third, or fourth) look at the daily performance there, check out our video footage, complete with an exclusive interview with SpeakerCraft's V.P. of International Sales, Linda van Zanten. She sheds some light on some of the method behind the booth madness!

CEDIA EXPO: The Numbers Are In, and the Verdict Is...

CEDIA has officially released data on attendance at this year's Expo, which just wrapped up yesterday. As many expected, attendance was down by about 16%, from 29,000 visitors last year to 25,000 this year. However, CEDIA calls it a "minimal decrease", especially considering the current economic climate. The organization also claims that the number of non-exhibiting attendees was actually up, along with the number of system contractors taking courses.

What it sounds like, then, is that exhibitor numbers were down, because the actual show floor was certainly crowded on any given day of the show. Last year, there was a relatively small room on the lower level that housed maybe about 40 exhibitors showing off their wares in a more intimate setting. This year, that room sadly didn't exist, and many guess that there were just too few exhibitors that showed up. Indeed, it was observed that some companies magically appeared on the main floor on the second day to set up, leading many to believe that they had relocated from that bottom area.

While CEDIA is an important event for the custom A/V industry, it does cost a lot in both time and money to purchase a booth, set it up, fly down a team to man the booth, and then entertain dealers whilst there. Attendees don't have to worry about booth set up or any other costs but a flight, hotel, and meals (and time, of course). So it makes sense that if anyone were going to lay low this year and cut costs in relation to trade shows, it would be the manufacturers.

Nevertheless, CEDIA says that more than 500 companies exhibited at the show, 90 of which were new. While there wasn't one item that caused major buzz, there were a handful that really caught the attention of some. These include Russound's Collage system that provides multi-room digital audio distribution by using standard, AC wiring; Savant's ROSIE surface touch-panel controller that was on display in a coffee table-like setting that visitors could play around with; and, of course, anything and everything from Crestron!

Booth-wise, there's no question that Speakercraft stole the show with its oversized, oddly-designed booth that did not feature any products. Yes, you read that correctly: Speakercraft did not have ANY products in its booth! The company opted to use the show as a way to help dealers do better during these trying economic times, handing out cards that provided tips on remaining profitable, or inproving customer service. This was topped off by comfortable seating areas and something no one can say no to: free beer! Needless to say, the booth was jam-packed 'round the clock. A daily performance featuring Thriller-like, derelict and masked dancers accompanied by enchanting music really took this booth over the top. Stay tuned for a video interview with SpeakerCraft Canada's Linda van Zanten explaining the booth concept, along with some footage of the performance (soon featured at www.marketnews.ca/videos.asp).

Now that CEDIA has officially wrapped up, everyone's already thinking about CES and making their reservations for that show.

As an aside, any time I fly to any trade show, especially CEDIA and CES, it appears that at least half the plane is occupied by Canadian CE industry members. We should really think of banding together and getting a private plane. It could potentially save money, and hassle for everyone. And if we could find one without the dreaded middle seat, everyone would be a little bit happier upon their arrival.

CEDIA EXPO: The Sub-Cultures of the Tech Trade Show

I'm often asked what our industry trade shows are like. Most people assume that because we deal with all of these fun "tech toys" and travel to spots like Las Vegas (or Denver, in CEDIA'S case) that it's all about a little bit of work and a lot of fun, schmoozing, and partying it up. While, yes, these shows are typically a good time, the fun is offset by the mounds and mounds of exhausting work. So what is it really like to be involved in a consumer electronics trade show?

I can tell you from first hand what it's like for us as members of the media to walk a trade show. A typical day will consist of lots of meetings, lots of booth tours, lugging around pounds and pounds of press kits (thank goodness for the thumb drive!) and camera gear, and doing a little writing in the press room in between walks. But what about those on the other side of the fence? The manufacturers, sales reps, and dealers?

I spoke to some industry members to get their perspective on the trade show experience. In essence, it's probably more tiring for the manufacturers and distributors because they're standing on their feet, all day long in the same spot. They talk to person after person, from journalists to potential new dealers; and occasionally meeting with existing ones, which is a welcome chance to sit down for a change. While sales reps and distributors are often found outside of a booth, it's likely only because they're running from one client to another, dividing their time as best they can among all of their exhibiting accounts.

Lunch? What's lunch? Walk around any trade show floor, including CEDIA, and you'll see guys in suits and ties crouched on a corner of the floor chowing down on a slice of cold pizza. Some might designate one guy to run and grab some real grub, but lunch can never consist of anything longer than 10 minutes.

Everyone typically has early morning meetings, followed by late night schmooze dinners with top dealers. And be warned: if your dealer likes to party, you'd better like it too, because you'll be getting home at about 3 a.m. (it would be rude to take off any earlier, after all), only to get up the next day and do it all over again.

Dealers probably have it best. The show's all about education, and getting schmoozed. They'll walk the floor to learn about new products, make deals with vendors, maybe take some courses, and then enjoy a nice meal or event, courtesy of a manufacturer or distributor partner. One former dealer told me that, prior to any show, it was his job to arrange the team's "social calendar" by calling up vendors and finding out what was going on each night.

So yes, there are parties and events that take place in the evenings to complement the full days of exhausting work. You'd think that after a 10-hour day on your feet, the last thing anyone would want to do is go to some bar. But many follow the mantra, "work hard, play hard". Your intention might be to grab a nice glass of wine and a decent steak dinner. But what often happens is that you'll run into a big client, some colleagues, or just fellow industry members that you know. Then one drink turns into several, the group gets larger as the night creeps on, and before you know it, you're rolling into bed just as the sun's coming up, catching about 2 hours of sleep before getting up for a big meeting the next morning. The smart, sensible ones hole themselves up in their hotel rooms right after dinner, avoiding the risk of any night time shenanigans.

But there is a positive side (other than a fun night) to sacrificing your sleep: those evening events are often great bonding experiences to talk to your peers outside of the standard, business environment. And this industry in particular is fantastic for a high level of comraderie, despite fierce competition. Last night, for example, we enjoyed an evening out with individuals from three major flat-panel TV manufacturers. In what other industry can a bunch of guys get together and have a genuinely great time when, in reality, they should be looking at each other as "the enemy"?

Trade shows also bode well for the rumour mill. At CEDIA, everyone was talking about next year's event, which will be moving to Atlanta. Are you happy with that? Do you prefer Denver? What about Chicago? Another rumour we've heard: the possibility that CES, which is already on everyone's minds as we wrap up CEDIA, could be moving to Orlando in 2010. Could it be true? Finally, many were buzzing that attendance at this year's event is down anywhere from 15-30% in comparison to last year. It will be interesting to see the actual numbers once they're revealed.

And there you have it: the consumer electronics trade show experience in a nutshell.

CEDIA EXPO: Hot Products & Demos

While some think attendance is down at this year's CEDIA EXPO (blame the economy and the fact that the show began right after the Labour Day long weekend), it's still chock-fulled of exhibits and attendees of every ilk. Last year, it was evident that the breadth of products on display covered the gamut of home A/V, moving heavily into areas like computing and home decor as well. It makes sense, after all, since custom A/V has really become about lifestyle, not just about the living room. At this year's event, the scope has broadened even more: I've seen everything from vacuum cleaners to a neat new spin on the bean bag chair in something called the Cuddle Bag (I have to admit: it is quite comfortable to sit in!) Here are a few "quick hits" on some other interesting products at the show:

The Squeezebox Boom: You've likely heard of the Squeezebox from Logitech, a DVD case-sized device that allows you to stream music from the Internet or your PC to a stereo system within the home. The Boom is essentially a self-contained unit, adding a speaker and amp to the portable package. It's an ideal option for a secondary location in the home, like your kitchen or bedroom. It'll be available for US$329 at the end of September.

LG's 47" LED LCD TV: The "hot" trend in the LCD TV arena seems to be LED backlighting, and LG's new 47" model is pretty impressive, offering blacker blacks and an overall sharper image. LG's intelligent sensor automatically adjusts the picture according to ambient light; another technological trend that's all the rage at the show. It will be available in September for $3,499.

Tivoli NetWorks Radio: The small, classy-designed tabletop radio uses WiFi technology to play back music and other audio content, like podcasts, wirelessly from a PC. By setting up the radio either via WiFi or Ethernet connection, you can listen to Internet radio stations from around the world, streaming tunes from your PC’s playlist, or your favourite podcasts, from anywhere in the home. It sells for $649, and comes in various finishes including cherry and walnut. Separate, matching speakers are available for $120 each.

If you're currently at the show, here are a few demos worth checking out:

Belkin's FlyWire HD distribution system: This is the first time that the product, which can send HD signals from one source display to another, has actually been up and running for us to see. It works within a 100-foot range (depending on obstructions). I watched a cartoon animation via a connected Blu-ray player, and picture quality was decent, although I can't say it blew me away. At just $999 when it first launches in November, it's a nice entry-level piece for those who want to port content between just two rooms. And we can expect this category to grow exponentially this year.

Epson Ensemble HD: This product has been in the works for a long time, and it's a neat idea for the customer that's looking for a quick and easy solution to home theatre. The package, which won't be available in Canada until November or so, includes a projector housed within an integrated surround cradle, screen with a left, right, and centre speaker built right into the frame, sub, controller with a built-in DVD player and various other connectivity options, equipment cabinet, universal remote, and all of the cables and other installation tools you'd need. Epson claims that the system, which will sell for US$4,999 with a 720p projector and US$6,999 for a 1080p projector, should take about four hours to install. I was impressed with the image quality during a short demo; it's definitely worth a look. While you're in the area, check out Epson's anamorphic lens demo that shows off the capabilities of its latest projector in full widescreen format (a captivating, dark scene from Harry Potter), as well as traditional 16:9 HD TV content (a fascinating excerpt from the Beijing Olympics).

Denon Audyssey Dynamic Volume: Have you ever been watching a TV show and found yourself jumping for the remote when a commercial comes on because the volume has been cranked up ten notches? This feature will automatically adjust volume based on three modes so that it always remains leveled. A demo at Denon's booth shows you how it works so you can hear it with your own ears. This third-party feature will be available in all new Denon receivers. Now that's clever!

Pioneer Elite demo: The new Pioneer Elite plasma TVs are absolutely gorgeous in both style and picture quality. It's worth taking in the 15-minute demo that shows off the company's strength when it comes to producing the blackest blacks.

Avoca Voice-Controlled Music Storage System: I wrote about this music storage product a few weeks back, but I finally had the chance to see it work live at the show. Essentially, it's a hard drive that stores tunes from inserted CDs, which can then be accessed wireless using the companion handheld device (HP iPAQ). The cool feature is that it operates via touch-screen as well as voice commands. I was amazed that the handheld device was able to pick up our voices despite the loud and crowded show floor. Hold down a corner button on the touch-screen display and just speak your command. You can say everything from "Play Madonna" to building your own playlists that can be called up by voice commands. Your voice can also control things like "next track" or "turn down volume". If you prefer, you can assign nicknames to tracks, which will probably be a useful feature for classical fanatics that will often have concertos and the like with long, drawn-out titles in their collections.

Stay tuned for more from the show!

Trade Show? Yes Trade Show? No

The Custom Electronics Design and Installation Association (CEDIA) had industry members talking this time one year ago when it confirmed the addition of a second trade show, which would take place in April, and cater to architects, designers, builders, IT/security managers, and other professional trades. (CEDIA's "regular" show takes place every year in early September, and is targeted to custom A/V integrators). Now, the association says that it's nixing the second show, due to "market conditions" and "member feedback", and continuing with a more intimate round-table forum that helps unite architects, builders, and interior designers with custom A/V professionals.

This move isn't surprising. It's no secret that, with every trade show comes huge costs, both in terms of money and time. Not only does a company have to budget for flights, hotels, and food for every employee that's sent down to the show, they also have to give up valuable in-office/in-store time. Trade shows certainly serve an important role, in terms of introducing and demonstrating new products and technologies, and educating installers and salespersons. But with regional training, and smaller, more intimate dealer events that manufacturers and distributors hold throughout the year, how many trade shows can one company factor (and justify) into its schedule?

As it is, many custom A/V companies I've spoken to are finding it difficult to justify attending both CEDIA, a show specifically tailored to the custom A/V market; and CES, the largest consumer electronics show of the year. Some have informed me that they've opted out of participating in CES simply because its scope is so broad that there's little point. Although having a presence at the show helps boost a company's profile, they end up seeing the same dealers and partners that they met with a few months earlier at CEDIA.

On the other side of the coin, I've had others tell me that they will continue to participate in both shows simply because CES is the largest technology show, obviously attracting a lot of media attention; and often serves as a platform for the biggest product launches of the year. Of course, as custom A/V becomes more and more a part of the "regular" family home theatre set-up, companies might find themselves shifting back toward CES; or, on the flip side, CEDIA might find itself expanding floor space more and more to companies involved in things like home networking, appliances, and computers.

With so much perceived concern over even just these two existing shows, it's no surprise that integrators drew the line at another CEDIA. Why not extend the September CEDIA to include a day for architects and builders to show their faces? From a media perspective, just one CEDIA is also a good thing. There's only so much floor-space one's mind (and feet!) can cover in a year!