CES 2024: 5 Key Takeaways for Conference Planners

As the Chief Innovation Officer at ABCD & Company, I’m always looking for what’s next, questioning the status quo, and seeking experiences that make me think deeply about the world we live in. Attending CES 2024, I found myself immersed and gathering invaluable insights that shed light on what makes a conference truly memorable and impactful. From the expansive trade show floors to cutting-edge technologies and immersive exhibits, here's a closer look at the key takeaways that can transform any conference into an extraordinary affair.

1. Signage: The Silent Communicator

Signage is the unsung hero of any conference, acting as the visual identity, guide, and messenger. At CES 2024, the signage struck a delicate balance between being dynamic and bold while remaining simplistic for attendees to quickly read and understand the necessary action. Skinny wayfinding signage is in, but so is oversized wayfinding signage - the size and feel of your event can help determine what is best to use. Double-sided signage proved effective in high-traffic areas, allowing for dual messaging without clutter.

2. Staging: Crafting an Unforgettable Experience

Staging sets the tone for a conference, influencing how attendees perceive and engage with the event. Is your mainstage tech-forward with LED walls or simplistic with a standard podium? Is the stage dynamic with decor, florals, uplighting, and fabrications, or with a step-and-repeat? Each element communicates a message. Confidence monitors remain a conference necessity that should always be leveraged, enhancing both the speaker's presence and the audience's perception. Accessibility, with ASL and closed captioning, is a non-negotiable way to demonstrate inclusivity regardless of whether or not it’s needed, as it demonstrates that you’re focused on all attendees - especially on mainstage, which is typically your largest captive audience.?

Audience seating must remain comfortable as attendees will be seated for lengths of time. Utilizing different types of seating can change the feel and perception of attendees. Be sure to give your attendees time between sessions to allow them time to breathe, stretch, shake, and let it go! It’s always refreshing not to feel rushed on jam-packed days.

3. Activations/Sponsorship: Beyond Traditional Exhibits

Sponsorships and activations took center stage at CES, transcending the traditional trade show floor and even taking over the Sphere. Sponsorship MUST extend out of the expo hall to engage attendees in new ways. It also must be elevated - long gone are the days of a table with drapes and two chairs. Sponsorship must be intentional, strategic, and focused on partnerships and how their specific brand/product/service impacts the attendees.

Creating engaging giveaways and fostering attendee interaction is a proven success strategy. Here are some noteworthy examples from CES 2024:

• NBC showcased an enticing stand dedicated to the upcoming Olympics. Attendees were treated to delightful giveaways of croissants and macaroons, creating a buzz around the event, especially considering the upcoming Olympics will be held in Paris.
• TikTok took a unique approach by setting up a podcast booth. Providing live updates and conducting hourly giveaways featuring products from various sponsors and companies, the booth became a hotspot for engagement and excitement.
• Netflix took over a cafe, strategically promoting the beloved Bridgerton series. This cafe takeover not only heightened the series' visibility but also offered attendees a thematic and immersive experience.

These activations strategically placed near elevators, in front of other sessions, induced a pronounced sense of FOMO (Fear of Missing Out), making them hard to resist and enhancing overall attendee engagement.

4. The CES Experience: Elevating Attendee Interaction

Masterful touches – both grand and subtle – played a pivotal role in elevating the overall experience, providing invaluable lessons on how to navigate and create lasting memories at conferences seamlessly.

• Ensuring a professional touch in critical areas of your conference transforms the overall attendee experience. While volunteers are valuable, roles such as registration, badge scanning, and transportation benefit significantly from the expertise of professional staff.
• Registration desks can be strategically placed at various locations like hotels, convention centers, and airports. Allowing attendees to check in wherever they are minimizes long queues on the event day, fostering a positive journey and maintaining a smooth flow.
• Prioritizing safety and security is paramount. The presence of badge scanners at every session and entry point to dedicated CES areas, coupled with thorough bag checks, ensures a secure environment for all participants.
• Harnessing the potential of a dedicated mobile app enhances attendee communication and engagement. The app serves as a hub for alerts, push notifications, and interactive maps, facilitating seamless navigation throughout the event.?
• Accessibility is key, and CES 2024 excelled in this aspect. Abundant free shuttles operating between major hotels, attendee venues, and the airport, along with complimentary usage of the local monorail, contributed significantly to the overall positive attendee experience.
• A noteworthy touch was the daily delivery of the CES magazine to my room each morning - like a personalized newspaper. This thoughtful gesture allowed me to stay informed about the day's happenings and pertinent information, setting a positive tone before stepping out to commence the day's activities.

5. Tradeshow: Navigating the Maze

The CES Trade Show was massive, extending across large venues such as the Las Vegas Convention Center and the Venetian Expo Hall to name a few, creating an expansive and immersive experience. Strategic planning of the tradeshow layout was critical, enabling attendees to navigate the spaces and locate the desired booths effortlessly.

Booth dynamics play a crucial role, necessitating innovation to captivate attendees amid the fierce competition. Booths incorporated engaging activations, featuring amenities such as coffee makers, fresh popcorn, massage chairs, video game simulations, VR experiences, holograms, live DJ performances, and even an improv group, ensuring a diverse and captivating journey through the exhibition.

Bonus Point: The Sphere/Arte Museum

During my off evenings, I had the incredible opportunity to explore the new Sphere and Arte Museum in Las Vegas, and the experiences were nothing short of extraordinary.

The Sphere should be considered as a contender for the list of Man-Made Wonders of the World. It is a captivating, stunning, and immersive spectacle that left me in awe. Sitting in the audience, there was a collective moment of silent reflection after the experience concluded to process what we had just witnessed. The sheer scale of the larger-than-life Sphere takes you on a journey to seldom-explored places, all from the comfort of your seat. From engaging with advanced robotics upon entering to encountering the world's largest hologram display, the experience is heightened as your seat rumbles with echoing sounds, and the simulated weather on the screen actualizes to feeling the wind on your face and a drop in temperature. This journey allows you to traverse the globe in 90 minutes, offering a perspective few will ever have the chance to experience.

The Arte Museum is a showcase of the finest in projection mapping technology, seamlessly transforming spaces into immersive floor-to-ceiling experiences that blur the boundaries of reality. With several rooms designed as distinct art installations, the museum challenges your perceptions, encourages stillness, and prompts contemplation about the thin line between reality and fiction. There is also a bonus room where unique tea time experiences unfold, influenced by your movements. Without giving too much away, it's an experience that adds an intriguing layer to the already captivating Arte Museum.

CES 2024 wasn't just a conference; it was a masterclass in event planning. Approx 135,000 attendees across 11 hotels and the Las Vegas Convention Center from over 250 countries and over 4,300 exhibitors, the meticulous attention to signage, staging, activations, attendee experience, and innovative exhibits at The Sphere and Arte Museum showcased the importance of pushing boundaries to create an unforgettable conference. As conference planners, incorporating these lessons can elevate our events from ordinary to extraordinary.