CASE HISTORY AND CLIPS
Building a Trade Association into the Voice of an Industry
The Consumer Electronics Association (CEA), the preeminent trade association for the $173 billion U.S. consumer technology industry, had for years put on the annual International CES (Consumer Electronics Show). While the annual expo and conference was profitable, the CEA was not seen as a powerful voice for the industry.
OBJECTIVE:
• Help build the CES show into the must attend event at the beginning of each year, the place where the industry, the analysts and the media could find out what would be the hit consumer electronics products for the year
STRATEGIES:
• Demonstrate that the CEA could provide reporters with the best source of information on the size, scope and trends in the consumer electronics industry
• Get out to the media ahead of the show, briefing them on announcements and products they should cover
ACTIVITIES:
• Met with reporters from the national news and business media, offered data on the industry gathered from research developed specifically for the CEA
• Develop a spokesperson available to comment on new products, industry trends; pitch stories year round
• Create a new series of award programs that lauded innovation and, in turn, got members to promote their wins
RESULTS:
• Generated front page coverage in USA Today, AP Stories, Business Week coverage in first year
• Got national talk shows to cover from the site
• Revenue from awards competition tripled
• Show attendance jumped by 20%
• CEA became the first place reporters call for data on the consumer electronics industry
