We all have it on our reg forms....
After all the attendee job titles that we could possibly think of....we insert "other."
Well, when I was new in my marketing post at CES - I spent some time with the "other" category and it was in fact the yellow brick road and the future of the show. The titles and companies from the attendees listed in "other" were amazing.
CES was and is a retailer show. But in the "other" category were corporate buyers from Fortune 500, government, counties, countries and more. Under further investigation, they were buying CE products in bulk but just not retail. This lead to a whole strategy and show focus on non-retail (and very important) buyers.
My advice - take a look at the attendees choosing "other." What trends do you see?
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