CES is a fading memory, and Macworld Expo is right around the corner. So how do the two events stack up? CES is larger, both in terms of physical size, attendance (upwards of 170,000 people attended the show), and media coverage.
So what's a Macworld Expo to do? Even though Macworld Expo wins at its depth of Apple coverage -- which is huge -- the two events are running neck-and-neck in the "being overshadowed by looming Apple announcements" department, so if Macworld Expo wants to compete with -- and exceed -- CES, they're going to have to dig deep, and up their game. Here's how:
It's a giant iPhone dock
At CES this year, Ford unveiled their new all-electric Ford Focus. They did this because, according to Ford, cars are consumer electronics devices, and CES is a pretty good way for products to reach both potential partners and journalists. We get that line of reasoning, and agree completely, because your average car has as much silicon in it as your laptop, but why would you announce the new Focus at a generic electronics show, Ford?
Seriously, what better place than an Apple enthusiasts conference in California to announce a brand-new, best of class electric car? Things like that are practically why the state exists.
Macworld Expo doesn't need to poach Ford away from CES to achieve parity, but they should be seeking out people like Ford to make big announcements at their show. After all, iPod/iPhone/iPad integration is everywhere; you could call Fortune 500 companies at random and find a great promotional opportunity on the very first try. Guaranteed.
*Guarantee void everywhere.
Macs and robots, a winning combination
Here's the thing, Macworld: you used to be Apple's golden-child. You got special attention, and every year Steve Jobs himself would come up on your stage and announce brand new products. But ever since Apple realized they can hold their own press conferences, they won't return your calls. Now you look a little sad, holding onto the memory of being the Mac Expo, when the company you've professed your love to is saying as loud as it can that they can hold their own expos whenever they want, and that their retail stores serve the same purpose every single day.
So what should you do, Macworld?
Diversify.
CES isn't beholden to any specific company, which lets them do whatever they want. And while Macworld Expo will always be about Apple in one form or another, why not make the things you happen to do with the Mac take the forefront, rather than being a tier second to talking to developers?
Imagine the pure bliss of Macworld Expo being some kind of Woodstock for creative people!
So horrible, it's awesome
To be clear, I'm not suggesting that the quality of Macworld Expo should take a dive; I'm talking about a need for more crazy, bafflingly insane and useless gadgets, like the I Am T-Pain Microphone. Shawty!
Every year at CES there's a lot of coverage about the great new products that will be released in the near future. This year was all about mobile phones and tablets. Every year there's also a lot of talk about the crazy, insanely bad products on display, like the self-heating soup can and the TV Hat.
Why doesn't Macworld Expo have more of these things? They get a ton of press because they're nuts. I mean, who needs a Sphero? Nobody! Who gushed endlessly about it after they saw about? Everybody!
Kitsch is your friend, Macworld Expo. Open your front door, give it a great big hug, and invite it in for tea. You'll be glad you did.
Ballmer for the lulz
I know what you're thinking: how could a large Microsoft presence make Macworld Expo better? Simple: it's undeniable that Microsoft is, Apple market-cap aside, a big and important company, and that they make some of Apple's most popular software. I know it's cool to complain about Office -- also, fun -- but the planet uses the heck out of it. Plus, most iTunes and iPod/iPhone users run Windows, so it makes sense for them to be there in a big way.
Microsoft is also willing to show up in force to events, and hold as many keynotes as you ask them to. At CES 2009, they had two concurrent keynotes every hour on the hour for four days. These are facts.
Still not convinced Microsoft should be everywhere at Macworld Expo? I'll close the deal with a single word: Ballmer. Yes, we all love to mock Microsoft CEO Steve Ballmer, but the fact is that his keynotes are always hilarious, whether he means for them to be or not. And every party needs some comic relief.
Pretend that's a Macworld Expo level
Everybody loves getting presents, and they love it even more when no one else can get those presents. Conference exclusives are tremendously popular at events like Comic-Con, and actually get more people attending. Why not extend this to Macworld Expo in a big way? Think how cool it would be if you could get a special app from the iTunes store only if you showed up at Macworld! Imagine how many people would make the trek for an exclusive Angry Birds level!
That’s right: millions would come to Macworld Expo for that Angry Birds level. Fact.
It doesn’t even have to be a custom Mac or iOS app; it can be a special phone case, nicknack or tchoctchke. It doesn’t even have to be expensive or useful, Macworld Expo: it only needs to be cool, and available only if you come to the expo. Heck, even just a chance to win a limited-edition piece of wonderful would be enough to fill up that hall.
The best part for you, Macworld Expo, would be that it wouldn’t be costing you anything extra; you could work the price of the giveaway into the cost of the tickets. Everybody wins!
