We sometimes talk about “Buzz.” How do you create it? January is all about Buzz and the display of décolletage. Four examples:
- Macworld is about owning the spotlight and focusing on one product or idea. Apple owns the spotlight, the venue, the actors, and the program.
- CES is a food fight and is all about product. Nobody win at CES. The best one can hope for is a bowl of steaming Brussels sprouts to toss into the mêlée.
- Golden Globe Awards is all sales. It is, as Paul Brownfield of the L.A. Times notes, “… a sales meeting, a grand and glamorous one.” It’s a promotion for the upcoming Oscars.
- Detroit Auto Show is about times gone by. Once, it was the Macworld of its time. Now it is filler for print press and 45 seconds on CNN. Autos get far less coverage than the décolletage at the Golden Globes.