As CES 2012 comes to an end. It’s a good idea to consider who got what right and what wrong.

We begin with Panasonic… It seems as though they really need help with media training and the performance and running of a show for the trade and consumers.

First of all, you must focus on showing breakthrough technology, not periphery products. This was an opportunity for them to get the trade, media and consumers excited about their products and brand.

Unfortunately Panasonic seem to have failed for the most part. There was no need to have physical products on display, especially ones which do not offer anything particularly new or industry leading. The aesthetics of the conference were uninteresting and so were the performances. Not even the appearance of Justin Timberlake (promoting Myspace integration) was able to improve matters much, despite giving a superior performance.

Yep, that’s more like it.

Samsung arguably stole the show with presenters who communicated with clarity and more charisma than those of Panasonic. They focused on a Powerpoint style presentation which showed of its newest and industry leading technology. With a clean presentation space, which was unimpeded by physical products for a large part of the event.

Is this just one small reason why Samsung is the No.1 selling TV brand? Perhaps a small part of a great overarching strategy.

— DS —