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‘Never smart to let things fall off people’s calendars’: How publishers are selling during a virtual CES

Digiday 11 Jan 2021 05:01
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January 11, 2021 by Max Willens

For media companies, the Consumer Electronics Show has long been more about marathon sales meetings than consumer electronics.

So with the three-day confab set to take place virtually this week, publishers’ sales teams have adapted their tactics to ensure they get the same shot of momentum that CES typically provides to start the year.

While this year’s format means there won’t be any serendipitous meetings at parties or in hotel lobbies, it will allow things to be more efficient.

CNET’s sellers are taking advantage of everybody attending the event from their homes by inviting bigger numbers of people to attend their CES client meetings — the number of people in their meetings is around double what it had been, according to CNET Media’s chief revenue officer, Katie Kulik. There will still be a few one-on-ones, Kulik said, but many of the 50 meetings CNET’s team has scheduled for CES will be with bigger groups.

“In times past a client wouldn’t be able to bring their entire marketing team,” Kulik said. “The meetings we’re doing are encompassing larger groups of marketers.”

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