Live 93 Boosts Industry

By Toor, Mat | Marketing, September 16, 1993 | Go to article overview

Live 93 Boosts Industry


Toor, Mat, Marketing


Britain's biggest consumer electronics show, the News International-backed Live 93, opens its doors in London this week.

The event, which is expected to attract over 100,000 visitors, is the first industry-wide consumer show on this scale since the annual Radio Shows ended a decade ago.

Since then manufacturers have either run shows pushing their own products or attended events such as the Penta Hi-Fi shows aimed at early adopters and gadget addicts.

The scale and scope of the Live 93 makes it a much more important event. Many brown goods companies see it becoming a key element of their marketing campaigns.

"Sony is looking forward to Live 93 very much," says senior marketing manager Brenda Jones.

"We see it as very much another strand to our marketing communications because there is no way you can demonstrate and show new products through advertising and promotions alone."

Among those products is Sony's amazing credit-card sized portable phone (see picture).

Many new consumer electronics products contain developments impossible to convey in print or TV ads. For instance Sharp is launching the ViewCam, which it hopes will carve out a large slice out of the 400m [pounds] camcorder market.

On paper this product's unique feature, a rotating four-inch colour TV screen instead of a viewfinder, may not seem exciting. But when placed in a customer's hands, says Sharp spokesman Ian Copes, its benefits become obvious.

The operator can simply push the record button, rotate the screen, and use it to frame his or her self in the picture. "The product requires this kind of shop window event to demonstrate and sell it on to the public," explains Copes.

Other products that fall into the same category include the cinema sound Dolby TV sets from Toshiba and Hitachi. By their very nature these products -- which use four, five or even six speakers -- are hard to explain, but easy to demonstrate.

"Just talking about products like these isn't enough, you've got to experience them," says Toshiba's senior marketing manager Mike Brown. Both Toshiba and Hitachi are exhibiting at Live 93. …

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