23 Jan The Real Value of a CES Award
Every year, our team makes the trek to Las Vegas to participate in CES. We play the part of handing out the CES awards for our publishers, but what happens after CES? What can brands do with these awards that will truly impact their bottom line?
Let’s look at how LG Electronics leveraged their 10 CES 2018 awards, including TechRadar: The Best Tech at the Show for their LG AI OLED TV.
LG Electronics, Inc. is a global innovator in technology and manufacturing, comprised of five companies ― Home Appliance & Air Solutions, Home Entertainment, Mobile Communications, Vehicle Components and Business-to-Business ― and is a world-leading producer of TVs, among other appliances and electronics, in addition to premium LG SIGNATURE products and ThinQ featuring artificial intelligence.
Last year, they brought home Consumer Technology Association 2018 CES Innovation Awards: Video Displays / Pocket-lint: Best TVs of CES / Techlicious: CES Top Picks / TWICE: Picks Awards
LG Electronics jumped at the opportunity to tout these prestigious awards through their marketing efforts. They leveraged the earned media on their website, under the reviews section, and aligned their brand with some of the biggest publishers in the tech industry.
Reviews are one of the most important aspects for a consumer product. Having a review from John Smith doesn’t even come close to the power of a review from 10 CES awards. Other brands have used these logos in several different ways in order to influence buyer behavior. Marketing channels typically include billboards, digital/print ads, and product packaging. Companies that win an award are using third-party accolades to build brand equity. In the end, the award plays a big role in their bottom line.