From the Tradeshow Floor
Compaq Computer Corporation
Convention Center
Las Vegas, NV
LaughingStock Comedy Company wrote and performed an original trade show program for this major computer manufacturer at the annual winter Consumer Electronics Show (CES). Eighty thousand people from all over the world attend this premier show of what's hot and what's new in consumer electronics. This market extends from high end audio systems to high definition television to auto stereo to adult video to office electronics to home use gadgets to karaoke systems.
Compaq wanted to deliver a big message to the buyers in this market: Compaq is going to be a major player in the home computer arena. The secondary message to these attendees was Compaq's new home computer product, the Presario, is easy to buy, set up, understand, use and service. The Presario retails for $1399 and includes software for FAX capability, Prodigy communications, telephone answering, electronic check writing and finance among others.
Compaq's booth design and the theme given to LaughingStock was "Because It's A Jungle Out There." The comedy team's solution was to create a story about Tarzan's attempt to leap into the twenty first century by organizing the jungle with a Compaq Presario computer.
LaughingStock acted as narrators and "Jane." The play's action took Tarzan - an audience volunteer - through the jungle in search of the perfect solution to organize his household: the Compaq Presario. His adventure took him to visit the "Witch Doctor" - another volunteer - for advice. Tarzan encountered a volunteer as the "Jungle Trader" who extolled the benefits of the Presario and sold Tarzan a computer. Tarzan's son, "Boy," (yes, another volunteer) sauntered in and turned on the single switch that operates the computer. Tarzan called Compaq's Technical Support with a question. The scene ended as "Jane" returned and congratulated Tarzan for finding the perfect solution to his organizational problems.
The show also involved the rest of the standing room audience. From time to time they were asked to provide sound effects to support the action on the stage. Particularly creative or loud responses were rewarded with adorable stuffed monkeys. Tarzan and all the other volunteers were rewarded for their participation with a stuffed monkey. Two dozen of these premiums were awarded at each of the eight performances per day during the four day CES.
"Because It's A Jungle Out There" was the hit of the trade show. Exhibitors and buyers from all quarters made it a point to catch a performance. Compaq Retail Marketing was extremely pleased to make such a big splash in this new market. It was important for them to establish Compaq's position in the home and small office consumer market in a major way. Showing Presario at CES with a very large booth and supporting jungle theme design, premium gifts including a computer give-away everyday and a live interactive presentation from LaughingStock demonstrated Compaq's commitment to this new market. A large statement was needed and a large statement was made.
Attracting the attention of trade show attendees is a challenge, especially when they are distracted by all the bells and whistles of the latest electronic gadgets. The decision to present "live", interactive entertainment offered something fun and different. The program presented information about the product in the form of a three minute video before a live twelve minute theater program. Compaq had the opportunity to have the ear of 100+ buyers for an unprecedented 15 minutes at a time. A major success for Compaq and LaughingStock Comedy Company.
"...you are really listening to what we want and expect and you are being proactive to make sure Compaq's message gets out to our audience in a very entertaining way. And you do it right the first time....." Laura LeRoy Trade Show Administrator Compaq Computer Corporation
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