ShowStoppers' producers point to two case studies of immediate returns on their investment for their sponsors. Compaq chose to introduce its new Internet appliance at ShowStoppers at Comdex Fall '99. Larry Magid of the Los Angeles Times attended ShowStoppers on Monday and wrote about three sponsors for his next column, which went to print that Wednesday. Sponsoring companies get a six-foot table to display their wares. The room is carefully arranged to encourage reporters to see as many sponsors as possible.
Cocktail tables allow CEOs and reporters to sit and schmooze.
Everyone competes on the same footing. Intel and an unknown startup work from the same amount of floor space. Expensive booth displays and noisy speakers are prohibited. This promotes lively conversation. The product stands out, not the marketing budget.