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With booth, a big break? Locals try for it

By DAVE GUSSOW
Published January 9, 2006

LAS VEGAS - Chris Salter began his journey to the International Consumer Electronics Show from an unlikely place.

"We're in the technology center known as Seffner," deadpanned Salter, founder and president of Allegro Multimedia.

As many people do, Salter brought his dreams to this city and hoped for a little luck. His small company has developed a video game, Piano Wizard, to help people learn to play the piano.

The company is 4 years old, though Salter's hopes for it started years before that. Salter, working with family and angel investor money, spent $20,000 for a tiny spot at a trade show that covers 1.6-million square feet of space and attracts more than 130,000 people.

His goal was to get some attention from investors and perhaps open doors, such as at regional neighbor Home Shopping Network in St. Petersburg.

"Even though I live in Seffner, you can't just knock on their door," he said.

While the bulk of attention at the annual trade show goes to major companies such as Microsoft, Sony, Panasonic and others, a lot of the floor space is taken up by smaller companies such as Salter's in kiosk-sized booths, hoping for a moment in the sun.

Among the more than 2,500 exhibitors, Florida was represented by more than 60 in the directory compiled by the host Consumer Electronics Association, including at least 13 bay area companies from places such as Hudson, Port Richey and Lutz to Clearwater, St. Petersburg and Tampa. The state and local counts are probably higher because some companies share booths with partners and are not listed.

Except for Jabil Circuit, most are not household names. The products range from audio and video accessories to window film to digital photo frames.

For small companies that don't think they can compete for attention or afford the investment, they need look no further than Carry-a-Tune Technologies of Tampa. It struck pay dirt last year, getting widespread print and broadcast coverage for its Singing Coach software, which teaches people how to sing. And it returned this year.

"We went from two guys with one product to two guys with a company with three divisions," said Ken Spiegel, the company vice president. "CES was absolutely the right thing to do."

Company founder Carlo Franzblau says it sold nine times more software in 2005 than it did in 2004. It has come out with a version for church choirs and one for duets. Upcoming is one for reading that has orders from schools that exceed last year's music sales. In the works is one for language to help improve speaking.

Within earshot of the singing at the Carry-a-Tune booth, Charlotte Cristou was setting up her display for Digital Frames of Seminole for the fifth year. While her company is not profitable, the show has helped land customers such as Amazon.com. And she sees better days ahead as the popularity of digital photography grows and prices for the frames come down.

"It's still a product awareness issue," said Cristou, who settled in Seminole because "I wanted the ocean. I wanted the view."

Cristou set out on her own after working in the tech industry (Martin Marietta, among others) and sales, and later getting an MBA for the business end of things. She contacted the Consumer Electronics Association after seeing some of its research and became active in the organization, including working on one of its boards.

For small businesses, she says, the trade association can help with arrangements for a booth, which can run as little as $5,000.

Now, for that money, companies can't expect prime positions. But even if they spend $20,000, the location in such a big show may not be great. Just ask Michael Monsky, president of New Remotes in Tampa. He shared a booth in a far back corner of the cavernous convention center with partner Dynatron Technologies.

"I couldn't find it," said Monsky, whose nickname is Mr. Remote and who got into the remote control business as his electronic repair business dried up in New Jersey.

Monsky's company makes replacement remote controls for TVs made by dozens of manufacturers. His main customers are hotels and motels, and the company developed a disposable remote for hospitals. The Miracle Remote is aimed at consumers.

The trade show gives him access to some customers, but it's more important from a public relations point of view, he says. When media call, saying he attends CES gives the company credibility.

"I know the value of media," Monsky said. "It can make a company."

- Dave Gussow can be reached at dgussow@sptimes.com or 727 445-4165.

Allegro Multimedia: www.pianowizard.com

Carry-a-Tune Technologies: www.carryatune.com

Digital Frames: www.mydigitalframes.com

New Remotes: www.miracleremote.com

[Last modified January 7, 2006, 10:08:02]