The Consumer Electronics Show (CES) is one of the biggest trade shows for the latest tech and innovation. With hundreds of thousands of attendees and tons of media coverage, it’s the perfect place to get your brand noticed and create a lasting impression. But just being there isn’t enough to stand out—you need a solid plan to grab media attention and make the most of your time at the show. Here’s a guide to help your brand shine at CES and take full advantage of all the media opportunities that come with it.
Start Early: Pre-Show Planning and Preparation
To make the most of CES, start your planning months in advance. Secure your booth space and accommodations early to ensure a prime location with better visibility and foot traffic. Plan your product announcements to coincide with the event so that your hottest new tech is a highlight during the show itself. Preparation is key to standing out when the spotlight is on. Hint: If you haven’t already registered to exhibit at 2025’s show, you’re behind!
Perfect Your Media Kit
Your media kit is essential for attracting journalists, influencers, and potential partners. It should include clear press releases highlighting what’s new and why it matters, along with high-quality product images, your logo, videos, and demos that are easy to access. Also, provide a brief but informative company overview, covering key milestones, your mission, and notable past launches to help them understand and accurately cover your brand.
Leverage CES Awards
Though the CES Innovation Awards are now closed for this year, winning or being shortlisted for a CES Award can significantly boost your brand’s visibility. Be sure to prepare early and keep an eye out for other awards, both paid and free, such as TWICE, Techlicious, TechRadar, or Tom’s Guide, to continue gaining recognition. If you win, leverage the award in your CES messaging by promoting it on social media, in newsletters, at your booth, and through media outreach to maximize impact.
Master the Media List Outreach
To maximize media coverage, it’s crucial to have a strong contact list and a smart pitching strategy. Start by vetting CES’s pre-registered media list and find the journalists and influencers who cover your industry. Personalize your outreach and offer top-tier journalists exclusive access or early demos to foster deeper coverage. For broader reach, consider using services like PR Newswire to distribute your press releases to a wider audience.
Leverage Social Media for Maximum Buzz
Social media is one of the most powerful tools when it comes to engaging both media and consumers in real time. Start teasing product announcements weeks before CES with cryptic messages and event hashtags like #CES2025 to build anticipation. During the show, post live updates, behind-the-scenes content, and booth activities to keep the buzz going. Use relevant hashtags and tag CES, media outlets, and influencers to boost your visibility.
Schedule Media Interviews
Pre-scheduled interviews are invaluable at CES. The media’s time is tight, so it’s important to book them early. Use the media list provided to exhibitors to reach out and secure interviews in advance. For those unable to attend in person, offer virtual demos for a focused, one-on-one experience before the event.
Engage Influencers
Influencers can greatly enhance your CES presence, especially if you’re aiming to reach tech-savvy or niche audiences. Identify influencers attending the event and offer them exclusive access, partnerships, or collaborations to try and share your product. Create Instagram-worthy or TikTok-friendly experiences at your booth, like unique backdrops, demos, or giveaways, to encourage shareable moments that increase visibility.
Post-CES Follow-Up
Don’t let your CES efforts end with the show—follow-up is key to converting leads and boosting media coverage. Send personalized thank-you notes to journalists, influencers, and partners, and offer additional materials or answer any follow-up questions. Monitor and collect media coverage, sharing it on your social media, website, and newsletters. After CES, review what worked and what didn’t to improve your strategy for next year, focusing on enhancing media relationships and visibility.
CES is a media powerhouse, and with the right strategy, you can turn your brand into one of the most talked-about names at the show. From curating personalized media lists to optimizing your social media presence, preparation and attention to detail will ensure you’re not just participating but standing out.
Is your brand attending CES 2025? Contact us today and let’s talk strategy!