The International Consumer Electronics Show (CES) is the world’s gathering place for all who thrive on the business of consumer technologies, bringing together more than 3,900 exhibiting companies and more than 170,000 attendees annually.

For those who know lotus823, or me, we tend to be quite CES obsessed. Yet, this is for good reason. CES is THE time and place for tech brands to present their very latest and greatest.

Planning for CES is nearly a yearlong project, aside from our brief repose in Q1, requiring a keen attention to details, deadlines, and many months of preparation.  

How do you stand out among thousands of exhibitors? With the help of lotus823’s CES marketing experts.

Here’s what to do and when to do it:


  • “Big idea” Brainstorming: Do you know what you will be announcing? It’s time for creative brainstorms. Experiential events have many moving pieces—from booking venues to attaining permits, many of which must happen months in advance. Start the creative process ASAP so that you can narrow down and fine-tune your plan as early as possible.
  • Media Event Registration/Preparations: While you may have booked a CES booth approximately one year in advance, there are additional media event opportunities that still may be worth considering in the months prior to CES. These events are generally recommended for additional visibility and media exposure. The sooner you can confirm attendance, the better. Each draws over 1,000 media attendees.
    • CES Unveiled
    • Pepcom Digital Experience! at CES
    • Showstoppers at CES
  • Content Conversations: Now is the time to start narrowing down your messaging and to discuss the details of your presence at CES to determine how your brand will be best represented in all materials.

CES support

This Month:

  • Content Development: As soon as initial conversations surrounding messaging have begun, rough drafts should be created. This will also help you to clarify what details are still needed. Press releases and pitches should be finalized by early December.
  • Social Media Planning: Create a social content calendar. Determine when you will begin discussing CES.
  • Aim to create a rough draft and social calendar by late November.
  • CES content should be prepared well in advance (not on the fly) and finalized in early December, if possible.
  • Awards: Each CES, a variety of additional technology publications open entries for their best of CES awards. Generally, from September through November, each of the following publications will post their entry rules, directions, and deadlines. The awards are typically due between late November and early January.
    • Digital Trends
    • Tom’s Guide
    • TWICE
    • Tom’s Hardware
    • iLounge
    • Mashable
    • Engadget
  • Media Outreach: It is recommended that you begin outreach to your core contacts in November. While some folks may not be scheduling appointments at this time, you will want to get in touch with your top tech targets before the CES list is available (which is in early December). Once this list becomes available, all PR professionals representing an exhibitor will have access to this list and will be reaching out to the same media that you are. As such, you will want to expand outreach to all appropriate outlets on this list.

Sound like a lot to handle? Don’t worry we can help!
Read on to see what CES Marketing services we offer.



Get Started on your CES Strategy

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