Imagine this: it’s 2 a.m., and the CES show floor is buzzing—not with attendees, but with the frantic energy of exhibitors putting the final touches on their booths. Someone’s wrestling with a banner that refuses to stay upright. Another team is adjusting lighting to ensure their product sparkles under the harsh overhead fluorescents. Somewhere, a sleep-deprived marketer is huddled over a laptop, triple-checking media briefings.

This is CES before the curtain goes up—a battleground where preparation meets creativity, and where every detail can make or break your moment in the spotlight. For many companies, the show begins long before the first attendee walks through the doors. It’s a relentless pursuit of perfection in a high-stakes environment where every second counts and competition is fierce.

What truly sets brands apart at CES isn’t just the technology on display—it’s the way they tell their stories. From immersive art installations to interactive demonstrations that spark conversations, the most memorable booths go beyond flashy gadgets to create experiences that resonate. After hearing my colleagues at Bospar share their experiences on our Politely Pushy podcast, it’s clear that standing out at CES means balancing preparation, creativity and a deep understanding of your audience. Their stories were full of lessons, surprises and strategies for making a lasting impression in one of the most competitive arenas in tech.

Capturing the Spotlight at CES

CES isn’t just a showcase of groundbreaking technology—it’s a full-on competition for attention.

One standout moment from this year involved a giant robot that wasn’t just a prototype but fully operational. However, it wasn’t just the technology itself that made an impact, rather it was the crowd it attracted. Moments like this show how creating buzz and sparking conversation can set a brand apart. As highlighted in our preparation blog for last year’s CES, focusing on unique, attention-grabbing strategies allows even smaller brands to shine in a sea of innovation.

Another major takeaway from CES is how crucial preparation is. Securing media and analyst briefings well ahead of time can make all the difference. Without those pre-scheduled meetings, it’s easy to get lost in the noise of such an enormous event. CES is massive, and without a clear strategy, you can quickly find yourself overwhelmed. Proper preparation involves designing a roadmap to navigate the event effectively.

Start by identifying key journalists and analysts weeks in advance. Think about what makes your story unique and craft pitches that grab their attention. Even the small details, like your booth’s positioning, signage and how your team interacts with attendees, can play a huge role in drawing people to your space.

Additionally, don’t overlook the power of after-parties and smaller gatherings. These events are often where the real magic happens. Away from the hustle of the main floor, you can have genuine conversations and build relationships that last. Some of the best connections are made when you least expect them.

Surprises and Emerging Trends

While the usual CES focus on AI was present, there was a noticeable pivot toward showcasing technology aimed at reducing environmental impact. We at Bospar anticipated this would be the case when Nvidia’s CEO Jensen Huang, a prominent advocate for sustainable innovation, was named the 2025 keynote speaker. His address highlighted the critical role AI can play in tackling global environmental challenges, aligning with the event’s broader sustainability narrative.

This theme was further reflected in the innovations unveiled on the show floor. Panasonic introduced its Panasonic HX solution, a hydrogen-powered energy system designed to achieve carbon neutrality by balancing supply and demand in response to electricity and weather changes. John Deere took sustainable agriculture a step further with its fully autonomous tractors, which reduce chemical use by precisely targeting affected areas. Acer demonstrated its dual commitment to sustainability and cutting-edge innovation by unveiling AI-powered gaming and productivity solutions designed with energy efficiency and eco-conscious principles in mind. Together, these examples demonstrate how sustainability took center stage at CES 2025, highlighting the industry’s increasing commitment to addressing environmental challenges.

Lessons for Future Success

One of the biggest takeaways from CES is that authenticity matters. The companies that truly stood out weren’t the ones overselling their tech—they were the ones telling real, compelling stories and demonstrating genuine value. This aligns with previous Bospar advice, which emphasizes the power of storytelling to build credibility and leave a lasting impression.

Another critical lesson from CES is adaptability. With so many moving parts, from event logistics to last-minute changes, flexibility is essential. Being prepared for surprises and ready to pivot quickly can make all the difference in navigating the unpredictable nature of such a large-scale event.

Final Thoughts

CES is more than just a trade show; it’s a proving ground where innovation meets opportunity, and the stakes are sky-high. It’s where brands learn that preparation isn’t just a checklist—it’s the backbone of success. It’s where relationships forged over a handshake can lead to partnerships that define the future. And it’s where authenticity becomes the secret weapon that cuts through the noise, turning creative ideas into lasting impressions.

The lessons from CES go far beyond the event itself—they’re a masterclass in standing out under pressure, seizing moments of connection and crafting stories that resonate long after the show floor lights go down. If your brand is gearing up the next event, learn from what we saw at CES: be bold, be prepared and never underestimate the power of a well-told story.

Need help? Bospar has the expertise to get you on the path to reach your desired results.

We will tailor a PR campaign that fits your needs and budget, creating momentum before, during and after the event – and getting your story out to the audiences that need to hear it.