My most vivid memory from many years of attending CES in Las Vegas?
The time a man unapologetically cut in front of me in the lengthy taxi line.
I share this not to unload psychological baggage, but to emphasize a truth that every CES veteran knows: the show is both one of the world’s largest and most influential tech gatherings – and a constant fight for resources and attention.
This year’s CES drew more than 142,000 attendees, 1,200-plus speakers, over 4,500 exhibitors and an estimated 6,500 global media, content creators and industry analysts.
If you’ve ever struggled to find a ride home from or get through the food line in time for your next meeting at CES, you understand the competition doesn’t stop with such creature comforts. It extends to much more strategic matters: who earns interviews, headlines and mindshare across top media outlets and with their readers and audiences.
For CEOs and their communications teams, the challenge is clear: how do you rise above the noise and make sure you maximize your investment in CES to get your time in the sun?
Start Early to Secure Your Media Edge
The fight for press coverage begins long before CES opens its doors. Success depends on preparation:
- Identify which reporters are attending and what they’re covering.
- Map out who’s most relevant to you and how their past work aligns with your story.
- Build tailored pitches that are most likely to appeal to those key reporters.
- Prepare press kits, news releases and digital assets that make your narrative easy to cover.
Early groundwork ensures your team is ready to seize key media opportunities.
Don’t Overlook Analyst Relations
Reporters aren’t the only influencers shaping industry perception or public perception. Analysts play a critical role in technology adoption and credibility as well.
- Research which analysts will be at CES and reach out to them in advance.
- Set up 1:1 meetings or connect with them around their speaking engagements.
- Continue the dialogue after the show to build lasting relationships.
For startups and growth-stage companies in particular, analyst recognition can be extremely valuable – and a great validator to help drive and reinforce media coverage.
Break Through the Noise with Creativity
Investing in a CES booth alone isn’t enough. To grab attention in a sea of innovation:
- Work with an experienced PR partner to brainstorm creative ideas.
- Host an interactive event, immersive demo or unexpected experience at your booth.
- Use social media to amplify your presence, innovations and expertise with live updates and behind-the-scenes moments.
A creative twist can make the difference between being noticed or overlooked.
Own the Conversation Before, During and After CES
Your voice at CES should extend far beyond the show floor:
- Publish pre-event blogs and posts highlighting your expectations and predictions.
- Equip executives with talking points not only about your products, but also about broader industry trends.
- Keep momentum going post-show by following up with media and expanding on the themes that resonated.
The companies that win CES are those that shape the conversation rather than just react to it.
Don’t Leave Your Success to Chance
CES is more than a showcase, it’s a battlefield for attention.
The companies that prepare early, engage analysts as well as press, invest in creativity and sustain the conversation after the show are the ones that emerge as winners.
For CEOs, the lesson is clear: don’t leave your CES success to chance.
Start planning now, and ensure that your communications and marketing teams have the partners and strategy they need to secure your share of the spotlight and keep on shining. Whether it’s clarifying your goals, developing a media game plan or finding fresh ways to stand out, our team can guide you every step of the way. Not sure what approach is right for you? Take Bospar’s quick quiz to see how we can tailor our PR support to your needs.
