Well, Hello There – Nice to See You, CES!


It’s been a while since we’ve all graced that hallowed ground of consumer technology – the Las Vegas Convention Center show floor – and it’s safe to say that the hustle and bustle that define the most influential tech event in the world has definitely been missed. Well – welcome back! This year’s show will be held in-person, with a digital event running in parallel. Are you ready for it?

It’s time to dust off that marketing mojo, and we’re just the team to help you do it. You need an exceptional PR and marketing partner to guide you through CES®, and Lages has been there and done that – over and over again. We have a full spectrum of tech experience working alongside everyone from startups to billion-dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for.

Whether your CES 2022 experience will be in-person or online, there are just 72 days (and counting) to prepare.  As they say – there’s no time like the present.

Here are some of the keys to CES success:

First things first. What do you need help with at CES – how are you going to start building a buzz? Here’s a list to help you start brainstorming:

  • Product Launches
  • News Announcements
  • Messaging
  • Social Content
  • Pre-show Promotion
  • Awards
  • Media/Analyst Appointments
  • Show Coverage
  • Insider Suite Demos
  • Influencer relations
  • Campaign themes

No matter what program components you select above – they need to be compelling and resonate with your intended audience. We want CES buzz to grow into coverage and meaningful relationships with media and analysts. Think Forbes, Gartner, CNET, Anandtech, Digital Trends, Tom’s Hardware, TweakTown, TechTarget, IDC, all of your high visibility vertical outlets and more. It’s critical to get in touch with media and analysts well before the show and also beat holiday vacations/shut downs.

Get a move on in November:

  • Time is of the essence: Ideally, messaging and assets (photos, videos, collateral, etc.) should be completed before the Thanksgiving holiday. This will allow you to finalize your show strategy, begin outreach to media, draft your news release and package materials that tell your story.
  • Media outreach should start this month – And the earlier the better. It’s best to pulse media and analysts from your customized database and find out who is attending and get on their radar. Keep an eye out for the CES pre-registered press list as well – to identify contacts that are relevant to your market, product, etc.
  • Do you have a show floor presence? Not every company does – and not every company needs one. Consider affordable media events such as Digital Experience and ShowStoppers instead. These events are media receptions that enable exhibiting companies to directly meet with more than hundreds of pre-qualified journalists, analysts and key industry influencers.
  • Are you participating in the digital event?  If so, you’ve got your line-up of assets that need to be created and ready for prime time.
  • Have you decided on your premium items or giveaways? (i.e., bouncy balls, notepads, bags) – You’ll need these in hand before the show, so make sure you have enough time to order them.

December is crunch time:

  • By now, your news release should be finalized – and you’re deciding on a date during the week of CES to issue it over the wire. This is also an ideal time to offer up advance copies of your news release, so that media can plan their stories. It’s also key to offer an online press kit – we recommend a Dropbox – with the news release, photos, videos, fact sheets, FAQs, etc.
  • It’s time to get on media and analyst’s calendars. Outreach began in November, but now it’s critical to get on their schedules and book appointments. Make it easy for them to know where you are – give the building/hotel you’re in, the hall location and booth number. If you’re at a media event, expect media and analysts to stop-by your table (after all, your outreach let them know where to find you).
  • Finalize your schedule! It’s time to gather all the media and analysts that expressed interest in one place. A meeting schedule compiling day-by-day booth appointments, stop-bys, interview locations, and other details are helpful to keep your spokesperson(s) on schedule and in the loop. For appointments, creating background documents that include relevant details, recent articles, analyst reports, and more can make all the difference in building a good relationship face-to-face at the show. It’s best to review this for each media or analyst prior to your meetings.

January – here we go!

It’s time to make a splash! You’re welcoming the New Year and CES: The show is January 5 – 8, 2022.

  • Your news release is crossing the week of CES – and it’s critical to follow-up with all of the media and analysts who expressed an interest in your news. It’s best to send over a brief note with the link to the news release – and if they’ve booked an appointment, reiterate the meeting details (date, location, time), give your cell phone number just in case they need to connect, are running late, etc.
  • Messaging is key: For those staffing your media event table, hotel suite or show floor booth – run through key messages, master your elevator pitch, review materials, and don’t forget to snag contact information for those you interact with (especially media and analysts).
  • Post-event outreach is a must. CES is massive, so if someone misses an appointment – that’s okay. You got them on the hook and sent them your online press kit, so after the show is over – it’s prime time for post-event follow-up. That also goes for those you met with during CES. Following up with a thank you, items they asked for during an interview, and/or checking in to connect later that month are tactful ways to close the loop on these interactions.

Take a deep breath. Relax. You’ve got this – and help is just an email away. Send us a message to learn more about how we can assist: beverly@lages.com.

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