Making the Best of CES

By Amy Dardinger
Amy is a creative, driven PR professional who thrives on data-driven strategy & enjoys being a step ahead of her client’s competitors. She specializes in helping high-growth companies build integrated public relations strategies to meet their goals.

By this point, we hope you’ve recovered from this year’s CES. The weeklong celebration of all things consumer electronics is a right of passage for tech companies and PR professionals alike. While many people dread the annual ritual, we found this year’s show to be incredibly successful for our team and our clients, with almost 100 published media items, 3 CES Innovation Awards, thousands of tweets about our clients’ on-site events and media coverage, and dozens of valuable analyst meetings. While it’s still fresh in our minds, we wanted to offer our 5 keys to CES success for 2017.

1.     Location, location, location! A great booth location with inviting signage that is as high (literally, as high as you can get it!) visibility as possible is key to pulling reporters and prospects to learn about your product.

2.     Plan as far ahead of time as possible. Sounds obvious, right? Every year we have clients hoping for a last minute miracle over the holidays. The timing of the show is tricky, so having all the major campaign components in place before Thanksgiving gives your PR (and sales) team the best chance for success.

3.     Go in with a clear “call to action.” Do you want people to participate in a demo, view your latest product, or learn about your most recent partnerships? Let your PR team know what the #1 goal is and we’ll craft the perfect message for the right reporters from the behemoth press list.

4.     Be prepared for the round-up article requests. We want to secure coverage in as many round-up articles as possible. We’ve seen the media trend toward slideshows in their coverage of the show. How do we get ready for these requests? Make sure we have quick access to your product images, price, and availability. Reporters are in a rush to get their coverage up, so we try to make their lives as easy as possible.

5.     Have a representative from your PR team on-site. The traditional PR role was to keep everything as on-schedule as possible and locate reporters who planned to stop by the booth. We’ve seen more media embrace the chaotic nature of the show and wander the show floor looking for the best (or most unusual) story. Since the PR team’s presence at the show is dedicated to press coverage, we can be on the lookout for press visitors to the booth and get them in front of the right company representative for a quick interview or demo right away.  We can also be dedicated to getting them the follow-up materials they need to write a story.

We hope that you enjoyed this year’s show and that the momentum fuels a successful 2016. Just keep in mind to save the dates for CES 2017: January 5-8, 2017.



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