Self-dubbed “the most influential tech event in the world and the proving ground for breakthrough technologies and global innovators,” CES® – the Consumer Electronics Show is arguably one of most important annual conferences and trade shows for tech companies. Featuring nearly every aspect of the tech sector, it’s where the world’s biggest brands do business, meet new partners, and unveil their newest products and innovations. CES also draws a global media audience that includes tech, business and trade press — as well as mainstream journalists, broadcasters and analysts who want to give their audiences an overview of the next wave of cutting-edge tech products and services. 

CES can be a breakthrough moment for companies if they prepare early and plan well. As 15+ year CES veterans, the MGP team is well-versed in CES planning and execution. Here are five proven tips to ensure a successful CES: 

1. Plan Early. The “devil is in the details” as the saying goes. Make your plans and arrangements months in advance, if possible. Create a spreadsheet of everything you need to manage — from marketing and operations to engaging a PR firm, building a strong press kit with B-roll and press outreach — so no deadlines are missed, and you are set up for success. 

Arrange details well in advance. Book your booth early. Consider the branding and signage you need and if you need to bring banner-ups, an oversized display monitor, or need extra booth space to show off your device or product in its best light. Ensure you’ve planned out staffing needs and have hotel rooms, airline tickets, and CES registration secured early. 

Consider arriving in Las Vegas two days prior to the start of CES. Journalists arrive two to three days prior to attend press conferences from the big tech giants, and they often have time to meet smaller companies ahead of the opening of CES. Doing so means your story can hit just ahead of or on day one of CES. Arriving early to CES also gives companies the opportunity to participate in press-only events, such as CES Unveiled, Pepcom and Showstoppers, where they can amplify their PR efforts at media-only events that help maximize their CES media coverage.

Think about the story you want to tell about your product. Undertake media training to get comfortable telling your story and explaining your product, vision and strategy. Have your press release ready to start pitching by mid-November. PR agencies and their clients will be consumed with landing press briefings and showing off their latest and greatest products. Planning early lets you focus on the details — including nailing your messaging and story BEFORE you get to CES. 

2. Pitch Intelligently: CES offers tremendous opportunities to meet journalists and analysts and foster relationships. Journalists attending CES know they will be pitched and expect to hear from companies once they register. Their job is to go through all the pitches they receive and find the best stories or new tech and products to cover. Journalists attending CES are inundated with pitches in the lead-up to the event. Make sure you pitch the right reporter on the right beat —  meaning don’t pitch your new IoT product to a journalist who covers health unless the product has health benefits. Misdirected pitches are usually ignored, but given the enormity of CES, a misdirected pitch can get your email deleted by CES press, who are busy looking through their email for what’s worth covering.

3. Be Prepared for Long Days and Pay Attention to Staffing Details: CES is busy and you’ll spend a significant chunk of the day standing and talking to press, analysts, investors and potential partners. Make sure you’re staffed well enough so your team can take breaks. Wear comfortable shoes. Bring a “go kit” with you. Fill it with Tylenol, blister blockers, band-aids, breath mints and hand sanitizer. Stay hydrated. Lines for lunch can be long. Buy a stash of snacks such as granola bars, almonds, to keep in your go-bag in case of emergency. It’s not uncommon to spend 10-12 hours daily with your PR team. 

PR agencies typically staff press interviews and briefings with their clients and it’s not uncommon to spend 10-12 hours daily with clients. PR firms should staff each client with a knowledgeable PR professional who knows their key messages and can support them easily in an interview. Comfortable, relaxed clients perform better in interviews and also enjoy themselves more.

4. Succinct Press Materials Only: Making your press materials and pitches as simple and direct as possible should be every company’s year-round goal, but it’s even more mission critical at CES. Reporters are pitched relentlessly in the lead-up to CES. Make their jobs easier with straightforward press materials that read well. Additionally, consider how much reporters are asked to carry between printed materials, samples, and tchotchkes. A QR code they can scan that takes users directly to an updated website or virtual press kit makes life easier for journalists.

5. Have Backup Staff Available to Support You Remotely: PR teams who are on site at CES will be busy, which makes locating coverage and grabbing links and clips challenging. Designate this important job to someone on your PR team who isn’t at CES. Have them set up Google Alerts for each client and set coverage to send “as it happens,” and also utilize Google to search and scan for any and all press coverage for clients. Equally, ensure your PR teammates stay on top of  other important work and details that come up while other team members are supporting clients in Las Vegas. CES takes precedence, but it’s important to mind the rest of the house to stay on top of everything PR-related. 

Want to make the most of CES 2024 with one of San Francisco’s top PR firms with more than 15 years of successfully launching new companies and products at CES? Request our CES Credentials Deck or hit us up at hello@wearemgp.com.

Self-dubbed “the most influential tech event in the world and the proving ground for breakthrough technologies and global innovators,” CES® – the Consumer Electronics Show is arguably one of most important annual conferences and trade shows for tech companies. Featuring nearly every aspect of the tech sector, it’s where the world’s biggest brands do business, meet new partners, and unveil their newest products and innovations. CES also draws a global media audience that includes tech, business and trade press — as well as mainstream journalists, broadcasters and analysts who want to give their audiences an overview of the next wave of cutting-edge tech products and services. 

CES can be a breakthrough moment for companies if they prepare early and plan well. As 15+ year CES veterans, the MGP team is well-versed in CES planning and execution. Here are five proven tips to ensure a successful CES: 

1. Plan Early. The “devil is in the details” as the saying goes. Make your plans and arrangements months in advance, if possible. Create a spreadsheet of everything you need to manage — from marketing and operations to engaging a PR firm, building a strong press kit with B-roll and press outreach — so no deadlines are missed, and you are set up for success. 

Arrange details well in advance. Book your booth early. Consider the branding and signage you need and if you need to bring banner-ups, an oversized display monitor, or need extra booth space to show off your device or product in its best light. Ensure you’ve planned out staffing needs and have hotel rooms, airline tickets, and CES registration secured early. 

Consider arriving in Las Vegas two days prior to the start of CES. Journalists arrive two to three days prior to attend press conferences from the big tech giants, and they often have time to meet smaller companies ahead of the opening of CES. Doing so means your story can hit just ahead of or on day one of CES. Arriving early to CES also gives companies the opportunity to participate in press-only events, such as CES Unveiled, Pepcom and Showstoppers, where they can amplify their PR efforts at media-only events that help maximize their CES media coverage.

Think about the story you want to tell about your product. Undertake media training to get comfortable telling your story and explaining your product, vision and strategy. Have your press release ready to start pitching by mid-November. PR agencies and their clients will be consumed with landing press briefings and showing off their latest and greatest products. Planning early lets you focus on the details — including nailing your messaging and story BEFORE you get to CES. 

2. Pitch Intelligently: CES offers tremendous opportunities to meet journalists and analysts and foster relationships. Journalists attending CES know they will be pitched and expect to hear from companies once they register. Their job is to go through all the pitches they receive and find the best stories or new tech and products to cover. Journalists attending CES are inundated with pitches in the lead-up to the event. Make sure you pitch the right reporter on the right beat —  meaning don’t pitch your new IoT product to a journalist who covers health unless the product has health benefits. Misdirected pitches are usually ignored, but given the enormity of CES, a misdirected pitch can get your email deleted by CES press, who are busy looking through their email for what’s worth covering.

3. Be Prepared for Long Days and Pay Attention to Staffing Details: CES is busy and you’ll spend a significant chunk of the day standing and talking to press, analysts, investors and potential partners. Make sure you’re staffed well enough so your team can take breaks. Wear comfortable shoes. Bring a “go kit” with you. Fill it with Tylenol, blister blockers, band-aids, breath mints and hand sanitizer. Stay hydrated. Lines for lunch can be long. Buy a stash of snacks such as granola bars, almonds, to keep in your go-bag in case of emergency. It’s not uncommon to spend 10-12 hours daily with your PR team. 

PR agencies typically staff press interviews and briefings with their clients and it’s not uncommon to spend 10-12 hours daily with clients. PR firms should staff each client with a knowledgeable PR professional who knows their key messages and can support them easily in an interview. Comfortable, relaxed clients perform better in interviews and also enjoy themselves more.

4. Succinct Press Materials Only: Making your press materials and pitches as simple and direct as possible should be every company’s year-round goal, but it’s even more mission critical at CES. Reporters are pitched relentlessly in the lead-up to CES. Make their jobs easier with straightforward press materials that read well. Additionally, consider how much reporters are asked to carry between printed materials, samples, and tchotchkes. A QR code they can scan that takes users directly to an updated website or virtual press kit makes life easier for journalists.

5. Have Backup Staff Available to Support You Remotely: PR teams who are on site at CES will be busy, which makes locating coverage and grabbing links and clips challenging. Designate this important job to someone on your PR team who isn’t at CES. Have them set up Google Alerts for each client and set coverage to send “as it happens,” and also utilize Google to search and scan for any and all press coverage for clients. Equally, ensure your PR teammates stay on top of  other important work and details that come up while other team members are supporting clients in Las Vegas. CES takes precedence, but it’s important to mind the rest of the house to stay on top of everything PR-related. 

Want to make the most of CES 2024 with one of San Francisco’s top PR firms with more than 15 years of successfully launching new companies and products at CES? Request our CES Credentials Deck or hit us up at hello@wearemgp.com.