Virtual CES is Coming

CES 2021 will venture into unknown territory, as organizers announced the event, an annual pilgrimage for much of the technology industry, will be completely virtual. With this change, it is more important than ever to get ahead of the noise that big consumer brands will bring to the show’s new and unusual format. With CES going virtual, media and analysts are certainly freed from the limits of show-day schedules, but their vendor interviews and resulting coverage will still be limited to space and time constraints. Does this mean only the truly big stories from big companies will generate media coverage from CES 2021? Not necessarily.

While the most high-profile consumer brand companies will create big splashes, smaller tech companies with emerging B2B and B2C technology can break through the noise. Rainier Communications has decades of experience working with companies who market these impactful emerging technologies. Here’s our list of strategies that work for generating coverage at CES, especially as the show goes virtual:

Tip #1: Timing

CES 2021 runs from January 6-9, 2021. It’s imperative that you start planning right now. Now is the time to obtain buy-in from senior management and prepare to implement a fully digital CES strategy. Do you have enough visual assets? Thinking of producing a video or interactive virtual demo? What strategic messaging will cut through the clutter? Now is the time to plan and allocate resources to tell a visual story.  

Tip #2: Messages/Strategy 

Identify and clearly develop your key messages and brainstorm specific strategies for the show. Base your strategy on the story you want to tell, the product you want to launch or announcement you want to make, and your company’s theme for the event. Here are some questions you can ask yourself to generate ideas:

  • How will you virtually demo your solution in your virtual booth?
  • Do you have consumer electronics partners who can demonstrate your enabling technology? Might they issue a joint press release with you?
  • Are you working with an important association on issues?
  • Will you have a breaking news announcement?
  • Is your technology a key element of an important trend?
  • How do you expect your competition will capitalize on the event?

Tip #3: Pre-Briefings 

If you’re announcing something at CES, you are clearly not alone. The good news is that editors will be clamoring for compelling news. Consider these recommendations to increase your chances for media coverage:

  • Target Editors– If you know what you’ll be announcing several weeks prior to CES, your PR agency can pursue target media and analysts and offer your CES news in advance under embargo. This definitely increases the odds that your company will be included in their CES roundup stories and you may even get a dedicated article. Reporters will begin thinking and writing about CES even earlier than normal and pre-briefings will take place earlier than in years past.
  • Show Daily– As an exhibitor, your news can be covered in the conference’s digital “CES Show Daily.” Typically, one of the publications on your target editor list will be chosen to serve as the CES Show Daily and you will have the ability to send your release and other materials to the editor with almost guaranteed placement.

Tip #4: Press Release/Conferences

If you believe your enabling technology will hold editors’ attention (even though you know there will be brand-name companies virtually showcasing their own products). Otherwise, issuing and pre-pitching a press release (with associated media outreach) may be the best way for you to increase the odds for media coverage. Another possible strategy is to issue your release ahead of CES so your news doesn’t get lost amidst the clutter.

Tip #5: “Onsite” Press/Analyst Briefings 

As an exhibitor, you will have full access to the CES pre-registered press/analyst list. Your PR agency will use this to target key editors and analysts for phone briefings in advance or during the show. Any good PR agency will begin proactive outreach to journalists and analysts based on last year’s pre-registered list to see if they are attending and get a head start on setting up embargoed briefings.

CES 2021 will be different this year, but your company can make an impact with a little advanced PR planning and a well thought-out strategy. If you’re planning to make a splash at CES 2021, Rainier Communications can help. Check out our past award-winning work at CES on behalf of our tech clients:

 

 

We’ll help you get the highest ROI from your marketing investment in the first ever virtual CES.

Contact Us for a Customized CES Proposal

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About Marianne Sabella Dempsey

Marianne is a seasoned communications professional with experience that spans both the technology and consumer sectors. At Rainier, Marianne works on accounts in the safety-critical software, predictive analytics, telecommunications, semiconductor and green tech markets. Prior to joining Rainier Communications, Marianne worked at Version 2.0, where she was responsible for both the strategic direction and management of day-to-day implementation of client programs and campaigns for 1E, Blue Prism, Cubiq and Scratch Wireless.

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