HOW TO MAKE THE MOST OF THE MEDIA AT CES
You’ve secured your booth. You’ve identified which members of your team will be on-hand in Las Vegas. You’ve got your product ready to go and your design team is working hard getting the booth ready for prime-time. You are ahead of the game and ready.
But, do you have your PR plan in place? Do you know what media you want to target and how to reach them amidst the madness of CES? Let’s talk about how to ensure your PR game is ready for CES.
Build out your PR strategy now! Get it done by early November so you’re ready to start engaging the media early, during the holiday season and as they’re prepping for CES
Media Events: Consider one of the media events we outlined in our last post and video -- Unveiled, Pepcom or Showstoppers. Each is a tremendously effective way to directly reach the media you want to talk to and is a great way to augment your booth schedule.
Build your media target list: Sure there are thousands of media attending from around the world, but you should focus on choosing your top 10-15 targets while you’re in Las Vegas that will move the needle when they cover your product or brand.
Awards: Make sure you’re keeping an eye on the dates for submitting for the CES awards and the media specific awards given out during and after the show. Winning an award adds a significant level of awareness and pushes your brand above the noise of the week.
Embargos: As part of your CES PR plan, especially when launching a product, have embargos set up with the media as soon as you have review units. Ensuring coverage of your product is scheduled ahead of time for publication during CES is essential.
Showrunning: The media are less and less inclined to schedule briefings with you at your booth so be prepared to be on the move. You have to walk the floor to find the media. Badge-spot. Camera-spot. Have a demo product with you if need be. Bring your product to the media. CES is a big, busy place so you have to seek out the coverage you want.
Show-up Early: The most important media arrive a few days before the show opens for the pre-event media events and other meetings. Get to Vegas on Saturday or Sunday and get the media’s attention before everyone else arrives
Get creative: Yes, there is a method to the CES media madness. But sometimes it requires some out of the box thinking to raise your brand above the noise. A media event in your booth. A unique activation at your booth or outside the convention center. A partnership with a bigger brand to piggyback on their name/brand cache. Celebrity engagement. Start thinking now and engage with your PR firm now to identify the most creative way to get the media to your booth and talking about your brand at CES.