The biggest lament for many of us in public relations when it comes to the Consumer Electronics Show (CES) is the timing. Not only does it start the first week back from the holiday break, but the lead-up to the show is all of December, when getting anyone's attention is challenging, to say the least. Alas, it is what it is, and the only thing you can do is work with it.
So here are some considerations for getting the most out of your pre-CES outreach:
When and where to engage key media and influencers
Like many things in life, it's good to have options. CES is a beast and one that is impossible to tame in three or four days. It's best to make yourself available to media in different ways, whether on the show floor, in a private suite, at third-party media events like Digital Experience and Showstoppers, or at hospitality-based events like receptions or dinners. If you rely on just one, you'll miss the opportunity to connect with most of your contacts.
Don't push it
CES is a great place to connect with your key media and influencers, but it's not the only place to do so. Media are pushed and pulled in many directions at the show, and getting to a meeting or demo can be a monumental task. So if they can't make time for your clients or have to bail on a scheduled demo at the last minute, get them later. They can't be all things to all people at CES. Appreciating this and respecting the pressure they face will go a long way toward instilling positive, ongoing relationships.
Consider pre-CES briefings
For some years now, we've worked with clients to brief the media in December under embargo. And it works great. The media love it because it enables them to create content before they even pack their bags, which in turn gives them more time at CES to cover other areas. Typically, the embargo lifts the day the show starts and coverage begins.
Go for substance
Don't get hung up on exposure coming directly from the show. While lots of coverage comes out of CES, it's too often dominated by flash-in-the-pan items (does anyone remember the smart fork? Yeah, I didn't think so). Our primary goal at CES is to nurture key relationships that will lay the foundation for the exposure you're looking for long-term. Make sure you have something meaningful to cover, be someone the media can count on, and where possible, connect media directly with clients to build rapport.
It ain't over even when it's over.
Getting a contact interested at CES is just step one. Once you get home, there's still a lot to be done. Closing stories generated at CES can take weeks and months, so be prepared for lots of follow-up and the prompt delivery of details that weren't yet finalized for products or services, as well as timely review units.
Canadian Presence at CES
While we suspect the numbers will be down, there will still be a robust contingent of Canadians at CES, including media, influencers and creators.
Many government organizations are present and open to assisting companies looking for exposure at CES. This includes groups such as the Ontario Pavilion, the Canadian Food Innovation Network, the Chamber of Commerce for Montreal, as well as industry-specific sectors such as automotive, research, aviation, and more.
It's also a good idea to look for unofficial gatherings and support systems for Canadian companies. Somehow, we just tend to find each other.
Other than that, CES is a piece of cake.
