CES is the world’s largest and most influential tech event. Whether you’re a show veteran, looking to amplify your presence, or attending for the first time, here are some key strategies to consider, based on insights from a webinar Racepoint Global (RPG) hosted with Kara Dickerson, former vice president at the Consumer Technology Association (CTA), who spent more than a decade as the lead content strategist for CES.
Why CES Matters
Participating in CES is about more than having a spot on the exhibition floor. It’s about tapping into the entire ecosystem of opportunities – from media interviews to thought leadership panels to meetings. Success at CES begins with a clear set of goals. Start by asking yourself, “If I could write the ideal headline for my company, what would it say?” This guiding question will help define your objectives, shape your messaging, and ensure your storytelling resonates with your target audience.
CES is not just a technology showcase; it’s a stage for innovations that are transforming industries and addressing global challenges. The 2025 theme, “Human Security for All,” highlights the critical role of technology in ensuring fundamental human rights like a clean environment, healthcare, and food security. Thinking and showing how your brand connects to these broader needs can strengthen your message and ensure it will resonate with attendees.
Planning for Maximum Impact
A well-thought-out strategy is essential for making the most of CES. Planning is crucial. Whether you’re revealing news or sharing a forward-looking innovation story, start by identifying the key audiences you want to reach. CES offers a unique opportunity to engage with a global audience, including government leaders, regulators, and policymakers, as well as tons of tech, business, and trade media and content creators. Understanding who is attending, from which industries, and their levels of influence will allow you to tailor your messaging and outreach effectively.
Even if your company doesn’t have a booth in the expo hall, consider scheduling meetups or brainstorming creative ideas to strategically build relationships with media while enhancing your visibility and impact at the show.
Leveraging social media and pursuing awards can further amplify your presence. Share updates, behind-the-scenes insights, and interactive posts to engage with audiences both at the show and those following along from home. There are numerous awards available, including those run by the CTA and publications. Winning or even being nominated can draw attention from key stakeholders.
To further enhance your brand’s visibility, take advantage of the numerous speaking opportunities available. While keynotes are typically reserved for high-profile CEOs, over 250 sessions and more than 20 tracks cover a wide range of topics, from healthcare to automotive to AI and more. These sessions offer valuable opportunities to align your thought leadership with your strategic goals, ensuring that your brand’s story resonates with the right audience and contributes to meaningful industry conversations.
Playing the Long Game
CES is about making an immediate impact – and it’s about playing the long game. Successful brands think beyond a single event and plan for future CES involvement. Building a relationship with CES and the CTA can help with this. Educate the CES staff on what makes your brand unique and what you want to accomplish. It’s never too early to start planning for the next show, including setting up meetings and discussing future opportunities.
As you think about CES, remember that this event is more than just a platform to showcase your latest technology – it’s an opportunity to strategically position your brand within the global tech ecosystem. By outlining your goals, planning your message to your target audience, and considering the long game, you can create a presence at CES that leaves a lasting impression. With thoughtful preparation and a focus on meaningful engagement, your brand can rise above the noise and truly make an impact at CES and beyond.
For more insights on the available resources and opportunities at CES, watch RPG’s webinar with Dickerson, “Say Yes to CES”: