CES is almost here. Yikes.
I say that every year, because it’s a big one for the team at Proper.
We’ve got more clients than ever attending the major media showcases this year, so they’ve been top of mind. Events like CES Unveiled, Pepcom, and ShowStoppers offer a chance to get in front of a high volume of media in a short span of time. They can generate valuable pre-show coverage that gives your company momentum going into the main event.
While these events differ slightly, there are a few core principles around handling media that apply across the board.
Let’s get into how to handle the press at CES media showcases.
What Are CES Media Showcases?
CES media showcases are paid or invitation-only press events that take place before the main CES show floor opens. The three primary showcases in 2026 are:
- CES Unveiled: Sunday, January 4, 2026
- Pepcom Digital Experience: Monday, January 5, 2026
- ShowStoppers: Tuesday, January 6, 2026
Each showcase serves as a concentrated media opportunity where journalists, influencers, and others get hands-on exposure to products in a focused environment.
Companies typically choose one showcase based on their target media and product category. We’ve had clients attend more than one, but generally speaking, you don’t need to.
How Media Showcases Work
Media showcases function like speed dating for PR. Reporters move quickly between booths over a 2–4 hour window, typically spending anywhere from 2 to 15 minutes per company.
This format creates intense competition for attention among exhibitors, though still less chaotic than the main show floor.
Essential Preparation Steps
1. Develop Three Core Messages
Brevity is the order of the day at these showcases. Successful teams focus on exactly three key points:
- A primary value proposition built around a clear problem
- A compelling differentiator
- A memorable proof point or statistic
We always advise teams to practice delivering these messages verbally, through a product demo, and via visual materials.
2. Create a 90-Second Demo
The most effective demonstrations:
- Show the product solving a real problem
- Highlight one standout feature
- Include a memorable “wow” moment
- Can be repeated consistently without tech failures
3. Schedule Media Meetings in Advance (When Possible)
Companies that generate the most coverage usually start outreach a few weeks before CES.
They:
- Review media attendee lists and research relevant reporters
- Send personalized outreach tied to showcase attendance
Execution Strategy for Media Showcases
These events are fluid and unpredictable. You need to stay flexible, but a few guiding principles consistently hold true.
Table Staffing Best Practices
You’ll usually have two people at your table. Assign clear roles:
- Presenter: Delivers demos and core messages
- Qualifier / Documenter: Reads badges, prioritizes high-value media, and records interactions
Time Management Guidelines
Be intentional with your time. Focus on people who matter most and politely move past long-talkers who aren’t relevant.
The reality is simple: unless someone is a priority for your business, interactions need to stay short and controlled.
Early Arrival Benefits
Arrive 45–60 minutes before doors open to:
- Test all tech and displays
- Brief staff on final messaging
- Review your target media list
- Resolve setup issues without pressure
Post-Showcase Follow-Up Process
Within 24 Hours
- Send thank-you emails to all media contacts
- Share promised assets (images, spec sheets, video)
- Offer review units where appropriate
- Schedule deeper briefings if warranted
Within a Week
- Analyze interaction data
- Coordinate sustained outreach with your PR team
- Track coverage generated from showcase meetings
Common Mistakes to Avoid
Success at CES requires discipline. These mistakes show up year after year:
- Information overload: Trying to explain everything instead of what matters most. Shorter is better. Make it a dialogue, not a soliloquy.
- Poor badge reading: Missing key media because you didn’t identify them quickly is a killer.
- Understaffing: Two people should be the minimum.
- Late arrival: Setting up as media enters creates unnecessary stress and hurts first impressions.
- Weak follow-up: Failing to act quickly on interest. This should be the easy part.
Measuring Showcase Success
Track:
- Number of target media interactions
- Quality of conversations (as rated by your team)
- Follow-up meetings scheduled
- Coverage generated within 30 days
- Product reviews secured
Expert Tips for Maximizing ROI
The real value of CES showcases is early coverage. When it lands, it gives you momentum heading into the main show.
The most successful exhibitors understand that quality beats quantity. Ten meaningful conversations with the right journalists will outperform fifty superficial ones every time.
Focused participation delivers better results and prevents burnout before CES officially begins.
Contact
If you need help or want to consult on CES media showcases, book a time here. Or you can reach out to Jackson directly at jackson@properpropaganda.net or call +1 514 605 9255 / Borjana at borjana@properpropaganda.net