Proven PR and brand visibility strategies to cut through the noise at the world’s biggest tech show.
Every January, CES turns Las Vegas into the world’s most crowded stage for consumer technology. With thousands of exhibitors and endless product launches, visibility alone doesn’t guarantee success. The challenge is to be remembered — by media, buyers, and consumers long after the show ends.
At Proper Propaganda, we help brands transform a few days in Vegas into a full-year visibility engine. Here are seven practical ways to stand out at CES.
1. Start your story early
- The best CES appearances begin long before the convention doors open.
- Tease your launch with short videos, countdowns, and press-ready messaging.
- Secure media appointments, and demo logistics well ahead of time.
- Make sure your pre-show, on-site, and post-show communications connect as one narrative.
2. Make your booth unmistakable
- Attendees take in hundreds of booths a day. You have seconds to earn their attention.
- Keep your headline message short, legible, and emotionally clear.
- Use motion, lighting, and interactive demos to create pull-in moments.
- Design for flow: open sightlines, simple paths, and clear zones for meetings and demos.
- A well-thought-out 10×20 booth can outperform a massive one with no story.
3. Lead with one clear value proposition
- Don’t list features — communicate why it matters.
- State the problem your product solves and the benefit to the user.
- Prepare both a one-minute overview and a 10-second elevator pitch.
- Avoid buzzwords like “smart,” “next-gen,” or “AI-powered” unless you can explain the real-world advantage.
4. Extend engagement beyond the booth walls
- The most successful CES campaigns spill into hallways, hotels, and social feeds.
- Host small media gatherings or partner demos off-site.
- Capture real-time video moments from the floor and share them natively on social.
- Use consistent hashtags and visuals so your content is recognizable across channels.
5. Design for media coverage
- CES is equal parts trade show and media event.
- Have press kits, high-resolution images, and product specs ready before the show.
- Set aside a well-lit space for quick interviews and product photography.
- Keep demo units charged, labeled, and easy to operate.
- Train spokespeople to deliver key messages naturally on camera or mic.
6. Keep momentum alive after the show
- Your post-CES strategy determines whether the buzz fades or compounds.
- Collect and qualify leads during the show — badge scans, QR codes, or direct contact capture.
- Send personalized follow-ups within days, not weeks.
- Publish recap posts and clips while search interest in CES is still high.
- Continue pitching media and influencers who couldn’t attend in person.
7. Master logistics and fundamentals
- Great creative means little if execution fails.
- Double-check power, Wi-Fi, shipping, and booth services.
- Book travel early and budget for hidden costs like drayage or storage.
- Rotate and brief staff to keep energy consistent throughout long days.
Turn Your CES Investment into Year-Round Visibility
Standing out at CES doesn’t require a bigger booth or flashier tech — it requires clarity, planning, and consistency. Brands that tell one strong story across every touchpoint win both attention and credibility.
At Proper Propaganda, we help consumer-tech companies turn CES into a brand-building milestone. If you’re planning your Vegas presence, let’s make sure your story travels further than your booth number.