What Media Pros Want You to Know About CES
For many tech journalists, CES is an annual fixture. Each January they comb the show floor for the newest technology and brands making an impact. Their years of attendance have taught them what works and what doesn’t.
So, what do they recommend? Matthew Smith, an award-winning journalist whose work has appeared in PC World, Tom’s Hardware and WIRED, and Collin Probst, former Hardware Editor at TechRadar Pro, who has also worked with The Daily Beast and Future, spoke with our team about what brands should know before heading to CES.
Read on for their insider perspective.
Know exactly why you’re there
“I think the biggest mistake is a failure to define why the brand is there. Coming to CES to impress journalists is not the same as coming to CES to impress people in your own industry or to find contacts for building or selling your product. Oftentimes brands fail to really decide on the reason why they're at CES, and that can lead to mistakes in how they present themselves,” said Matthew Smith.
Defining this strategy from the start can ensure every tactic works toward your goal for attendance, maximizing the end result.
Bring a story, not just specs
Not knowing how to present the product is one mistake Collin Probst often sees. “It’s all about story telling, taking the end users on a journey and explaining why they should care. Specs are awesome. But why those specs matter is the bigger deal.”
This story is also critical in how you position yourself in the media. Smith continued, “If your goal really is to snag journalists, then bring something to make headlines. And I mean that literally. The headliner is not just an announcement of something the company thinks is important. A company needs to bring something tangible. This is mandatory for the company attending because it's also mandatory for journalists, who know that an article without something both cool and tangible to show to readers or viewers is unlikely to get much attention.”
Make your setup easy for journalists
Everything about your presence at CES, from marketing materials to booth design, shapes how the media sees your brand. If coverage is the goal, build each of those pieces with journalists in mind.
“Understand the role of the journalist, meet them where they’re at,” said Probst. “[Media] are trying to remember and notate hundreds of products with pitch points and trying to navigate through it all, while meeting deadlines, and being a person themselves.”
Smith also shared, “When journalists show up, they want to see a booth that allows them to wander in and quickly make contact with the company's press people. Brands can at times be very stand-offish with journalists and have booths built like a fort. If you're one of the several thousands of small brands at CES trying to get noticed by journalists, you can't afford that luxury.”
CES rewards brands that are prepared and craft a strong strategy to execute during the show. Before you finalize your booth designs, narratives and overall approach, consider these insights to ensure you maximize your attendance. As Smith and Probst point out, the media are looking for the great stories that they can bring back to their readers. Give them one, and you’ll stand out among the thousands of brands competing for attention on the show floor.
Looking for additional insight or support? Drop us a line at ignite@thesparkteam.com or check out our library of free CES Resources for more insights and expertise.
