CES Recap : How to get your startup covered at the CES show

CES, the largest consumer electronics trade event, showcases the latest in technology and innovation every January. In my latest video I recapped the show and offered some tips for startups looking to get covered at future events.

If you missed my CES 2024 coverage you can catch up on all of it here!

One of the key areas of coverage for me are attending media showcase events. These events gather up anywhere from dozens to hundreds of companies together in one place. In many cases these companies aren’t exhibiting on the floor so it gives me a great opportunity as a small outlet to get access to them. Only media are invited to attend these events so if you are looking for coverage as a small company a showcase event is a great way to get noticed.

My go-to show case events are:

CES Unveiled, held the Sunday before the official start of CES, gathers over a hundred companies, many of them small startups. Pepcom, hosts high-quality companies, some not present on the show floor. Show Stoppers, similar to the other events but with fewer exhibiting companies, provides an opportunity to stand-out a long running event popular with media organizations.

A crucial tip for startups and exhibitors aiming for media attention: press releases are key. Early press releases significantly impact my planning ahead of the show. I read all of them! A well-organized press release, like this one I received from a French PR agency, can lead to efficient coverage of multiple products. Even if you don’t get a response, know that your information is being considered and can influence coverage decisions.

I say this because wandering the show floor at CES has become increasingly challenging. The excitement of discovering new and innovative products has diminished over the years mostly because there’s less interesting things to find. The CES official maps and apps offer little help in navigating the sea of exhibits, often lacking detailed information about the exhibitors.

Reflecting on my coverage, I feel there was more to be explored and reported. The overall buzz around CES has not reached its pre-pandemic heights, impacting both the content available and viewer interest. The logistics of covering the event in Las Vegas are daunting, with time constraints and transportation challenges. Despite these obstacles, the response from viewers has been encouraging, showing a clear appetite for more detailed and expansive coverage.

CES remains a pivotal event for technology media, but certainly things are changing as this market continues to change and evolve. Your feedback and suggestions are always welcome as we look forward to future events.