What happens in Vegas at CES 2011 is broadcast around the world

January 17, 2011
mitsubishi booth at CES 2011

Traffic at Mitsubishi’s booth, #9021, at CES

After two years of dwindling exhibitor participation and visitor attendance, the 2011 International Consumer Electronics Show (CES) came roaring back this January with techies swarming to check out the latest products and technologies. In addition to the 25 percent increase in exhibitors, the size of this year’s CES, an annual bellwether for the technology sector, signaled a strong tech economy in 2011.

Attendees filled the Las Vegas Convention Center to see, hold, and demo the latest high-tech goodies. The tale of the tape tells all:

  • 140,000 attendees
  • 30,000 international attendees
  • 158,000 CES-related tweets
  • 80 countries represented
  • 22 CEO keynote speakers

Gregory FCA sent some of the firm’s top professionals to CES to support the public relations efforts for a number of our clients, including Mitsubishi Digital Electronics America, Home Technology Specialists of America, and Universal Display Corporation.

Mitsubishi unveiled its mammoth 92-inch 3D TV to dominate press coverage of TVs at the show, and secured coverage and reviews by ABC News, The Wall Street Journal, Yahoo! News, USA Today, Engadget, The Associated Press, and CNN’s “10 buzz-worthy gadgets from CES,” with some 41 press mentions in all. Here’s how they did it:

1. Keep your eye on the prize. You have to run hard and fight for every column inch and second of broadcast coverage at CES. It’s hand-to-hand combat at the show. It’s hard work, plain and simple.

Mitsubishi’s VP of Marketing, Frank DeMartin, interviews at CES

2. Start early. Planning for CES, or any show for that matter, starts months in advance. In fact, exhibitors pick their booth for the following year’s CES during the first day of the show. So start your media outreach early, keeping in mind that many reporters check out for the holidays just before the show.

3. Stay relevant. Make sure you’re chasing the right people, and go get ’em. It’s easy to get lost in the thousands of products being exhibited, so be creative and persistent, but know your story and how it’s relevant to the media you’re pursuing.

3. Use the trickle down effect. Don’t just focus on media in your niche industry. Aim high. When the national media covers you, the trades will follow — not necessarily vice versa. Just remember that your product line or technology needs to align with the hot themes of the show. But remember, national media might not be interested, so know when to narrow your pitch to smaller media.

4. Produce your own multimedia. Don’t always rely on the media to come to you. They’re busy and might not have time to stop by your booth and meet with your client, even if they committed to doing so. Snap photos and shoot B-roll at the booth or before the show so you have some assets ready to deliver to editors and producers. If reporters and camera people are too busy to stop by, but the media outlet is interested in what you’re exhibiting, give them the goods to run a story.

Here are two videos our team put together for Mitsubishi around CES 2011.

Looking forward to next year, so see you in Vegas!

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