What successful brands do before the show opens
The most successful brands plan. Before the doors open, they’ve already defined what success looks like. They identify who they need to meet, which relationships they want to strengthen, and what outcomes will move the business forward long after CES is over. And they set specific, measurable goals for the event.
From there, they build a strategy. Meetings are scheduled early with partners, customers, prospects, investors, and others across the ecosystem.
Attendees have an average of 29 business meetings at CES and the best brands prepare for each one.
Brands strategically plan their presence at CES by selecting appropriate platforms for participation, determining key announcements, identifying suitable stages for executive appearances, and applying for distinctions such as the CES Innovation Awards.
Brands should also prepare an elevator pitch. A clear message that every team member can communicate with proof points, helps demonstrate value to attendees, partners, and the media.
Finally, they leave room for what makes CES special: serendipity. The smartest companies schedule what matters most, but they stay open to discovery. Time and again, I’ve seen the unplanned conversation turn into the partnership that changes everything. That’s the power of CES when preparation meets possibility.
It’s not too late to maximize your time at CES
Even at the last minute, there are moves that can maximize impact at CES. One is to review the schedule and prioritize the meetings, keynotes, and activations that align most closely with your goals. Focus on quality over quantity. Another is to reach out to key media, partners, or prospects while there, even if it’s last minute; a quick, clear message can still open doors.
Plus, download the CES app, which is a must-have for navigating the show. It helps manage schedules, set up meetings, and answer questions with its AI chatbot.
How hands on experiences stop attendees in their tracks
Interactive experiences are most effective. The best exhibits allow people to engage with technology, not just learn about it. CES is a five-sensory experience, and the brands that stop attendees in their tracks give them something to touch, test, and see working in real time.
The most effective demos are simple, human, and fast. They show the benefit quickly and connect it to everyday life by clearly demonstrating how technology makes life safer, easier, healthier, or more connected. When the value is immediately apparent, people stay engaged.
Just as important is pairing that hands-on moment with someone who can tell the story clearly and confidently. When attendees can experience the value for themselves, they understand it instantly. That’s where the real magic of CES happens.
The must-attend side events and onsite activities
I would start with the moments that consistently create connection and conversation.
New for CES 2026, CES Foundry is time well spent. As the new home for AI and quantum, it builds community with interactive demos and displays, networking, and two stages of content together in one place. CES Foundry will conclude with the CES Foundry Celebration Event, for high-impact networking.
Keynotes and other conference programming also matter because they shape the shared conversation for the week and often spark relationships that lead to real business.
Easy ways to secure media coverage at CES
The most effective way to secure media coverage at CES is to think like a partner to the press. Reporters and creators come to CES to explain how tech is solving challenges, quickly and accurately. Brands that help them do that, with a clear point of view, earn attention.
Be specific about why the story matters and why the connection makes sense. Media schedules fill up fast, so early outreach and preparation are essential.
Onsite, ensure the right spokesperson is available and offer a straightforward way for media to experience the product’s impact through a brief demo, a customer example, or a partner story.
It also helps to have the essentials ready at a moment’s notice — images, key facts, and a clear path for follow-up. The brands that consistently earn the strongest coverage are prepared, direct, and trustworthy, and they respect the media’s time as much as their own.
The one metric that actually defines success after the show
When CES is over, the single metric that best predicts a brand’s success is return on investment. For sponsors and exhibitors, success means measurable outcomes: qualified leads, meaningful partnership discussions, and media exposure that extends beyond the show.
Transparency and data make that ROI clear. CES attendance is independently audited, including detailed industry and job title information, allowing companies to demonstrate the value of their participation to internal decision-makers. Auditing is not a nice-to-have; it is essential.
At the same time, brands seek more than floor traffic. Demand is growing for custom activations, turnkey packages, and opportunities to tell a story beyond the booth. When CES enables companies to connect with the right audiences in meaningful ways and measure that impact.
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