Now that the Consumer Technology Association (CTA) has mandated proof of vaccination for onsite participation in CES 2022, there are plenty of options and things to consider if you’re planning a CES moment.
Trust Your Gut and Be Authentic
While many events, activities and businesses are resuming “normal” operations in a post-pandemic world, the Delta variant remains an unknown risk. As you consider attending shows like CES, rely on agency partners to provide you with access to show organizers and real-time updates on COVID-19 developments. There will likely be additional news from the CTA about safety protocols and regulations to safely attend CES 2022. Be sure to pulse your teams and staff to determine their comfort levels on attending trades shows and traveling to major cities like Las Vegas.
Additionally, if your company/brand has instituted travel bans or has delayed Return to Site plans, stay true to safety protocols and remain consistent with your message. Any deviation that could be perceived as putting your employees at risk could be detrimental to your brand and company culture.
You Have Options
While there is a concerted push for an onsite CES 2022 experience, you have options. For the onsite CES experience, you can expect a limited number of onsite attendees. What’s more, there will be opportunities to host a smaller engagement by way of C-Space, CTA’s more intimate show experience traditionally hosted at the Aria Resort. If an onsite experience is completely out of the question, then the digital experience is an option to explore. As things continue to evolve relating to the Delta variant, this may become a more sought out option for companies still looking to capture the eyes and hearts of potential partners and media during CES. There are options being developed for the digital experience which will include livestreamed keynotes and chat functions, allowing attendees to communicate and engage with exhibitors. Stay flexible as things continue to change day-to-day.
There’s no doubt in the importance of CES. Many brands have used the show to breakout and breakthrough; however, there are opportunities to use the “CES moment” as a lightning rod for your news and launches without participating in the show. In the lead up to the show, media will be preparing and gathering embargoed news related to concepts, products launches, and more. Getting in on that preparation by pre-briefing media in advance of the show is key. A baked narrative with assets, content and access to spokespeople will get you in the door but not all news is created equally. Make sure you’re evaluating the weight of your news to avoid getting lost in an otherwise busy time of year. Be creative but realistic.
As things continue to develop, lean on your agency partners for their recommendations to determine whether CES is right for you and how they can help you show up differently.Aaron is a seasoned brand strategist drawing on deep, multi-disciplinary experience in PR and communications, digital and social media, and integrated marketing. He provides a rigorous, insights-driven approach to achieving brand goals and business results.