Success at the big show requires more than simply showing up
TL; DR: To maximize your traction at CES 2026, you need to start planning. Booth location, media outreach, messaging alignment and post-show ROI all hinge on decisions made months in advance.
If you want to exhibit at CES 2026 but haven’t started to prepare, we have bad news: You are already behind schedule. The good news? You are not out of time as long as you get moving now.
Every January, thousands of companies converge on Las Vegas to showcase their products — more than 1,200 of them are in Eureka Park alone. Only a fraction of startups leave with new partnerships and positive press. The difference is often the planning, not the product.
Why Is It Important to Prepare for CES Early?
Location, Location, Location
Your physical location affects everything: visibility, traffic, who you’re surrounded by and how you are perceived. High-traffic areas and curated zones like Eureka Park are competitive and booked months in advance. If you wait until November, you may still get a space, but you will not get the one that supports your goals.
Schedules fill up fast
Reporters and investors CES are not wandering around hoping to discover you. Their schedules are locked by November (sometimes even earlier). If you want to be on their radar, you need to start outreach in the fall and secure those meetings before the floor gets crowded.
Messaging takes longer than you think
Reporters, partners and investors want to know:
- Why now?
- What makes this different?
- Why should anyone care?
Clear, confident messaging is not developed overnight and alignment can take time, especially across teams that are moving fast. CES forces focus. Teams that rush (or skip) messaging development tend to spend the week stumbling through inconsistent or vague explanations.
Create an experience, not just signage
Your booth should invite people in. Interactive demos and live storytelling help visitors engage directly with your product. Capture content through photos, short interviews or live clips. These assets extend your visibility well beyond the show floor and fuel post-event campaigns.
International and regulated startups face added complexity
If you are using CES as a U.S. market entry point, or you are in a regulated space like healthtech or fintech, preparation is even more involved. Localization, compliance narratives, stakeholder alignment, travel arrangements and legal review all lengthen the runway.
The ROI of CES depends on your follow-through, which should be scoped now
Press hits are not the end goal. Strategic CES planning includes post-show engagement: lead nurture, investor updates, international amplification and content that extends your visibility well beyond Vegas. If that system is not in place ahead of time, you will lose momentum post-show.
Your competition is already in planning mode
Understanding the landscape around you is part of CES preparation. Review the exhibitor list early to identify nearby companies and refine how you stand apart. Track upcoming launches in your category so you are ready for comparisons or questions. This awareness sharpens your positioning and prepares you for tougher conversations.
The Advantages of Planning Ahead
When you plan early, you create space to:
- Coordinate with legal, ops and comms so nothing gets held up
- Decide what success looks like — and how you will measure it
- Refine your messaging across audiences
- Get valuable feedback from trusted advisors before launch
- Book key meetings with media, investors and partners
- Design creative that reinforces your strategy, not just fills space
- Train internal spokespeople to stay on message under pressure
Download the Ultimate
CES Checklist
Ensure you have everything in place for the big show & first to know when our Complete CES Starter Kit goes live.
Not sure where to start with CES planning? Focus here first.
We get it — prepping for a trade show can be overwhelming, but it’s essential you get started now. Here are the first few steps you should take:
1. Clarify your objective
Before locking in a booth or building a demo, get aligned on why you are going. Are you focused on launching a new product, raising capital, attracting media attention, hiring talent or closing deals? Each of these goals requires a different approach, timeline and messaging strategy. Without a clear objective, you risk spreading your resources too thin.
2. Define your audiences
Once your goal is set, identify who you need to reach to make it successful. Investors, reporters, potential partners, buyers and talent all engage differently at CES. Know where they spend time, what they are looking for and how to engage them on the floor, at events or in follow-up conversations.
3. Assemble your internal leads
CES planning cuts across departments. Designate a small, cross-functional team to lead the charge. Often, this is someone from marketing, product, operations and leadership. Assign clear areas of ownership early (e.g. media outreach, booth logistics, lead capture) so decisions get made quickly and nothing falls through the cracks.
You don’t have to do it all on your own.
We have worked with early-stage startups and growth-stage leaders alike to support CES and other high-visibility moments. Our role varies; sometimes we are brought in to refine messaging and shape media strategy, other times to lead the full go-to-market rollout.
But in every case, the difference is the same: teams that plan early move more confidently. They leave CES with traction, not just foot traffic. And those that don’t tend to see very little ROI.
Whether you need full strategic support or a second opinion on your booth design, our experts can help you make the most of your time at CES 2026. Let’s talk — contact us to set up a free strategic consultation.
Download the Ultimate
CES Checklist
Frequently Asked Questions About CES
When should I start preparing for CES 2026?
Now. Strategic planning should begin 6–9 months out to secure ideal booth placement, coordinate media and investor outreach, finalize messaging and prep internal logistics. Late planning limits your options.
What does CES preparation actually involve?
It includes more than booking a booth — you need sharp messaging, lead capture systems, a media strategy, team training, post-show follow-up plans and internal alignment across product, marketing and ops.
Is CES worth it for early-stage startups?
Yes, if you have a clear goal and a plan. CES can drive visibility, funding conversations and strategic partnerships, but only for teams who come in prepared.
How do I get media attention at CES?
Reporters book their schedules well in advance. Start outreach in the fall with a press kit, clear messaging and a compelling angle. Media follow-up after the show is just as important as pre-show pitching.
What kind of ROI can I expect from CES?
It depends on your preparation and follow-through. The strongest returns come from teams that align early on goals, engage target audiences before the show and have systems in place to convert interest into action after the event.
I have a different question.
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