Every January, the Consumer Electronics Show (CES) takes over Las Vegas to set the pace for tech innovation in the coming year. Having attended for years as a B2B creator and influencer, it’s a must-attend event on my calendar to stay on top of the latest trends.
But navigating CES can feel overwhelming for first-timers between the crowds, sensory overload, and countless brands vying for your attention. That’s why I reached out to my good friend James Hicks, founder of HicksNewsMedia, on how to make the most out of the event. With over a decade under his belt reporting on the hottest CES announcements, James has an incredible knack for distilling the most impactful takeaways.
In this post-CES download, we went in-depth on how to get approved, what you need to prepare for CES, how to secure brand deals, and how to maximize your mileage at the event.
As fellow creators, James and I always think about collaborating authentically with brands. We swapped best practices on everything from scoring those critical one-on-one meetings to crafting pitches that leave a lasting impact.
In this post, I’ll share key insights James and I have cultivated around maximizing massive industry events like CES. From proven networking strategies to building partnerships that align with your values, you’ll find our hard-won advice for leveraging conferences to catapult your creative career.
Whether you aim to secure your first sponsorship or level up to longer-term collaborations, you’ll discover field-tested techniques to implement at your next marketing event.
How to get into ces
Ask any CES veteran, and they’ll tell you that obtaining access starts months in advance. As a trade-only event for individuals 18+ years of age affiliated with consumer tech, all attendees must provide proof of eligibility.
There are three categories:
Industry Attendee: Open to those working within the consumer tech sector. Requires verification letter from employer. Provides access to keynotes and exhibits.
Media: Exclusive all-access is reserved for journalists, analysts, and influencers actively covering consumer electronics and technology. It requires demonstrating you have publications, a platform audience, and post relevant tech content.
Digital Content Creator: Badges for online influencers in consumer tech/electronics space to access the show floor and connect with brands. Qualifications based on minimum followers and engagement rates per platform.
While you can pay thousands for basic conference passes, James and I advise creators to aim for media or digital content creator badges, which offer greater networking opportunities.
The key is assessing qualification criteria honestly and highlighting relevant background that strengthens your application. That goes for both passes – the CES team welcomes attendees thoroughly, so you must demonstrate adding value before getting the green light.
In addition to writing for Lights, Camera, Live, I also contribute to Entrepreneur.com and submitted a screenshot of three published articles.
We also advise getting your ducks in order with registration and travel logistics several months out. Vegas hotel prices surge over 300% in some cases during CES dates. And while no one wants sticker shock ruining the budget for passes or company meetings, it’s an unavoidable reality. Plan, keep tabs on deals, and factor the premium rates into your forecasting.
Trust me, putting in early legwork is the best way to guarantee you’re there and ready to network when the show starts!
Networking at CES: Making Meaningful Connections
With over 4,500 exhibitors vying for your attention, making meaningful connections at CES requires an intentional strategy. Rather than wandering the crowded show floors aimlessly, we each mapped out priority booths and sessions based on relevance to our niche.
Targeted and personalized outreach is essential, or it risks getting drowned out. Focus on who aligns with your unique value proposition and niche audience. Research them beforehand to craft tailored pitches explaining why partnering would be mutually beneficial.
Whether you have five minutes at a booth or are connecting in passing, have a tight elevator pitch ready highlighting:
Your niche, target audience, and the value you provide creators
Types of brand collaborations you are open to
Description of your ideal potential partner
Succinctly conveying this context makes meetings far more productive and actionable.
Leverage LinkedIn to Make Connections
Before the event, we recommend updating your LinkedIn profile with an optimized headline, bio, and featured posts, including your portfolio.
LinkedIn should be your go-to outreach platform to stay in mind with new connections post-event.
Upgrade to a premium account if possible - the analytics on who viewed your profile are extremely helpful for strategically targeting follow-up messages.
“LinkedIn Premium is the ultimate cheat code.”
Be interesting in a crowded room
Think outside the box with memorable yet useful swag to spark conversation. For example, I had a custom LED backpack, ideal for starting conversations with attendees. The built-in screens displayed my Instagram handle and served as a conversation starter wherever I went!
Turning Conversations into Collaborations
Beyond networking, my top priority at industry events is securing ongoing brand partnerships.
“Companies flocking to CES are laser-focused on identifying creators to collaborate with long-term - but you need to position yourself as the ideal partner. ”
I start by asking exhibitors about new products or campaigns launching in the coming months. This provides helpful context on how we could structure a mutually beneficial relationship.
Coming prepared with a content portfolio and examples that align with your niche is also essential. For me, that meant cuing up short-form TikTok videos on my phone that used fun, engaging storytelling to showcase my livestreaming production abilities - strategically tailored for platforms where today's viewers are actually consuming content.
That background allows you to seamlessly transition into pitching partnership visions based on intel gathered on their goals.
Explain how you can create specific types of social content, promote their products in videos, provide feedback or consulting, etc., in exchange for financial compensation, free products to review, affiliate commissions, and other perks that offer ongoing value.
The key is entering conversations informed on their objectives so you can propose ideas tailored to current needs. Once you have their interest, suggest exchanging information, then commit to prompt follow-up meeting invitations.
Post-show, I prefer sending personalized emails referencing the in-person meeting. Attach a picture you snapped together onsite when possible to remind them who you are. Outline partnership concepts discussed and specific ways you can add value to their brand.
Securing that initial face time is just the first step - consistent and strategic communication afterward is what actually converts introductions into paid sponsorships.
Expanding Your Network
While brands may be the priority, huge events like CES reach out to the creator community. I was reminded how valuable networking with fellow influencers can be when I bumped into Sherri, founder of The Eldest Daughter Club.
We immediately started brainstorming cool collaboration ideas for our respective audiences. And the conversations continued long after the conference ended. This opens up options to co-create content, share production resources, cross-promote each other’s offerings, and potentially even combine forces on branded partnerships.
Industry events also tend to coincide in the same host city, maximizing opportunities in one trip. For example, my client Junaid Ahmed, co-founder of GoBoxStudio was exhibiting at the Traffic & Conversion Summit at Caesars Palace. We met up at the Digital Social Hour meetup hosted by Sean Mike Kelly and made even more connections.
“Convention season breeds all kinds of open doors beyond formal programming. Say yes to satellite activities, off-site meetings, and joining forces with other creators in the area. This maximizes the mileage from your attendance!
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Key Lessons to Unlock Brand Sponsorships
Attending industry events, especially heavyweight like CES, can catapult your creative career through brand partnerships if approached strategically.
To recap the most high-impact advice covered in this post:
Obtain media or creator access badges providing networking advantages
Research exhibitors and create tailored partnership pitches for priority targets
Have a tight elevator pitch that conveys your value proposition succinctly
Follow up consistently post-event, especially via LinkedIn
Explore concurrent conferences and collaborate with fellow creators
James and I have refined the strategies over years of maximizing major conventions work. But you must practice these tips for your next marketing event to move the needle.
Think ahead to a show aligned with your niche happening this year. Then, set a success goal, whether launching your first sponsorship or signing three new partners. Plot backward from that desired outcome, schedule registration, and book travel.
Build up your credentials, online presence, or specific content assets needed to achieve it. Establish your pre-show outreach list and ideal post-meeting follow-up cadence to hold yourself accountable.
By adopting an intentional, milestone-driven plan, your odds of converting new connections into collaborations skyrocket. We all have packed schedules, so set reminders leading up to your target event to reassess readiness utilizing the advice above.
The more you actively and consistently apply these techniques over time, the more they will compound to drive partnership results as your creative empire expands!
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