Leveraging Consumer Electronics Show (CES) For a Killer Launch

CLIENT OBJECTIVE.

Luma, an intelligent WiFi system for the home, engaged ARPR to develop, manage and execute a Consumer Electronics Show (CES) strategy. Having launched pre-sales just two months prior to CES, and with budget constraints a factor, ARPR recommended that Luma exhibit at two CES media events: Pepcom’s Digital Experience and ShowStoppers, versus investing in a full trade show booth. Since the events were expected to draw more than 1,500 media, analysts and influencers, the objectives of participation were fourfold: 1) demo the product for the first time since launching; 2) continue building global awareness through B2B and B2C press; 3) leverage CES to announce a major acquisition; and 4) to engage journalists to review the product later in the spring when it finally hit retail shelves.

ARPR’S APPROACH.

Having significant experience working CES events, ARPR knew the first step to success was to create a detailed timeline of actions and deliverables. The agency provided recommendations and creative mockups for booth design and layout; and then helped expedite the ordering of banners, table cloths, media kits and items for giveaway. At the same time, ARPR created and refined collateral for media, including a ‘Media Q&A,’ press release, executive bios and a product fact sheet. In the weeks prior to the event, ARPR wrote and distributed a series of media alerts, building excitement and confirming journalists and analyst for demos. ARPR also worked collaboratively with Luma’s social media agency on a series of organic and paid Tweets leading up to and during the show, capitalizing on the #CES2016 hashtag. During both events, two ARPR representatives staffed the exhibitor space with Luma, providing on-site social engagement and additional support for a booth that was consistently busy with eager journalists wanting to learn more.

THE RESULTS.

Luma in WSJARPR’s organization and attention to detail resulted in two successful events. In total, Luma spoke with over 300 journalists from around the globe. In addition, more than 50 North American journalists, including those from Maxim, Wall St. Journal and Forbes, requested to review the product upon availability; ensuring the benefits from CES 2016 would last for a long time to come. Then came the accolades. USA Today’s Reviewed.com gave Luma an Editor’s Choice Award while The Wall St. Journal acknowledged Luma as Best in Design. In addition, Network World and CRN recognized Luma as one of the best products at CES, and ShowStoppers named Luma a winner in the category of ‘Envisioneering Innovation’ and Design. Furthermore, ARPR helped secure an exclusive in VentureBeat on Luma’s first ever acquisition, which bolstered the cybersecurity of the product. Finally, social media thrived during CES week, in particularly Twitter, which grew by 14% in just 4 days, and continued to boom in the weeks after the show.