The lights on the Las Vegas Strip have dimmed. The booth is packed away.
For many companies, the story of their CES presence ends here: a successful but fleeting moment in time.
But at Highway 85 Creative, we believe your investment shouldn’t be confined to four days in a convention center. The real ROI begins after the show, by strategically leveraging your activation across digital channels.
Your booth was a powerful physical touchpoint; our job now is to transform it into a perpetual digital engine.
Here’s how we help our clients extend the lifespan of their CES activation and continue to drive engagement, leads, and conversions long after they’ve left the desert.
Transform Live Moments into Evergreen Content
Your CES booth was a content goldmine. We capture it with a strategic eye for repurposing.
- The Approach: During the show, our team (or a dedicated videographer we manage) doesn’t just capture b-roll; we storyboard. We film compelling demo walkthroughs, record customer testimonials on the show floor, and gather high-quality footage of the booth’s interactive elements.
- The Digital Extension:
- Sizzle Reel: A high-energy 60-90 second video showcasing the energy of your booth, product demos, and audience reactions. Perfect for your website homepage, social media, and email campaigns.
- Deep-Dive Demo Videos: Edit the full, detailed product demos you gave on the floor into a series of shorter videos for YouTube, your product page, and sales enablement kits.
- Photo Galleries: Professional, branded galleries that can be used in blog posts, social media, and PR pitches for months to come.
Launch a Targeted Digital Ad Campaign
The audience at CES is vast, but the global audience online is even larger. Use your CES presence as a credibility badge in your advertising.
- The Approach: We leverage the assets created at the show to build a multi-platform ad strategy that targets those who saw you at CES and, more importantly, those who didn’t.
- The Digital Extension:
- Retargeting Campaigns: Serve ads featuring your booth’s “wow factor” (a hologram, a massive LED wall, a crowded audience) to everyone who visited your website during CES or whose contact information you captured.
- Prospecting Campaigns: Use LinkedIn and Google ads targeting key industries and job titles with messaging like, “Missed us at CES? See what everyone was talking about.” Your CES presence immediately validates your innovation.
- Lookalike Audiences: Upload your CES lead list to social platforms to find new users with similar characteristics, dramatically expanding your reach with a qualified audience.
Reignite Your Lead Nurturing Sequences
A lead captured at CES is warm, but it will grow cold quickly without a tailored follow-up.
- The Approach: Instead of a generic “Thanks for stopping by” email, we craft a nurture sequence that reminds leads of their experience and provides clear next steps.
- The Digital Extension:
- Email 1 (Immediate): A personalized thank you that includes a link to your specific requested information (a datasheet, a pricing PDF) and your flagship sizzle reel. This jogs their memory of the booth experience.
- Email 2 (Follow-up): Share a piece of your repurposed content, like a deep-dive demo video, with the subject line: “Here’s a closer look at the demo you saw at our CES booth.”
- Email 3 (Action): An invitation to a personalized webinar or a calendar link to book a meeting with your sales team, positioning it as a “post-CES debrief.”
Amplify Across Social Media and PR
The conversation shouldn’t end when the hashtag stops trending.
- The Approach: We develop a sustained content calendar that drip-feeds your CES successes and insights across all channels.
- The Digital Extension:
- Social Media: Create “throwback” posts, share behind-the-scenes moments of building the booth, and run a poll asking followers what their favorite part of your product was. Tease the “making of” your activation to build human connection.
- Public Relations: Draft a post-CES recap press release highlighting any awards won, major announcements made, or significant partnerships revealed at the show. Pitch bylined articles to trade publications on “Key Takeaways from CES” to establish thought leadership.
- Website: Create a permanent “At CES [Year]” landing page on your website that hosts your videos, photos, press clippings, and product announcements. This becomes a lasting testament to your industry presence for prospects throughout the year.
Leverage Insights for Future Strategy
Your digital footprint post-CES is a rich source of data. We help you analyze it to measure true ROI and inform future strategy.
- The Approach: Track everything. Monitor website traffic from ad campaigns, email open rates, video view counts, and social engagement.
- The Digital Extension:
- Measure What Matters: Which repurposed video has the highest watch time? Which ad creative generated the most clicks? Which lead source has the highest conversion rate? This data tells you what resonated most with your audience.
- Inform Next Year’s Booth: These digital insights provide a blueprint for future live activations. If a particular product feature garnered the most attention online, it should be the hero of your next booth. If a certain type of content performed best, you can design your physical space to create more of it.
At Highway 85 Creative, our white-glove service doesn’t end when the last panel is crated. We partner with you to ensure your CES activation is not an isolated event, but the launchpad for a year of digital engagement.
By strategically extending your presence online, you transform a short-term event into a long-term growth engine.Schedule a Discovery Call to start the CES conversation.
