The Ultimate Caster Communications Guide to CES 2026: Why Your Pre-Show Planning Must Start Now

CES 2026 is just around the corner. Even though it takes place the first week of January, the planning starts now. Here’s what seasoned exhibitors know: the companies that dominate the headlines and capture the most valuable media attention don’t start their CES strategy in November—they start in August. 

At Caster Communications, we’ve been helping brands succeed at CES for the past 20 years. We’ve never missed a show (except when it was cancelled in 2021 due to the global pandemic), and at least 3 members of our seasoned team have attended for over a dozen years. We’ve helped brands win CES Innovation Awards every year; taken products to Pepcom, where they were demoed for 100+ press in a single night; organized panels for the conference agenda annually; hosted press conferences, analyst breakfasts, and influencer tours; and put clients on live TV from the show floor. 

Can you attend CES without a plan? Sure. But we wouldn’t advise it. You’ll spend significantly less and get WAY more bang for your buck with strategic early planning. We’ve helped clients execute successful CES campaigns on tight budgets, and we know exactly how to maximize every opportunity. 

Four Critical Steps to Launch Your CES 2026 Strategy Now 

1. What’s your News? 

What will you be launching at CES 2026? If you don’t have something entirely new, what’s your demo or news hook that we can leverage? The key is making your message fresh and enticing.  

Is this your first entry into the US market? A new product category debut? The first time you’re showcasing a breakthrough technology? Are you launching a partnership or collaborative technology?  

We help clients strategize messaging, develop compelling storylines, and most importantly, prepare to answer the tough questions—because there will be tough questions. The journalists covering CES are among the best in the world, seeking the most interesting, innovative, and groundbreaking technology.  

You must have a story, and it must be thoroughly practiced, with every angle explored and answers prepared for every question. Once you have a handle on your announcements for the show, we can help you define what the presence should be.  

2. Strategize Media Events and Awards

Start planning your media strategy now. Some clients opt for exclusive media events, such as Pepcom, and skip traditional booth setups entirely. Others combine both approaches, or just go for a traditional booth. Either way, August through September is the ideal time to map out your media engagement strategy, submit for CES Innovation Awards, and secure your spots at key media events.

3. Launch Your SEO Content Strategy Early

This year, we can be certain that more people than ever will utilize AI to plan their CES experience, research connections, and identify the companies, individuals, and technologies they wish to explore at the show. Your digital presence needs to be optimized months in advance. Search engines need time to index your content, and journalists and potential partners need to discover you before they’re overwhelmed by the thousands of companies competing for attention in January. 

Starting your content strategy early means you’ll appear in those AI-powered research sessions that attendees are conducting right now.  

4. Find the Right PR Partner

The most successful CES exhibitors don’t go at it alone, they partner with experienced PR teams that understand the unique dynamics of the show, have established relationships with key media outlets, and know how to navigate the complexities of launching at the world’s largest tech event. 

Start Your CES Success Story Today 

CES 2026 planning isn’t a luxury, it’s a necessity for brands serious about making an impact. While your competitors are still figuring out their booth design, you could already be crafting award-winning narratives and building the digital presence that will drive traffic to your exhibit. 

Read Next: 12 Years, 11 CES Shows, and Two Key Takeaways 

We’ll be publishing a series of CES blogs over the next couple of weeks and months, so stay-tuned for our best practices for maximizing at-show presence, media events, and then most importantly: how to sustain the momentum when the show is over.  

Ready to maximize your CES 2026 investment? The most successful show experiences start with a conversation in August. Contact us today to begin planning your standout CES 2026 strategy: alex@castercomm.com.