The Consumer Electronics Show (CES) stands as the most powerful tech event in the world, showcasing groundbreaking innovations that shape the future. It is where industry leaders, visionaries, and enthusiasts converge to explore the latest technological advancements. This year, I had the opportunity to witness the vibrant atmosphere of CES in Las Vegas, made possible by some of our Chinese tech clients who entrusted our Greater China team to help them showcase their innovation. The experience has been truly inspiring!
TCL booth at CES 2025
LG booth at CES 2025
Amidst the challenges of a shifting and volatile global economy, consumer technology remains a pivotal force driving the market. Leading B2C (Business-to-consumer) brands are boldly reimagining their presence at CES, envisioning a future where fully immersive 360-degree experiences captivate key stakeholders. Pioneers like Samsung, LG, and Nikon are at the forefront of this transformation, crafting revolutionary product interactions that empower global visitors to engage with cutting-edge technologies in ways that prioritise user experience and meaningful connections. Storytelling and communications approach in such a crowded and noisy environment requires a deep understanding of the audience, brand and innovation trends. It is utterly important for PR and marketing professionals to embracing this narrative-driven and pure user-oriented approach, ensuring their brands resonate deeply within an ever-evolving landscape.
Yaber team and TEAM LEWIS GCR at CES 2025
Marshall Mao of Yaber team gives a speech
At this year’s CES show, I was thrilled to collaborate with our clients to unveil their groundbreaking and market-first innovations on a global platform. From home entertainment projectors, premium wireless devices, AI-tracking smartphone and camera gimbals, portable cooling solutions, to outdoor living enhancements. Within just four days, we successfully organised a global launch event for Yaber, introducing their state-of-the-art ultra-short throw projector to over 50 top-tier global media representatives. Additionally, we participated in the Showstopper event, delivering countless product pitches for our clients, and hosted an exclusive media mixer in a stunning villa, highlighting innovations from several Chinese brands. All these are the results of a synergetic collaboration between the TEAM LEWIS Greater China Region (GCR) and the US teams. Combining our “follow-the-sun” approach, the deep media knowledge of our US team and the strong execution capability of our GCR team, we are able to deliver unparalleled value to the clients.
Yaber booth at CES 2025
Leveraging the unique strengths of both teams, we crafted tailored strategies that resonated with diverse audiences across regions during the CES show, from understand the products, consumer landscape and , solid media relations to the latest market trends. This holistic approach allowed us to create compelling narratives that highlighted their brand visions and competitive advantages to global audiences. Most of all, to stand out from numerous brands that are launching at the CES. Ultimately, our unified efforts reinforced our commitment to driving success for our clients in an ever-evolving tech landscape.
TEAM LEWIS US and TEAM LEWIS GCR strolling in Las Vegas
TEAM LEWIS US and TEAM LEWIS GCR having a meal
Beyond the professional milestones, the corporate culture at TEAM LEWIS truly shone through in our shared experiences. We strengthened our team spirit and created lasting memories, embodying the camaraderie that defines our workplace. After the day’s events, we bonded over karaoke, belting out our favourite tunes and reveling in the joy of each other’s company. Exploring new restaurants together provided a delicious culinary adventure, while walking down Fremont Street, with its vibrant lights and lively atmosphere, allowed us to unwind and connect. These moments highlight the fun we have as a team and reinforce the collaborative spirit that drives us forward.
Entering a new market poses considerable challenges for brands globally, such as understanding local consumer behaviours, navigating regulatory environments, and establishing a competitive foothold. To effectively overcome these hurdles, careful planning and strategic execution are essential. Here are some key insights and recommendations to consider:
# 1 Data and Insight Driven Strategy
Data speaks for itself. Analyse successful campaigns from previous CES shows to gain insights into competitors’ strategies and target publications. By integrating credible, up-to-date data from trusted brand/ media research platforms, you can tailor your initiatives, enhance credibility, and steer clear of outdated concepts and potential backlash as cultural differences can be a huge hurdle.
#2 Have a trusted PR and Marketing Partner
Engage with PR and marketing partners that have an understanding of the global markets and also the understanding of your brand’s needs. Agency with a global presence will allow a “follow-the-sun” approach and taking advantages of the timezone as well well as the culture.
#3 Master Your Media Tactics and Refine Your Messaging Before the Pitch
Work closely with your PR team to develop a targeted media list that incorporates local outlets, key editors, and regional networks. Schedule your pitches between 8 AM and 9 AM local time for optimal engagement. Utilize a media calendar to align your outreach with important US dates, such as Thanksgiving and the 4th of July, to enhance relevance and impact. Always include a compelling value proposition when introducing your brand and product to capture attention.
If you and your brand are ready to take the leap into global expansion, speak to our team! We’re here to partner with you every step of the way, helping you navigate new markets no matter where you are.
