CES: Positioning Your Brand

Connecting with clients on
the global stage

The Consumer Electronics Show (CES) is the world’s largest consumer technology trade show and, by extension, one of the largest stages for tech-focused organizations. For participants, CES can be a chance to connect with key decision-makers, showcase future-focused solutions, and align them with what matters to their clients. Recently, it also offered a unique brand positioning opportunity: the ability to position ourselves at the forefront of a smart future.

Cutting through the noise

An event as large as CES often means an equally large field of competitors, and even as a sponsor, getting noticed isn’t always easy. Moreover, showing up boldly while keeping messaging aligned can be challenging given the breadth of our offerings. We had to find a way to unify our campaigns and messaging and grab people’s attention—all while showing how we could drive the future of smart technologies.

Putting the spotlight on a smart future

To set ourselves apart at CES, our teams blended their insights to develop a cohesive marketing strategy to promote engagement with Deloitte.

We chose to take a visionary—and practical—look at all things smart: mobility, connectivity, the enterprise, cities, and entertainment.

Interactivity brings ideas to life, which led us to showcase smart technologies through a hands-on exhibit that would garner participation.

To help enhance the ROI, we realized we should amortize the investment in an exhibit across multiple events.

Tech-driven, experiential storytelling

Being a leader often means leading the conversation. For CES, we curated a speaking track focused on a smart future, hosted clients at turnkey hospitality offerings, and produced a highly engaging interactive exhibit that demonstrated our future-focused capabilities. During our smart future track, Deloitte hosted 19 speaking sessions across four days, featuring more than 50 client executives who addressed more than 4,000 people.

Additionally, our interactive display generated 2,500 booth visits and showcased Deloitte’s capabilities, addressing the five focus issues of mobility, connectivity, cities, enterprise, and entertainment—while generating interest in our vision for the future.