5 Ways Architectural Design Can Make You Stand Out at CES

AUTHOR: Derse  /  November 27, 2017

CATEGORY: EnvironmentsExhibitsIndustryProductionPurposeful CreativeRentals

The world’s largest gathering in the consumer electronics industry, the Consumer Electronics Show, brings together more than 4,000 exhibitors under one roof. With close to 200,000 attendees, having a booth that stands out and demands attention is critical. No matter what size footprint you have at CES, attention to detail can help you stand out from all other exhibitors in attendance.

In 2017, our client Moen was a late addition to the CES floor. With a footprint smaller than what the company’s existing booth designs would fit, Moen worked with us to develop an architectural exhibit for showcasing its new connected showering system. Using rental infrastructure instead of starting from scratch, Moen exhibited a smart, connected display that used the brand’s displays and our counters. Moen’s CES experience resulted in 67 earned media articles, 52 nationwide broadcast hits, and direct access to new connections in the tech market.

When Chinese company LeTV planned to launch new products at CES 2016, they were managing bids with more than 12 vendors and looking at spending more than $8 million. With a quick turn of just one month, Derse stepped in to help guide LeTV to reassess its goals and get a better grasp on its experiential marketing. LeTV captured 1,067 leads and ended up spending only $400,000.

With the right mix of creativity, experience, and willingness of risk, your exhibit at CES can drive numbers way beyond your brand goals. Pulling from our experience, we’ve compiled five ways that using architectural design can make your brand stand out.

  1. Leverage visual impact –“Have you seen the Brand X booth yet? It’s awesome.” At every trade show, small or large, this phrase is uttered in passing at some point by event attendees. Next year, will it be your booth? A brand footprint that uses its presence at a trade show to make a visual impact through exhibit design can differentiate it from others and create curiosity.
  2. Prioritize lead generation–With the awareness created about your company and booth, attendees and exhibitors will inherently make an effort to stop by and check out the architectural design. Make the most out of this opportunity and develop a strategic approach to both gather lead information at your booth and ensure prompt follow up after the show.
  3. Tell your brand story–Whether you’re new to the market or a heritage brand, express your brand story in a memorable way through your exhibit. Utilize your brand’s trade show experience to extend its reach beyond just the attendees at CES through targeted digital marketing content.
  4. Demonstrate products and deliver focused messaging–Almost 60 percent of CES attendees want to see and experience product demos hands-on. The layout of your exhibit can encourage participation from attendees. A well-thought-out booth is also an opportunity to drive home brand, campaign, or product messaging through visuals and overall experience.
  5. Reduce costs–“Go big or go home” doesn’t mean draining the budget for impact. CES is about innovative thinking, and that applies to booths as well as products. To save LeTV a significant chunk of change on its 2016 CES budget, we reimagined the company’s original plan of LED-screen walls to use projection mapping, reducing time and costs.

With so many exhibitors, it’s important your message an brand doesn’t get lost in the shuffle at CES. When companies partner with Derse, we work to deliver booth experiences that make a memorable and lasting impact with attendees.

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BIO:Derse is a complete face-to-face marketing agency and exhibit builder with more than 450 employees and six full-service divisions. Ranked as a Top 10 Experiential/Event Marketing Agency by Advertising Age and B2B Top Shop by Chief Marketer, Derse brings a smarter wins approach to exhibits, events and environments for client programs in more than 50 countries.