Trying to get attention for a new product or technology at CES, one of the largest trade shows in tech, is never easy, and often not a strategy we recommend, especially for early stage start-ups who don't yet have a market-ready product. But last month, we set course for Vegas along with a handful of our clients from Ceres Holographics, Prophesee, and Back Market. While the show is always well attended by the media and analysts, creating many opportunities for valuable face-to-face meetings, it can be difficult to navigate with all the excitement and flood of product announcements. So ensuring maximum return for our client Ceres required a plan to leverage the unveiling of a newly debuted holographic transparent display system, before, during and after CES.

Ceres develops Holographic Optical Elements (HOEs) for next-generation transparent display (TD) and augmented reality head-up-display (AR-HUD) solutions. It's a technology that has a long gestation period and Ceres has been carefully navigating the supply chain ecosystem in which it must participate in order to achieve success. Wired Island has been working with Ceres for several months to help develop a messaging and go-to-market communications plan. This includes ramping up its social media program as well as revamping its web site, and ultimately introducing the company to key influencers.

Following an initial funding announcement in December, at CES, the company announced their latest TD prototype system that offers key advantages for automotive applications including full-color display, wide field of view and desired small package size. We decided, with the client, to plan this announcement campaign around CES to maximize on the buzz and traffic of the event, and to take advantage of an offer to do some joint promotions with their technology partner Texas Instruments at the show.

The Wired Island team curated and evaluated the full CES press database, along with our previously developed industry contacts to offer pre-show briefings and press release embargoes. We then scheduled and prepped the client for meetings at CES, and also coordinated with their partner TI. Attending the show allowed us to be even more involved in press meetings industry networking that will be crucial to building long term relationships, as well develop content for social media.

Despite the noisy environment, CES ended up being a great "˜coming out' event for Ceres and they managed to create a bit of buzz in their space, even catching the attention of one of their better known competitors. Coverage regarding the announcement continues to roll in. Ceres was interviewed by a variety of trade and tech publications including Display Daily, Electronics 360, and the MarketScale podcast.