A Kraves PR client for more than 14 years, Iomega launched several new consumer storage products at CES, one of the largest trade shows in the world.
Make Iomega’s new products stand out from the thousands of other gadgets that would also be unveiled.
With more than 20 years of CES public relations support and experience, Kraves PR practitioners’ implemented a three-pronged approach to maximize press coverage:
Selective Pre-Show Embargoed Briefings
To obtain first-day show coverage, Kraves PR arranged for top-level consumer, business and tech press to obtain the scoop on the company’s new products under embargo several weeks before the show.
With several exciting new consumer storage products rolling out at the CES, providing editors with the skinny on all of Iomega’s new gadgets gave online outlets and blogs the opportunity to do individual stories on each product running at various times during the four-day show.
On-Site Booth Appointments
Second, Kris Kraves and her team scheduled in-person meetings at Iomega’s booth to see the new products in action.
Aggressive Post-Show Follow-Up
Last part of the show PR strategy was to aggressively follow-up with the press to make sure they included Iomega in post-CES stories.
The media mavens at Kraves PR far surpassed client expectations. They leveraged their established relationships with tech and consumer media to pack the boothâ€”and that they did, with more than 50 scheduled booth appointments and countless other press stopping in for product demos.
The media coverage numbers speak for themselves:
105 print and online stories with
212 million unique visitors per month and over
2.7 million print circulation including the top tech press and major business media.
Media highlights included:
Wall Street Journal, Personal Journal front page, included an Iomega product as one of “Ten for ’10’ Gadgets to Watch For.”
Gizmodo, one of the top five blogs on the net, included Iomega in its “Everything You Need to See at CES” story.
Boston Globe, Denver Post and Detroit News all included Iomega in their CES roundup as well.