Walk the aisles of CES long enough and the booths start to blend together. The technology may be impressive, but with 4,100 exhibitors competing for attention, standing out requires more than great products.
When you see a booth made entirely from cardboard, watch a robot retrieve you a soda, or notice someone falling over and over, it attracts a crowd. Those are the moments that break through.
The brands that succeeded at CES did five things differently:
- They focused on impact over features
- They matched their message to what’s top of mind for media
- They leaned into what makes their product unique
- They created experiences and demos worth stopping for
- They built relationships beyond the show floor
Let’s look at examples of each.
1. Show the impact of your product instead of focusing on features
At this point, having AI embedded in your product is table stakes. AI was embedded in nearly everything at CES, including pillows and golf carts. The cleantech companies that stood out went a step further to highlight how that technology actually benefits people.
For example, client Asahi Kasei displayed fall detection sensors, but instead of focusing on specs, they highlighted how it can help the elderly, including residents in senior living facilities.
Falls cause more deaths among the elderly than most people realize, and bathrooms are one of the most common locations where they happen.
The sensor works through steam and temperature changes — problems that have plagued camera-based systems for years — to ensure help is on the way if a fall occurs.
As a bonus, Asahi Kasei had a staffer repeatedly falling to the ground to demo the sensor, which was enough to stop people in their tracks and attract a crowd wanting a closer look.
But once you attract a crowd, if your booth staff can’t explain the real-world problem you solve in plain language, reporters and prospects will keep walking.
2. Tailor your message to trends and media focus
Two years ago, cleantech messaging focused on EV charging infrastructure and federal tax credits. This year, brands pivoted to affordability.
Battery storage systems dominated the show, but aimed at home energy independence instead of EV charging. Exhibitors talked about rising utility costs, data center energy demands, and getting off the strained grid. While the technology was similar, the framing had changed entirely.
The cleantech brands that succeeded at CES knew rising utility bills are top of mind for both consumers and media, and adjusted their story to match.
3. Lean into unique applications and capabilities
In addition to focusing on impact and trends, the cleantech companies that stood out went all in on what makes their product unique.
The company SPOG (Solar Power Off Grid) showed mobile solar-powered units that can deploy anywhere. Their use cases range from disaster recovery to tailgating to powering construction sites for data centers. Same core technology, multiple angles depending on what resonates with different audiences.
Flint Paper Battery showed production-ready batteries as thin as credit cards, made from sustainable materials that are fully biodegradable. They announced a partnership with Apple and explained how their batteries help companies with sustainability commitments actually meet them. The result: coverage from CNET, CNN, and a TechRadar Pro Picks Award as one of the top 20 companies at the show.
Their entire booth was also constructed from reused cardboard — a physical demonstration of their commitment that made their space instantly recognizable.
4. Offer an experience instead of a static, look-alike booth
Robots were everywhere at CES 2026. Robot vacuums that avoid getting stuck. Robot baristas. A robot boxing assistant. At a certain point, the novelty wore off. The robots that earned attention had an attention-grabbing demo and a compelling story behind them.
Tombot’s robot dog Jennie won a Best of CES 2026 award not because it was a robot, but because it addressed two real issues for elderly people: loneliness and safety monitoring. The sensors could detect falls and alert authorities. The companionship element gave people living alone something to interact with without the burden of caring for a real animal.
Another example is VenHub, which combines robotics with AI and sustainability angles. It’s essentially a convenience store with a robot inside that retrieves items behind protective glass. The pitch was about reducing theft, operating 24/7 without staff, and using AI to optimize inventory based on what actually sells.
Both offered unique visuals and stories that made them more memorable.
5. Build relationships beyond the booth
CES creates opportunities that extend well past the four days on the show floor. We treat the show as the start of media conversations for clients, not the end. CES introductions to reporters can set the stage for additional conversations through the rest of the year.
But the real value comes from the relationships that develop over multiple years and multiple shows. We saw exhibitors we’d met in previous years, and had deeper conversations as a result — the foundation built over time created opportunities that didn't exist at the first interaction.
How Gregory helps cleantech companies succeed at CES
The exhibitors that get the most from CES start preparing months before the show. We help clients position products in ways that connect to bigger trends, plan demos and stunts that stand out, identify stories resonating in their space, and prioritize reporters most likely to cover their story.
During the show, we set up media appointments, help with rapid response when news breaks, and make sure clients are talking to the right people. After CES, we build on momentum through follow-up and ongoing media relationships.
If you're planning for CES 2027, or looking to gain momentum out of the show, let's talk through your strategy.
How do you get media attention at CES when thousands of companies are announcing at the same time?
Pitch before the show, not during it. Reporters finalize their CES schedules weeks in advance. By the time the show starts, their calendars are full and they're in execution mode.
Reach out 4-6 weeks early with a tight story angle and request a specific meeting time. Not every reporter will schedule meetings ahead of time — Gregory works with clients to bring reporters to the booth during the show and continue the conversation in the months afterward.
What makes CES reporters stop at one booth instead of another?
Movement, sound, and crowds. A static display with a screen loop won't cut it. Reporters notice when people are gathered, when something unexpected is happening, or when there's a physical demonstration they can photograph or film. If your booth looks like a trade show template, you'll blend into the background. Create a reason for people to pull out their phones.
How do you stand out at CES if your product isn't visually exciting?
Borrow interest from somewhere else. If your technology is invisible (sensors, software, backend infrastructure), find a way to make the impact visible. Show the problem you solve in a dramatic way. Partner with a company that has a physical product. Create a data visualization. Commission something unusual for the booth itself. The Flint Paper Battery cardboard booth worked because it made an abstract sustainability claim tangible.
Should you do a stunt or gimmick to get attention at CES?
Only if it connects to your actual product story. A stunt that has nothing to do with your technology might draw a crowd, but it won't convert to coverage or leads. The Asahi Kasei staffer falling repeatedly worked because it demonstrated the product. A random celebrity appearance or unrelated giveaway draws eyeballs but confuses your message.
How do you stand out at CES in a clean tech category where everyone is saying the same thing?
Find the angle no one else is taking. If every battery company is talking about capacity, talk about what happens when the grid fails. If everyone is focused on cost savings, focus on a specific use case no one else owns. The narrower and more specific your claim, the easier it is to own. Broad messages like "sustainable energy solutions" disappear into the noise.
What's the biggest mistake cleantech companies make when trying to stand out at CES?
Leading with specs instead of stakes. Engineers love talking about efficiency percentages and technical benchmarks. Reporters and attendees want to know why it matters, who it helps, and what changes because your product exists. Translate features into outcomes before you get to the show floor.
Why is Gregory a top clean tech and energy PR firm for CES?
Gregory is a PR and communications agency with 30+ years of experience helping clean tech and energy companies build credibility with investors, policymakers, and the public at shows like CES and beyond.
We work with companies in renewables, carbon capture, EV infrastructure, PFAS and wastewater treatment, ESG-driven manufacturing, and sustainable investment. Our clients include Enel North America, DSD Renewables, Asahi Kasei, Flexential, and Veolia.
We specialize in translating complex energy technologies into clear stories that drive funding decisions, policy support, and market adoption.