• CES 2026: Insights & Strategies to Stand Out

    CES 2026: Insights & Strategies to Stand Out

    CES 2025 brought together more than 140,000 attendees and 4,500 exhibitors. It’s known as the most powerful tech event in the world, and the perfect opportunity to shape the future of tech while capturing the attention of a massive global audience.

    The show has proven successful for many of our B2C and B2B clients over the years. And at last year’s show, we saw the floors packed with everything from self-driving (and flying) cars, to sustainable power solutions, smart home tech, micromobility vehicles, mobility aids, AI avatars, fitness devices, beauty and fashion tech, and just about every form of robot you could think of – robotic emotional support dogs, a robotic vending machine that can dispense cotton candy, a robotic vacuum that can also pick up your socks, robots that shake your hand and hand out coffee, and robotic lawnmowers that take the stress out of home care.

    In such a competitive space, how can you make sure your brand stands out? Here are our key insights from last year’s show to help you boost your presence and ensure your brand leaves a lasting impression this year at CES 2026!

    Elevate Your On-Site Experience

    CES 2025 brought more than 6,000 media, content creators and industry analysts. To impress this year’s crowd, don’t just think about showcasing products, try to create an immersive experience to remember. Product displays, brochures and branded swag are essential, but taking things a step further to entice engagement and organic social sharing can help create an unforgettable and energetic atmosphere.

    Some of last year’s hottest booth displays that caught our eyes featured live product demos and test rides (seeing is believing!), themed throwback and futuristic experiences, live music including DJs, eye-catching video displays, life-size installations, giveaways/prizes, robots greeting guests, movie-theatre style setups, virtual reality activations, digital gaming activities and much more.

    Looking for other ways to capture attention while on-site? Consider hosting an after party during CES week. When done right, these parties can serve as a wildly successful hub for networking and relationship building with key media, influencers, prospects and partners. Plus, they bring the opportunity to help shift desired brand perceptions and elevate the overall story you’re looking to tell.

    Many brands may think the investment is far too large, or that the turnout won’t be as strong unless a big-name celebrity is in the room, but that’s far from the case. Sure, it would be amazing to have a star like Snoop Dogg or Meghan Trainor at the after party, but these activations can be just as successful otherwise with the right strategy in place. And we’ve witnessed that first-hand at Matter! The key? Start the planning process and guest outreach as early as possible, provide value and excitement to those you’re inviting, and do your homework to avoid overlapping your party with another from a brand that many may have pre-existing plans to attend.

    Maximize Your Time Beyond the CES Show Floor

    We often get asked from clients and prospects: what’s the most important thing to keep in mind for CES? And our answer is simple: having ample time to strategize, plan and execute to maximize exposure, attendance and impact. After all, the CES experience starts well before the exhibitor hall doors open in January!

    To maximize your time beyond the booth, and to set yourself up for a successful drumbeat of media coverage, here are a few recommendations to consider:

    • Set up as many pre-CES briefings as possible with top media in November and December prior to CES 2026. Tip: consider group sessions to meet with dozens of media at once, and have your press kits ready so that reporters can easily get their stories filed and ready to go in advance.
    • Consider putting your leaders at the forefront of the conversation by amplifying thought leadership exposure through speaking engagement opportunities. Last year yielded an impressive speaker line-up, with keynotes from the founder of NVIDIA and CEOs of Delta and X Corp.
    • Actively seek out award opportunities, including those that are given to brands at booths on-site. Not only do these awards help garner positive brand recognition and credibility, but they also help fuel great content that can be amplified across various PR, social and marketing channels.
    • Look for ways to network with others beyond your confirmed booth appointments. Take advantage of those spontaneous interactions on-site, whether it’s a quick intro to anyone walking by, chatting in the halls or meeting at a local coffee spot.
    • Coordinate personalized follow-ups post-CES that reference specific conversations had on-site, offering additional follow up materials or product samples to increase the chances of coverage. We typically see post-CES media coverage continue to run for our clients into the spring, so it’s important to keep that dialogue open in the weeks and months to follow.

    Embrace the Power of Influencers

    Partnering with influencers at CES in both an organic and paid capacity can help bolster overall awareness, social chatter and purchase intent amongst key consumer audiences, including those who are keeping up with the latest CES trends from the comfort of their home. The show typically drives a diverse mix of tech and lifestyle creators each year, from long-time tech-fluencers with macro followings, to micro and mid-size influencers who are just starting to build out their brand, to larger public figures who were seen browsing the show room halls last year like Martha Stewart, Will-I-Am and Sophia Bush.

    Influencers can create a sense of relatability, making your brand stand out in a sea of cutting-edge technologies. By collaborating with the right partners that are an authentic fit for your product or offering, you can effectively capture the attention of key audiences and leave a lasting impact.

    CES 2025 was a showcase of the world’s most exciting technological innovations. But with so many groundbreaking products and bold new ideas, it takes more than just a killer product to stand out. By creating memorable experiences, you can ensure your brand doesn’t just get noticed—but remembered after CES 2026.

    Interested in learning more about how we can help differentiate and elevate your brand at key events like these through PR, social, influencers, digital marketing or creative services? We’d love to connect!

    Rachel Almas

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  • Matter Grows Consumer PR Client Base with New Brands and Extended Programs

    Matter Grows Consumer PR Client Base with New Brands and Extended Programs

    Agency’s Consumer PR Team Continues to Support Successful B2C Product Launches, National Partnerships and Local Market Outreach with Mix of 360-degree Media Relations, Influencer Activations and Creative Events.

    BOSTON, June 11 , 2024 – Matter Communications, a brand elevation agency integrating PR, marketing and creative services – today announced the growth of its consumer client roster, highlighted by the addition of new clients as well as program extensions with existing clients from successful partnerships. Designing and executing programs focused on earned media, influencer relations, events and sampling, Matter continues to elevate consumer brand stories across retail and consumer packaged goods (CPG), food and beverage, health and wellness, sporting goods, consumer tech and beyond.

    “Engaging with today’s diverse, digitally-savvy consumers requires brands to rethink traditional marketing approaches and be nimbler in their communications” said Matt Mendolera-Schamann, Executive Vice President, Consumer PR, and Leader of Diversity and Inclusion at Matter. “For over two decades, we have developed customized and ambitious activations that drive awareness and sales for B2C brands, helping them reshape perceptions with key stakeholders. As we continue to grow our consumer practice, we are not only excited about the new brands enlisting our expertise, but very proud of the longstanding partnerships that result from our top-notch client service.”

    The following companies are a sampling of B2C clients who have recently partnered with Matter to elevate their communications and marketing programs:

    • Exergen, a leading manufacturer of thermometers and maker of the most accurate thermometer on the market that’s become the go-to choice for medical professionals and top hospitals across the country, brought Matter on board to support its new marketing goals throughout the most recent cold and flu season. Following successful media and influencer campaigns as well as an organic social strategy launch, Matter and Exergen recently extended the partnership to help with communications and content programs, as well as new product launches.
    • Performance Golf is a leading online golf instruction company that provides golfers of all levels with the tools and resources they need to take their game to the next level. Matter is working with Performance Golf to drive broader awareness among key athlete and consumer segments and support its growth goals throughout the U.S.
    • Pinemelon, a trailblazing online grocery platform headquartered in Denver, Colorado, on a mission to redefine grocery shopping. Pinemelon tapped Matter recently to help support its expansion into Boulder, and to tell stories about the local farmers, community commitments and other unique differentiators that set their offering apart from competing food services.
    • Segway-Ninebot, the global leader in micromobility and robotics technology, relied on Matter to successfully launch a wide assortment of groundbreaking transportation products, including next-generation scooters and e-bikes, as well as home technology products at CES 2024 and beyond. The Matter team assisted in planning, coordination, and development of the brand’s newest batch of product launches, as well as securing hundreds of press placements and product reviews at and following the show. Matter continues to support Segway with various projects, helping drive consumer and influencer awareness and sales for their innovative new launches.

    “From my positive experience with Matter at my previous company, I knew they were capable of handling a variety of our marketing needs while being seamless collaborators with the other agencies we work with,” said Rich Blumenthal, Director of Sales & Marketing, North America for Exergen Corporation. “Working with them during our busiest season this past year to elevate our brand marketing, I was once again impressed by their creativity and honest feedback about what’s working or where we might want to try something new. Based on the great results, it was an easy decision to extend our relationship, as we see Matter as an extension of our internal team, who we can go to for counsel and creative ideas on just about anything.”

    To learn more about Matter’s consumer PR team and client work, please visit the Consumer page on Matter’s website. Companies looking to include Matter in any open or future Request for Proposals (RFPs) or explore a potential partnership are encouraged to contact Matter to receive a custom program quote.

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into campaigns that inspire action and build value. Founded in 2003, with offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

    Contact

    Matter Communications

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • The Three Retail Influencers You Should Connect with in NYC (and How to Do It!)

    The Three Retail Influencers You Should Connect with in NYC (and How to Do It!)

    The retail industry is undergoing a major evolution. Online shopping continues to grow in popularity, complacent retailers continue to shut their doors and Amazon continues to redefine consumer expectations across the board.

    But retailers aren’t the only ones undergoing radical change. The reporters who cover these trends are, too. Newsrooms are shrinking, reporters cover more beats or single beats for shorter periods of time, and social media is transforming the way that publications break stories and receive tips from PR pros like me and you.

    With the holidays quickly approaching and NRF 2020 on the horizon, there’s a great chance your retail client’s CEO or subject matter expert will take a trip to the Big Apple in the next three months. And although NYC is home to many retail influencers, they’re all getting bombarded with the same pitches to meet up with so and so at XYZ company to discuss the next big thing in retail. To capitalize on your trip, you’ll need to be creative in your media outreach – or risk falling to the bottom of your favorite reporter’s inbox.

    For instance, every journalist has different preferences for how they work with PR pros. Some like all the details upfront, some like a 50-word blurb. Some like attachments included, some will close an email if there’s as much as a link – let alone a full press release. These elements are largely out of your control, unless they’ve published their preferences online or you have a personal relationship. What you can focus on is who you’re reaching out to and the substance of your pitch.

    Here are three retail influencers you should connect with while you’re in town and the best ways to reach them:

    Lauren Thomas, retail reporter at CNBC

    Twitter handle: @laurenthomas

    Lauren is a reporter for CNBC based in New York where she covers retail and its retail real estate. She joined in 2017 after graduating from the University of North Carolina at Chapel Hill and has quickly made a name for herself. A power user of social media, she was named the No. 1 retail voice on LinkedIn in 2018. 

    Best ways to work with her:

    • Organically engage with her outside of your email pitch; try “liking” her Tweets or commenting on her LinkedIn posts with a unique perspective. This isn’t the place for an unsolicited pitch but can be a good relationship builder.
    • Offer her unique data she can’t find anywhere else; this can be in the form of a survey or propriety data from your company’s platform. Lauren is notorious for using company-owned data, especially around the holidays.

    Melissa Fares, retail reporter at Reuters

    Twitter handle: @faresmelissa

    Melissa covers the world of retail, fashion and shopping. While Melissa has been with Reuters for over four years, she recently took on the retail beat starting in March 2018. Before Reuters, she attended Columbia Journalism School.

    Best ways to work with her:

    Similar to most reporters, Melissa is always interested in hearing from retailers – not only the well-known retailers, but also emerging retailers with an interesting, relevant and global story to tell.  Customer requests are never easy, so if they’re not open to being quoted publicly, try inviting Melissa to attend a customer-driven networking event. Especially around events like NRF, when many retailers are in one place, this can be a low-pressure way to introduce media to your retail customers.

    Not all reporters like getting phone calls from PR people, but Melissa is one of the few that is open to it. Whether it’s an email or a phone call, she wants to be connected with people who can help her form a meaningful story that hasn’t been told.

    Tonya Garcia, news editor and reporter at MarketWatch

    Twitter handle: @tgarcianyc

    Tonya Garcia is a MarketWatch reporter covering retail and consumer-oriented companies. She is one of the best in the business at cranking out the latest news before anyone else and regularly publishes 5+ articles per day. 

    Best ways to work with her:

    • Speed is of the essence. Tonya regularly accepts issues response commentary, but you need to work on her deadlines, which come and go quicker than most.
    • Like Lauren, Tonya is also a power user of social media. If you respond to her Tweets with unique insights, she’ll be likely to recognize your name when it comes through her inbox. One warning though: Your GIF game will never match hers. 

    The retail media landscape is constantly changing and it’s no longer enough to engage reporters with a simple email or phone call. If you want to get your client on their radar this holiday season or during an upcoming trip to NYC, consider starting the conversation on social. While not all reporters are open to this kind of interaction, the above reporters welcome it. If done right, it can be the first step to a mutually-beneficial relationship.

    Andrew Petro

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  • The Evolution of the Social Influencer

    The Evolution of the Social Influencer

    If you’ve ever opened the Instagram app, you’ve likely scrolled through countless sponsored posts and #ads. Whether it’s people you’re following or suggested content popping up on your feed, brands and products are in almost every photo. At times, it can even be hard to tell which images are paid promotion and what’s organic content. Everyone from your favorite D-list celebrities, fitness gurus, and maybe even someone you know personally has joined the community of “experts” promoting brands through their social media accounts—behold The Influencer.

    While it may seem like just a trend, sponsorships and brand ambassadors have actually undergone quite the evolution to get to the modern-day influencer. Plus, according to a recent PwC survey, 39% of people say that social networks provide the main inspiration for purchases; so whatever these influencers are posting is clearly working.

    So how did we get here?

    Good question.

    As consumers, we instinctively want to make informed decisions, so we look for advice to aid us in choosing the right option. Who we are looking to and how we receive that recommendation have changed over time to accommodate the changing landscape of information.

    Celebrities were the original “influencers.” Seeing someone in Hollywood donning a new brand turns heads without even trying, and to hear them personally advocate for a product is even more influential. Celebrity endorsements inspire people to emulate their favorite stars and hone in on the admiration we feel towards them. It is commonly thought that if someone of high status uses a product it signifies the quality.

    Celebrities are human too, though, and when it boils down to it, how much do they really know about fitness equipment, or vitamins, or teeth whitening treatments? So, we eventually turned to the experts for validation. The term “expert” is used loosely here as these influencers vary from certified professionals to someone with a specific interest in a topic such as travel, food, or fitness.

    Regardless of their working title, they are people with experience in a field and an opinion valued by a large following. Consumers take experts’ sponsorships more seriously because they have the knowledge to justify why they choose those products or services. It only makes sense to seek a personal trainer’s advice on fitness equipment, a nutritionist’s opinion on your daily Vitamin C intake, and who doesn’t want to hear 9 out of 10 dentists recommend that teeth whitener?

    Ultimately, admiration and expertise are impactful factors in making a smart buying decision, but what’s even more persuasive is advice from people we trust. When there is an important choice to make or a tricky situation we need help maneuvering, it’s our friends, family and those close to us that provide the advice we are most likely to act on. For this reason, the microinfluencer was born. Microinfluencers have a smaller, but reliable and dedicated following. Readers are able to ask questions and can expect a genuine and timely response. Though they may not reach as many people as experts or celebrities, they have major power in swaying readers’ decisions.

    So what does this mean for us?

    For public relations professionals, this evolution of the influencer is something that directly affects our day-to-day work. We are expected to be knowledgeable about this subject and to have a plan of attack for our clients. Blogger and influencer campaigns can be hugely successful for a brand if carried out correctly, and there are different ways to do so.

    One approach is a self-managed campaign; the PR pros manually run the activation from start to finish. You and your team will decide what influencers will partake, the theme of their posts, the length of the partnership, and will have far more control in the messaging and quality of their content. This type of campaign is precisely targeted to key demographics and often produces exceptional reader engagement. One of the biggest, if not THE biggest benefit from this kind of activation is the opportunity to connect with these influencers and build a relationship. Of course, we want solid content to present to our clients, but beyond that, public relations relies on connecting with people and finding new ways to reach our audiences.

    Fostering a working relationship with influencers can open doors for future opportunities and create an ally in someone who has perspective from both a customer and a media standpoint. While it does require more time and energy to execute a manual campaign on the PR side, the results can be convincing.

    The second option is to use an influencer marketing platform that will pair your brand with a group of bloggers or social influencers to push out content. The third-party typically handles all the logistics and communication with the influencers and will update you with batches of coverage. This method is helpful in reaching a large mass of people in a short amount of time with little effort required from you. It may also help you to rest easy knowing that the quality of influencers on these platforms is still pretty high.

    In my experience, I’ve even seen some of the bloggers I’ve worked with for a manual campaign pop up and write content for a platform activation for the same client, which was reassuring to see that these third-party influencer companies are doing their due diligence to find influencers that fit the brand.

    So which is better, you ask? Both…and neither… It really depends on your client and what your goals are for the campaign. Manual initiatives offer more control over all aspects of the activation and can be a good fit for more technical announcements or things that require a more thorough explanation, but they can also be very demanding and need to be kept well-organized.  

    Using an influencer platform can ensure viewership and help generate buzz during a lull in news. It all comes down to knowing your client needs and most importantly, adapting to the times and working with today’s influencers in the most effective way possible. Influencers have adapted to consumers, and now it is time for public relations professionals to adapt with influencers.

    Matter

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