ITRI @ All-Digital CES 2021

In order to excel at the world's largest digital tech event - CES 2021, ITRI created a consistently themed digital marketing campaign focused on AI & Robotics and e-Health. Our theme reflects latest technological trends and ITRI's aim to innovate a better future for society. Four key strategies were used to propel the awareness of our technologies amongst other leading brands and companies participating in the event. (1) Pitching Media to Earn Wide Coverage-We actively engaged in media outreach using multiple channels to expand brand awareness and highlight our technologies. Through sending press releases and pitches, we gained wide media coverage globally. Key features include TechRadar, Digital Trends, Becker's Spine Review and the German leading automobile news outlet Auto Bild. We also presented LIVE demos and conducted interactive and exclusive interviews with Voice of America and CNET. (2) Curating Content for Clear Communication- We crafted marketing materials like fact sheets and videos to deliver clear and compelling messages that communicate the benefits of our technologies. This makes sure that ITRI’s technologies are understandable for broader audiences. (3) Establishing a Digital Venue- To adapt to the virtual format of CES 2021, we built an event site that features a 360° virtual tour of our pavilion and designed an “E-Meet” platform to engage visitors in one-on-one meeting for business discussions. (4) Leveraging Social Media Marketing- We used social media to reinforce our messages and expand the reach to more audience and potential clients. Postings include a 60-second teaser video featuring highlighted techs and ITRI’s win for the CES 2021 Innovation Award. These steps allowed us to exceed our objectives with achievements including a total of 730 press coverages globally, reaching more than 1 billion audience. Also, during the first 30 days after the launch of our event site, we analyzed the Google Analytics data which revealed a high volume of site search with viewings of more than 6,000 visitors; received over 130 ‘E-Meets’ across 16 countries including the US, the UK, and India. Social media posts have also broadened our reach, attracting at least 180k potential viewers during the event.