We love Las Vegas. Not because of the fancy lights, crazy shows, amazing food and acres of slot machines, but because of the increasingly important trade shows that our clients and partners take part in every year. As the world moves toward experiential marketing and away from the traditional “here’s a brochure with images, can we have your money now?” system of selling home and building products, shows like IBS and KBIS have become integral brand-building events.
These shows, and other influential gatherings around the country, are where contractors, designers, builders, architects and style-makers learn about the future of the industry and the people and companies that are making it happen. Here’s how we helped two clients, Wood-Mode and CertainTeed, stand out from the crowd this trade show season…
Our Road to the Show
Attending both KBIS and IBS became a little bit easier two years ago when KBIS co-located with the National Association of Home Builders (NAHB) International Builders’ Show (IBS). This union created North America’s largest residential construction and design trade show, now known as Design and Construction Week. At KBIS, all key industry segments are covered, including cabinetry, hardware, technology, lighting, and surfacing materials, as well as appliances and decorative plumbing fixtures. IBS 2016 includes flooring, windows, doors, construction material, panel, and services to builders.
Our road to the show started with clients Wood-Mode and CertainTeed. We have historically travelled to KBIS in support of long-time client Wood-Mode. For the second year in a row, we developed a charity-based social media campaign to tie in with the show (this year’s campaign, Symphony of Style, is outlined below) that brings attention to the brand and a deserving non-profit organization.
Over at IBS, this was our first year traveling with CertainTeed. We have spent the last few months developing a mult-platform promotion for the brand’s new and innovative drywall product called Habito. The campaign culminated with “Mount Habito,” a rock climbing wall clad in Habito that was scaled by design and construction personalities Scott McGillivray and Mike Holmes (in addition to Mike’s son and wife) during the show. Talk about creating buzz!
Symphony of Style
Following the rousing success and show-buzz built up from last year (courtesy of these adorable service dogs and Wood-Mode’s stunning, pet-friendly cabinetry), Wood-Mode continued its legacy of PR success at KBIS with the unveiling of its latest theme, Symphony of Style. With the debut of numerous new products and cabinetry styles, live music from around the world at the booth and the chance to win a Martin guitar, the custom cabinet manufacturer really wowed show attendees. By taking part in the accompanying social media program, KBIS visitors and design-savvy professionals were able to Tweet, Facebook and Instagram their musical inspiration and raise thousands of dollars for this year’s charity, Little Kids Rock.
#BlogTourKBIS Visits Wood-Mode
Not only were industry professionals and tastemakers supporting Wood-Mode and Little Kids Rock through the Symphony of Style program, they were showing up in droves for media and press tours, blog tours and private one-on-ones with Wood-Mode staff. Above is a great moment as the #BlogTourKBIS team (led by Modenus) made its way through the booth. They even posed for a selfie with Wood-Mode COO Brooks Gronlund.
CertainTeed & Habito Make a Splash at IBS
CertainTeed Gypsum used IBS 2016 to launch its new and innovative drywall product, Habito, to plenty of fanfare. We worked with the Saint-Gobain division to develop a full marketing and trade show strategy around its “Mount Habito” climbing wall. By the end of the show, the draw of the wall and the surrounding hype made it a social media star, with tweets, posts and images dominating newsfeeds. Habito and CertainTeed also made several “Best Of” lists including those from Architizer and Construction Dive.
Scott McGillivray, Mike Holmes & Family Scale Mount Habito
Another key componenet of CertainTeed’s Habito launch was securing television and building/construction personalities to climb Mount Habito. Scott McGillivray (from HGTV’s Income Property) and Mike Holmes (HGTV’s Holmes on Homes) were on hand to climb the wall and bring a little excitement to the booth.
Their presence, including meet-and-greet sessions, helped to drive booth attendance, social media presence and badge scans. Together with the additional marketing and advertising developed to support the show, 2016 was an unprecedented year for the brand.
More shots from the booth are below…