Stoner Bunting harnessed the power of social media, cause marketing and our industry contacts to make our clients the stars of KBIS, generating plenty of traffic and interest from media and designers.
The Client’s Challenge
Wood-Mode had been a regular KBIS exhibitor for decades, but rather than focusing engaging with visitors, they approached the show as a sales meeting and dealer event. While great for dealer relations, they were leaving money on the table by not taking advantage of the year’s biggest opportunity to attract media and designer attention.
To tie in with the brand’s Pet Parlor design concept and booth theme — which was already receiving national media attention as a result of Stoner Bunting’s PR efforts — we recommended bringing the Susquehanna Service Dogs (SSD) that had starred in a Pet Parlor promotional video to the KBIS booth.
Four trained service dogs performed product demos in the booth, showcasing the cabinets’ functionality. And we persuaded the KBIS organizers to allow us to team up with the show’s #KBISselfie social media program, letting Wood-Mode donate $5 to SSD for each selfie taken with the puppies and tagged with @woodmode.
- Social media promotional teaser campaign
- Booth demos with Susquehanna Service Dogs (SSD)
- Social media campaign supporting SSD
Show buzz was the goal, and Wood-Mode owned it. Designers, media and exhibitors swarmed the booth to engage with the pets and the Pet Parlor display. Over 1/3 (275 of 825) of #KBISselfie posts were taken with the Wood-Mode puppies. Participants included the CEO of the National Kitchen and Bath Association (NKBA), current and past NKBA presidents, the CEO of Modenus, and even plenty of competitors. Additionally:
- During an industry Twitter chat held after the show, 38 tweets were about Wood-Mode’s Pet Selfie Program.
- Through the Wood-Mode #KBISSelfie promotion, Wood-Mode donated $2,000 to SSD and brought an unprecedented amount of national awareness to a great local charity.