Search results: IBS

IBS 2016: “The New Big Thing” Is…

23 Feb

My Key IBS Takeaway for Building Products Marketers

IBS 2016

We’ve talked a lot about the 2016 International Builders’ Show (IBS) throughout the course of the last few weeks. You might even say we’re a little obsessed. But the reason why is that, for building products marketers, trade shows are a big deal. And there is perhaps no bigger one—or more important—than IBS. Every year, IBS represents where the building industry is going, from products to design trends to marketing. And every year, it’s at IBS where you can find “the next big thing.”

For me, the next big thing in trade show marketing is pretty clear: experiential booths. For a long time—too long, in fact—boring and uninspired booths have ruled the roost. Matt Hillman, our creative director at ER Marketing, even recently went as far as to describe the majority of booths as “brochures you stand in.” Not far off. But things are changing. In his post, he discusses some of the booths at IBS that delivered much better experiences for their audience. The common theme was that these exhibitors need to put on a “show” for their audience.

I think this is true no matter what trade shows you attend. In fact, it sparked my thinking on some other trade shows I’ve been to that have exemplified the experiential booth marketing that was such a hit at IBS. Here are some of the standout booth experiences I’ve had attending trade shows—experiences that should become the model for B2B marketers in the building products industry:

  1. At the Food Equipment Show, a commercial sausage making company proved the power of their product by doing multiple demonstrations using Play-Doh. This created a colorful (in more ways than one) experience for attendees.
  2. A simple product demonstration that proved effective was a window company that let attendees experience their good, better, best product offerings. By placing single, double, and triple paned windows in front of heaters, visitors could simply touch the glass to feel the difference in quality.
  3. A house wrap company had an innovative approach to showing their product’s resilience. By pulling their house wrap taut and placing it next to competitors’ products, they were able to demonstrate which was the strongest—by having a professional pitching machine shoot baseballs at the wrap.
  4. At the Deck Expo, one company created a competition in which attendees attempted to break their product with a hammer. If they were able to break it, they won a huge prize. It was simple to execute, and best of all, the loud noises of people attempting to break the synthetic decking drew a crowd.

IBS proved that the next big thing for building products marketers is creating an experience attendees will remember and breaking from tradition to do it. But that’s not exclusive to IBS—these examples demonstrate that it’s a change happening at all trade shows. B2B marketers in the building products industry need to do better. Your average, boring trade show booths are no longer effective. Worse, they’re very likely a huge waste of your money.

Share via email

IBS 2016: Innovation Starts at the End of the Channel

4 Feb

Why I’m Demanding a Disruption in Building Products Development

Trendsetters

It seems like every meeting I have been in over the last few months has the same common theme. When asking any building materials manufacturer what they want to be famous for, the one word I hear over and over is “innovation,” or being an “innovator,” or being “innovative.”

No matter the iteration of the word, they’re saying the same thing: they want to come to market with products that chart the path for the industry. The question is: what is anybody doing to really accomplish that? Just stating the word does not change the product development process or disrupt the industry with new and truly innovative products.

That’s why while I was at the 2016 International Builders’ Shower (IBS) and Kitchen and Bath Industry Show (KBIS), I was delighted to run across a company doing exactly that. Cosentino® is a building products company that develops stunning quartz and stone options for kitchen and bathroom surfaces. One of their products, Silestone®, is a beautiful high-end surface made of 94% quartz.

But what makes this product so innovative is not just the advanced bacteriostatic technology or its incredible resistance and durability, or even its numerous designs; it’s the way Cosentino develops those designs.

Through the support of their Silestone Trendspotters, a diverse group of top designers from across the country, Cosentino creates new looks every year inspired by some of the most cutting-edge and forthcoming designs in the market. How do they accomplish this? Cosentino goes straight to the other end of the channel to talk to the people using their product (and, presumably, their competitors’ products), and then gets their insights to develop a product that will set the course for tomorrow’s trends.

Let’s be clear: these designers aren’t just choosing colors. Manufacturers everywhere bring in a designer or two to pick out colors; that’s nothing new. The Trendspotters is a team of designers from all different places across the country, from different points in their careers (some veterans, some up-and-comers), from different styles and backgrounds, from different philosophies and clienteles.

Cosentino made a bold move in picking them, flying them to Italy, and turning them loose to work with engineers, product developers, and others on the manufacturing team to create a product they collectively thought reflected where design is headed. The magic of this is in how fearless Cosentino was in being open to the opportunity of what could be made when this diverse team of forward-thinkers got access to their resources, intelligence, and the inspiration of Italy.

Here are two of the new looks from the Etchings collections created this year by the Trendspotters:

  • Ink EtchInk: This jet black design is a classic, clean, and simple showstopper in most decor. By complementing the boldness of the Etchings design with a timeless shade, homeowners can feel confident their choice won’t go out of style any time soon.
  • AquaTint EtchAquatint: Look familiar? Our Art Director, Stephanie Voss, wrote a blog last year about how calming blue hues like Pantone’s Serenity will influence the building products industry in 2016. Proof pudding.

This approach to product development and design is brilliant precisely because it seems so obvious—but it’s not. Not everyone in building products is doing this. In fact, a lot of manufacturers either base their designs on focus group input or simply create designs based on studies published through standard trade outlets. Both options have their place, but are also inherently reactive—not always the best option for companies who seek to be innovative.

But who better to tell building products manufacturers at the top of the channel where design is going than some of the top designers in the country? By using these designers’ “on the ground” knowledge, Cosentino’s Silestone product is poised to set the tone for other designers and consumers in the coming years.

It takes time, energy, patience, investment, and courage to utilize an approach like this—an approach that empowers someone outside of your company to not only influence product design, but to create it. But that is true innovation. It’s listening, it’s using resources, it’s collaborating, and it’s understanding the channel on every level and using those insights to better your product and better the entire industry. Using focus groups and studies is also necessary for understanding today’s trends, but setting tomorrow’s requires further channel insights—exactly what Cosentino is doing with its Trendspotters.

I’m certain that this new line is going to be a hit, but I’m even more certain that the process will open the building products world to even more innovative creations.

Share via email

10 IBS Insights You Need to Know (Part 2/2)

28 Jan

Part Two: 5 Design Trends from IBS 2016

Indoor Outdoor Living

Every year, the International Builders’ Show (IBS) is the best place for marketers to keep a finger on the pulse of where the building products industry is going. The ER Marketing team and I attended this year, and we were able to learn everything from the latest marketing trends to a general economic housing outlook to the latest products that will impact everyone down the channel.

There’s no question that tech and high-performance homes are big, overarching trends to look for in 2016. But the show proved that neither of those trends can come at the expense of design, so the onus is on marketers at the higher end of the channel to educate their customers how these products can integrate into a home’s design beautifully and seamlessly.

Using our own team hashtag, #IBSDoubleTake, we captured the things that made us stop and take notice during IBS 2016. And they’re things you should take notice of, too—they’ll be impacting the way we market these products as we get deeper into 2016 and the coming years. Here are some of the design trends spotted at IBS 2016 by my team:

Top 5 Design Trends from IBS 2016:

  1. You are no longer in the building business. You are in the technology business. As customers at the end of the channel nutonebecome more and more tech-savvy (and tech-reliant), so too will their homes and the products they choose to build it with or put in it. Even down to seemingly simple products like this Nutone doorbell with 250 MB of space for custom doorbell rings/music, tech was the showstopper. Nutone did an excellent job of showing how a fun piece of technology can also inspire a clean and simple design aesthetic.
  2. Tech is big, but so is functionality. And new tech needs to integrate seamlessly into any design, including traditional, to be truly functional for customers. Wellborn Cabinets did that well with their remote control island—super functional, super classic, super innovative.Kohler Bath
  3. Lighting is big. Kohler highlighted the fact that whether in the home or in the booth, eye-catching lighting will be important for building products marketers to account for in 2016 and beyond. Consider how you might use unique lighting tactics to modernize your product photography as well.
  4. The style of the New American Home was “Rustic Modern.” What does that mean for building products marketers? Focus on a design that combines natural elements, textures, and colors with clean, simple, and crisp lines. In fact, the home executed this so effortlessly, it appeared to be a part of the natural landscape!New American Home 1
  5. Wondering how outdoor living plays in? Don’t worry—it hasn’t gotten away. In recent years, outdoor living has meant bringing amenities you would normally expect indoors (fireplaces/pits, speakers, covered seating) to the outdoors. Now it’s about bringing outdoor elements in with seamless, even tenuous, transitions from the indoors to the outdoors. This means floor to ceiling glass, pocket doors, cable or glass railing, clean lines, and corresponding design elements (like using recessed lighting and using the same flooring styles inside and outside, for example).

If you missed our post earlier in the week, make sure to read the Top 5 Marketing Trends building products marketers need to know from IBS 2016.

Share via email

10 IBS Insights You Need to Know (Part 1/2)

27 Jan

Part One: 5 Building Products Marketing Lessons from IBS 2016

This year, several members of the ER Marketing team and I attended the annual International Builders’ Show (IBS) and KBIS in Las Vegas, NV. As anyone who has ever attended can attest to, this is a big event that can be overwhelming. We’re not talking your average trade show. It’s one of the biggest—if not the single biggest—event of the year in the building products industry. While there, you see all the cutting edge technology that will be setting trends for the coming years….not to mention educational sessions, model home tours, and more. And hey—as a bonus, it’s in Vegas. Who can complain?

While there, the ER Marketing team was using #IBSDoubleTake to share all the things that made us do a double take at the event—the things that really caught our attention. Here is a quick list of the top 5 marketing lessons those in the building products industry need to know.

Top 5 Marketing Lessons from IBS 2016:

  1. When it’s not easy to explain your products or services in a booth, sometimes it’s a good strategy to go all in on your brand. ARCAT did that well with their booth.
  2. When you can manage it, taking your booth from product showplace to play place can work well. CertainTeed’s wall climbing demo and celebrity guest, Mike Holmes, proved it; they had high traffic and buzz throughout the event.
  3. If your product is easy to install, don’t just say it—show it. Plastpro doors drew a crowd with some fundamentals of door installation. It just goes to show that good lessons are always interesting to those in building.
  4. Speed is now a matter of trustworthiness. Whether in marketing or customer service (and some would argue those lines are getting blurry), responding quickly is proven to increase trust with your audience.
  5. Booth tech makes a difference, especially when prospects can engage with it. Johnsmanville had a spray foam simulator at the event that felt a little like a game. We competed, using the actual install gun, virtually pointed at a screen so users could spray the fill area with a virtual, 3-inch expanding insulation. What a smart way to showcase this product!

If you want a taste of what it’s like to experience the IBS show in person, we also put together a short walkthrough video. You can view that video here. (Dramamine recommended—we cover a lot of ground.)

Look out for part two of this blog series—coming this week. We’ll be discussing the Top 5 Design Trends from this year’s IBS that building products marketers need to be aware of in 2016 and beyond.

Share via email

IBS Buzz – Social Media in the Building Product Industry

21 Feb

Social Media Can Provide Builders Results

We all know the story, in fact many of us have seen the movie, Facebook is the biggest social media site with over 800 million users.  However, why is this important to the building product industry and more specifically how does this impact homebuilders?

Last week during IBS several homebuilders shared their successes during a morning educational session.  Claire Easley, Senior Editor at Builder, recapped many of the topics, which included Facebook, Twitter, LinkedIn and blogging.

Here are some of the ideas shared by builders during the session.

Facebook

  • Make it Public:  At Southern Homes the sales reps are encouraged to “friend” prospects to aid in the prospecting process.
  • Incentives:  Provide buyer incentive by hosting giveaways on the builder’s Facebook page.
  • Philanthropy:  Use this social media tool to promote charity on behalf of the builder.

Twitter

  • Dialogue with potential buyers:  Many homebuilders use Twitter to “chat” with potential buyers.

Blogs

  • Heartland Homes in Pittsburgh, PA, partners with suppliers to provide homebuyers details on manufacturer features and benefits.

YouTube

  • While not identified in the session, YouTube can be used to provide potential buyers tours of their dream home.  YoutTube is the 2nd largest search engine, behind Google.

Lets face it, social media is established, it isn’t going anywhere soon.  Therefore, the building product industry along with homebuilders are embracing it as a valuable communication tool with their prospects.

Sources:

References:

Share via email