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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.

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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.

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