This past week in Dallas, some ten thousand industry professionals from all 50 states and more than 60 countries participated at the International Pool, Spa & Deck Expo. The combined show brings together every segment of the industry – including pool, spa, decking and outdoor living specialists – designed to help channel influencers stay informed on market directions and the newest technology.
Our K&A trend analysts have reviewed the event’s most notable deck, railing and systems solutions… with a focus on innovative materials that artfully combine aesthetics with weather-protection and durability.
When it comes to decks – railings and protective water resistance – represents current growth momentum and profitable business opportunities.
Westbury Bella Cavo Horizontal Cable Railing launched at the event for those seeking a horizontal cable option that provides unobstructed views and high performance. The K&A team appreciated the clean look offered by hidden, internal fittings and the ease of jobsite installation.
AGS Stainless showcased its innovative Cascadia Railing System – with ready to install solutions – eliminating the need for custom design, that typically is required to achieve this type of aesthetic. As impressive as is the appearance, an “off-the-shelf” rapid fulfillment brand promise reduces costly delays and scheduling challenges.
Speaking of performance, FastenMaster demonstrated its quarter-century of Pro Driven innovation with a new Deck Frame Coating, designed to extend the life of deck substructures. The rubberized protective waterproofing membrane can be applied with a standard bristle paint brush or heavy nap roller… easily coating those hard-to-access applications that traditional tape cannot reach.
Resistance to weather is not just important for protecting joists, beams, ledgers and stringers under the decking.
Palram EZ Glaze professional grade roofing panels extend the Outdoor Living homeowner seasonal experience with optically clear, virtually unbreakable panels for deck covers and pergolas. Contractors and specifiers now can provide a cost-effective alternative to wood/shingle patio and deck roofs – in rain and shine – offering high snow and wind load capacity.
Capitalizing on Trade Shows for Media Opportunities
With KBIS and IBS just a few months away, it’s the perfect time to start planning how to maximize media engagement at these events. As the biggest trade shows of the year for builder products, KBIS and IBS offer an unparalleled opportunity to showcase the latest innovations to a vast network of industry professionals, journalists and influencers.
Throughout the year, trade show experiences continue to be key drivers for brand visibility and credibility – especially when soliciting media opportunities – before, during and after the show. Whether it’s through product launches, thought leadership panels or exclusive media interviews… trade shows remain a vital keystone of a successful PR strategy. By leveraging trade shows, installed building product brands can connect with key decision-makers, establish authority and capture the attention of relevant industry influencers.
The Role of Trade Shows for Media Coverage
Trade shows provide a natural setting for media exposure, as they attract a concentration of industry professionals, influencers and press. Journalists and media representatives participate at these events to research new products, discover industry trends and report on channel innovations. Securing coveted appointments with editors allows Building Product Brands to position innovative solutions at the forefront of these conversations. Well-planned media engagement strategies at trade shows can result in important coverage in industry magazines, blogs and other platforms… helping to grow brand awareness while increasing credibility.
Social media engagement and live event broadcasting – as well as interviews and product demos – are increasingly becoming staples at industry events. Digital channels allow brands to expand their reach beyond the show floor.
Key Benefits of Media Exposure at Trade Shows
- Credibility and Authority: Securing media coverage at an industry event helps builds credibility and extend brand reputation. When journalists – and industry influencers – report on innovations, the activity strengthens the perception that a brand is a vital resource in marketing to home builders. Brands that are recognized for thought leadership insights are more likely to capture the attention of media outlets who are seeking fresh and relevant stories.
- Broader Reach: By gaining media coverage, brands can reach much wider audiences… beyond the immediate attendees of the trade show. Publications, online news sites – and even social media platforms – can extend the impact of an in-person event. Driving awareness to potential customers, partners and stakeholders who follow “live” industry news, remotely.
- Product Launches and Announcements: Trade shows provide an ideal venue for launching new products. And for making significant announcements. By securing press appointments, a brand can ensure that its product solution receives the spotlight… generating buzz and attention. For instance, major brands like Hilti have used trade shows to showcase innovative tools and installation solutions, with media coverage across both traditional and digital channels.
- Networking with Key Industry Media: Trade shows often attract a wide variety of media professionals… including editors, journalists, bloggers and influencers. Leveraging existing relationships with these key contacts can result in ongoing coverage opportunities long after the event concludes including follow-up articles and point-of-view interviews.
Where Trade Show Media Fits in the Marketing Plan
Creating memorable tradeshow media experiences – as part of a comprehensive marketing plan – requires careful planning to maximize media exposure and ensure alignment with broader brand goals. Trade shows should not be viewed as isolated events. Rather, as integrated milestones in a long-range strategy for brand building and visibility.
- Pre-Event Media Outreach: Of course, effective trade show media planning begins long before the event. Brands must engage in pre-event media outreach with the ideal cadence, submitting press announcements, product information teasers and invitations to journalists (and bloggers) at intentional inflection point timing.
- Event-Day Media Engagement: At the show, organized and media-friendly access is essential. Journalists value brands that make their job easier by providing easy-to-digest product information, experts for interviews and high-quality visuals… with captions and usage rights for publication. Scheduling convenient press briefings, media events and offering exclusive content or interviews can encourage journalists to prioritize attention.
- Post-Event Follow-Up: The mission is not complete when the trade show concludes. Following up with media contacts, offering additional content – and staying engaged on social media – keeps the conversation going. And ensures that the brand remains top of mind and relevant for future opportunities.
- Leveraging Digital Channels for Extended Media Coverage: Beyond traditional media, digital platforms such as LinkedIn, Twitter and Instagram can play key roles in propelling trade show presence. Sharing event highlights, product demonstrations and thought leadership insights can expand audience impressions.
Best Practices for Maximizing Media Opportunities at Trade Shows
- Develop a Clear Media Strategy: Before travel arrangements are even considered, outline comprehensive media engagement plans. Include identifying key messages, developing media kits – and preparing properly formatted press releases – that align with the brand’s marketing objectives and messaging hierarchies.
- Prepare Visual and Digital Assets: Journalists seek content they can publish quickly. High-quality images, videos and digital resources must be readily available… suitable for broadcasting straight from the show floor. Creating digital press kits – that host multimedia assets – can help fast track media coverage.
- Engage on Social Media: Promote before, during and after the trade show using social media platforms. Engage with industry influencers and journalists to extend the media reach of the brand.
- Track Media Coverage and Measure Impact: Finally, it’s important to track the coverage generated by the trade show. And evaluate the effectiveness of the media strategy. Metrics such as reach, impressions and sentiment can help demonstrate ROI and guide future efforts.
By thoughtfully integrating trade show media opportunities into a marketing plan, building product brands can unlock powerful avenues for exposure.
While building credibility and long-term growth.
Successful engagement with channel influencers can highlight a brand’s presence at trade shows. And demonstrate lasting visibility within the industry.
If you’d like to talk about how to optimize the value of your IBS/KBIS experience in 2025, we’re here to help. Send an email to Steve at sk@kleberandssociates.com to get the conversation started.
