The International Builders’ Show (IBS) is THE annual place to be for the building and construction industry, where thousands are in attendance during the 3-day event. The 2016 Show was held January 10-12 in Las Vegas and according to NAHB, “This mega-event brought together more than 110,000 builders, general contractors, remodelers, designers, flooring professionals, as well as product specifiers from around the globe.” These attendance numbers actually put the show back at levels prior to the housing crash that began in 2007.
As they say, timing is everything and NELMA was pleased to participate as an exhibitor for the first time ever as part of the Softwood Lumber Board’s (SLB) expanding Wood, Naturally residential outreach campaign. This marketing effort includes the promotion of “appearance” grade interior and exterior products (Eastern White Pine) and outdoor decking. In addition to NELMA, the highly visible 20’x30’ Wood, Naturally exhibit space included Southern Forest Products Association, Western Wood Products Association, and the Western Wood Preservers’ Institute. “If you want any kind of visibility as an exhibitor at this event, you must have a large presence to get noticed…a typical 10’x10’ space will quickly become invisible to attendees”, stated Jeff Easterling, President of NELMA. “We were pleased that the SLB added IBS as an opportunity for us to showcase Northeastern Softwoods to this important target audience.”
NELMA’s portion of the exhibit contained our Eastern White Pine “pattern box” in additional to two 7’ tall eye-catching graphics on the front/back of a display kiosk. By mid-afternoon of the final day of the Show, NELMA’s supply of the Eastern White Pine Grade Swatch, Pattern Booklet, and Northeastern Softwoods “Map” were depleted!
In addition to providing spec tools and showing actual “touch-and-feel” profile samples to builders and contractors, NELMA was able to multiply its exposure through meetings at the Show with trade and consumer press via appointments arranged by Kim Drew, NELMA’s PR Agent. “IBS draws just about every building & construction trade magazine and bloggers which makes it a fantastic opportunity for us to get some face time with important editors to talk about what’s new with Northeastern Softwoods, Jeff added. “New opportunities for NELMA to place articles or showcase our members’ product were added lagniappe to our presence at the Show.”