Creative Brief

Huber Engineered Woods manufactures innovative, premium building products. In a cost-sensitive industry that is slow to adopt change, “premium” and “innovative” can be frightening.

Huber developed a tradeshow exhibit program that:

·      targeted younger, progressive builders (most likely to adopt new building methods)

·      cultivated influencer relationships

·      used pain-point messaging to attract experienced builders

·      cross-pollinated new and established products

Where did Huber find these young, progressive builders and influencers? Huber launched its Instagram account just before IBS. They attracted the attention of industry influencers with Instagram invitations to the first-ever “Huber Engineered Woods Best of Social Awards.” After handing out awards with building humor categories like Blower Door Test Overachiever, Flashiest Flashing, and Most Spirited Framing, the Huber staff showed the influencers around the booth and discussed new products over beer and wine. The influencers took to Instagram. By the end of the three-day show, Huber had over 1000 Instagram followers, including its targeted industry influencers.

On the show floor, Huber’s booth layout, product demos and messaging appealed to experienced builders. Displays visually communicated key product messages. A scale model of a house highlighted ZIP System® sheathing and tape and a display showing ZIP System® roof panels--impervious to running water--instantly said “waterproof.”

Overhead signage established the two Huber brands in the booth and connected Huber’s well-known subfloor brand, AdvanTech® flooring, with its newer ZIP System® sheathing and tape. Booth signage highlighted pain points and led attendees to discover Huber’s innovative solutions with compelling experiential product demos.