The International Builders Show is the show if you’re in building products. It’s the largest show of its kind in the world where you can learn about new products, tools and trends for the entire building industry.
For Whirlpool Corporation, it’s the biggest show they’ll do in a year. Way back in 2016, they started with a simple 6′ table and a fabric backdrop. Since then, they’ve had to up their game to keep up with competition.
The strategy so far was not a massive, multi-million-dollar booth but to be in model homes throughout the show’s outdoor space. The challenge was to get them to come out there. Year after year, Show Village was in a parking lot far from the action. So we had our work cut out for us.
The biggest evolution came in 2018, when we were asked to up our booth from a table to a destination for folks to congregate with employees, a space for media to conduct interviews and to offer our clients (the contract channel builders, designers and remodelers) an opportunity to learn more about what we offered.
We started with some big ideas for how we wanted folks to interact with our booth. While a booth is intended to do all three, we wanted to lead with one pillar of what Whirlpool could offer.