Tips and Trends

Congratulations to Tracy Collins Being Named EXHIBITOR ALL-STAR

Tuesday, January 15, 2019

Congratulations to 3D Exhibits client Tracy Collins at Huber Engineered Woods. Tracy, an excellent exhibit strategist, has captured one of just five EXHIBITOR magazine All-Star Awards conferred in 2018. The All-Star Award, which honors the individual accomplishments of exhibit and event managers, recognizes Collins’ three-pronged exhibit strategy—a strategy she and her team used to more than triple Huber’s year-over-year marketing qualified leads generated at the International Builders’ Show (IBS).

Collins and her team increased Huber’s qualified leads with a new, more experiential approach at IBS 2018—featuring a new exhibit designed and fabricated by 3D Exhibits. Huber’s new exhibit visually connected their two main brands and used seven different hands-on demonstrations to highlight specific products. Overhead signage and the exhibit layout facilitated cross-selling between Huber’s well-known AdvanTech® flooring and its newer ZIP System® sheathing and tape. After capturing visitors’ attention with relatable pain point-focused messages, the exhibit demos put Huber’s products directly in attendees’ hands. Sign-ups for field trials and post-show follow up soared.

Huber also implemented a new custom lead gen system developed by 3D Exhibits that went beyond collecting standard contact information. Staff used iPads to qualify every booth visitor by capturing attendees’ product interests, promotional requests, and desire to opt-in for sales rep contact. The system automatically updated the data record in the event of subsequent booth visits, providing a complete picture of every visitor’s engagement without the need to de-dupe. This new lead gen system ensured specific and relevant post-show follow up with exhibit visitors.

Tracy further maximized the effectiveness of her new exhibit strategy by engaging 3D Exhibits to provide staff training. Conducted the night before the show opened, the training oriented all staff members on how to run the demos, use the exhibit to cross-sell, and operate the new lead gen system.

This is the fourth time that Huber has been singled out for the success of its trade show program since it collaborated with 3D Exhibits to create a new exhibit for 2018. In 2018, Huber won one of five EXHIBITOR magazine Sizzle Awards for its Instagram program, as well as a Gold Hermes Award in the trade show exhibit category and an SMS Marketing Communications Award in the trade show marketing category.


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