GAF knows how to get customers' attention in its trade show exhibit. At IBS 2014 the roofing manufacturer reached its target audience of builders and contractors with a great promotion—the chance to win $13,545.
Why the odd number? Because GAF had a message to spread. A study by the National Association of Realtors� appraisers estimated that installing GAF Timberline� Lifetime Shingles can increase a home's value by an average of 5% versus using basic 3-tab shingles. Based on the average new home price of $270,900, that 5% increase equates to—you guessed it—$13,545.
*2013 NAR survey participants were active REALTORS� and REALTOR� Appraisers who had helped someone buy or sell a home featuring Timberline� Shingles in the past three years.
GAF advertised the promotion in its exhibit with a money-booth and supersized banners. It also spread the word through Tweets to its 6,421 followers and to attendees following the various show hashtags.
GAF staff wore buttons that said, "Ask me about $13,545." As they engaged visitors, they used the $13,545 as a jumping-off point to explain the benefits of upgraded roofing with GAF products. By the end of the show, GAF had scanned nearly four-times the number of qualified visitors as they had at the previous year's show.
