Event Marketing Case Study: Pella’s Success at IBS

Challenge

Pella was introducing a revolutionary new product at NAHB International Builders' Show (IBS). The goal was to maximize engagements and leads, but competing for attention at the event required an engaging and educational installation.

Solution

In this event marketing strategy example, STAR’s strategy and creative teams collaborated to create an immersive exhibit focused on demonstration and hands-on product interaction. The success of this approach even inspired the creation of a branded Sprinter van to extend the product launch beyond the show floor.

Result

Pella generated three times the leads they expected at the show, and Pella was recognized at the show with the prestigious Best of IBS Awards which celebrates the most innovative and impactful products and solutions in the residential construction industry.

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STAR is as good as any organization that I have ever worked with in terms of the quality of work and the quality of the people.

Stan Sturtz, Director of Corporate Marketing, Pella