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International Builders' Show

When it comes to having valuable experiences with brands, the build-out and story being told isn’t the only important element of a project. It’s about customer service and the real-time experience. For this particular project, STAR assisted with an innovative ClosetMaid party for existing customers and prospects. STAR’s goal was to focus on the attendee experience and make sure the brand was front and center. For ClosetMaid, their objective was to host an event that would allow clients and prospects to connect and drive traffic to their booth at IBS. Oh, and have a wonderful time.

The event was held in conjunction with IBS (International Builder’s Show) to effectively host an innovative group of people that gain insight and influence from ClosetMaid. IBS, a show inspired to focus on new ideas, new products and technologies to design, build and remodel homes – acted as a gallant place for ClosetMaid to shine. STAR researched venue options, executed the communication with the venue contact, coordinated graphic installment lining the entryway, and assisted in food and beverage selection.

Beyond the tactical movements of the planning and execution, STAR also identified engagement opportunities. Brand ambassadors were staged at the entrance to greet attendees and offer them a “passport” badge so attendees could focus on collecting moments from the event (i.e. photo strips and caricature sketches) for fun. STAR coordinated a photo booth station with a greenscreen that dropped in ClosetMaid’s product and lifestyle photography (and, of course, silly props were included). Photo strips were shared with the customers after their photos were taken and they were encouraged to share on social media with the proper hashtag. For convenience, the photo strips could live in their name badge. Caricature artists captured attendees’ personalities and acted as a great conversation starter for guests. Light dinner, appetizers, and drinks were served buffet style and a sundae bar was available for dessert. To close out the event, a DJ and dance floor was set up, and ClosetMaid requested music to enhance the experience through movement.

During the event, STAR managed onsite and supervised set up for the entire program – including coordinating and staging an executive hosted speech. Essentially, ClosetMaid wanted the attendees to know it was a party hosted by the brand – and one they would remember when they left.

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