Design & Construction Week: Predictions and Wish Lists

  • Categories:

    Marketing Insights

  • Date:

    January 24, 2019

Design & Construction Week: Predictions and Wish Lists



Marketing Insights

For three days in February, Wray Ward will join 85,000-plus attendees from around the world for Design & Construction Week® (DCW) in Las Vegas. This monster event, billed as the largest annual gathering of the residential design and construction industry, combines the National Association of Home Builders International Builders’ Show® (IBS) and National Kitchen and Bath Association Kitchen & Bath Industry Show (KBIS). 

Now in its sixth year, DCW is easily the most critical single event for anyone involved in the design and construction industries. Exhibitors include many of our clients showcasing innovative products from skylights to subflooring. With show floors that stretch for miles, plus hundreds of education sessions and numerous special events, it’s a lot to take in. 

That’s why we took a quick poll to learn what our team looks forward to seeing, hearing, learning and doing in the desert next month. 

  1. “I look forward to the energy and buzz that always surround this event. Innovation, design, trends and new products coming to life on the show floor like visual eye candy. Hearing industry leaders talk about what’s next. Nurturing existing relationships and building new ones. Watching sales associates work their magic. Proudly supporting and promoting our customers’ efforts before, during and after the show.”
  2. “I expect big manufacturers to start driving the conversation around trends versus simply creating products to match trends. With this shift, I believe manufacturers will partner with industry influencers and designers more often.”
  3. "Building products brands in security, HVAC, lighting and more are working to become the hub of the smart home. Which brands have unique stories that may help them own the connected home space?"
  4. “Smart home products and other technology will always be on the list. But I’m also interested to see if anyone has a unique or interesting approach to stand out with meaningful benefit communications or if brands are thinking about how to help designers, dealers and end users understand their value and navigate the choices. What tools or marketing strategies are paving new ground?”
  5. “Our Regret Factor research shows that inspiration overload and too many product choices lead some consumers to regret not spending more on their home improvement projects. Our recommended solutions to combat this problem include doing things to listen, prioritize, reduce, solve and build confidence — so, which brands have a solid understanding of the role they play in supporting communication throughout the value chain? Which brands are doing great things to combat homeowner regret? These questions aren’t always front and center at a trade show such as IBS or KBIS, but we’ll be looking for brands that appear to get it and are taking a really smart approach.”
  6. “I’m always interested to see the evolution of conversation around major top trends. The underlying trends remain largely unchanged, but the industry often shifts or reinvents how they talk about these trends (sometimes in a meaningful way, sometimes not). For example, outdoor living evolved into indoor/outdoor integration — and may now be morphing into biophilic design. What’s going on in the green, sustainable, energy conservation, carbon footprint space?”
  7. “Our client Masonite is hosting a series of panel discussions comprised of their External Trend Council experts, who are all architecture, design and building professionals. They’ll showcase the macro trends that are defining the industry today.”
  8. “With all the noise around Design & Construction Week and consumer-oriented brands, I’d like to know whether the balance of importance of talking to trade versus talking to consumers has shifted — and if brands are adjusting their strategy as a result of e-commerce disruptors.”
  9. “I’m looking forward to seeing some of the building community’s most creative social media marketers at Huber Engineered Woods’ second annual social meet-up, where they’ll present their Best of Social Awards.”

See you in Las Vegas!