Nichiha Publicity Campaign: International Builder’s Show

About Project

Introduction
Nichiha USA, a premier manufacturer of high-quality building materials, wanted to make a splash at one of the industry’s most important annual shows, the International Builders’ Show (IBS). IBS is a massive event, occupying much of the Las Vegas Convention Center’s footprint.
For IBS 2024, Nichiha wanted to use the show to mark the launch of several new product additions to their architectural wall panel lineup. The global brand leaned on BLD Marketing, a specialty marketing firm in the building products sector, to build excitement for their presence, drive attendees to their booth, and demonstrate the brand’s numerous value propositions.
Goals
Fostering interest in Nichiha’s attendance among trade media publications was a top priority. A successful promotion event would see BLD Marketing driving traffic to Nichiha’s website, social media accounts, and ultimately, the brand’s booth at IBS. From there, the brand’s sales team would capture leads, build customer trust, and help customers with their building projects.
At the same time, BLD would use the event to curate and capture video content from Nichiha experts. The marketing agency sought to build up a library of both timely and evergreen content that would be used throughout the year.
Strategy & Tactics
BLD Marketing opted to distribute news about Nichiha’s attendance via PR Newswire to cast a wide net. From there, BLD leveraged the widespread publicity to pinpoint industry media outlets that would be interested in the news. Ahead of the media push, BLD determined which subject matter experts (SMEs) from Nichiha would be best suited to talk with media about Nichiha product uses in various applications.
In the meantime, the agency would build excitement for Nichiha’s attendance on social media. This would include product teasers, information about the show itself, and direct followers to a Nichiha webpage dedicated to the occasion.
Evaluation
The brand’s attendance at IBS 2024 set the tone for their media efforts throughout the year. The IBS effort and product announcements gathered notable media attention. The footage from the show cascaded to other social media efforts with short and long videos that showcased SMEs as taste arbiters in the industry.
The efforts dovetailed with the BLD-lead “A-ha Moments” campaign, which showcased individual realizations from the building community that Nichiha offered the ideal solution for their specific project. In total, the effort gained over 350 organic and wire pickups.