Katerra at IBS 2020

The International Builders' Show (IBS)

Role: Creative Director and Hands-On Designer

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PROBLEM

2020 marked Katerra’s third showing at the NHBA IBS showcase event in Las Vegas. The two previous years our internal creative team struggled with our vendor’s to bring our visions to fruition. Quickly into planning for this third year the team saw things were heading once again heading in the same misaligned direction.

Katerra’s vision and mission is robust and complicated so for the first time, our in-house design team decided they were going to lead the creative direction on this 5,000 sq ft booth.

Our booth needed to deliver on the following key objectives:

  • Increase brand awareness for our Katerra and KOVA products brand as an industry leader and innovator.

  • Create broader industry awareness and buzz around future product pipeline.

  • Showcase product launches our KOVA product line and our custom Cross-Laminated Timber product.

  • Obtain a high volume of lead generations (500+, with emphasis on customers interested in buying materials direct from Katerra).

  • Generate positive media coverage and social conversation.

My initial top down sketches on the full booth including: proposed visitor flow, digital placements of monitors, touchscreens, custom kiosks, VR experience and placement of over 25+ custom products for the Katerra and KOVA brand.

Solution

The cornerstone of the Katerra booth was an exploded replica of one of Katerra’s one bedroom model units. This unit served as a central pivot point for the entire booth allowing a visitor to comprehensively take in the full Katerra and KOVA (Katerra’s custom fixture and finishes line) product offering. In addition to the model unit, the booth included:

  • KOVA Modular Conference Room Kit

  • A structural materials wall to display the variety of floor and wall panels - and there range of level of completion

  • VR experience that allowed a visitor to customize their own model unit

  • A replica of one of our KOVA and KOVA SELECT products showroom

  • KOVA Comfort Intelligent HVAC system

  • Six custom designed touchscreen kiosks with custom a comprehensive amount of information on Katerra and KOVA products

  • 15 printed custom brochure wear pieces and two comprehensive catalogs - all available in print or on a USB jump drive

Results

This third year was a milestone for the internal marketing team at Katerra. The team worked with an amazing trade show vendor to help fabricate and deliver our custom booth design. By owning the creative process on this booth the team was able to significantly reduced rounds of feedback and revisions by 40%. Thus allowing the team to save time and money and focus on the overall impression of the booth.

The booth design received volumes of attention at the Builders’ show. Our message was clearly driven and delivered, allowing the vision of Katerra to shine through clearly.

Over the three days of the show:

  • Over 600+ badge lead gens were captured

  • Over 100+ unique leads were captured via our online registration tool available on our kiosk and website

  • 25+ multimillion dollar qualifying leads were captured

  • More than 40 visitors walked through the VR experience

  • 85% of all traditional printed collateral that was brought to the show went home with curious new customers