Why on a sunny, cool, dry, Rhode Island day would nearly 6,000 residential construction professionals from all over New England – and beyond – take a couple of days off, after the most brutal winter in New England history, to attend a trade show?
Why would manufacturers from all over the country flock to Providence, Rhode Island to exhibit at this trade event and why is there a higher demand for exhibit space at this show than the capacity to exhibit?
Why is this show one of the few trade events in the last three for four years to have growth as a problem?
Why? Because JLC Live, presented by The Journal of Light Construction, Remodeling, and Tools of the Trade magazines published by Hanley Wood delivers one of the highest trade show values – pound for pound, dollar for dollar – in the industry!
This show’s attendance increased by nearly 10 percent from 2010 to 2011 and the exhibitor participation increased by 15 percent. This is extraordinary in a down economy!
Today, building technology is changing at a rapid rate. The beauty of JLC Live is the marriage of the practical side with the science/theory side attracting installers, applicators and remodelers who are eager not only to see the latest products but who want to see the science/theory and best practice applications in action by attending hands-on clinics.
Two examples of the show’s clinics supported by CertainTeed (both packed) were:
- Drywall Trade Secrets – Gypsum drywall finishing clinic conducted by Myron Ferguson, Building Specialist, demonstrating best practices of drywall installation and finishing using a new gypsum product, AirRenew™ that removes volatile organic compounds (VOC’s) from the air improving the indoor air quality.
- Home Performance Solutions – Bill Robinson, Building Specialist discussed the opportunities of bringing energy efficiency to older homes. The retrofit market will continue to grow as homeowners seek to improve the efficiencies of their building envelop. It is expected that, over the coming years, the remodeling market will grow by an annual rate of 3.5 percent.
From CertainTeed’s perspective, the benefit of an event like this is that the attendees are so excited by what they see and learn they will leave the event and go out and buy building products. The impact is that quick. In this economy the construction industry is a highly competitive place. Contractors and remodelers knowing they need to differentiate themselves waste no time in adding new ‘tools’ to their toolbox.
At a time when we are not ‘out of the woods’ as an industry, it is obvious that building professionals find this show a significant value proposition making it well worth their time and resources.
If you were at JLC Live, let me know what you thought of the event.
Eric Nilsson is Vice President, Corporate Marketing for CertainTeed Corporation