How To Get The Most PR for Building Product Brands Exhibiting at the 2025 International Builders’ Show

The 2025 International Builders’ Show (IBS) is just around the corner, and for building product brands exhibiting at the show, it offers a prime opportunity to connect with industry professionals, media and potential customers. To stand out, exhibitors need to prepare early with a solid PR strategy, compelling product displays and well-planned media outreach. Below are actionable PR steps every building product brand should take to maximize exposure and make a lasting impact.

1. Define Your Product Line-Up and Choose Your “Hero” Product

Coordinate Early with Product Teams: Begin by determining which products will be on display and identify a “hero” product—the standout item that will receive the most focus. This primary product should represent the best your brand has to offer, whether it’s the latest innovation, a top-seller or a product that aligns with current market trends.
Craft Product Messaging: Prepare a 100-word description for each featured product, including the hero item. These short descriptions are invaluable for media use in product round-ups, award entries and booth signage. They’ll also help publications understand and cover your product offerings.

2. Submit to the Best of IBS Awards by November 22

Stand Out with Award Entries: The Best of IBS Awards recognize top innovations in building products, making them a powerful way to drive visibility and credibility. The entry deadline is November 22, so ensure your submissions are complete and engaging, with concise descriptions that highlight each product’s benefits and unique features.
Prepare Winning Content: Tailor your entries to be impactful, including high-quality images and a clear message on why your product deserves recognition. Winning or even being nominated can provide substantial exposure at the show and beyond.

3. Create a Digital-Only Press Kit for Easy Access

Assemble an Online Press Kit: Organize a streamlined digital press kit using Google Drive, Dropbox or a similar platform. Include high-resolution images (300dpi), product descriptions, press releases, marketing brochures and other essential materials. This digital kit allows media to access your content on demand without needing to carry physical materials from booth to booth.
Keep it Light—Avoid Physical USB Drives or Handouts: Media contacts at IBS walk several miles daily to cover everything the show has to offer. A digital-only press kit means they won’t need to lug around extra items, making it more convenient for them and more likely your materials will be accessed. Skip USB drives as well—many modern devices no longer have USB ports. Instead, create a memorable, branded URL (e.g., ACMEpresskit.com) and redirect it to your Google Drive or Dropbox link so reporters can access everything online during the show and for their post-show roundups and other coverage.
Provide URL Access with Business Cards or Postcards: To make the URL readily available, print it on business cards or postcards. These can be handed out at the booth, allowing press contacts to retrieve your materials anytime without carrying extra weight.
Use High-Quality, Editorial-Style Photography: Include clean, high-quality images without logos or text overlays. These images make your products more appealing for publication and meet editorial standards.

4. Prepare Press Releases for Pre-Show Coverage

Draft Pre-Show Announcements: Many industry publications run preview articles in the weeks leading up to IBS. Draft a press release highlighting your product launches, new initiatives or innovations. This will increase the chance of being featured in pre-show coverage, allowing you to capture attention before the event even begins.
Customize Outreach to Media Outlets: Share your press release with trade publications that focus on your specific product category. Providing early and targeted information makes it easier for editors to include your brand in their pre-show articles.

5. Leverage IBS Exhibitor PR Opportunities

Use the PR Benefits Available to Exhibitors: IBS offers exhibitors a range of PR tools through their exhibitor portal. Take advantage of every opportunity, from media lists to promotional options, to help increase your booth’s visibility.
Connect with the Media Attendee List: IBS typically makes available a list of registered media upon request closer to the event date. (We request the list multiple times leading up to the show.) Use this list to connect with relevant reporters and editors and introduce your brand. Let them know where your booth is located and encourage them to visit to see your products firsthand.

6. Coordinate with Media Contacts and Plan Booth Visits

Reach Out Early and Set Flexible Meeting Plans: Contact key media early to gauge their interest in visiting your booth. Many reporters don’t book set appointments but will confirm general times to stop by. Have your team prepared throughout the show to accommodate flexible scheduling.
Send Confirmations and Follow-Up After the Show: Confirm all day-of appointments with a reminder email that includes links to your press materials and an onsite contact. After the event, follow up with media contacts to provide any additional resources and thank them for their time.

7. Highlight Trends and Industry Insights

Identify Key Trends that Align with Your Products: Anticipate what trends will resonate at IBS and tie them into your product offerings. Whether it’s sustainability, tech integration or design innovation, linking your products to current trends will make your brand more appealing to the media and industry professionals alike.
Position Your Products as Trend-Forward: Show how your hero product and other featured items fit into the anticipated trends. This alignment can generate additional media interest and demonstrate your brand’s relevance in today’s market.

Final Thoughts
Preparing for IBS requires PR planning and strategic positioning. By implementing these steps—from preparing media-friendly assets to leveraging exhibitor tools and anticipating trends—your building product brand can increase its impact, draw more traffic to your booth and generate valuable media coverage. With a clear focus on your hero product, high-quality visuals and proactive media outreach, your team will be ready to make the most of IBS 2025.