The roofing industry is booming, with the global market projected to reach $202 billion by 2027. As competition heats up, roofing companies must find innovative ways to stand out and attract new customers. Participating in industry events catering to roofers is a powerful but often overlooked strategy. From large-scale conferences to local trade shows, roofing events enable companies to boost their brand, make valuable connections, keep up with the latest trends and technologies, and ultimately generate more leads and sales.
The Powerful Benefits of Roofing Events
Participating in roofing events as an exhibitor or attendee provides a multitude of advantages over sticking to traditional marketing tactics alone. The focused environment allows you to maximize your marketing dollars and efforts for an engaged audience of ideal prospects. Consider just some of the potent benefits:
Boost Brand Awareness & Positioning
Events attract hundreds or thousands of engaged industry professionals in one place. By showcasing your company onsite through signage, materials, booth displays, and branding, you rapidly increase awareness and recognition for your brand. You also communicate your unique identity and value proposition.
For example, a bold booth may reinforce a fun, creative image, while an intricate display with advanced tools spotlights technical expertise and sophistication.
Events further allow targeted branding and positioning by carefully choosing those that align with your goals, specialties, customer base, and more. Attending green building or sustainability conferences, for instance, strategically associates your brand with eco-conscious roofing.
Grow Your Network
Roofing events provide a prime opportunity to build relationships with existing and prospective clients, connect with influencers, and collaborate with industry peers. Friendly interactions combined with valuable info sharing naturally nurtures organic networking.
You may also make surprise mutually beneficial partnerships onsite, like deals between roofing contractors and gutter installation companies to refer clients to each other. The contacts gained can significantly bolster marketing and sales efforts after the event.
You have a captive audience at your booth or through delivering presentations. Make the most of it by educating them on roofing best practices, emerging technologies, your unique approach, or by providing concrete value like a handout on warning signs of roof damage. You boost your credibility and ability to win their future business.
Stay Up to Date
From groundbreaking new solar roofing models and sustainable materials to safety advances and improved business management platforms – the industry progresses rapidly. Events feature the latest and greatest through displays and expert talks.
You can examine innovations first-hand, enrich your services, avoid falling behind competitors, and even find new sales opportunities. Attending annual events helps systematically update your knowledge and practices.
Generate Buzz & Immediate Leads
The vibrant atmosphere and wealth of opportunities make events ideal for generating real-time buzz and sales leads. Creative promotions like mini golf at your booth, prize giveaways, or having a charity raffle create viral word-of-mouth marketing. Visitors flock to you, actively engage, and may share photos and praise on social media.
You can also leverage the hot selling environment by offering onsite-only specials, holding lead generation contests for your team, collecting business cards for email nurturing, and more. Personal interactions lend to converting promising contacts into confirmed leads.
Standing out requires mastering event marketing fundamentals while injecting your roofing company’s unique personality, strengths, and event goals.
Perfecting Your Roofing Event Marketing Approach
To maximize your return on investment (ROI) from industry events, incorporate these seminal strategies:
Define Event Goals & Create a Plan
Set S.M.A.R.T. goals tied to key metrics like lead quantity, new partnership agreements secured, social media reach generated, etc. This may include a 10% increase in sales leads over your last event.
A detailed pre-event plan supports effective execution across logistics like shipping, set-up, and staffing to post-event tasks like lead follow-ups and guest thank yous. Budget appropriately for the involved equipment, printed materials, booth design fees, and travel.
Research the Event & Audience
Evaluate factors like the event’s industry renown, projected attendance, past exhibitor success, and attendee demographics and loyalty rate. A niche conference with 750 roof contractors may better suit your needs and budget versus a general building trade show with 10,000 varied visitors.
Visiting the past event yourself provides the best sense of layout, crowds, engagement levels, amenities, etc. Failing that, connect with past exhibitors or the event planner.
Stand Out with Creative Exhibition Strategies
Memorably stand out from the sea of exhibitors with unique booth attractions aligned to your brand identity and audience interests. Vivid displays, fun activities, desirable giveaways, eye-catching visuals, and interactive touchscreens captivate guests.
For example, eco-friendly contractor Solar Roof Pros may feature a miniature green roof installation with take-home succulent giveaways. Or aspiring social media magnate Roof Hub creates an Instagram-worthy booth with professional photo ops.
Hire an experienced trade show staff member who is fully prepared to actively engage all booth visitors with irresistible charm, valuable education, and compelling company information. Arm them with lead data collection tools like contests and giveaways requiring business card submissions.
Maximize Post-Event Lead Conversion
Follow-up rapidly while their memory and buying impulse remains fresh. Personalize emails thanking them for stopping by your booth while highlighting your top services or products. Mail handwritten thank you cards with a promotional coupon enclosed.
Categorize leads by interest level and sales criteria to nurture hot, warm, and cold leads accordingly via emails, free roof assessments, personalized content, and special offers. Measure conversion rates to refine future event and nurturing approaches.
From the influential Golden Gutter Awards ceremony to the high-energy after-party, Roofcon designed an electrifying forum for roofers to progress as an industry based on shared wisdom mutually.
Key Takeaways on Marketing Events for Roofers
Participating in roofing industry events as an exhibitor, speaker, or attendee reaps immense rewards for brand awareness, leads and sales, networking, education, and keeping pace with an evolving market. Reduce costs and maximize ROI by closely evaluating respective event opportunities against your target customer profile, budget, and marketing objectives.
Once committed, creatively capture visitor attention with interactive displays, irresistible premium giveaways, contests and onsite promotions fueled by an informed sales team to nurture promising leads. Consider presenting valuable educational sessions establishes your team as industry thought leaders.
As the premier roofing marketing event, Roofcon delivers an aura of energy, insight, and opportunity unmatched by alternatives.