Tremco Barrier Solutions

Punching Up Traffic and Sales Leads

THE CHALLENGE

Tremco Barrier Solutions manufactures and markets a variety of products to protect newly constructed homes against the elements. Their product line includes TUFF-N-DRI® Basement Waterproofing System, the No. 1 brand of new basement waterproofing in North America.

Leads from builders are the lifeblood of Tremco sales. At the industry’s biggest annual event – the International Builders’ Show – Tremco wasn’t getting the kind of booth traffic or lead generation befitting the waterproofing leader. They asked R/P for ideas to capture more attention and interest.

R/P’S RESPONSE

First, we upgraded the Tremco booth from a two-dimensional, flat-panel design to a two-story, three-dimensional attraction with a 30-by-30-foot footprint. The more prominent booth alone generated more traffic and sales leads. The next year, we themed the booth and traffic-builders with a memorable hook. To underscore how TUFF-N-DRI – a black and pink product – powerfully fights basement moisture, the booth featured a giant pair of black and pink boxing gloves as well as boxing-glove shaped beanbag chairs. At the booth, visitors could square off in an Xbox video boxing match with the chance to win the Xbox. Miniature black and pink boxing gloves were given to visitors who supplied contact information. And R/P created pre-show mailers and trade show advertising to promote the entire event.

THE RESULTS

“The first year with our new trade show booth, we doubled our qualified builder leads. Then with the boxing promotion, our qualified leads tripled. R/P was instrumental in helping us create the impact and image our brands deserve.”

– Tom Cullivan, marketing manager for Tremco Barrier Solutions

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