When I joined Huber Engineered Woods, the International Roofing Expo was a modest presence for the Zip System Roof brand. The company utilized a 10 x 10 booth footprint, with the majority of investment allocated toward a Demo Stage sponsorship, the Roof Flashing Clinic. While the sponsorship generated visibility, the overall physical presence did not reflect the premium positioning of the brand or the level of investment associated with the show.

Recognizing that the roofing category was a growth market for them, I advocated for a stronger and more cohesive approach. I led the transition from a 10 x 10 inline booth to a 20 x 20 island footprint to create a more impactful, open environment that aligned with their premium brand strategy and market ambitions.

To further integrate the sponsorship with booth engagement, I synchronized a branded happy hour during the demo sessions featuring their products. This created a natural extension of the educational experience and encouraged attendees to continue conversations directly within the booth environment. The result was a more immersive presence that elevated perception, strengthened awareness, and reinforced their commitment to the roofing industry.