News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Show Homes Demonstrate Innovation, Market Leadership for Suppliers
Warren Nesbitt / HW.com / April 3, 2014
Very few media forms are timeless. Those that live on do so for one simple reason: they work. One of those media forms is demonstration homes linked to major audience events. At Hanley Wood, we have been involved in show homes since 1984. The key elements to successful show homes are:
- Great design that reflects the business purpose of the audience
- The latest consumer trends that are shaped into one well built, well designed house.
- Building product suppliers seizing the moment and providing their most innovative and newsworthy products.
- ROI metrics that foster lead generation, engagement and product sales for sponsors.
- Integrated media support to promote the substantive content attached to the show home in powerful ways that are relevant to its audience.
Over the past 30 years, show home programs at Hanley Wood have been driven by lessons they can teach their audience. That mission begins with consumer trends and product innovations. Then it continues with the building of a superstar team of project partners – usually extraordinary architects, builders and consultants.
We connect our show homes to the biggest and most important events in key industry segments, such as the International Builders’ Show and the Greenbuild Expo. Suppliers almost always have a meaningful presence at these events, and our show homes add efficient impact and visibility in what can be an otherwise chaotic, competitive environment.
When we launched this business back in 1984, the benefits to the market were exhausted after just a few days at a show and a story in a magazine. Today, the useful life of a show home lasts for 6-8 months, enjoying industry-wide promotion, educational elements, digital and social media, video, online virtual tours and several lead-generation features. Trackable results are now mandatory when a marketer invests dollars in a program. We’ve understood that for years. So engagement-driven results are at the core of Hanley Wood’s show homes.
Our audience wants to know what we see. Our customers want our audience to see them at their best – and learn why their products and services are the ones to put on the spec sheet for future projects.
Engagement-driven results. That’s the foundation of our three-decade commitment to this timeless medium. And, of course, it’s timeless — because it works.