I just returned from the International Builders Show in Orlando. We were exhibiting with our new partner BHI (www.builderhomesite.com). This was an interesting experience for me as I hadn’t exhibited since 2002. Here’s what I noticed:

As expected, attendance was way down over last year let alone back in 2002. But this wasn’t all bad as those that did attend were much happier to speak with due to not having to battle down the isles against the hordes of people like past shows.

Price was King…everyone was shocked that our new pricing was as low as it was. We’ve rarely come across anyone that doesn’t love the work we do, price has always been the only objection. Based on the response from the show (and our competition) we have finally been successful getting the pricing down below and/or inline with traditional marketing mediums.

A lot more custom home builders than I’ve seen before.

Didn’t see a single regional/divisional level representative from any of the top 20 homebuilders. Only national level executives were found, if any at all.

People are still amazed by the work we do…I’ll never get tired of hearing that…we kind of forget that when we aren’t out on the road enough.

It is back to Las Vegas for the next three years…YAY. People just seem way more social in Vegas.

I need way more comfortable shoes and trade shows are still brutal tough on you and your team.

Our competition had much smaller booths than I recall…not such a bad thing!!

Almost everyone was looking for the same but for less money to reduce their marketing expenses and didn’t seem too open for trying anything new…primarily they wanted to either get more for their existing spending or simply reduce costs across the board. No shocker there.

Lastly, it has been too long since I’ve been in Orlando and I really enjoyed my visits with Deb, Ed & Paul.

See everyone at PCBC in June!!

Jim Warren, CEO

Over the years of developing strategies in the field of Digital Marketing solutions, We have had the opportunity to work with many of the nation’s top builders and the most creative marketing minds in the industry. As with all interactive sales center’s the biggest inhibitor is that the technology may get in the way. We quickly came to realize that applying the K.I.S. rule (Keep It Simple) was required. Simplicity in operation and navigation is critical to successfully incorporating technology in a sales center. Guests should not be made to feel intimidated by the technology, but rather invited to explore and enjoy the interactive experience.

Back to my last post … make sure you select a qualified vendor! One who has the expertise and experience to deliver proven results! Everyone knows a friend or family member who creates digital media out of their basements. This is not the time to blindly put your faith in an unproven vendor solution. Having a black screen on a wall is not the desired end result. With a qualified vendor in place, the next goal is to keep the interface navigation simple and intuitive, this has also proved to be invaluable. At the sales center a guest is not judging the creative ability of a builder or the artistic and programming power of their design team. They are judging the builder, community and homes being sold at that development.

The Experience of a well laid out presentation which clearly communicates the brand, the community and all which it has to offer is the most distinguishable memory which the guest will take with them from the sales center. The minute the guest experiences complexities or difficulties in using the display, they will back away in order to not attract attention to the fact that they are stuck. This is not a good use of technology, but rather when planning, developing and designing the display every effort should be made to incorporate technology which assists in providing an invitation to explore.

Oh Yeah… High quality visuals, video, audio should always be mandatory!! Please see www.imagenius.com