Marketing Research – Do Yours at the International Roofing Expo

By Heidi J. Ellsworth, HJE Consulting 

Ideas, strategies and what to look out for as you walk down the IRE show floor. 

For many of you, you may be reading this on an airplane to Las Vegas, Nevada for the 2021 International Roofing Expo® (IRE). Several times, I have had Western Roofing Magazine readers tell me they used this issue to check out what was happening at IRE. So, this year, I decided to add some ideas and strategies for those who are attending the show in the area of marketing, networking and company culture research.  For those who are not attending, first you should, and second you can find a lot of show information in post-show articles in this magazine, online and on the IRE website, www.theroofingexpo.com.  

Following are areas to think about as you walk the show floor, do research on the internet or simply pick up the phone: 

Cloud-based software for roofing 

As you are starting your new year, the wintertime is a great time to try out new marketing software.  As always, do some evaluation of where you are currently and where you want to go. I always see the first step of strong marketing is a strong Customer Relations Management (CRM) system. Mostly cloud-based now, getting your customer and prospect lists organized is essential. Even before you get to the IRE get online and check out the different software companies that are offering CRM software specifically for roofing or construction. You want to work with contractor centric developers who understand the home improvement market or the commercial roofing sector. You may even want to look at some free trials or demos so that when you get to the IRE or local roofing show you can talk to representatives in person with your questions ready.  

Marketing agencies 

There has been a nice increase in marketing agencies who are exhibiting at IRE and other roofing shows.  They are offering marketing, advertising and digital services with a strong focus on roofing. They know the industry, are building relationships and are well worth getting to know. As you are looking at your website, digital strategy and overall marketing, the IRE is a great opportunity to talk to the different agencies to see if you find a good connection. They should be able to share with you referrals and recommendations from other roofing contractors, who may even be at the show.   

Technology and imagery 

The ability to use aerial and drone imagery in any roofing business is becoming essential. Now there are companies who are taking all types of imagery and creating automatic analysis of the roof including measurements, hazards, penetrations, ponding and more. It is at the very beginning of becoming a staple so now is the time to do your research. Look for drone companies, aerial imagery companies and of course roof measurement companies and ask them about what they see in the future in the world of artificial intelligence in roofing. 

Special events 

As always, it is not just about the show floor. Here are some important events that should be on everyone’s schedule. These events offer information, education and networking. Company culture is more important than ever and most of the events around the IRE will give you ideas and inspiration to improve and continue to grow a positive, productive and sustainable company culture. 

1 – National Women in Roofing Day – August 8, 2021 – 9 am – Mandalay Bay 

NWIR Day is the premier conference for multidisciplinary women professionals in the roofing industry to come together to learn about the latest business strategies and tactics while sharing their secrets to success. Attendees will be able to connect with professional, like-minded, good-spirited women from all facets of the roofing industry and experience insight, inspiration and fun. 

2 – ROOFPAC Reception and Live Auction– August 9, 2021 – 4 pm – House of Blues 

Support roofing advocacy in Washington D.C. as ROOFPAC and National Women in Roofing present an evening in the Las Vegas with your roofing industry colleagues. For more information and to register, please contact Teri Dorn, NRCA’s director political affairs at 202-510-0920 or at tdorn@nrca.net.  

3 – First-Time Attendees Reception – August 10, 2021 – 5:30 pm - Daylight Beach Club at Mandalay Bay 

This new and free-to-attend event invites all first-time IRE attendees to the poolside at the Daylight Beach Club, for a special networking event before the Welcome Party starts. First timers can connect with each other before the Welcome Party starts.  

I look forward to seeing you in Dallas! 

Learn more about the WSRCA in their RoofersCoffeeShop® Directory or visit www.wsrca.com.