2019 recap Information Classification: General
2019 recap
The Floor Covering, Stone & Tile Market Industry Engages at The International Surface Event 2019 Why do tens of thousands of industry professionals attend their annual market at The International Surface Event (TISE): SURFACES | StonExpo/Marmomac |TileExpo each year? Answer, for the incredible opportunity to source the newest, most innovative products in the industry, to negotiate deals with their business partners and vendors, to learn more on a multitude of industry subjects, and to network and see old friends, all under one roof.
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2019 stats
The event experienced another year of power-house industry attendance, exhibits, product displays, and education. • 78 Countries Represented • Tens of Thousands of Attendees
• 800 + Exhibiting Companies • 135 New Exhibiting Companies • 450,000+ Square Feet of Exhibits • 1,000,000+ Square Feet Event Space
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The show floor Information Classification: General
2019 Companies
The Exhibit Hall Saw the Return of Powerhouse Companies such as… • • • • • • • • • • • • • •
Anderson Tuftex US Floors Mohawk Daltile Godfrey Hirst IVC Karastan Pergo Quick-Step Mannington Engineered Floors Tarkett Bedrosians MS International
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800 plus companies, 135 new to the exhibition floor, presented their products in over 1,000,000 square feet of exhibits, product showrooms, features, and education. Each showroom space offered beautiful displays, unique demonstrations, and thousands of products and services for the industry to discover for their businesses.
2019 products
Top Products Desired By Attendees ‌ 46 % 44 % 43 % 42 % 39 % 37 % 32 % 28 % 28 % 28 % 19 % 19 %
Hardwood Tile Tools/Equip./Machinery Carpet Laminates Stone Installation Products Countertops Resilient Underlayment Made in the USA Rugs
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TISE exhibitors offer products from every aspect of residential and commercial sectors of the flooring, tile, and stone industry including hard goods, soft goods, equipment, tools, supplies and services, and so much more. This year’s market was a discovery for all the senses across the entire exhibit hall. A few key products directions noted by the trend spotting celebrity designers were the vast product displays for LVT products, as well as innovation in tile and stone products that offer more flexibility for design and installation.
2019 trend spotting
Throughout the three days of TISE 2019, the show floor had pop up events featuring trend-spotting, celebrity designers Chip Wade, Jennifer Farrell, Christopher Grubb, and Allison Eden - just to name a few. In addition, TISE hosted design influencers covering the floor for the greatest, hot new finds while Scarlet Opus presented design trends for 2019 and beyond at the Design Stage at The DISH. Each of these unique individuals offered their insights into trends from color to patterns, material sizes, and more, all while highlighting their unique finds and perspectives at TISE 2019. Information Classification: General
2019 memory makers From the show floor to across Las Vegas, the industry created buzz at TISE with events from awards presentations to networking happy hours, annual meetings and sales meetings, to a VIP bash on the show floor by the Mohawk brands featuring the surprise appearance by The Band Perry. • • • • • • • • • • •
Mohawk VIP Bash Canada Night Happy Hour Emerging Professionals Happy Hour Natural Stone Institute Awards Ceremony Natural Stone Institute After Party Women in Stone Happy Hour Stone Fabricators Member Appreciation Party Show Floor Exhibitor Happy Hours Influencer Cocktail Reception CONVERGE Happy Hour Mohawk Photo Booth
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2019 demos
The benefit of attending live events is to experience the products first-hand and to meet directly with the key people who produce them. Exhibiting companies went all out at TISE 2019 offering the industry direct experiences with their products.
Demonstration and live action areas + features … • • • • •
The DISH Product Demo The DISH Installation Demo The CAGE Stone Demos In Booth Product Demos Installation Competition
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2019 attendees
Demographic breakout â&#x20AC;Ś Decision Makers 43 % Owner/President/CEO 16 % Sales/Marketing 15 % Manager/Supervisor 13 % VP/Exec. Management Markets Served 69 % Residential/Commercial 19 % Residential 12 % Commercial Annual Sales Volume 27 % $10,000,000 + 12 % $5,000,000 - <$10M 12 % $3,000,000 - <$5M 23 % $1,000,000 - <$3M 26 % Under $1,000,000
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Attendees came from 78 countries and from every corner of North America to buy, source, network, and discover what is new, needed, and up-and-coming for their businesses.
Many industry veterans attend TISE knowing exactly what they are searching for. Others attend for the first time desiring to see everything the industry has to offer. Both groups leave the event having learned or seen something new and unexpected because the vast TISE market is a place of discovery and inspiration.
TISE supports
TISE not only produces the event, it also supports a myriad of industry causes and programs for the betterment of the community.
TISE supports… • • • • • • • • •
Floor Covering Industry Foundation Donation program for Habitat for Humanity Installation crisis support initiatives NFA top retailer program CCA Global Women In Stone Industry award programs Use Natural Stone Campaign Natural Stone Council
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The show campaign Information Classification: General
2019 campaign
TISE runs a comprehensive, strategic marketing program to achieve the following goals: • Attract the targeted industry trade audience • Facilitate business opportunities and partners • Reach local, regional, and global audiences • Secure international media coverage • Raise brand awareness
We achieved this through: • • • • • • • • • •
Targeted Partnerships Digital Marketing Advertising Campaign Print Material Show Content Social Media Show Events PR Buyers Program Influencer Programs
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1. In the news
Types of Media in Attendance … • • • •
Trade Publications Bloggers Design Influencers Television
Type of News Coverage … • • • • •
Live Video Coverage Online News Articles Print Articles Blog Coverage Social Media Messaging
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TISE is THE annual meeting place for the industry to gather, share insights, present and launch new products and lines, break into the industry with new innovations, build new relationships, and more…
AND, this type of concentrated, exciting news is a huge attraction for industry media and news organizations seeking content for their programs. In addition to the LIVE on-site coverage, TISE receives continued promotion from the industry media ALL YEAR ROUND!
2. Resources
In an effort to offer incredible content and provide the resources and tools for the industry to share this information, the TISE marketing team developed a set of unique assets. • Digital Smart Invite Toolkits for exhibitors, speakers, associations, and distributors • Digital Product & Trends Lookbook • Digital Interactive Comprehensive Brochure • Digital Interactive CONVERGE Brochure
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3. Show reach
Types of Partnerships … • • • • •
Associations Magazines Digital Media Platforms Design Bloggers Partner Events
Reach / Impressions … • • • • •
Associations Print Advertising Web Advertising eNews Advertising Social Influencers
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As the umbrella event for the entire floor covering, stone, and tile industries, TISE has an unparallel partnership with industry associations, media outlets, partner events, and other outlets.
4. Social
TISE set a goal of achieving 10% growth in social following, and actually grew 25%! The unique social programs implemented helped in generating outstanding social exposure for TISE 2019 • 53.5M social impressions • 460K social engagements • 475K social activity • 12M social reach
We achieved this through: • #TISE2019 • #whyTISE • #mySURFACEstory Information Classification: General
5. Surfaces Live
TISE ran some unique programs for 2019 with great results … Stats continuing to grow daily… • • • • •
39,210 people reached 6,907 engagements 278 likes 158 shares 17,4K views
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On-site, TISE presented SURFACES Live in conjunction with Floor Covering News, right from the show floor. The industry watched LIVE as 21 exhibitors shared their product innovations, the ingenuity behind their products, and even live demonstrations on camera. Businesses can view the videos online, on Facebook, and may also share this content directly with their customers via their business’s social media pages throughout the year.
6. #whyTISE
TISE ran some unique programs for 2019 with great results … Stats are continuing to grow daily… • • • •
392,160 people reached 70,108 10-second views 151 likes 175K views
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TISE switched the focus of the 2019 campaign to a personal approach utilizing video clips of industry icons talking about why TISE is the event for their business and for the industry. These short 10-60 second clips were used throughout the marketing campaign, however, the Facebook portion of the campaign had great stats to back the success of the program, and assist in our social growth.
The content Information Classification: General
2019 content
TISE launched a brand-new education program called CONVERGE at this year’s event. Here’s what changed: • • • • • • • • •
One main entrance CONVERGE lounge Targeted interest groups (3) Complimentary coffee & water Gift Bags w/ engagement color contest New fresh line-up of speakers CONVERGE happy hour Learning optimized room sets w/stages All CONVERGE attendees were VIPs
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The Format + topics
The interest groups … • Suits • Hammer & Nails • Creatives
The Subject topics … • Technical • Business • Design
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The new CONVERGE education program at TISE offers the industry a whole new way to gain training, knowledge, and information. With flexible scheduling allowing for the busy trade show atmosphere, persona based interest groups (CREATIVES | SUITS | HAMMER + NAILS) for immersive, targeted discussions, and the freedom to pass freely between session topics to gain exactly the knowledge needed. Industry leaders covered the hard-hitting, on-point topics, such as: • • • • • • •
The 411 on 4:20: Medical Marijuana and the Work Place What to Expect in Washington DC After the 2018 Elections Moisture Mitigation Roundtable The Ways of Water: Critical Considerations for Shower Construction Color Vibes: A Journey Through Color and Trends The Power of 5: The 5 Hottest Trends in Flooring & The 5 Types of People Buying Them And so much more…
See You at #tise2020 Information Classification: General
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See You at #tise2020 Information Classification: General