Design of the Month
RGB Building Supplies were established in 1850 and are now one of the leading independent, family owned builders merchants in the southwest, employing over 300 staff.
The Self Build & Design Show at West Point, Exeter, is a key show for RGB, so much so that for the last couple of years they have been the headline sponsor of the event.
Previous years had seen the stand showcase RGB’s products, with entire kitchen and bathroom suites on the stand, highlighting RGB’s quality and diverse range. Self Build & Design 2015 was a successful show for RGB, although the team felt that for 2016, they wanted to push the stand on and make a different statement with their presence.
Through some personal referrals, RGB started a conversation with Clip regarding the show in 2016. During an initial consultation meeting several months before the show, it was clear to the Clip team that RGB were the leader in their market place and were keen to cement this position. Their competitors often followed the RGB approach, from service offerings and show room locations, through to the exhibition stand style and approach. RGB were keen to keep one step ahead of their competitors and show themselves as the leader in their market place through their exhibition stand presence at Self Build & Design 2016.
Some lengthy and really interesting meetings followed between the RGB brand and marketing team and Clip and after a number of brainstorming sessions and storyboard presentations, the direction for the stand was agreed.
If you start a self-build project, it is a huge undertaking, with many different parts to the journey. Whilst you will inevitably at some stage need the products that RGB provide, sourcing materials is only a small part of the overall project. If the RGB stand only delivered the message to exhibitors about their products, then they are only hitting those people at that stage of the journey, which will be a small percentage of the overall self-build market. So, it was decided that the stand at Self Build & Design would talk not about the specific examples of product that RGB could supply, but instead, the message would be much bigger than that.
Whatever part of that journey you are on, RGB can help you with their experience, knowledge and also of course their product and services. One of the key values at RGB is the people within the company and the huge knowledge they have in all aspects of a self-build project. This matched the approach of the stand perfectly.
This bigger picture approach helped RGB come across as a real expert. It put them in the position of being the authority in their industry, rather than just a supplier who was trying to sell you their products. They were helping add all their experience and knowledge to clients in a consultative manner, which put them on the same side of the table as their clients, rather than sitting across the table trying to sell them what they wanted.
As the stand was very different to previous years, the Clip team visited RGB offices to run through the thinking behind the stand design, how the stand would flow during the show and also how to best staff the stand.
The show was a huge success. The stand was the talk of the show but more importantly the RGB team easily exceeded their target number of leads for the event.
Emma Champion, Brand Manager, commented; “we went through a very different approach to the stand this year but it was really interesting to look at things in such a different way. The stand ultimately looked fantastic and really worked for us in positioning ourselves ahead of the competition once again. As always, there will be some tweaks for next year’s show but we’re already looking forward to what that may bring.”
A very worthy winner of this months’ Design of the Month.