The 2025 International Roofing Expo took place on February 19-21st, and the ADsmith team was thrilled to participate in the action!
Ken Taylor, Amy Hietter, and Emily Falbe braved the winter storm and flew to San Antonio, Texas, for this major event in the roofing industry. As many of our clients are in the building products & construction industries, the expo was a great educational opportunity for our team to see what’s new and trending!
Events like these are as exciting as they are overwhelming. Suffice it to say, we saw a lot, learned even more, and returned to the office refreshed, enlightened, and ready to apply our new knowledge. Here are the main takeaways ADsmith brought home from the event.
Strength in Sustainability
The environment remains a hot-topic issue in the building industry. We saw a heavy focus on sustainability initiatives to help combat unnecessary waste and reuse materials as customers increasingly demand energy-efficient processes and eco-friendly products.
The primary focus on sustainability can be seen in the following:
- Energy Efficiency & Cost Savings: Sustainable building materials and designs help reduce energy consumption, lowering utility costs for homeowners and businesses.
- Environmental Responsibility: Green roofing, recycled materials, and energy-efficient designs help cut back on waste and reduce carbon footprints.
- Longevity & Durability: Materials that last longer require fewer replacements, which helps put a cap on resource consumption.
- Compliance: Building codes evolve year after year. With these regulations and the tax incentives available for energy-efficient solutions, the industry is placing a greater emphasis on green practices.
As the construction and roofing industries continue adapting to sustainability demands, IRE remains a key platform for professionals to explore eco-friendly innovations and stay ahead of evolving market trends.
People Over Products
Another common theme we encountered at IRE was people-focused marketing tactics. The roofing and construction industries thrive on business-to-business (B2B) connections, with the strongest connections forged through products and services that help lighten the load for contractors, builders, roofers, and business owners.
This approach makes a lot of sense in an industry built on relationships. Roofing manufacturers market their products to roofers, who sell those products to homeowners and building owners. As such, roofers need to believe in the product they’re selling and trust that manufacturers have their backs. They are putting their reputation on the line, and smart manufacturers do not take that responsibility lightly.
Through tools, training, and additional support, manufacturers can focus on the people behind businesses and the customers they will ultimately serve.
Tradeshow Marketing is Alive and Well
Contrary to what some may think, tradeshow marketing is far from dead! At IRE 2025 in San Antonio, we saw companies going all-in on their presence at the event and through digital channels. Exhibitors got creative with interactive booth experiences, high-end giveaways, and strategic lead-capture tactics.
The most successful brands didn’t just rely on foot traffic. They extended the conversation long after the show through well-thought-out email drip campaigns, engaging social media follow-ups, and unique event leave-behinds like branded swag that stood out.
With the right strategy, tradeshows remain a powerful tool for brand awareness, lead generation, and industry connections. IRE 2025 was a success, and we’re already looking forward to IRE 2026 next January!
Ready to elevate your tradeshow game? Whether it’s a local expo or an international conference, the ADsmith team has supported it all. From geo-fencing digital strategies to email and social media campaigns to filming and producing content, we want to help you stand out. Let’s chat—send us a quick note today!
