48 Hours at IBS With HEW: How Brand Building Starts With Community

  • Categories:

    Client News, Marketing Insights, Brand Strategy

  • Date:

    March 11, 2025

48 Hours at IBS With HEW: How Brand Building Starts With Community



Client News Marketing Insights Brand Strategy

For building industry brands, the International Builders’ Show is the launching pad for the latest innovations, new connections and fresh perspectives. For Huber Engineered Woods, it’s the Big Game, one week of the year — a week preceded by year-round preparation and anticipation — where the brand shines a spotlight on its dedicated community of builders and contractors working together to craft high-performance homes that last decades.

The 2025 show was my second year as part of Wray Ward’s boots-on-the-ground team in support of HEW’s IBS activation. I experienced the buzz and camaraderie pouring out of Booth C3320 firsthand: From women in construction spotlights to the long-awaited eighth annual Best of Social Awards hosted by Matt Risinger, IBS 2025 was one to remember, and Huber continues to raise the bar.

Keep reading to learn more about how Huber channels its thriving digital community into an in-person event to strengthen relationships that work hard for the brand all year round.

The HEW Booth Is Designed to Be a Community Hub at IBS

The Huber booth is a testament to meticulous planning, creativity and collaboration. After months of preparation, the stage was set, and IBS 2025 was about to begin.

Tuesday, 7:00 a.m. | 5,000 Steps to Central Hall

It was Tuesday morning, and the clock was ticking down: Just two hours until the doors to the IBS expo floor would burst open. As I made my way to Huber’s booth located in the middle of the action at the Las Vegas Convention Center, the feeling of excitement and anticipation was palpable.

Tuesday, 9:00 a.m. | Showtime

This year, Huber kicked off the show with a brand-new event in the booth, “Constructing Connections: Women in Construction,” to connect with a growing demographic in the construction industry. Builders Stephanie Dailey, Meg Billings and Allyson Case Anderson hosted the event, sharing their experiences and providing advice to the onlooking audience of women in the industry.

Following an audience Q&A, the BuildHer Executive Retreat gifted one audience member an all-expenses-paid spot on the next retreat in Costa Rica. BuildHer recognizes the unique experiences shared by women in the construction industry and provides an outlet where female builders, remodelers and architects can take a break from the construction grind and build community.

Tuesday, 3:00 p.m. | Battling It Out

After an afternoon of product education sessions ranging from rainscreens to storm-strong roof assemblies, Day 1 of the show capped off with a well-loved Huber booth tradition: Builder Family Feud. What better way to connect with the builder community than through humor and nerding-out on industry knowledge?

The battle featured Tim Uhler and Bryan Uhler facing off against Erik and Jaime Perkins, known throughout the industry as the Perkins Builder Brothers, to test their industry expertise. Heading into the show, the feud was tied with one win apiece.

The 2025 victors and tie-breakers? The Uhler brothers. After witnessing their hard-fought win, it was time to get some rest and get ready for Day 2.

Wednesday, 9:30 a.m.-1:30 p.m. | Trivia and Demos and Busted Myths — Oh My!

Following a jam-packed Tuesday on the show floor, Day 2 promised even more highlights ahead. As the hours counted down to the upcoming Best of Social Awards, builders, architects and remodelers alike stopped by the booth to experience Huber firsthand.

To help our audience at home feel a part of the action, the @huberwood Instagram went live for “The Art of Roof Framing” featuring Tim Uhler and Ryan Smith, transporting our virtual audience to Booth C3320 for the last education session of the day.

Wednesday, 3:00 p.m. | Bringing Home the Hardware

Arguably one of the most highly anticipated events at IBS, Huber’s annual Best of Social Awards bring together the masses to celebrate peer-nominated, stand-out builders on social media. Creating a #IRL event to bring together the hardworking and innovative craftspeople bolsters the Huber brand’s role as an industry connector and thought leader. Categories ranging from Community Builder to Fenestration Phenom presented by Andersen Windows all serve the purpose of recognizing the dedication of Huber’s community.

In front of a packed booth, winners had the opportunity to share why they work with Huber Engineered Woods, how they got started in the industry and what aspiring industry pros should stay tuned for on their social pages.

Wednesday, 4:30 p.m. | A Word From the Gary Sinise Foundation

After crowning the Best of Social winners, the spotlight shifted to one of Huber’s longtime partners, the Gary Sinise Foundation, whose work strengthens families and their communities. Huber leaders announced several milestones, including reaching $1 million in product donations that supported the construction of 50 mortgage-free homes for veterans, first responders and their families.

Army veteran Bryan Anderson shared his story of moving into his specially adapted smart home from the Gary Sinise Foundation through their Restoring Independence Supporting Empowerment program.

The Pursuit of Next

Being a community champion doesn’t start and end at IBS for Huber; it’s foundational to the brand. While planning for IBS 2026 has already begun, Huber’s commitment to strengthening its digital community takes place throughout the year. See it in action on Instagram and TikTok.

Are you ready to use community building to strengthen your brand in the design and construction industry? Let’s chat.

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