Designing a Timeless, Custom-Fit PR Strategy for KBIS

Not many trade shows can say they have been around, and are still stronger than ever, after 60 years. But what was once a small get-together of industry professionals is now one of the largest gatherings in the country for the kitchen and bath industry. The Kitchen and Bath Industry Show (KBIS), held in conjunction every year with the International Builders’ Show (IBS), has cemented itself as the place to launch the latest products in home and design. As the space evolves each year with new smart home technology and trends in style, it’s the ultimate time to ensure your company’s PR strategy for the event is unique and thoughtful. With the 2025 event kicking off on February 25, here are some key insights from our experience with KBIS and how to break through event noise to make your PR and marketing campaign soar.

Prioritize pre-event momentum

In the words of reporters Mel Studach and Dan Howarth from Architectural Digest, “The kitchen and bath often serve as the culmination points to clients’ big requests—from integrating wellness design to whole-home tech. Thus the Kitchen and Bath Industry Show (KBIS), a trade show that covers these themes and so much more, is a core event in many kitchen and bath designers’ annual agendas.”

So you’ve booked your flight to Las Vegas, picked out your comfiest shoes for a long day of standing at a tradeshow and perhaps researched a restaurant or two on the Strip. With these details settled, whether you are working in-house or with a PR agency, it’s important to be buttoned up on PR messaging and strategy about a month before the event. This includes establishing PR goals for the event – is it securing a certain number of media interviews onsite? Being mentioned in XX amount of stories about the event? Seeding 15-20 product samples to key reporters? Whatever the KPIs are, align internally and with your PR team to solidify these metrics and build from there.

Next, tradeshow press releases don’t have to be boring. New product launches are understandably the standout part of KBIS, so if you have nothing quite new this year, find a way to make your existing product lineup or offerings sound unique – whether something was first of its kind or recently hit a big milestone in sales. Consider the timing of the release, remembering that most companies distribute releases either the week of the show or right before. A great example of leading the charge is Maytag, who put out their KBIS press release a month early this year, as well as Kenmore. This gives journalists time to digest what a company is showcasing before their inboxes get cluttered.

Don’t just think about onsite meetings either. Pre-briefings are a huge way to build buzz for your brand and many reporters are writing up show previews. In fact, at Bospar, we’ve used our expertise to secure pre-tradeshow product coverage in the likes of Wall Street Journal and The Verge. KBIS will provide all exhibitors with an attending media list and you should use this to your advantage. Get your press kit ready to go, including hi-res imagery of your product lineup and begin sending tailored pitches to set up either pre-show interviews or onsite meetings at your booth. Even if reporters don’t quite know their schedules for the show yet, it opens a line of communication early and helps create rapport leading up to the event week; even furthering the change of public relations success.

Never underestimate the power of booth activations

A well-designed booth is always going to stand out, especially at a design-centric trade show like KBIS. But that is not quite enough anymore to draw a crowd or top-tier media. There are two approaches to drawing a crowd into your booth; the first is going the route of solving a need for attendees at a tradeshow. No one wants another boring branded water bottle but giving out something like a free portable charger or having a charging station for phones and laptops could be a big win. Recognizing that attendees are on the floor all day unable to always charge devices turns into an opportunity for engagement. While food and drinks (especially coffee!) are always a big draw, consider having these items tie into your brand in some way. Whether it’s naming a latte after one of your products or having donuts shaped in a creative, relevant way, it will add a nice touch to a well-rounded and memorable brand experience. And if you’re hoping to catch the attention of the likes of Good Housekeeping, Martha Stewart Magazine and HGTV, remember your audience. KBIS draws a crowd that can really appreciate the details, so catering to them will ensure a home run.

The second route is thinking outside of the box. A fun stunt that the Bospar team pulled off at a previous tradeshow in Las Vegas involved a virtual slot machine, equipped on a big TV screen, with a chance to win big ticket products from a brand. This got people excited to come to the booth and ultimately learn more about what the brand was showcasing. Word-of-mouth definitely shined here too as chatter about the slot machine got out among the show floor. Don’t be afraid to think boldly and invest in an interactive activity for attendees and media alike.

Staying organized with follow-ups will ensure maximum impact

Some of the best tradeshow magic will happen after the show has wrapped. One of the best PR tips to follow while on site is to take notes in real-time of which members of the media visited your booth. Even if it’s as simple as keeping an ongoing notes document on your phone and quickly jotting down names and outlets, it will go a long way. You can then match this list to corresponding business cards collected and keep tabs on what specific action items are needed for each reporter. Did they want to set up an interview after the show? Test a specific product? Making this list as you go will be the difference between post-event coverage and building strong media relationships for years to come, or not.

Ultimately, your PR impact at KBIS will be dependent on an approach that starts well before the show and will continue in the months to follow. There is an incredible opportunity to hire a PR team to help streamline the experience and ensure a worry-free event. If you’re just getting started, take Bospar’s quiz to outline how we can best support your efforts.Registration for KBIS 2025 is now open! We hope to see you there