Behr Process Corporation

Behr Process Corporation made a big, colorful splash at the International Builders Show, increasing brand awareness with a 50’-by-50’, double-deck exhibit.

A leading consumer brand of paint and exterior wood-care products, Behr has made it a priority to gain acceptance among pros – contractors, painters and building managers. They accomplish this on a limited basis with three-day VIP tours to Behr’s California headquarters – an eye-opening introduction to the company’s wizardry in a can.

“We wanted that same ‘Aha!’ experience in our exhibit, and Skyline nailed it,” says Niquey Lafrades, Behr’s Industry Engagement Manager.

After an exhibit consultant and a designer attended the Behr VIP tour, Skyline designed a custom modular exhibit like a board game, taking the attendee on a journey to five distinct areas.

“We wanted people to spend time and learn about our business. We wanted to emerge as the thought and innovation leader – the go-to brand for paint education,” says Lafrades, noting a major increase in qualified leads and success stories. “This exhibit made the impact we wanted.”

Behr opted for a turnkey rental program, renting the exhibit structure and purchasing the custom graphics. The exhibit has been reconfigured to maintain a consistent look in 20’-by-40’ and 20’-by-30’ spaces. Behr achieves savings and convenience with Skyline handling all logistics.

“Having Skyline on site as the foreman has cut down labor costs and given us peace of mind,” says Lafrades. After hiring show crews that “charge you to learn as they go” on an unfamiliar exhibit, she concluded that Behr gets better value with Skyline employees who know each exhibit system and how to interpret diagrams for installation.

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