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Events
Media
PR
15 Jul 26
Engaging installers with City Plumbing at InstallerSHOW
This blog was written by Unhooked senior PR consultant Charissa Redfern
For a lot of trade-focused brands and construction PR experts, InstallerSHOW is a huge date in the calendar. Weeks of preparation culminate in three packed days at the Birmingham NEC with an audience of thousands of installers on the lookout for inspiration, innovation and, of course, a few freebies along the way. The brands that succeed and get the most value from the event are the ones who really demonstrate that they understand their audience and create meaningful engagement, rather than those just making the most noise.
Some of the Unhooked team were at the 2026 event supporting our client City Plumbing. Here’s a look at what we got up to and how to make the most of event PR and comms.
A chance to listen
With so many products and so much information competing for attention across the NEC, a key focus for City Plumbing was taking the opportunity to listen to customers and to understand more about what’s going on in their worlds. As part of our Taking the Temperature Report, we found that installers spend up to 20 days a year shopping around to find the best deals. So, at the centre of the stand sat a clear suggestion box where visitors could share how they’d spend that time if they got it back.
The responses offered a great insight into installers’ priorities, from their families to holidays and winning more work, while underlining City Plumbing’s proposition that installers can get everything they need by visiting the merchant, helping them save valuable time. The answers will also provide a springboard for future comms activity.
Making media engagement count
A big focus for our activity was media engagement, with some of the construction PR Unhooked team using our time on stand to meet with journalists, give them a tour, and talk about future opportunities. There really is no substitute for spending time with the media, building relationships over an iced coffee during a heatwave (bonus points for an on-stand barista who had a healthy supply of ice), and putting faces to the names of new contacts.
Ahead of the event we engaged core trade media to arrange visits to the stand. The tours gave us the opportunity to chat to journalists about the full breadth of what City Plumbing has to offer – all under one roof. The feedback showed a real interest in the breath of renewables offered and the fact that City Plumbing can support customers across a range of installations whether they need plumbing and heating supplies, bathrooms, renewables, electricals and more.
We also created goody bags for journalists to mark the 20th birthday of City Plumbing’s exclusive iflo range, giving journalists something to remember us by in the form of sweet treats, a very fetching rubber duck and ever useful notebooks and pens (note to self – branded fans would make a great giveaway for the next heatwave!).
Making the most of events and exhibitions with PR
For any brand looking to invest in a presence at InstallerSHOW or similar events, here are some key event PR considerations to make the most out of your PR and comms activity.
Make sure you think beginning, middle, and end.
- Beginning: Work out what stories you have to tell, how you’re going to engage with media and who you want to talk to. You might have a launch up your sleeve, partnerships to talk about, or thought leadership to promote. The longer run up you give yourself, the more likely you are to create a buzz around the activity. Make sure you take advantage of all the opportunities available as part of your exhibitor package and keep messaging cohesive and clear.
- Middle: The event itself. Use your stand as a base to meet media, capture as much content as you can (think interviews, video and photography) and make sure people know where to find you through social content. If you get any down time, have a look at the competition and take the opportunity to drop into some of the seminars and presentations.
- End: Follow up with press releases, thought leadership and don’t let those journalist conversations be a “one and done”. Find reasons to keep the communication going to support future content. Take the time to measure your activity and understand what worked and what didn’t to support your future approach.
Events are undoubtedly a huge investment but get them right, and they’re a key milestone in your PR and comms strategy.
Find out how Unhooked can help you with your events and exhibition PR.
City Plumbing at InstallerSHOW 2026
