JR&Co. Tradeshow Activation

A Trade Show Activation That Wrapped Attendees in Value

JR&Co, a leader in complete building envelope protection for both commercial and residential buildings, wanted a trade show presence that would finally match the scale of their expertise. Despite offering one of the most comprehensive building protection solutions in the industry, their previous trade show booths hadn’t generated the engagement, conversations, or qualified leads they needed.

Nichez partnered with JR&Co to create a high-impact, interactive trade show activation that transformed their core message—“Complete building envelope solutions”—into an experience attendees couldn’t ignore.

The Challenge

JR&Co needed an activation that would:

1. Clearly communicate their expertise in complete building envelope protection
2. Break through the noise of a crowded trade show floor
3. Drive significantly higher booth engagement than prior years
4. Give their sales team a memorable way to start conversations

The solution needed to be bold, playful, and strategically aligned with their brand promise.

Results

The activation was, in JR&Co’s words, their most successful trade show presence ever.

Key outcomes included:

• Record-breaking booth traffic, surpassing all previous shows
• Significantly higher engagement, with attendees lining up to participate
• Longer conversations, as participants stayed to hear the story behind the activation
• Stronger lead quality, with more decision-makers stopping by
• A standout reputation—attendees talked about the booth throughout the event

The “Protected Envelopes” concept became a signature moment for JR&Co, demonstrating how an intentional experience can capture attention and translate a technical message into something instantly relatable.

Through a smart combination of physical interaction, clever metaphor, and bold design, Nichez helped JR&Co bring their value proposition to life in a way that was impossible to ignore. The activation didn’t just increase traffic—it created meaningful, memorable engagement that aligned perfectly with JR&Co’s brand promise.