INTENTIONALITY AND SPECIFICITY: INSIDE KWIKSET’S EVENT STRATEGY PIVOT

At massive trade shows, the default strategy for major brands is often "bigger is better." Companies pour millions into sprawling activations, competing for attention in exhibit halls designed for sensory overload. But what happens when a major player decides to go in the opposite direction?

For Kwikset, a leader in residential locks, the key to event success isn't about shouting the loudest; instead, it’s about adapting your strategy to create meaningful connections.

We sat down with Colleen Wanemacher, Senior Manager of Outbound Marketing at Kwikset, to discuss how their team adjusts their event strategy based on the unique demands and opportunities of each event. Her insights reveal how a tailored planning approach has enabled Kwikset to maximize impact while fostering stronger relationships with their audience.

Creating a sanctuary amid the noise

Three years ago, Kwikset made a significant change to their CES presence. They moved away from a traditional booth on the chaotic show floor and, instead, embraced a dedicated meeting room model.

The strategy was simple but effective: create a "room within a room." By constructing high walls and taking over a meeting space near the smart home halls, they built an environment where business could actually take place. This setup provided a dual benefit. They maintained a table outside the room to capture organic traffic and showcase product to general attendees. Meanwhile, the interior served as a quiet, intimate space for scheduled meetings with key partners.

This "best of both worlds" approach allowed them to escape the sensory overload of the main floor while still remaining accessible. It wasn't about hiding; it was about controlling the environment to facilitate deeper conversations.

“Everyone still has to walk through the hallway,” Wanemacher noted, pointing out that, unlike a booth that can get lost in the middle of a show floor, the strategic location ensured visibility without the chaos.

Tailoring the activation to the audience

A common trap in field marketing is the "rinse and repeat" method—building one activation and shipping it to every trade show on the calendar to save on cost. While Kwikset reuses structural assets for sustainability and cost-savings where possible, they refuse to adopt a cookie-cutter strategy.

Their 2026 calendar includes diverse events like KBIS (Kitchen & Bath Industry Show), ISC West, and Apartmentalize. The team recognizes that the audience at KBIS cares about design, lever styles, and finish, whereas the ISC West crowd might be more interested in the tech stack behind their electronic locks.

For specific verticals, such as multifamily housing at the Apartmentalize conference, Kwikset shifts the narrative entirely to focus on their "Unite" platform. The lesson here is clear: intent matters. Rather than forcing a single brand narrative on every attendee at every event, effective event strategies require adapting the story to fit the specific channel—whether that’s big-box retail, pro builders, or DIY consumers.

Rethinking ROI beyond the badge scan

Perhaps the most refreshing aspect of Kwikset’s strategy is their approach to Key Performance Indicators (KPIs). In an industry obsessed with lead volume, Kwikset takes a contrarian view. They aren't looking for a 50% year-over-year increase in badge scans.

Because they operate primarily through distribution channels and retail partners rather than direct-to-consumer sales, their primary goal is retention and relationship nurturing. The metric for success isn't how many new emails they collected; rather, it’s whether a conversation at the event advanced a specific partnership or unlocked a new innovation opportunity with a distributor.

This highlights a critical distinction for B2B marketers: your KPIs should align with your business model and goals. If your business model relies on long-term channel partners, measuring success by top-of-funnel lead generation is strategically out of alignment.

Balancing the physical and digital experience

Even within a meeting room setting, the experiential element remains non-negotiable. Kwikset ensures that, despite the focus on conversation, the hardware remains front and center.

Attendees can interact with product mounts that demonstrate specific features, such as the "proximity wake up" on their newly launched Aura Reach lock. This feature, which illuminates the keypad as a hand approaches, solves a specific user pain point in low-light environments.

Beyond the hardware, the team demonstrates the digital ecosystem in real time. By pulling out their own phones to show the Kwikset app or Matter integration, they prove the seamlessness of the smart home experience. It transitions the demo from a theoretical sales pitch to a practical proof of concept.

Intentionality wins

Kwikset’s approach proves that you don't need the biggest footprint to make the biggest impact. By aligning their physical presence with their specific business goals—retention over acquisition, and intimacy over volume—they’ve transformed their event strategy into a relationship engine.

As you plan your events for the next fiscal year, ask yourself this question: Are you building a booth for the masses or a sanctuary for the partners who actually drive your revenue?

See Kwikset at KBIS 2026

Kwikset’s strategy proves that meaningful connections—not just having the loudest presence on the floor—can drive greater ROI. As they continue to refine their approach, they’ll be bringing this philosophy to KBIS 2026 in Orlando, Fla., February 17-19. Stop by their exhibit to see how they’re combining innovation with intentionality to meet the needs of builders, designers, and more.

Photo Credits: EMERALD/NY NOW