GIỚI THIỆU VỀ TẬP NÀY
In this episode of The Intersection, Megan Kacvinsky and Steve Coffey reflect on their biggest takeaways from AIA Conference on Architecture & Design 2026. They discuss increased optimism across the industry, evolving architect priorities, booth strategies that stood out, and how manufacturers can better engage architects before, during, and after trade shows.
Key Insights- AIA 2026 saw slightly higher attendance than the previous year, but manufacturers consistently reported stronger engagement and higher-quality conversations on the show floor.
- Architects arrived with active projects and specific product questions rather than simply browsing for new products.
- AI and technology dominated conversations, with architects focused less on new tools and more on integrating existing platforms into their workflows.
- Architects continue to face increasing responsibility as risk managers, balancing product performance, availability, code compliance, sustainability, owner expectations, and project execution.
- Many manufacturers still centered booth conversations around product features instead of helping architects solve project-specific challenges.
- Successful booths created memorable experiences that encouraged conversation rather than relying solely on product displays.
- Booths that incorporated experiential elements, room vignettes, or hands-on interactions generated stronger engagement.
- Trade show success extends far beyond the event itself—pre-show outreach and structured post-show follow-up remain critical opportunities that many manufacturers underutilize.
- Optimism across the industry appears to be returning as projects move forward and conversations shift away from uncertainty toward execution.
Practical Takeaways for Manufacturers
- Begin engaging architects before the show with personalized outreach tied to current projects—not just invitations to visit your booth.
- Train booth staff to ask about project challenges first, then position products as solutions instead of leading with features.
- Design booths that encourage interaction through experiences, demonstrations, or environments rather than static displays alone.
- Demonstrate technology in ways that are fast, reliable, and relevant to architects' real-world workflows.
- Build a coordinated post-show strategy that combines personalized sales outreach with marketing nurture campaigns over several weeks.
- Use trade shows to strengthen long-term relationships rather than treating badge scans as the primary measure of success.
- Align messaging around reducing risk, simplifying decision-making, and supporting project outcomes—not simply introducing new product features.
- Continue investing in digital tools that help architects visualize solutions and accelerate early-stage design conversations.
About the Guests
Megan Kacvinsky is CEO of Point To Point, a strategic marketing agency specializing in building product manufacturers. She works closely with manufacturers to improve brand positioning, specification strategies, digital marketing, and architect engagement.
Steve Coffey is Managing Partner of Coffey & Co., where he helps building product manufacturers accelerate growth through strategic sales, technology adoption, and operational transformation. His experience spans digital strategy, sales enablement, and helping organizations better connect with architects and design professionals.
Together, Megan and Steve bring complementary perspectives from marketing, sales, and technology to help manufacturers navigate the evolving architecture and construction industry.
Quotable Moments"Architects came with specific projects that they wanted to engage with the manufacturers on. And what we saw, and to your point, we saw manufacturers that came with products that they felt like they were gonna have to sell to an architect or talk to an architect about to get interest for a project. It felt like there was a disconnect there.” — Megan Kacvinsky
"The manufacturers in the room that are focusing on selling the product [will ultimately] lose to the companies that are doing a really good job of positioning themselves alongside the architect and saying, ‘let's talk about your projects, your firm's future’, right? And what this product means for this project”. — Steve Coffey
Next Steps for ManufacturersAIA 2026 reinforced that architects are looking for partners who can help them navigate increasingly complex projects—not simply suppliers with new products. Manufacturers that invest in project-focused conversations, memorable trade show experiences, and disciplined pre- and post-show engagement will be better positioned to build stronger relationships, influence specifications earlier, and create lasting competitive advantages.
