Jun 18, 2012

How to earn Best Of Show at NeoCon

Tony Treadway

It is the annual coming out party for the latest in residential and commercial products and resources. It is called NeoCon and the 2012 edition wrapped up recently in Chicago. For Creative Energy client Universal Fibers the objectives for this year’s show were two. First, make a positive and lasting impression for the carpet fiber manufacturer’s new technology-driven Revolve® fiber and to make the debut so complete that it would earn Best of Show honors. The second objective was a lofty one, to earn Best of Show honors at the event. At first, the second objective seemed implausable as some of America’s top companies were there to outshine something allegedly as mundane as carpet fiber.

Universal Fibers is as unique within the industry as its marketing director, Joe Parry. His eye for style is superb and the company’s technologies have revolutionized the carpet industry. Universal Fibers’ EarthSmart technology heralded the development of sustainable carpet. Reclaiming old carpet destined for a landfill, the fiber is separated from the backing of the carpet and the fibers melted for reuse. Revolve, the logical next step in sustainable carpet fiber, offers commercial interior designers a completely new environmental look to the mainstay of commercial carpet today in millions of square yards of carpet in offices and hotels. New, natural design freedom was the message for NeoCon and our team did a magnificent job of communicating just that at Revolve’s coming out event.

The account team headed by account executive Tonya Baker and art director, Alice Salyers, created an exceptional launch campaign entitled “Natural Evolution” for the trade show booth and trade advertisements for the new product.

Finding complimentary images of nature replicating Revolve’s stratified look when woven into carpet was brilliant and stunning. Using Revolve carpet samples wrapped in a magical bi-fold for V.I.P. buyers combined a tactile feel of the fiber’s next and enhanced softness that only fingertips can communicate.

In all, dozens of Creative Energy jobs for the event, including an exceptional wallpaper video for the booth’s flat screen TV, done by our Kenny Thacker, met with eager onlookers and buyers that will pay off in new orders for the client. Best of Show honors were the icing on the cake.

Awarded each year to the single product determined to offer unmatched innovation, Universal Fibers was the 2012 Best of Show honoree. The recognition vaults Universal Fibers into a small cadre of manufacturers that will earn respect and continued business for the Virginia company now destined for additional sales growth. For Creative Energy, whose mantra has always to measure our success by the success of our clients, it was another example of living up to our 20-year-old vision. Congratulations to Joe Parry and Universal Fibers and to every Creative Energy employee who was engaged in earning Best of Show at NeoCon.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.