We’re continuing our series on long-term exhibitors at the Intersolar & Energy Storage North America (IESNA) Flagship event, asking company by company what keeps them coming back.
For Unirac, the answer has less to do with scale and more to do with being deliberate about what a booth is actually for.
Here’s what the company, which specializes in racking and mounting systems, had to say.
Booth Size Isn’t the Most Important Metric
Jill Strange, Unirac’s Product Marketing Manager, has spent 13 years in solar, and her take on booth size challenges a common assumption.
“I’ve launched a game-changing racking system at IESNA in a 10′ x 20′ booth and never felt limited by the footprint. It’s really about being intentional with your space and aligning your exhibit strategy with your objectives.”
A Reset Point Built into the Calendar
The show’s early-year timing and West Coast location make it a natural reset point.
“It creates an ideal opportunity to reconnect with installers, distributors, and industry partners as everyone shifts their focus toward new business goals,” Strange says, and a chance to build on momentum from Q4 product launches.
Rather than treating each show as a standalone event, she sees it as part of “a continuous product story that carries across the industry event calendar,” where conversations about customer goals and challenges matter just as much as the products on display.
One of the Most Engaging Products on the Floor
Strange also pushes back on the idea that racking is a harder story to tell than modules or inverters. “I would actually challenge that,” she says. “Attendees can physically interact with it and experience the value firsthand… live installation demonstrations become some of the biggest attention-grabbers on the show floor.”
Talking about faster install times or simplified wire management only goes so far, she added. Nothing beats putting the product in an installer’s hands and letting them feel the benefit for themselves.
Advice for Other Racking Companies
Her advice for racking and structural companies weighing whether to exhibit: define what success looks like before you commit to a booth. Is it a product launch, lead generation, distributor relationships, or brand awareness?
“You don’t need the biggest booth or the most elaborate display to make an impact. You need a compelling product story, an engaging experience, and a team that’s prepared to turn conversations into opportunities.”
Explore Exhibiting Options
Unirac’s story is proof that exhibiting well has more to do with strategy than square footage.
Whether you’re mapping out your first booth or rethinking what success looks like at your tenth, reach out to our sales team below or visit our Exhibitor Information page to see what a booth could look like for your business.
Peter Andersen
Sales Manager [email protected]
Nicole Poulin
Account Executive [email protected]
Ed Ware
Account Executive [email protected]
