Building partnerships in the era of influencers

By Anna Lockhart.  

Social media stars and a notable industry brand join forces to bring their product lines to the forefront at one of this year’s industry trade shows. 

In the age of booming technology and social media, the world has significantly shrunk in size. To prove this point, Scott of Van Mark Products shared the story of how stumbling upon one video on social media led to the formation of a close relationship that has transformed the company’s trade show presence for good.  

Live from the Van Mark booth at the 2025 JLC LIVE show, where residential contractors convene to see the latest innovations on the construction market, Karen Edwards got an up-close look at their product line. In conversation with Scott, regional sales manager for Van Mark, the two discussed the brand’s unique product demonstrations taking place on the trade show floor.  

In a testament to the unifying power of social media, Van Mark enlisted the help of Them Roof Boys, social media influencers who were attending the event, to showcase their products through live demonstrations. Bending various materials using the Van Mark product line up, the duo proved in real time just how formidable the products from Van Mark truly are! 

Them Roof Boys, as it turns out, have relied on the Van Mark product line for some time. Scott shared, “We kind of bumped into each other through social media. They use our products, and have for some time, so we started a conversation. From there, we ended up having them attend these shows.” This year marks the third trade show they’ve attended together, showcasing Van Mark products.  

“We’re a tool company, manufacturing for the roofing and siding industries, predominantly,” Scott shared. “We make products that are used to bend metal materials, and we also offer different accessories that complement that line of metal work.” Pointing to the product display behind him, Scott noted the ease of transport and portability of their metal benders. “One of the major advantages of our products, over the bigger machines, is that they’re pretty portable,” he noted.  

No matter where you need a machine on the jobsite, the Van Mark benders are easily movable and can be transported with relative ease. “Be sure to check us out on social media,” Scott encouraged. “We post lots of demos and will be sharing clips from our experience at the show!”  

Watch the YouTube video to learn more about Van Mark Products and their experience at JLC LIVE!