Every three years, the Las Vegas landscape is consumed by the largest construction industry show in North America, CONEXPO-CON/AGG, where people can see all the industry's latest and greatest technology and techniques. For the 2017 show, the Association of Equipment Manufacturers (AEM) needed a campaign that could maximize registrations by keeping the show top-of-mind with regular attendees and introducing the event to new audiences. The creative approach needed to be adaptable to work with a variety of market segments, from earthmoving equipment to concrete manufacturing to IT and business solutions. And in a move away from focusing only on today's newest equipment, AEM wanted also to preview the future by giving attendees an eye-opening glimpse of tomorrow's smart jobsite: VR training, gamified learning and how drones are changing construction.
Armed with research that attendance was skewing towards a younger, digitally connected audience, our creative exploration led to "IMAGINE WHAT'S NEXT" as our overarching theme, which paid off the futuristic, digitally oriented theme and was designed to resonate across a wide audience segment. Graphically, we created a look and feel that focused on the key pieces of equipment that appealed to the various market segments, applying a "Minority Report" spin to represent the data-powered future. Additionally, to build excitement over the event and tie to the all-new Tech Experience exhibit, we conceived a VR app that integrated videos and images with 3D maps, to enable users to navigate through the event to learn about all that's in store for them there.
As the umbrella for integrated marketing across all media, our theme drove all communications including print advertising, social, email and direct mail with offers, plus a registration brochure. And to promote the VR app to select audiences, we created a special mailer that included custom Google VR goggles, brochures and a special "Premier Pass" offer to inspire advance registration. The campaign delivered excellent direct mail response rates as it helped AEM achieve its highest-ever exhibitor count and set new pre-registration records.
- U.S. buyer attendance jumped over 16% from the 2014 show, and total buyer attendance improved by almost 8%.
- Overall contractor and producer attendance grew by 10%.
- Total attendance neared 128,000 for the week.
- Attendees purchased a record-breaking 52,000 tickets for education sessions at the show, a 26 percent increase from the 2014 show.Total ticket sales excluding IFPE jumped by more than 27% compared to 2014.