Once every three years, the Las Vegas landscape is consumed by the largest construction industry show in North America, CONEXPO-CON/AGG. Covering more than 2.5 million square feet and featuring 2,400 exhibitors, nothing quite matches its scope or its importance to the industry.
One of our challenges was to find ways to maximize registration when the show falls so far ahead on the calendar. We helped the Association of Equipment Manufacturers (AEM) keep the show top-of-mind with regular attendees and introduce the event to new audiences. The other hurdle was to come up with a campaign idea that was flexible enough to resonate with six industry segments—including aggregates, asphalt, concrete, earthmoving, lifting and utilities.
After developing a few positioning themes, we conducted some post CONEXPO-CON/AGG 2011 testing to confirm our thinking. The testing yielded two insights and directions—'working smarter' and 'newest ideas.' We knew what made them come to the show. Overwhelmingly, it was to see what’s new. What emerged was the campaign’s main theme, "IF IT’S NEW, IT’S HERE," as it clearly resonated with our wide audience segments. Through our campaign, all would be invited to uncover what’s new and get the ultimate up-close look at the future of construction.
As the umbrella for integrated marketing across all media, our theme drove all communications including trade shows, print advertising, social, email and direct mail with offers, plus a registration brochure. The campaign helped AEM achieve a one-week registration record and delivered the highest direct mail response rates in the history of the show. However, the proof came through the voices of several exhibitors who stated that they had their best opening day ever. Final attendance of 129,000 prompted AEM to say the 2014 show was their best yet.