Well, just like that, North America’s largest construction trade show, CONEXPO – CON/AGG 2017 has come and gone. Over 130,000 attendees invaded Las Vegas to visit 2400 exhibitors at the 5-day show.
Exhibitors and their marketing teams can finally take a moment to reflect after months of planning. The long days and nights and countless hours of travel are finally over.
So, as we look back at the show, what did we experience as marketers?
Overall, technology was the main message. Some exhibitors took full advantage to show off current and future products and to build their brand through their booth experience.
Interactivity was a big a highlight of the show and attendees loved it. Virtual Reality, large and small tablets, 3D video, and more helped many companies enhance the booth experience. This provided a “wow” factor and reinforced why they are a premium brand.
Public relations remain strong. The first two-and-a-half days were booked solid with press events. Even with all the technology present, the press room had to be restocked with press kits.
In addition, we saw great photography for booth graphics and brochures, as well as video and animation exhibitors of all sizes. This leads me to believe that even companies with tighter budgets understand how great photography and video can assist in telling their brand’s story.
Finally, this year’s CONEXPO provided exhibitors with awesome tracking and sensing technology. Did you notice the chip in your show badge? Hello, Big Brother! The technology helped exhibitors understand attendee behavior so, they can deliver an even better booth experience in the future.
If you had the opportunity to view exhibitors’ data via the tracking app, I’m sure you would agree that it is very impressive. I can’t wait to see how exhibitors use their collected data to improve future booth layouts, marketing, and staffing. Who knows what new magic to expect in another three years!
Now that the show is over, it’s important for brands to take advantage of the momentum and follow-up quickly with their customers and prospects.
The million-dollar question is how will you follow-up and how will you measure the results?
Maybe you’re one of the lucky recipients of the Q4 follow-up that went out this week! If you don’t have your own plan, we can help you build a strategy, and measure the results, so please get in touch – time’s a wasting!