Constructing an ironclad media plan


At a glance



  • Attracting attendees for large-scale events
  • Recruiting members to the association
  • Targeting the right audience on the right channels
  • Generating buzz about niche events

The universal challenge:
Rebounding from the COVID pandemic

Before COVID, the trade show industry generated over $1 trillion in direct spending and attracted 1.5 billion attendees.1 That all came to an abrupt halt in 2020 because of concerns about superspreader events. The big question coming into 2023 was whether exhibitors and attendees would be comfortable enough to return to in-person events.


The marketing challenge:
Turning hesitant targets into attendees

AEM, the Association of Equipment Manufacturers, supports construction and agriculture manufacturers by advocating for their interests, connecting members with opportunities, and providing information that helps members make smart business decisions. One of the biggest ways AEM provides for their members is through events, where attendees can learn, share, sell, and buy. So it was important for the CONEXPO CON/AGG 2023 trade show to be a big success.


The solution:
A meat and potatoes approach to media

When the COVID pandemic started showing signs of waning, AEM and BOL seized the opportunity to launch a paid search campaign through Google and Microsoft advertising. Dynamic ad sets served up variations to audiences to ensure the best results. Using branded terms and keyword targeting, we were able to serve ads to the right audience at the right time, earning trade show registrations from relevant manufacturing professionals.


The expectation exceeding results

BOL employed tried and true methods to target agriculture and construction equipment manufacturers and end users. We had our greatest success with the following tactics:

  • Google Ads (text)
  • Microsoft advertising
  • Google responsive display ads

To keep these advertisements fresh, the creative was updated every 4 months. We noticed that targets were responding well to video content, so we added more to the rotation.

In the end, CONEXPO-CON/AGG 2023 posted a record 139,000 attendees and more than 2,400 exhibitors from 36 countries.

Stand out media. Outstanding results. What can BOL do for you?


AEM is the leading organization in North America advancing construction and agriculture equipment manufacturers and their value chain partners in the global marketplace.



attendees at the 2023 CONEXPO CON/AGG trade show

exhibitors from 36 countries


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