Constructing an ironclad media plan

Overview

When live events returned after the pandemic, AEM faced a clear challenge: overcoming industry hesitation and rebuilding momentum. They met it with a bold, insight-driven marketing strategy that brought CONEXPO-CON/AGG back stronger than ever.

The results? A record-setting 139,000 attendees and 2,400 exhibitors from 36 countries, proving that when strategy and timing align, great industries rise together.

The Challenge: Rebounding from the COVID Era

Before COVID-19, the trade show industry was booming, generating over $1 trillion in direct spending and attracting 1.5 billion attendees annually.

Then, it all came to a halt.
As public gatherings shut down, the question wasn’t just when live events would return; it was whether audiences would ever feel comfortable coming back.

Heading into 2023, AEM needed to restore confidence, reignite excitement, and reestablish the value of in-person connection in an industry built on relationships, hands-on equipment demos, and face-to-face networking.

The Marketing Challenge: Turning Hesitant Prospects into Eager Attendees

AEM exists to advocate for, connect, and empower manufacturers and partners across the construction and agriculture industries. A core pillar of that mission is their events — places where professionals come together to learn, sell, buy, and innovate.

But even with a legacy as strong as CONEXPO-CON/AGG, uncertainty lingered. The challenge was clear:

• Attract attendees to one of the world’s largest trade shows after a three-year hiatus
• Recruit new members to the association
• Generate buzz in niche industrial sectors
• Target the right audiences on the right channels

To succeed, AEM needed more than broad reach. They needed precision, credibility, and consistent engagement.

The Strategy: A Straightforward Media Approach That Delivered

Sometimes, simple works best.

When the pandemic began to subside and confidence started to return, AEM partnered with BOL to launch a pragmatic, data-driven media strategy focused on fundamentals:

• Paid Search via Google Ads and Microsoft Advertising
• Responsive Display Ads to maximize reach and visibility
• Dynamic Ad Sets that automatically optimized creative variations for engagement and conversion

Targeting with Precision

By combining branded keyword targeting with industry-specific search terms, BOL helped AEM serve ads to the right audience at the exact right time, trade professionals, manufacturers, and buyers actively searching for events, networking opportunities, and product showcases.

Creative That Evolved with the Audience

To keep the content fresh and relevant, creative assets were updated every four months. As performance insights rolled in, BOL added video content to the rotation, recognizing that visual storytelling resonated most strongly with target audiences.

The campaign’s straightforward “meat and potatoes” approach wasn’t about flash, it was about efficiency, precision, and results.

The Results: Record-Breaking Attendance and Global Reach

By the Numbers

• 139,000 attendees at CONEXPO-CON/AGG 2023
• 2,400 exhibitors from 36 countries
• A global rebound for in-person industrial events

By combining focused paid media tactics with smart creative iteration, BOL helped AEM reignite the industry’s largest stage, driving a level of engagement that far exceeded expectations and set a new benchmark for trade show marketing.

The Takeaway: When Confidence Is the Commodity, Consistency Wins

By focusing on the fundamentals of audience alignment, message clarity, and continuous optimization, BOL helped AEM not only drive attendance but also reignite an entire industry.

The CONEXPO-CON/AGG 2023 campaign is proof that success doesn’t always require reinvention. Sometimes, it just takes getting the essentials right and executing with excellence.

Ready to turn your next event into a record-breaker? Let's build the momentum.