ContentThe Content Marketing Institute has recognized CONEXPO-CON/AGG and its immensely successful influencer marketing campaign with a 2020 Content Marketing Award for Best Use of Influencer Marketing.

The 2020 CONEXPO-CON/AGG influencer marketing campaign was comprised of the #CONEXPOCrew social campaign, Contractor Conversations on the CONEXPO-CON/AGG Radio podcast and the very popular Ask the Influencers Panel & Meet-up at the show, among other things.

“Engaging influencers is new to the construction industry, and CONEXPO-CON/AGG’s campaign is proof it can be done authentically and successfully,” said Nicole Hallada, senior vice president of exhibitions and marketing for AEM, the show’s owner and organizer. “Our team’s ability to successfully implement a multi-faceted influencer strategy, with meaningful stories and practical advice that impacts contractor’s lives and businesses, helped the show and its organizers to convert attendees to fans and fans to brand ambassadors.”

CONEXPO-CON/AGG, North America’s largest construction trade show, is held every three years in Las Vegas, Nevada. The show features more than two million square feet of exhibit space, 2,300 exhibitors, 150 education session and 130,000 attendees.

Following the success of CONEXPO-CON/AGG 2017, its communications team revamped its efforts to engage past and prospective attendees during the three-year hiatus between shows. In implementing its influencer marketing campaign to attract and engage construction professionals, the team sought to help drive attendance for the 2020 show and reinforce CONEXPO-CON/AGG’S reputation as the gathering place for the industry.

The strategy paid tremendous dividends for the show and its organizers. CONEXPO-CON/AGG 2020 registrations exceeded the 2017 show by more than 131,000, while 67% of attendees were new and 40% were under the age of 40.

“Our approach to influencer marketing has always been about putting the spotlight on construction professionals who are changing the face of the industry,” said Jordanne Waldschmidt, content marketing manager for AEM’s exhibitions. “The social media influencers we’ve cultivated relationships with have large, loyal audiences who trust the messages they share about CONEXPO-CON/AGG, and that has been worth its weight in gold.”

If you’re not following CONEXPO-CON/AGG already, join the fun on Facebook, Twitter, Instagram, and LinkedIn, all at the handle @conexpoconagg.

The Content Marketing Awards is the largest and longest-running international content marketing awards program in the world.

This year’s panel of reviewed hundreds of entries to determine the best of the best in content marketing excellence. A total of 80-plus categories recognizes all aspects of content marketing, including the best in strategy, automation, research, social media, video, editorial, illustration, design and much more, across many different industries, from healthcare to manufacturing.

“One of the favorite parts of my job is getting to review some of the most innovative, inspiring, successful content marketing programs in the world each year for the Content Marketing Awards,” shares Stephanie Stahl, general manager for the Content Marketing Institute. “The quality of work we’ve seen with this year’s contenders is just off the charts. The industry has come a long way over the last 10-plus years, and it’s gratifying to see companies and businesses not only embracing what we’ve been preaching, but that they are seeing so much success with their content marketing efforts.”

For more AEM news and updates, subscribe to the AEM Industry Advisor.

×