By Gina McCarthy, Marketing Communications Director, Association of Equipment Manufacturers --
CONEXPO-CON/AGG is North America's largest construction trade show, bringing together industry leaders and professionals worldwide. With thousands of exhibitors competing for attention, standing out requires more than just an impressive booth. Successful exhibitors use a mix of digital, promotional and media strategies to engage audiences before, during, and after the show.
Below are several effective ways companies are promoting their participation at CONEXPO-CON/AGG 2026.
Dedicated Landing Pages
Landing pages serve as centralized hubs for show-related content, promotions, and calls to action. By consolidating resources in one place, exhibitors simplify the attendee's experience and increase engagement.
Volvo Construction Equipment North America developed a landing page with show details, a Las Vegas trip giveaway, and practical advice for attending CONEXPO-CON/AGG. The company also included a link to the My Show Planner for attendees to map out their show and plan to visit their booth.
Liebherr created a dedicated web page highlighting past show participation, featured products, and details for getting to the show. To build momentum, Liebherr has announced its participation on social media.
With a focus on showcasing their digital solutions at the show, Komatsu’s landing page emphasizes both its equipment and technology, with certain products grayed out to tease new releases.
Social and Media Outreach
Social platforms, media partnerships, and public relations tools play a critical role in building momentum for CONEXPO-CON/AGG. Exhibitors use these channels to showcase innovation, share updates, and maintain visibility leading up to the event.
Caterpillar is leveraging social media to highlight booth activity and build excitement for their Operator Challenge finals, while also engaging trade media to spotlight equipment lineups and its keynote on the Ground Breakers Stage.
Astec Industries is using content to count down to the show, spotlighting individual products and maximizing exposure for each release. Astec also partnered with media outlets such as Heavy Equipment Guide to expand reach.
To support these efforts, CONEXPO-CON/AGG provides exhibitors with free public relations resources, including a comprehensive PR guide, customizable news release templates, and updated registered media lists. These tools help exhibitors craft consistent messaging, announce show participation, and efficiently reach credentialed reporters covering the event.
Some exhibitors are further extending their visibility by participating in CONEXPO-CON/AGG virtual press conferences. These sessions allow companies to preview announcements with credentialed media ahead of the show, generate early coverage and establish relationships that continue onsite in Las Vegas.
Free and Low-Cost Marketing Resources for Exhibitors
All exhibitors have access to tools designed to support marketing and communication efforts.
Marketing Kit: Promoting Customer and Dealer Codes
The Exhibitor Marketing Kit includes unique customer and dealer codes, along with graphics and landing pages that make it easy to promote attendance.
Eagle Crusher is actively sharing their customer and dealer codes. The company launched a landing page featuring discount codes, product highlights, and a show-focused newsletter supported by social media and blog content.
Trimble promoted its codes through social media, directing audiences to the custom landing page from the Exhibitor Marketing Kit.
Accessible in the Marketing Kit, this landing page populates the company’s name, booth number, and option to upload a logo. It also features the company's unique promotional codes—making it easy to share discounts.
Exhibitor Profile: Leveraging the Online Directory
The official online directory is a key planning resource for attendees. Completing and updating profiles ensures exhibitors are easy to find and connect with ahead of the show. All exhibitors receive a basic listing, which include company descriptions, product categories, contact details, collateral uploads, and images in the “New Product Showcase.” For a small fee, upgrades add features like logos, extra images, videos, and access to online leads.
John Deere/Wirtgen Group are maximizing its Platinum profile with strong visuals, expanded product categories and detailed event listings to support attendee planning.
Command Alkon, using a Gold upgrade, enhanced its profile with multimedia content, brochures, and contact headshots, providing attendees with valuable information before arriving onsite.
In today’s competitive trade show environment, a well-rounded marketing strategy is essential. The most effective exhibitors combine landing pages, social media, media relations, public relations, and directory optimization to extend their presence beyond the show floor. By integrating these tactics, companies can increase visibility, engage audiences earlier and drive meaningful results before, during, and after the show.
Exhibiting companies can access the Marketing Kit, public relations tools and media lists, as well as update their directory profiles in the Exhibitor Resource Center.
