Stephanie Selesnick asks what do construction equipment, artwork, and beer have in common?
Every three years, the largest construction show in North America takes place in Las Vegas, NV. The March 2023 version of Conexpo-Con/Agg and co-located IFPE were, combined, the largest exhibitions held to date in United States this year. Covering 300,000sqm, and with 139,000 visitors and 2,400 exhibitors, it’s owned and produced by the Association of Equipment Manufacturers (AEM). The Expo used the entire Las Vegas Convention Center campus, parking lots and the nearby Las Vegas Festival Grounds.
“The innovations in the construction industry unveiled this week will play a role in helping construction professionals drive meaningful and sustainable economic growth,” said Phil Kelliher, Caterpillar senior vice-president and show chair. “Live events in the construction industry are very important, because you can see, touch and experience the products. That value was reaffirmed this past week across the show floor.”
One of the best things this five-day show does is community building with consistent and fun social media engagement. Most attendees make their plans to attend far in advance as hotel rooms become scarce and pricey closer to the event. Much of the social media is about exhibits, education, special areas of the show, food and beverage, etc. The usual stuff.
However, two of my favorite campaigns were non-traditional engagement: a children’s art competition with the winners’ artwork being displayed at the West Hall of the Las Vegas Convention Center and Quarry Crusher, a proprietary beer whose name was chosen by a vote on social media.
Proposed by a family of longtime attendees and sponsored by Sherwin Williams, children up to age 15 were encouraged to submit original paintings or drawings featuring a piece of construction equipment. The top three winners in all three categories (determined by age) received a cash prize ranging from $250 for third place to $600 for first place along with the above-mentioned display at the show. The judging committee included kids along with adults.
Why I love this: It gets kids excited about the construction industry, hopefully leading to future careers within it. Secondly, it creates engagement with children to generate artwork around their parent’s careers. Third it’s super cool, innovative, cute, sponsored, next gen, social media friendly – and did I mention kids? What kind of fun (sponsored) competition can your show hold to tee up the next generation?
The Quarry Crusher cryo-hop pilsner beer, sold exclusively at the Las Vegas Fairgrounds was something that organisers and Aramark felt would resonate with the community. Aramark (who proposed the idea) and Hop Valley Brewing (the brewers) visited the AEM offices in Milwaukee, WI last summer with beer samples and the staff chose their favourite. Eighty-five kegs in total were brewed and served in souvenir cups.
Why I love this: AEM knows their audience. They know their audience drinks beer. And lastly, they were open to an ‘out of the box’ idea from one of their suppliers. (Aramark is the official caterer of the Las Vegas Convention Center.) The beer was named via a social media vote – talk about creating additional engagement and anticipation for an event. While most shows can’t afford their proprietary beer or booze, could there be a non-alcoholic drink or food tie-in with your expo?
Social media contests don’t have to be expensive. They do require creativity and acceptance of ‘out of the box’ thinking. Where can your show take these ideas?
The next Conexpo-Con/Agg & IFPE will be held 3-7 March, 2026, at the Las Vegas Convention Center, USA.
