Case Study: Association of Equipment Manufacturers drives record registration and 129,000 attendance with Slack and Company

Association of Equipment Manufacturers drives 129,000 attendance with Slack and Company

The Association of Equipment Manufacturers (AEM) faced the challenge of maximizing registration for its triennial CONEXPO-CON/AGG 2014 trade show, which required keeping the event top-of-mind for a long lead time and motivating six distinct industry segments. Slack and Company was engaged to develop a campaign that could effectively reach both regular attendees and new audiences.

Slack and Company developed the "IF IT'S NEW, IT'S HERE" campaign theme, which was executed through a multi-channel strategy including an advance promotion at MINExpo 2012, an email nurture stream, vertical print advertising, targeted direct mail, and a registration brochure. The integrated campaign resulted in a one-week registration record and the highest direct mail response rates in the show's history, culminating in a final attendance of 129,000, which AEM declared was their best show yet.

Association of Equipment Manufacturers