Trade shows like CONEXPO continue to present B2B marketers with their best opportunity to interact with large swaths of their audience. And because CONEXPO occurs only once every three years, it represents a special opportunity for B2B companies targeting the construction industry. CONEXPO 2017 thus presented McNeilus with a unique opportunity to promote its state-of-the-art concrete mixers, featuring sophisticated new controls. The challenge was straightforward: How does an industry leader reinforce its market-leading position while also presenting a clear and compelling vision for the future?
Targeted messaging throughout the booth positioned McNeilus as the industry leader, promising insights, innovation and efficiency ahead. A timeline laid out the company’s storied history of introducing advances. To bring the innovation legacy into the present, we created an interactive interface showcasing the company’s StreetSmart aftermarket offering on a 60-inch screen. We introduced the company’s new FLEX Controls in a sophisticated, high-tech video and a series of graphics placed strategically on the six concrete mixers at the show. And we attached brightly colored icons to the machines to highlight other key innovations.
The overall presentation created a palpable sense of excitement for both new and existing customers (as well as the McNeilus employees at the booth).
The overall presentation created a palpable sense of excitement for both new and existing customers (as well as the McNeilus employees at the booth). In addition, top management was delighted with the look of the booth and its close alignment with the corporate vision.