Tackling the Top Challenges Facing CONEXPO-CON/AGG Exhibitors

By Danny Gavin, AEM Communications Coordinator -

Many exhibitors are already deep in planning stages of CONEXPO-CON/AGG 2026, working to create new ways to stand out and drive meaningful interactions at the show. And many find themselves facing similar challenges - exhibiting budget, attracting the right kind of attendees, and overall getting the most return on their exhibiting investment.

These key challenges were explored at the recent CONEXPO-CON/AGG Exhibitor Meeting in August, where exhibitors gathered to ensure they make the most of their time leading up to and during the show.

"Evaluating if the experience that you're providing is really worth it for attendees is a key part of the planning process leading up to the show and will help exhibitors determine if they're getting the best return on their investment" said President of Competitive Edge Jefferson Davis, who spoke at the event.

Budgeting For the Show

In terms of what specific areas to spend on, exhibitors would be wise to keep their goals in mind. Setting aside more budget for pre-show promotion to drive qualified booth traffic, delivering a quality visitor experience, and training booth staff will enhance the show experience for both attendees and exhibitors alike.

Budgeting, especially for larger shows, can create headaches for many. In North America among business-to-business organizations, the average spend for exhibitions and events is 41% of annual marketing budget. While this is a large percentage, the payoff can be entirely worth it if the funds are spent the right way.

"I recommend applying a tradeshow budgeting rule of thumb, which is floor space cost multiplied by 3 to 5," said Davis. "Companies can definitely lean towards, or above, that 4 to 5 number for larger shows like CONEXPO-CON/AGG - after all, you want to be able to provide an experience that goes above and beyond what other exhibitors are doing."

There are also several ways that companies can encourage cost-savings without impacting attendee experience quality:

• Read the online Exhibitor Service Manual carefully. Many exhibitors are surprised to find that they are missing out on free show resources.
• Take advantage of early bird discounts.
• Cross-promote with other exhibitors. Exhibitors should take a look at their peers that are aligned with their business, and are not competitors. Pooling resources can be especially useful for smaller exhibitors.
• Reduce printing costs. Create digital resources, which attendees can bookmark, and which can be updated in real-time.
• Take a smaller number of event staff.
• Incentivize staff frugality. Consider a per diem instead of relying on expense reports.
• Encourage staff to share transportation.

"Evaluating if your expenses are really worth it for attendees, and what expenses will create an exceptional experience for attendees, is a key part of the planning process leading up to the show," said Davis.

Focus on Attendees

"The number one factor driving success at this show comes down to attracting attendees, and making sure they are the right attendees," said Davis. "This is an especially significant challenge for a large show like CONEXPO-CON/AGG."

There are a few questions that all exhibitors should be asking themselves to ensure they are driving the right kind of traffic to their booth:

• What do the right people look like? Going into a show, it's important to identify what constitutes an ideal attendee. Exhibitors should focus on current customers, new opportunities, and prospects already in their pipeline. Exhibitors can also create an attendee profile based off of their current customers and look to attract new customers that fit that profile.
• How many attendees are needed? There is no need to focus on the total number of attendees at a show - in fact, many exhibitors feel overwhelmed when looking at the numbers. Instead, exhibitors should focus on how many people they need to attract to their booth. According to Davis, to calculate exhibit interaction capacity exhibitors should take the number of exhibiting hours, multiplied by number of booth staff, multiplied by target interactions per hour (commonly 3-5 interactions).
• What type of pre-show marketing is best? There is no specific marketing tactic that outweighs the rest. A mix of everything is key to exhibitor success - to avoid doing everything digitally, exhibitors should consider direct-mail, phone calls from sales staff, and surveys about customer-favorite trade media publications.
• When should pre-show marketing begin? Davis recommends that exhibitors start print media marketing 2-3 months before the show, digital one-to-many media (such as digital ads) 45-65 days before the show, and direct one-to-one media (phone calls and emails) 30-45 days before the show.

The way in which exhibitors tell their story and position their products and solutions is equally important. Attendees have made it clear in recent years that they want to interact with exhibits through hands-on experiences. Exhibitors should consider allocating resources toward creating multisensory engagement opportunities and evaluate if the experience they are about to provide will capture attendee attention.

"One of my favorite quotes from Confucious plays well on this idea: 'I hear, and I think, I see, and I remember, I do, and I know.' That's what exhibitors should be focusing on - what will attendees see, hear, do, or learn," said Davis. "Think about what information attendees will gain at your booth that will change the way they operate."

If exhibitors take the time to ensure they make the most out of their budget, and attendees get the most out of their experience, they are sure to see a strong return on their CONEXPO-CON/AGG investment. While many exhibitors experience the same challenges, there are

"Remember, it's not what you've heard, it's what you do. I guarantee that exhibitors will have a better show if they plan ahead \\and put in the work to address these key challenges far in advance," said Davis.

About the CONEXPO-CON/AGG Exhibitor Meeting

Hosted on Aug. 19-21, the 2025 CONEXPO-CON/AGG Exhibitor Meeting is where more than 300 exhibitors gathered to learn the latest exhibiting best practices in preparation for the 2026 show. For those who didn't attend the live event, or want to watch their favorite sessions again, the CONEXPO-CON/AGG's on-demand package is available for purchase.