So you’re going to CONEXPO-CON/AGG? Here’s how to amplify your marketing with influencers
The CONEXPO trade show is a must-go show for any construction brand. It’s also a significant investment to attend. Companies can spend millions of pounds to be there. But just being there is not enough.
One way to maximise the effectiveness of this spend is to add a content creator (sometimes called an ‘Influencer’) to your event strategy. It’s a relatively small investment that can drastically amplify the reach and impact of your event, helping you tap into an audience far beyond those physically on site.
Here are four reasons to book a construction influencer for your CONEXPO activation.
1. Reach beyond show attendees.
Your ROI must extend beyond those walking through the doors when spending big on an event. Content creators can help you achieve that by promoting your brand to hundreds of thousands of people online, many of whom might not even attend. Imagine your product being showcased to a relevant, engaged audience across social media platforms, driving awareness in ways that a traditional trade show booth can’t.
One recent example for Driven Talent was reaching over 4 million people online for a construction brand utilising two content creators, at a show which fewer than 30,000 people attended.
2. Queue-worthy stand.
A fraction of your marketing budget spent on a content creator can dramatically increase your event’s visibility. It’s not just about showing up but amplifying your presence. Content creators bring a personal touch to your marketing and can drive conversations that matter. You’ll likely see people lining up at your booth to meet the talent, as they did for “The Digger Girl” during Plantworx 2023. Their engaging content promotes your product, provides added value and enhances the overall attendee experience.
3. Next-level experiential marketing
Influencers help turn your event into a memorable experience. Creating interactive content, engaging with attendees, and sharing live moments from the event help bridge the gap between the present and the broader audience. Whether it’s live streams, behind-the-scenes content, or exclusive sneak peeks. They also offer invaluable social proof—people trust their recommendations. This is especially true when they actually work in the industry, and own or operate a same/similar product!
4. It’s a quick win
You’re already attending the event. Adding a content creator to your event strategy is a quick win—a simple yet effective way to complement your existing marketing plans. You can try it with a minimal investment and quickly assess the impact. If it feels like a good fit for your brand and objectives, it’s worth pursuing at other events.
The key to influencer marketing is to try it to know if it works for you. It’s a low-risk, high-reward addition to your strategy.
By investing just a little more in influencer marketing at your next event, you could reach a much larger, more engaged audience, all while improving the experience for attendees on-site.
Driven Talent represents creators such as The Digger Girl, Conor The Digger Driver, Bearded Excavation, who currently have availability for the UK’s Plantworx 2025 and USA’s CONEXPO 2026.
Please reach out to Dan Smith to discuss opportunities:
dan@driventalent.co.uk
