For European construction brands exhibiting at CONEXPO, success requires more than simply shipping the stand from Munich to Las Vegas. It demands a nuanced understanding of how to translate a global message for the unique character and priorities of the North American marketplace.
bauma and CONEXPO are the two undisputed heavyweights on the construction industry calendar, but they are certainly not interchangeable. As a global communications agency supporting clients for decades at these flagship events – from bauma in Munich and Shanghai to CONEXPO in Las Vegas, we’ve learned that a winning approach requires a deep understanding of their different characters. While bauma Munich is a future-focused technology showcase, CONEXPO is a here-and-now marketplace – and this nuance impacts every aspect of your communications strategy.
The context: From European policy to US economic drivers
The narrative at bauma Munich is profoundly influenced by European policy. There is increasing regulatory and commercial pressure on contractors to decarbonise, embrace the circular economy, and report on their environmental impact. Sustainability is, therefore, the number one topic, and exhibitors often show prototypes to communicate their long-term industry trajectory.
The CONEXPO narrative, however, is intensely focused on the commercial realities of today. A company’s story has immense power when it connects to infrastructure renewal, reshoring or the labor and skills gap.
The audience: From a mission of discovery to a mission of acquisition
This context directly shapes the mindset of the participants. For a typical bauma visitor, focused on the future, their number one question might be: “How does this new technology work and where is our industry heading?”
The CONEXPO attendee, focused on the present, meanwhile, is more likely to ask: “How will this machine make my business more profitable and competitive right now?”
The strategy: From technical specs to candid access
This requires a clear shift in how you present your story. It’s not that the U.S. audience is less concerned with technical innovation; it’s that they view it as the entry ticket to a deeper conversation about profitability.
The vibe at CONEXPO is also even more energetic (if you can imagine that!) than its European counterpart, but with a casual ‘family reunion’ feel. This means your presence must be built around facilitating access – less to sit-down formal interviews, more to company product experts for on-camera walkthroughs and to candid conversations.
Your experts must be prepared to quickly answer at any moment: “Why does this matter to an American contractor?” with a message backed by hard data on efficiency, cost savings, and market leadership delivered in soundbites perfect for a video clip or a quick report from the show floor.
The real challenge is translating this strategy into action. That’s why we’ve created The CONEXPO 2026 PR Playbook.
It’s a comprehensive guide built specifically to help brands execute this translation. It moves beyond theory to provide the actionable checklists, logistical guidance for on-site media support, and planning templates you need to build a successful plan.
If you are an international brand heading to CONEXPO, this guide was designed for you.
Ben Shaw
CEO
About the author
Ben is the CEO and a co-founder of SE10. His expertise includes client strategy, campaign development, custom publishing and business development. He oversees all company operations and works closely with account leads throughout SE10’s three offices. After studying Civil Engineering with Architecture at university, Ben went on to spend five years as a Technical Editor with one of the UK’s leading B2B publishers, before starting SE10. He is an active member of the International Association of Business Communicators (IABC) and previously served as Chair of the APAC Region and as a member of the organisation’s International Executive Board.
