Attendee Expectations are Evolving – Here’s How Exhibitors Can Keep Up at CONEXPO-CON/AGG 2026

By Danny Gavin, AEM Communications Coordinator -

As in-person events continue to evolve, so do the expectations of event audiences - something that exhibitors should keep front-of-mind as CONEXPO-CON/AGG 2026 grows ever closer. The best time to think about how to enhance attendee experience is right now, and companies that don't plan ahead will find themselves falling behind their fellow exhibitors.

Insights on how to face these changing expectations, and appeal to an increasingly younger event audience, were shared at the CONEXPO-CON/AGG Exhibitor Meeting this past August, where exhibitors gathered to ensure they'll get the most out of their time spent on and around the show floor in Las Vegas next year.

"I aim to help companies get the most return on investment out of their show experience - a lot of the insights I'll share highlight how the thought process surrounding exhibitions and events has evolved, particularly over the past few years," said AEM member company and CONEXPO-CON/AGG General Contractor Freeman's Kimberly Hardcastle, who presented as a keynote speaker at last month's meeting.

Generational Shifts Can No Longer Be Ignored

A significant generational shift is becoming increasingly apparent among eventgoers - one that can no longer be ignored. Gen Z continues to overtake Boomers in the workforce at a rapid pace, and as a result exhibitors must begin catering to this generation's unique characteristics.

According to a recent report from Freeman, while Gen Z are digital natives, they still place great value on in-person events and connecting in-person with industry peers:

• 55% of Gen Z agree that in-person events are the best ways to make connections and build interpersonal skills.
• 88% of Gen Z agree that in-person events help them stay ahead of what's happening in their industry.
• 85% of Gen Z agree that opportunities to attend in-person events are key to their career development.

"Gen Z does spend a lot of time online - but despite their tech proficiency, they feel isolated and crave connection," said Hardcastle. "As a result, exhibitors can appeal to them by incorporating both digital and analog elements into their booth design."

Hardcastle recommends that exhibitors keep a younger demographic in mind when planning every aspect of their show presence:

Get on agendas in advance. Younger generations, including Millennials and Gen Z, research companies, value statements, products, and booth locations online. Pre-show marketing is essential to make sure you get onto their radar. Companies should make sure their booth and company information is easily accessible to show-goers, and that they make their presence known on social media.

Create a comfortable and welcoming space. One-on-one conversations can be intimidating to a younger audience, especially as they work to grow their interpersonal skills. Creating a more casual booth space or creating an avenue to talk to a few attendees at a time, can ease anxiety before transitioning to one-on-one conversations. Companies should consider adding elements to their booth that create a casual lounge setting, allow for self-guided exploration, or offer automated presentations.

Be authentic and prioritize values. Gen Z and Millennials are more active than older generations when it comes to talking about, and taking action about, climate change. In fact, the majority say that sustainability plays a significant role in their decision-making.

"This next generation has very finely tuned B.S. detectors," said Hardcastle. "They care about what you stand for just as much as what you sell - if you source materials ethically, if you manufacture in the U.S., or prioritize sustainability, think about how to showcase that in your booth, or tie it into your brand in a genuine and meaningful way."

Clear Goals and Tactics Set Exhibitors Up for Success

For any successful trade show experience, it's important for exhibitors to think about the end of the show. What does success really look like, and how is it measured? Companies who fail to outline clear objectives and metrics will be unable to evaluate how they performed.

"What does success mean to your team? Traditionally, teams go into show thinking about return on investment," said Hardcastle. "But that's not always the most accurate or most useful measure of success."

"Return on objectives" is an alternative framework that allows success to be measured by brand-aligned goals, set in place well before the show takes place. And, companies should consider what tactics they'll use to align goals with actions during the show.

For example, if brand awareness is the goal, consider participating in sponsorship packages. If lead generation is the goal, consider demonstrations, experiential activations, and attention-catching messaging. If strengthening existing relationships is the goal, ensure access to subject matter experts. But above all, before any action is taken, it's important to have clarity to ensure that tactics are in alignment.

To Stand Out, Think Creatively

While it's easier said than done, exhibitors should think out of the box and use meaningful messaging to stand out from the crowd.

Capture attention visually. Think of a booth as a billboard - companies only have a few seconds to capture attention. Eye-catching design, color elements, layouts, and textures can all be used to stand out. And no matter how small a booth is, these elements can draw in attendees.

Create buzz among attendees. Consider a bold exhibit structure or brand-centric photo opportunity, but make sure it's relevant. Exhibitors want to create buzz that supports their objective, not create a viral moment with no meaning. "Where form meets function, that's where the magic happens," said Hardcastle.

Create motivating messaging. Keep it short - use simple phrases that can be absorbed quickly, and pair them with striking imagery. Exhibitors should target the top of attendee's line of sight - it's key to present important information above the crowds, but not so high that attendees must strain to look.

Focus on interaction. 75% of attendees prefer interactive experiences to learn about new products and services at events, and the majority list limited opportunities for hands-on exposure to products and services as the main factor that prevents them from achieving their commercial objectives.

It's important, of course, for exhibitors to stand out and draw attendees to their booth. "This doesn't mean being flashy for the sake of being flashy - it means separating yourself from the rest of the crowd with intention," said Hardcastle.

Attendee Trust is Essential

Attendee trust is earned, not given - but the good news is exhibitors have a powerful opportunity to earn that trust in-person. In the age of internet misinformation, in-person events are now rated as one of the most trusted sources of information, second only to personal recommendation.

"You in your booth are viewed as more credible than company social posts, a corporate website, and advertising. Trust really matters - when people trust you, they buy from you, they advocate for you, and they remember you," said Hardcastle.

In addition, make subject matter experts approachable. Creating opportunities like an "Ask me anything" corner, scheduled consultations, or "in-booth office hours" are creative ways to connect attendees with subject matter experts, and make sure they have opportunities to inform themselves. Prepare teams with purpose, and make sure all booth staff have the same information and objectives to build trustworthy brand perception.

Above All, Show Up Prepared

The most successful exhibitors are the ones who are doing the hard work before the show starts, and after the booth is packed up.

"If you only focus on the five days you're at CONEXPO-CON/AGG, then you're missing out on a lot of opportunities," said Hardcastle. "Engaging in pre-show marketing and having a plan to follow up with attendees after the show is just as important as what you do on the show floor."

Surveyed exhibitors engaging in pre-show marketing highlighted the benefits of their pre- and post-show work:

• 82% saw increased booth traffic
• 81% saw increased brand awareness
• 41% saw improved relationships
• 37% saw improvement in quality or quantity of leads
• 35% felt a heightened return on investment
• 23% saw increased media coverage

However, 80% of exhibitors are doing little or no targeted pre-show marketing. Meanwhile, 64% of tradeshow leads are never followed up on at any point in time. Companies must have lead processes built and ready before hitting the show floor.

"Exhibiting isn't just about what happens on-site," said Hardcastle. "It's about how prepared you are, and how you follow up after the show. All of this planning is aimed not just at making the show experience memorable but making it meaningful."