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5 minute read
When it comes to tractors, combines, balers, harvesters or any other agricultural equipment, the best way to sell them is with a field demo.
That’s not just because experiential marketing is the best way to market anything, but because “farmers want to know how something is going to work, especially when it comes to equipment, engines or power units,” says Rob O’Connor, business development lead and show director for Canada’s Outdoor Farm Show.
Coupled with the fact that farming expenses have exploded, marketers who aren’t giving customers a chance to test their vehicles are likely not driving many sales.
But how do you create a field demo experience that excites potential customers?
We'll look at the seven key elements of high-converting field demo events and tips from brands like John Deere, Case IH, CLAAS and more.
Why field demos matter
An experience is the best way to create a relationship between a potential buyer and any vehicle. Traveling massive machines to farm shows and spending on marketing campaigns are great, but brand affinity begins with hands-on experience behind the wheel.
According to Marketing Week, 48% of consumers are more likely to buy a new product if they can try it first.
Here’s why field demos shorten the sales cycle:
- Emotional connections are more powerful with physical interaction than advertising.
- It’s a controlled environment that allows for a specific experience.
- New features can be stars of the show because it’s your show.
- People who schedule and attend a test are great leads.
- Showing what your machine can do live sets you apart from competitors.
Whether drivers are maneuvering a small tractor around an obstacle course, putting a combine through its paces in a wheat field or loading bales of hay with a picker, they're usually motivated buyers if they’re taking the time. The field demo just might be the final step to a sale.
7 elements of an effective field demo
To create a field demo activation that truly converts, go beyond simply offering a machine to take for a spin. Here are seven key elements to focus on to ensure your event resonates with potential buyers and drives sales.
1. Understand your audience
Different segments of potential buyers have different needs, preferences and pain points.
For example, individual farmers often look for small and medium-sized multi-use vehicles, while corporate buyers need large combines, tractors, pickers, etc. Which segment are you marketing to at any one event?
Gathering market research and customer data on your audience's demographics, preferences and buying behaviors allows you to personalize the event to their interests. This ensures that the test drive experience or the specific vehicle matches their interest, increasing conversion.
2. Define measurable objectives
Clear, measurable objectives are the foundation of any successful event.
Set goals around lead generation, brand awareness, and the number of test drives completed or post-event follow-ups. Having quantifiable objectives allows you to track performance, measure success and find areas for improvement.
For instance, if the goal is to get a high volume of quality leads to dealers, you need to identify the best set-up and tools to quickly move people through your activation and entice them to answer a questionnaire.
3. Generate marketing buzz
A well-promoted field demo event generates excitement and drives attendance.
To spread the word, use multiple marketing channels like email and ads on YouTube, social media, and relevant websites. Highlight what makes your experience unique — what the field demo entails, exclusive offers, first looks at new models or limited-time incentives.
For example, John Deere has consistently generated buzz at industry tradeshows. In 2023, the brand unveiled its new autonomous tractor at the Farm Progress Show. What made this special was that they showed cutting-edge technology that garnered a lot of attention.
Buzz creates interest and ensures your brand is at the top of your mind on event day. This leads to better registration and higher turnout.
4. Highlight features and benefits
Showcase the best features and aspects of the machine you’re promoting.
Agricultural machines need to be tested outdoors. They should be rumbling through fields, making tight turns in muddy conditions and proving hauling power. Showing off digital assistance capabilities is key as well. Farming is a low-margin industry, so showcasing how your machines raise that bar helps sell.
Incorporating augmented or virtual reality into a waiting area is a good way to prepare people for their experience and showcase features that may not be highlighted during a field demo.
5. Create a seamless experience
Optimizing the field demo event means creating an experience that flows smoothly and leaves a lasting impression.
Add elements such as a digital check-in process, varying harvest conditions and on-site branding. Have well-trained product experts to handle questions and guide interested customers through a seamless journey.
A streamlined, engaging experience reflects positively on the brand, increasing the chances of converting field demo into conversions.
6. Engage and nurture potential customers
The event doesn’t just stop with the field demo because post-drive follow-up is critical to converting interest into sales.
Collect contact information during the event and use it to send personalized follow-up emails, surveys, or offers. Providing tailored content based on the machines they tested also keeps the conversation going.
Engaging with potential customers through timely and relevant communications demonstrates your commitment to their journey, building trust and moving them further down the sales funnel.
7. Measure the effectiveness of field demo
After the event, report its success by measuring key metrics like lead conversion rates, ride-to-sale ratio and attendee feedback. Use this data to understand what worked and what didn’t and adjust future events accordingly.
Measuring effectiveness provides insights into your ROI and helps refine strategies to meet customer needs better, ultimately increasing conversion rates for future test drive events.
5 examples of agriculture brands with effective field demo activations
Brands leverage immersive field demo activations to showcase cutting-edge technology and engage with their target audience. These experiences provide farmers and industry professionals with firsthand insights into the future of farming.
From autonomous tractors to electric power solutions, here are 5 brands that are running effective field demo activations.
1. John Deere Autonomous Technology
John Deere's autonomous tractor technology, showcased at CES, allows remote control and autonomous operation of tractors.
This technology enables farmers to oversee and drive tractors remotely using an iPhone app, increasing efficiency and productivity. The tractor can navigate fields autonomously, stop, start, and adjust speed. While the technology focuses on tillage,
2. Case IH Precision Farming Solutions
Case IH offers interactive demos that allowed attendees to experience firsthand how these technologies could improve their farming operations.
Their field demo focus on how machines equipped with GPS, yield monitoring, and other precision agricultural tools help farmers optimize operations. The brand also sells merchandise like toy tractors and clothing, which is a great way to keep the brand top of mind.
3. Monarch Tractor
Monarch Tractors is the world's first fully electric, driver-optional, autonomous tractor, revolutionizing sustainable farming practices.
The brand showcases its cutting-edge technology through interactive demos to engage attendees at events and tradeshows. This gives farmers hands-on experiences with the tractor's autonomous features and electric power.
They also use virtual reality experiences to immerse attendees in the future of farming, highlighting the benefits of sustainable agriculture and the role of technology in driving industry transformation.
4. Kubota Compact Tractor Line
Kubota excels at smaller, more localized tradeshows. These events often target specific demographics, such as farmers, ranchers, and landscapers.
With Kubota’s activation, drivers navigate obstacle courses or simulated field conditions in RTV (utility vehicles), compact tractors and mowers to get a feel for their versatility and maneuverability. Their experts also provide tips and advice on equipment usage and maintenance.
5. CLAAS Harvest Horizons
CLAAS Harvest Horizons is a great example of experiential marketing in the agricultural industry. This immersive event gives attendees a glimpse into the future of farming.
Harvest Horizons includes three days of interactive workshops, networking and access to CLAAS leadership and equipment. Attendees can experience in-field rides, drive activities, and get behind the wheel of CLASS machinery.
Final thoughts
In agricultural marketing, nothing beats the hands-on experience of a field demo.
They are more than just an opportunity to showcase features and new models — they create a personal connection that can confirm a customer’s choice or completely change their mind.
Understanding your audience, setting measurable objectives, generating buzz, highlighting key features, creating a seamless experience, nurturing potential customers, and measuring effectiveness can help create a high-converting field demo event.
Just like some of the world's best agriculture brands — John Deere, Case IH, Monarch Tractor, Kubota, CLAAS and others — you can also show how the power of a well-planned event builds emotional connections and drives sales.
How Limelight Platform turbocharges test drives
Ready to take your test drive events to the next level?
Limelight Platforms can enhance every aspect of experiential marketing. From seamless lead capture to automated post-event communications, Limelight ensures that each touchpoint is optimized for conversion.
Request a platform demo to see how we can help turn your field demo experiences into sales opportunities that create results.
