John Deere Meeting Makes Earthwork a Spectacle - Event Marketer

John Deere Meeting Makes Earthwork a Spectacle

DB_Deere2_Ex 2008
Brand: JOHN DEERE
Agency: SEE OUR SOLUTIONS
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2008

John Deere’s tractor fashion show garnered two nods. Here’s another look at the program: The highlight of the North American Divisions Meeting was a presentation chock full of high production value and glamour. On opening day more than 50 products were introduced through a dramatic fashion show that combined six projection zones, four tunnels, two proscenium stages, moving spotlight chandeliers, and a hidden catwalk system for quick entrances and exits.

To open the show, riding lawnmowers and entertainers soared onto centerstage from above the audience. The finale was even more dramatic: Four 40-foot combines drove on stage through giant proscenium arches and came within a few feet of the audience. After the finale the audience exited via the proscenium under the performer’s bridge and entered a more traditional trade show environment where they could spend time examining the products that had just been presented.

Over the next day and a half, the dealers attended classes to learn more about the new products and were also given the opportunity to ride and drive at an outdoor field site.

The presentation was a hit with 68 percent of attendees giving the event an overall rating of four (very good) or five (excellent). Nearly half (45 percent) of respondents rated the strategic review session as “very good” or “excellent” and four out of five rated the opening sessions as “valuable” or “very valuable.”

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