John Deere Unleashes a Glamorous Tractor Fashion Show
John Deere pulled out all the stops for its North American Divisions Meeting, putting together a presentation chock full of high production value and glamour. On the meeting’s 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 center stage 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 attendees with 68 percent of respondents giving the event an overall rating of four (Very Good) or five (Excellent). Forty-five 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.”