Monsanto Engages Growers with Film, Exhibit Stations
To educate America’s growers about its farming technologies, Monsanto took to the road with the message “Our Science Your Success.” In an 18-wheel mobile technology unit, Monsanto visited rural communities, agricultural trade shows and other events. Visitors were greeted by a 53-foot expandable trailer, which unfolded into a 14-seat HD movie theater, and offered 1,000 square feet of exhibit space featuring eight interactive stations. The 45-minute tours, given by a Monsanto agriculture expert, were invitation-only with 14 visitors at a time to allow a more one-on-one interaction with each person. To get sales reps to generate excitement about the tour, Monsanto sent them out with a customized letter, sell sheets, a brochure and tour invitations meant to get growers to stop by and engage in the on-site experience.
The visitors’ experience started out with an introductory video featuring football legend and farm boy Kurt Warner, followed by a guided tour through the exhibits, like Molecular Breeding and Genomics, Biotechnology, Research Process, Corn Pipeline, Cotton Pipeline and more. Visitors could also check out an interactive kiosk featuring a video library with keynote speakers and trivia to test visitors’ knowledge of ethanol.
The tour, which is scheduled to be on the road for two or three years, is projected to reach more than 14,200 growers a year. Since its launch, it has visited 40 events and reached 7,000 targeted farmers. Eighty-six percent of growers that visited the tour said it helped shape a positive opinion of Monsanto and its products.