Case World Ag Expo Tradeshow Support
Case Construction Equipment
Category: Corporate Event Coordination
When the construction industry is your main market, getting attention and publicity at an agriculture industry show can be difficult. Case Construction Equipment chose to unveil its extensive Alpha Series skid steer and compact track loader product lines at the World Ag Expo in Tulare, Calif. The show offered opportunistic timing and a huge audience from various agriculture sectors that constitute important markets for Case skid steers and compact track loaders. Cooper Hong Inc. was asked to help Case find effective ways to leverage its World Ag Expo presence to attendees and news media (both trade and general interest) covering the massive outdoor farm show.
In the hierarchy of construction equipment, skid steers and compact track loaders are small-scale machines. The Case presence at World Ag Expo, however, was anything but small. CHI put together a combination of sponsorships and events that produced headliner status for Case at the show. Case leveraged its relationship with its sister brand, Case IH (a high-profile agriculture brand), to jointly sponsor the World Ag Expo media day and media center. This sponsorship included:
• Significant presence in the show media guide
• Case-branded signage on the trams that were used to provide show grounds tours to media representatives
• Prominent notice at the well-attended media breakfast
• An exclusive opportunity to meet with media for a product introduction presentation (as a benefit of sponsoring the media luncheon at the Case exhibit)
• Branded signage and equipment displays at the on-site media center
Case also sponsored a revolving electronic ad on a huge highway billboard near the show grounds, as well as “jumbotron” video ads on the main pedestrian thoroughfare on the grounds.
Working with the Case team, CHI created presentations and scripts for the media day welcome and product introduction event, and ensured that all media attending the show received copies of the Case media kit featuring extensive information on both the Alpha Series skid steers and compact track loaders. CHI supported Case in working with Case IH to attract local market TV news coverage.
Case Construction Equipment succeeded in building visibility for its new skid steer loaders among the estimated 100,000 agricultural equipment users who attended World Ag Expo. In addition, coverage of the Case Alpha Series appeared in national and international online and print media, as we as broadcast media reaching one of the largest agricultural markets in the world.