The Greatest Shows in Ag

What started as a simple way for ancient merchants to display their wares in public has grown into today’s dynamic trade show industry. High-tech displays of biotech plants and autopilot tractors may have replaced crates of fresh fish and primitive pottery, but the benefits of trade shows remain largely intact.

“Trade shows give us a unique opportunity to gain in-person, direct access to customers,” says Melissa Lord, Syngenta trade show and customer event lead. “But to earn their attention, our booth must be eye-catching and engaging, manned by people who are both knowledgeable and energetic.”

Throughout the year, Syngenta exhibits at more than 60 regional and national shows, covering almost every corner of the U.S. Syngenta tailors each regional show to its specific audience to give attendees a chance to learn about full-crop solutions in their particular geographic area. National shows, on the other hand, highlight multiple crops and brands and oftentimes provide large-enough stages to wow attendees.

In 2015, Syngenta continues its tradition of creating trade show memories through distinctive displays and entertaining events.

Live Plants Showcase Technologies

Having something to touch and feel enhances the Syngenta story. Without fail, live plants draw large crowds to the company’s trade show booth year after year. At the 2015 National Farm Machinery Show (NFMS) in Louisville, Kentucky, for example, the booth featured four planter boxes containing soybeans, corn, wheat and cotton.

"Our local and national representatives are there to openly discuss the industry’s latest, most exciting innovations with visitors, whether they are longtime customers or someone who’s less familiar with what we offer."

“These boxes give growers a chance to see live examples of our product portfolio at work during times when they can’t see them in the field,” Lord says. “By stopping by our booth, NFMS attendees could judge for themselves how well our technologies, from seeds to crop protection tools, were performing in the middle of February, something they couldn’t do otherwise.”

A Comical Talking Weed

With the pending registration of Acuron^™ herbicide, Syngenta needed a showstopper that would grab people’s attention and relay important technical information on this promising new weed-management solution. In conjunction with the company’s brand positioning for Acuron, which features talking weeds making fun of herbicides, Syngenta created a weed hologram based on one of the characters. Standing about 5 feet tall, the virtual weed teaches audiences about the product’s active ingredients and the weeds it controls in a comical, interactive way.

“The result is the right combination of education and entertainment,” says Lord. Already featured in February at NFMS and Commodity Classic, which took place in Phoenix, the weed hologram will also make appearances in September at the Farm Progress Show in Decatur, Illinois, and Husker Harvest Days in Grand Island, Nebraska.

Sponsorships Deliver Fun

Through trade show sponsorships, Syngenta can educate and engage attendees beyond its booth space. One of the most notable events Syngenta sponsors each year is the Championship Tractor Pull at NFMS. More than 66,000 people attend five pulls over a four-day period, with Syngenta representatives awarding trophies to the top three winners from each class.

“The Championship Tractor Pull brings excitement to the show and is a great platform to highlight key Syngenta products outside the boundaries of the trade show floor,” says Tommy Jackson, head of the North Heartland commercial unit at Syngenta. “We are happy to be a part of such a fun family event, plus the pull supports the Kentucky Fair Board, which is important to us.”

Another annual Syngenta sponsorship is hosting the opening reception at Commodity Classic. “Attendees agree that the reception is an annual highlight,” says Jill Wheeler, Syngenta head of sustainable productivity in North America. “This year, we used the event to generate awareness of The Good Growth Plan and our six commitments that address the global food and productivity challenge.”

Looking ahead to September, Syngenta will sponsor the Farm Progress Show’s annual concert. “This Wednesday evening event is a wonderful opportunity to come out and meet with Syngenta sales, agronomy and other technical representatives,” says Lord. “Attendees of all ages can kick off the harvest season by enjoying great food and music with their friends.”

Building Relationships

Of course, the true focus of the Syngenta trade show presence is establishing and strengthening relationships with growers, resellers and other industry professionals who attend the shows. “Our local and national representatives are there to openly discuss the industry’s latest, most exciting innovations with visitors, whether they are longtime customers or someone who’s less familiar with what we offer,” Lord says. “It’s these one-on-one interactions that make hosting a trade show booth or event so valuable and enriching.”

For a list of shows that Syngenta will be attending over the next three months, see “Trade Shows and Conferences.”