October 16-18, 2018
Sunbelt Ag Expo was the final stop on a successful summer farm show season for Ram Truck and Gordinier Group.
Ag shows are a great way for Ram to take a more grassroots approach to experiential marketing. In contrast to Ram’s auto show ride and drive activations, the guest interactions are longer and more personal at farm shows. While Gordinier Group drivers can’t churn through the staggering numbers of people like at an auto show, it is nice to shift gears and have an opportunity to form more of a bond with the heavy truck-biased demographic and be able to spend more time addressing their questions and concerns. It really feels like the trade-off is worth it.
This year’s tour began in California, hitting 5 total stops before finishing up in Moultrie, GA at Sunbelt. The 2018 2018 tour featured stops at:
World Ag Expo – Tulare, CA
Wisconsin Farm Tech Days – Johnson Creek, WI
Farm Progress Show – Boone, IA
Husker Harvest Days – Grand Island, NE
Sunbelt Ag Expo, Moultrie, GA
The Ram program consists of in interior off-road track surrounded by a perimeter towing track. This allows the team to give guests two different experiences – a ride along over the technical off-road features, piloted by Gordinier Group drivers. Similar to the auto show model, drivers give product specs and explain what the truck is showing on each obstacle.
On the tow track, guests drive and tow the load while GG personnel ride shotgun, answering questions and giving pointers while the guests actually feel the truck’s power and towing capability first hand.
With this model, the consumer experience is genuine and very informative. We are looking forward to getting back to the fields in 2019!
