FARM TECHNOLOGY DAYS

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FARM TECH DAYS EXCEEDS EVERY EXPECTATION

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CHALLENGE

DRIVE ATTENDEE AWARENESS AND EXHIBITOR ENTHUSIASM for Wisconsin Farm Technology Days 2021 after dismal attendance (20K) in 2019 and postponement in 2020. Plan for in-person and virtual only show simultaneously in light of changing COVID-19 conditions and protocols.

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APPROACH

Once the show was postponed March 2020, and then confirmed for 2021 in September 2020, Double Forte developed MONTH-BY-MONTH, AND THEN WEEK-BY-WEEK MARKETING PROGRAMS for both an IN-PERSON SHOW AND A VIRTUAL show. The in-person show was confirmed in mid-May 2021. Program included FULL-COURT MEDIA RELATIONS PRESS with WI and Midwest agriculture and farming media, STATE-WIDE NEWSPAPERS AND TELEVISION AND RADIO SHOWS. We paired this with an AGGRESSIVE SOCIAL MEDIA CAMPAIGN and advertising campaign in print, online, radio and for the first time ever, television and outdoor.

RESULTS

We far exceeded our 40K attendance and 350 exhibitor goals, attracting 521 EXHIBITORS over 55K ATTENDEES. Before the show, PLACED 37 PRINT/ONLINE ARTICLES, CONDUCTED 22 RADIO INTERVIEWS and 13 TELEVISION INTERVIEWS, and drove over 950K ONLINE IMPRESSIONS in the region. At the show, 4 TELEVISION CREWS & 11 RADIO SHOWS filed over 56 NEWS SEGMENTS, and 19 other print/online news sources filed at least one story. TOTAL IMPRESSIONS 4.2M.

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OUR WORK

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Messaging
FRANZIA
Building Buzz with
Merchandise & Messaging

Cause Marketing
CASCADIAN OUTFITTERS
Leveraging Cause Marketing

Product Marketing
THEO CHOCOLATE
Fast Tracking
Holiday Coverage

Integrated Marketing
TORANI
Flavor of the Year

Launch
BOTTLE BACCHANAL
Exclusives Generate Buzz

Media Relations
LIONROCK
Lionrock Becomes the
Go-to Media Source

Influencer Marketing
SILVER SPRING FOOD
Influencers Build Brand Awareness

Event Management
FARM TECHNOLOGY DAYS
Farm Tech Days Exceeds Every Expectation

Integrated Marketing
GOOSE RIDGE
Integrated Approach Builds Momentum

Social Media
RIGONI DI ASIAGO
Introducing Rigoni di Asiago to Millennials and Moms

Event Activation
CLOVER SONOMA
Milk Does a Pop-up Good

Integrated Communications
FRANZIA
Thank You for Being a Franz

Media Relations
BENZIGER FAMILY WINERY
20th Anniversary

Product Launch
LEAFWORKS
Launching a Female-founded Plant Genetics Company

Virtual Event
PRIEST RANCH
Pop Rocks and Rosé

Media Relations
ESA
Garnering Attention for the Gamers