Known for their machines’ quality and durability, Krone sells the very best hay and forage equipment in the world. When this German-based agricultural equipment manufacturer wanted to launch a new fleet of their smaller horsepower harvesters in North America, the company turned to LEO Events to produce the product launch event. Because let’s face it, we know a thing or two about making hay.
Go big or go home.
A product launch of this scale and scope was new to Krone. Krone invited their dealer principals, sales professionals, service professionals and members of the press from across the United States to join them for the unveiling of four new “BiG X” machines.
The “BiG X Launch Experience” was held in two locations: on a remote dairy farm in south Florida and at the PGA National Resort and Spa in Palm Beach Gardens, Florida. This three-day media and customer event consisted of a product unveiling, classroom training for sales and service professionals at the resort and the farm, and “ride and drive” opportunities at the dairy farm, where participants could operate one of the new vehicles and chop corn.
During the training, participants learned how to operate the new equipment, how to sell against the competition, and how to service the equipment. Participants also enjoyed an opening reception, an offsite dinner and celebration, and an optional fishing derby. As a thank-you for their partnership, all participants were eligible for a limited-time discount on their initial purchases of the new machines.
LEO Events designed and coordinated all elements of the launch. We selected the sites, coordinated housing and airfare, prepared registration, designed branding for the event, developed environmental design and signage, designed and produced collateral, created content, wrote speeches, produced videos, provided executive coaching, coordinated training, and produced all events.
The LEO team also transformed 40,000 square feet of a dairy farm into a training venue with six tented breakouts, a catering tent, and an area for the ride-and-drives. To make this transformation from farm to meeting site, our team brought in everything from generators and tents to portable bathrooms.
It’s not easy turning big equipment into big business. But when it runs smoothly like “The BiG X Launch Experience” did, it’s a big success, resulting in 100% of US available fleet being sold within six weeks.
Services Provided: Meeting and Event Management, Registration Management, Meeting Planning (Food/Beverage/Hotel Management), Creative Services (Graphics, Thematic Approach, Environmental), Production Services, Content/Video Production, Site Build and Logistics, External Program Communication, Ride and Drive.