Krone
Product Launch
Go Big Or Go Home
Krone, one of the world’s industry leaders in hay and forage equipment, wanted to invite 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. A product launch of this scale and scope was new to Krone, so it was only natural for LEO Events to step in. 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; “ride-and-drive” opportunities at the dairy farm, where participants could operate the new vehicles and chop corn; as well as a reception, an offsite dinner and celebration, and an optional fishing derby.
LEO designed and coordinated all elements of the launch by:
- Selecting the sites
- Coordinating housing and airfare
- Preparing registration
- Designing branding for the event, along with environmental design and signage
- Creating content, writing speeches, and producing videos
- Providing executive coaching and training
- Transforming 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
North American Dealer Sales Training
You Reap What You Sow, So Sow Big
Sales training meetings are not new — and LEO Events isn’t new to them. But a Krone sales training is no typical training. Unless, of course, you think it’s typical to haul 28 huge pieces of equipment in 22 loads for more than a combined 40,000 miles so that your sales guys can get hands-on selling experience. Yeah, we’re sticking with not typical. The first big hurdle came by way of securing a location with 50,000 square feet of exhibit hall space. In January. With classrooms. For 150 reps. Enter Salt Palace Convention Center in Salt Lake City. Next, how do you energize dealer reps and executives alike? With a dynamic, engaging, incredibly well-produced video showcasing all that was in store for its guests. Created by LEO and kicked off on opening night, the video was just what was needed for making a big statement. As the guests headed in for the night, LEO flipped the space, bringing in competitors’ equipment scoured from around the country for competitive training sessions. Throughout the next two days of training, LEO coordinated 35 presenters for a combined 80 hours of instruction. But all work and no play makes for a very boring training event, and that’s why we filled the evenings with good times like the “Taste of Utah” event that featured locally sourced food, craft beers, and more.
LEO managed all logistics, including:
- Staging
- Production & Equipment
- Content Flow & Management
- Creative & Graphics
- Speech Coaching
- Environmental Design Services
- Registration, Housing & Sourcing
- Meeting Management
- Destination Management
