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TRICKS OF THE TRADE
AG MEDIA COMPANIES DRAW CROWDS AT 2002 NAMA TRADE SHOW
Agrimarketers often ask: "How do we get traffic to our trade show booths?" Although Agri Marketing doesn't have all of the technical answers, we can provide some excellent examples of traffic-makers from the 2002 NAMA Trade Show. Check out how DTN Media and Farm Journal Media used a small amount of space to make a big impression.

DTN

The objective of the DTN Media team at this year's trade show was to showcase the power and worldwide reach of DTN by displaying photos and news stories from earlier trips to South America and Europe. If you weren't impressed by the company's breadth and scope in the agriculture world, then perhaps the coffee/latte bar and complimentary mug won you over. Is there a better way to attract sleepy-eyed exhibitors and guests than a steaming hot cup of coffee or a latte?

"Having the latte vendor at the DTN booth was a tremendous traffic booster," says Patti Dunaway, media operations manager at Omaha, Neb.-based DTN. "It was a double success story. First, there was increased foot traffic into the booth so we could share the DTN story, and we were able to give our customers a small token of our appreciation."

Brent Low, director of partner programs, describes DTN as a "unique company where content is king." He goes on to say that the NAMA trade show is a great place to get this point across in a creative way. "The trade show provides a tremendous opportunity for DTN to educate and re-educate media professionals and agricultural leaders about DTN and our subscribers," explains Low.

FARM JOURNAL MEDIA

The Farm Journal Media exhibit at the trade show was hard to miss! If you didn't see it as you walked through the doors, then you certainly heard the "lovely" melodies flowing from the karaoke booth. The portable recording studio featured an entertainer who encouraged guests to perform their favorite song in the "I'm gonna be somebody" sing-off, says Peter Horvath, vice president of marketing at Farm Journal Media, Philadelphia.

Not only was the opportunity to sing with your colleagues a lot of fun, it was also a philanthropic event. Farm Journal donated $10 to the ABEF Foundation for each participating professional.

The karaoke booth was busy, and so were members of the Farm Journal team who were there to show off the company's full suite of print, TV, radio, interactive and event media. To bring all of the company's media expertise into play, Horvath explains that everyone who sang at the booth received an e-mail invitation to visit www.agweb.com/clients, where they could view a video of their performance and a mock-up of their photo on the cover of Farm Journal.

"We wanted visitors to think of Farm Journal as the most effective way to reach and surround prospects with print, TV, radio, Internet and event media," says Horvath. AM

 


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