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Cover Stories
Ag show strategy: active role for AEM, members
 The goal of AEM’s ag equipment trade show strategy is to become a leader among farm-related expositions for the benefit of members.
Maximizing Member Exhibitor ROI
By taking an active role in ag shows, AEM can influence exposition policies and procedures to improve members’ return on investment for these major marketing tools. Areas to address include show frequencies, venues, costs, promotion to attendees and overall value.
A secondary benefit: AEM involvement in ag shows is a recruitment tool to attract new members, resulting in a larger networking and information-sharing base for the ag membership.
Research and Recommendations
AEM recognizes the need to take a regional approach due to the nature of ag shows and is focusing on the eastern, central and western sections of the U.S. as well as eastern and western Canada.
The association is also developing a strategy for involvement in international trade shows.
AEM is researching the top shows identified by an Ag Equipment Council (AEC) survey in 2003 and conducting informational meetings with exhibitors and show organizers. The scope of show “involvement options” includes sponsor, pavilion organizer, management/licensing agreement partner, joint venture partner co-owner and owner.
Task Force Review
An AEC show task force will review staff research and recommendations, with a target approval date of late summer.
AEM’s ag show strategy is a major component of the “action plan” developed by the association’s Ag Equipment Council, formerly the Ag Advisory Committee, to enhance the services offered to the ag membership.
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AEM Canada Launched >>
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