2024 Farm Progress Show 

Exhibit

2024 NAMA Award - First Place

The challenge often faced at a tradeshow is how to make an impactful connection with many different audiences, while building brand awareness that will leave a lasting impression. Our challenge at Farm Progress in Boone, Iowa this year was to make a booth that would create buzz across the show. We aimed to create exhibit materials that draw guests to our booth, allow our sales representatives to interact with potential customers and the media, and to: 

• Provide farmers with trusted knowledge about our technology driven products to increase their yield and ROI. 

• Support farmers and retailers with trusted agronomic research and tools. 

• Increase industry awareness of NPFT’s work and their world class agronomists. 

• Grow agronomists’ and sales representatives’ personal brands and presence among target audiences. 

• Reinforce agronomists’ and sales representatives’ relationships with key customers. 

• Continue to build relationships with key media and partners. 

We highlighted all three brands in the booth, but our largest focus and biggest draw was our live-on-location podcasts, celebrating our 100th episode, and two additional episodes focusing on impactful topics such as Nitrogen, Phosphorus, and Potassium. Welcoming distinguished guests such as Anthony Mallarino, Jeff Hink, Richard Roth, and Dr. Alan Blaylock. We hosted the three-episode recordings during the span of the show in an “open” concept layout to encourage guests to listen and learn as they toured the booth. These podcast episodes allowed existing and potential customers to come through the booth to experience The Dirt podcast in an entirely new way.  

Another big draw to the booth included an interactive photo booth, allowing guests and their families to create lasting memories from the show, complimented by the fun and endearing demeanor of our two brand mascots, Nitro and Sulpho. Additionally, we offered custom popsicles and cookies to guests as they worked to beat the sweltering Iowa heat. Guests of all different ages and background specifically sought out the booth’s offerings, creating strong brand recognition – and engaging those who otherwise may not have visited the booth. 

Joining the previously showcased bigger than life sized ‘Nitro’, we also introduced “Sulpho” at the Nutrien booth making the character even more relatable and allowing audiences to stop for a fun photo opportunity.  

Last, but certainly not least Nutrien offered a contest to guests at the show offering five tons of free product, supported by eye-catching paid signage throughout the grounds encouraging guests to enter. 

In addition to the fun aspects of the booth, Nutrien’s knowledgeable sales representatives and agronomists were both also available to answer any agronomy questions about crop nutrition, the importance of sulfur as the fourth major macronutrient and the fall application of nitrogen.  

The Nutrien reps and agronomists gave away some fun swag items including, Nitro and Sulpho stress balls, eKonomics soil moisture meters, Hawaiian shirts and socks featuring the brand mascots, Nitro and Sulpho, amongst others.