2021

Let’s Get Dirty, Virtually

KIOTI Tractor 2020 Dealer Meeting

THE ASK

The Pandemic diverted plans of the close-knit company, KIOTI Tractor, to host its Annual Dealer Meeting in a different format. The annual, in-person, multi-day gathering of more than 500 KIOTI dealers across North America to test drive and examine the latest products was not possible the era of COVID-19. They needed a new plan – something they hadn’t tried before – that would still achieve the purpose of their meeting while also keeping everyone safe and healthy.

THE CHALLENGE

Execute a 2-day virtual meeting and design engaging, instructional content to train dealers and launch new product:

  • Maximize KIOTI’s latest product launch.
  • Make the event even better than last year.
  • Keep it fun and interactive.
  • Enable attendees to get their 5PAW accreditation.

THE SOLUTION

We rolled up our sleeves and got to work creating a virtual event that combined pre-recorded and live content to bring attendees up close to new products and engage them with training sessions, gifts, and live entertainment.

EXPERTISE PROVIDED

  • Event Registration
  • Engagement Elements & Gifting Recommendations
  • Script Writing Collaboration
  • Event Content
  • Event Media & Production

APPROACH

  1. Pre-recorded, scripted videos.
  2. Live broadcast from the studio with a tradeshow booth and tractor display.
  3. Global presence with video from South Korea.
  4. Curated KIOTI content for education and networking.
  5. Gifts and live entertainment

The approach began with staging an outdoor film shoot in North Carolina, featuring instructional test rides and demonstrations of the latest tractor equipment. Simultaneously, leveraging our global presence, we were able produce content featuring KIOTI leadership onsite at KIOTI HQ in South Korea.

Building a studio with a tradeshow booth and tractor display in a large convention center, we produced the live portions of the event, hosted by an engaging emcee. Education and networking sessions provided attendees with more focused educational and networking opportunities. Gifts and live entertainment acts created a lively, fun experience that proved successful at a time when attendees were experiencing the stress of the pandemic.

THE IMPACT

Attendees reported that the sleek, pre-recorded videos paired with a live emcee and a musical performance made the meeting feel like an exciting show.

Likewise, the client told us we outperformed KIOTI’s previous event with greater attendance and engagement. We have since been invited to partner on their upcoming 2021 event.

Perhaps most importantly, we were able to meet our client’s event goals while also managing COVID-19 protocols for all staff to keep them safe.

BY THE NUMBERS

+

REGISTERED

%

ATTENDANCE

%

INCREASE IN AUDIENCE SIZE

%

INCREASE IN 5PAW ACCREDITATION

-Day

EVENT

HOURS OF CONTENT

From the Client "Working with The Collective really felt like an extension of our internal team and we had worked together for years. - Christina Propst (Sr Marketing Manager)"

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