Case Study: Precision Planting's New Tech for American Farmers

Objective:

Precision Planting, headquartered in Tremont, IL, is the base for new ideas and technology to better seed spacing, better depth control, and better root systems. This family business wanted to use a mobile marketing campaign that could take the MeterMax meter calibration system, 20/20 SeedSense, and 20/20 AirForce around the country as a tool to educate farmers about the benefits of using their new technology.

The MeterMax meter calibration system is a money-saving tool for farmers who wish to get a higher yield from their crops. By calibrating the seed output, they are able to reduce the amount of skips, multiples, and lost yield that result from imprecise planting. The 20/20 technology helps farmers keep track of field conditions across a variety of data points, including moisture levels, soil temperature, average spacing between crops, down force, and many other factors. This data informs their plant care decisions and allows them to automate many of their processes.

Approach:

Precision Planting debuted its Planter Technology Institute mobile training program at the 2010 Precision Planting Winter Conference. The trailer was equipped with tiered theater seating and a projector that played a video informing the farmers about the benefits and capabilities of Precision Planting technology.

Craftsmen Industries custom-built the 53’ double expandable trailer, equipped with a 28’ x 4’ custom projection screen, 5 projectors, and 10 ceiling speakers for an immersive training experience. The trailer also included exterior and interior branded graphics, a rear stair system with handrails, interior track lighting, simulated wood vinyl flooring, and a rear wall that hydraulically hinges to create a canopy. In addition, a custom-branded 32’ gooseneck support trailer accompanied the training vehicle to transport additional interior elements. 

Results:

During the first season, the trailer had been set up at 110 locations and hosted 220 sessions with an average audience of 48 prospects -- more than 10,000 altogether. There were, on average, six events per week in the trailer. In response to the training sessions, orders for products spiked for two weeks after each event. The company estimates that each meeting generated approximately $75,000 of incremental sales.

Mobile Classrooms:

Mobile Classrooms and Mobile Training Vehicles are a creative and engaging way to provide education about your products or services to both your customers and employees. For brands looking for ways to raise awareness among potential customers in new geographical areas, mobile experiences like these can be memorable ways to introduce new products while educating visitors about their benefits and uses. For large companies with locations positioned around multiple areas, mobile units can act as a cost-effective training option since it reduces the need for multiple venues and is already branded and ready for use. As a leading industrial fabrication company, our designs will help you train faster and more efficiently this year. 

To learn more about mobile classrooms and how they can benefit your business, contact us or visit our website today!