Case study

Trimble Trade Show

Brand & design
Digital media
Marketing strategy

McCracken partnered with Trimble (now PTx Trimble) to develop a trade show strategy to launch its new branding, "Easier Farming with Precision," at the 2022 National Farm Machinery Show (NFMS).

The booth design would generate leads, position Trimble as a thought leader, and result in strong visitor engagement with interactive elements, including a virtual farm experience that led to significant brand exposure.

At a glance

Client: PTx Trimble
Services: Trade Show Strategy, Booth Design, Lead Generation

About the organization

Trimble is a global leader in precision agriculture technology. They provide advanced solutions to help farmers optimize their operations with guidance, steering, and resource management systems.

The challenge

After the disruption of large-scale events due to COVID-19, the 2022 NFMS marked Trimble’s return to in-person trade shows. The challenge was to effectively launch their new “Easier Farming with Precision” branding to a broad North American farmer audience and re-establish their presence as a leader in precision technology. Trimble wanted to not only create an engaging booth experience but also position itself outside of just a guidance and steering provider.

The solution

McCracken developed a comprehensive trade show strategy after conducting interviews with 40+ Trimble employees for input and collaborating closely with their North American marketing team.

The objectives were:

Unify the booth’s design with Trimble’s new brand identity

Generate leads for Trimble dealers

Solidify Trimble’s position as a thought leader in the precision ag industry

These goals were achieved through a redesigned booth, featuring an interactive tour highlighting various Trimble technology solutions.

Implementation

How the work ran

McCracken crafted a cohesive booth design that integrated the new Trimble branding with multiple touchpoints, such as product stations focusing on land preparation, planting, and input management.

A welcome presentation introduced visitors to Trimble’s advanced technology, and an immersive “Trimble Virtual Farm” platform was launched at the event, offering an innovative way for farmers to explore Trimble’s solutions.

Results