Powerpoint Presentation for AgQuip as part of Event Marketing Course taught at Faculty of Business Administration (GLS BBA), GLS University

1. Event Marketing
Activities
GROUP 12
Semester 6
Event Marketing Elective Submission

2. SUBMITTED BY: Group 12
SUBMITTED TO: Prof. Sonal Gogri
& Dr. Swati Modi
● 01 – Aditya Agarwal
● 35 – Mrudul Manojkumar
● 58 – Pearl Sequeira
● 286 – Keyur Vekariya
● 288 – Jay Vyas
● 289 – Devanshi Raiyani

3. AUSTRALIA’S LARGEST ANNUAL
PRIMARY INDUSTRY FIELD DAYS

4. TYPE OF EVENT
Tradeshow
For Farming Professionals
REASON FOR EVENT
Event cancelled in 2020
Organized for Aug 17-19, 2021

5. IMPORTANCE & OBJECTIVES
Immediate sales
Brand awareness
Product demonstration
and active sales
Networking and
customer interaction
Discover new trends
EXHIBITOR
Free admission
More than 3,000 products
and services
Variety of activities and
demonstrations
Networking
VISITOR

6. Segmentation Targeting Positioning
Geographic
Demographic
Behavioral
Psychographic
400km(83%)
41-50(21%) & 60+(29%)
Buy(30%) and Know(40%)
Repeat attendees(85%)
Segmentation Targeting
Symbolic – Field Days
Symbolic – Farming
Functional – Trends
Functional – Demo
Emotional – Connect
Emotional - Free
Positioning

7. WHERE & WHEN
Where?
134 Black Jack Rd,
Gunnedah NSW 2380,
Australia
When?
Tuesday 17 – Thursday 19,
August 2021
AUG
17 – 19

8. KEY ACTIVITIES
Goal Schedule
Marketing Inform, Persuade and Remind January 2021 onwards
Registrations To determine attendees Before June 18, 2021
Allocation Allocating sites to exhibitors June 21 – August 9, 2021
Cancellations To finalize attendees Before July 2, 2021
Safety Submit safety plans Before July 2, 2021
Pre-Lifting Site setup August 9-16, 2021
Demonstrations Product-demo during event August 17-19. 2021
Post-Lifting Site dismantling August 20-23, 2021
Reporting Final report of event Before August 31, 2021

9. ● PRODUCT
● Australia’s largest primary industry field day
● 100,000+ attendance
● 3000+ companies/products
● PRICE
● Site Rent: 2000-3000$
● Radio, App & Television Publicity Charges
● PLACE
● Purpose-built site
● River, highway and railway access
● PUBLIC RELATIONS
● 160 regional and agricultural newspapers
● 10,000+ weekly average reach on Facebook
● 178,000+ yearly website views
● POSITIONING
● Supporting rural parts of Australia
● 85% returning attendees
5Ps

10. ● WHO?
● Farmers, primary producers, farming
families, agricultural industry workers
● AgQuip Event Organizers
● WHAT?
● Size and diversity
● Marketing power
● National positioning
● WHERE?
● Gunnedah
● River, highway and railway access
● WHEN?
● Year-long process of marketing
● Event held on 17-19 Aug, 2020
● WHY?
● deliver world class, mass participation
● providing significant economic, cultural
and social impact to rural communities.
5Ws

11. IMC - ADVERTISING
Australia’s largest primary
industry field day
3000+ companies
100,000+ attendees
Directions
E-mail to attendees
Bus routes and timings
Guidebook and Pamphlets
Informative Reminder

12. IMC – PUBLIC RELATIONS
Customers have
attended 6+ times
58% Media partners
providing radio,
television and press
coverage
7
Acknowledged as the
most influential
agricultural event
reflecting the economic
climate of industry

13. IMC – DIRECT, DIGITAL & GUERILLA
Direct
Applications and
guides sent to
past attendees
Guerrilla
Immense potential
but costly
Website
ACMRuralEvents
Social Media
FB Event Handle
@agquip

14. SPONSORS
SUPPORT

15. FEEDBACK & RESEARCH
Source
Percentage of good
sales leads
Motivation
Main reason to attend
– buy or browse
Attendee Details
Demographic and
geopgraphic details
Sales Leads
Percentage of good
sales leads

16. CHALLENGES
AgQuip 2020 postponed
and then cancelled
Uncertainity about
possibility of events
Fear of COVID-19 virus
Restrictions on travel and
large gatherings by
Australian government

17. “AgQuip and FarmFest
will return
bigger and brighter
than ever in 2021!”
Kate Nugent
Group Manager
ACM Rural Events

18. THANK YOU!
Semester 6 – Group 12
Event Marketing Elective Course
Do you have any questions?
E-Mail ID: agquip@fairfaxmedia.com.au
Contact: +61 02 6768 5800
Website: https://acmruralevents.com.au/agquip/home
Facebook: https://www.facebook.com/agquip
EVENT SCHEDULE
Aug 17 – 9 AM to 5 PM
Aug 18 – 9 AM to 5 PM
Aug 19 – 9 AM to 4 PM