When it comes to engaging with customers at field days, trends now favour roof top viewing decks, banks of big screen TVs, comfortable seating and on-site baristas.
Rabobank wowed the public with the latest in field days exhibition space this year at the Henty Machinery Field Days, taking customer engagement to the next level.
A prime mover, painted in the company’s livery, was a drawcard while the trailer opened into a seminar area with a rooftop deck boasting views around the field days site.
A second trailer formed the pop-up coffee bar while tables and chairs, shade umbrellas and potted plants filled the courtyard.
Deputy regional manager, head of relationship management, Drew Hawkins, said Rabobank had stepped up from the traditional marquee to take a new direction.
“The whole idea of this is to have a mobile stage so we can facilitate our Rabobank research team giving discussions on the commodities we deal in,” Mr Hawkins said.
“It’s about taking our story to the city as well to close the city country divide, and educating our city cousins as to what our clients do in terms of food production and sustainable agriculture.
“Unfortunately a lot of our city cousins don’t have a link to the farm and we really need to work on education on our message around sustainable agriculture.”
Mr Hawkins said the team already had ideas for next year with hosting corporate functions.
“Next year we might even bring our Rabo research team and have a few guest speakers on our stage,” he said.
“We are screening videos on the bank of large screen TVs of our clients and what they produce, and some of their stories because as an agricultural bank, we feel our clients stories need to be told about what they are producing.”
The display was launched this year at Farm to Fork on Cockatoo Island, Sydney, and has been toured at field days around the nation.
“It gives us a great platform to talk to our clients about what they are doing and the next steps in their business,” Mr Hawkins said.
“Cost is a factor but a truck offers much more versatility across the nation compared to a marquee.
“It’s about getting our message across both regionally and in the cities as well.
“Across the three days of Henty, we have a roster of staff from Griffith, Wagga, Albury, Echuca and Shepparton.”
Mr Hawkins said research presentations on dairy and grains were planned for Elmore field days next month.
“We had a sheep field day at Young and this display was used for that, and it proved to be a great platform for presentations.”