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24 February 2021
BY DYLAN DE JONG
Leaders behind a digital event designed to fill the void left by the cancellation of Wimmera Machinery Field Days are confident the idea could be a marketing template to support regional events in 2021 and beyond.
ACE Radio Broadcasters Horsham sales manager Mark Sulic said an AgLife Digital marketing promotion, scheduled from March 1 to 5, would create a platform for farm-industry businesses to promote their products and in-store events.
The promotion combines the network’s radio stations 3WM and MIXX FM, The Weekly Advertiser and online services to promote businesses and business activity across the region.
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Wimmera businesses such as McDonald Steel, Wimmera Mallee Ag and Traction Ag have jumped on board with the event and plan to run a series of promotions and come-and-drive machinery opportunities for their customers.
Mr Sulic said COVID-19 restrictions and the cancellation of the field days event presented businesses with major challenges in the past year.
He said the hope was the digital event would generate greater interest in farm-industry businesses and stimulate the regional economy.
“After having conversations with our clients, we wanted to try to emulate the field days with an online event that would be COVID-safe,” he said.
“With not really knowing what the future looked like with lockdowns, this seemed like the safest way to run an event.
“The one thing we’ve learned through the whole COVID-19 pandemic is you just have to give it a go – that’s the main reason we are trialling this new platform.”
Mr Sulic said the event would hopefully result in customers returning to participating businesses.
“There might not be sales instantly, but businesses are likely to see a surge two or three months down the track,” he said.
“The added benefit is businesses will be able to host their own come-and-drive days with machinery on site – this is something which was not possible in a traditional field-days setting.
“All participating businesses will also be part of a special directory where they can promote business activities in greater detail. The site launched on Monday.”
Mr Sulic said the AgLife Digital platform could be a template used for other regional events trying to adapt and capitalise on ‘virtual’ opportunities.
“We hope to do this in co-operation with the field days when it can resume again, running alongside the physical event,” he said.
“We believe the template we’ve created in this development could lead to helping many different types of events reach greater audiences.”
• People can find the directory online at www.aglife.com.au.
The entire February 24, 2021 edition of The Weekly Advertiser is available online. READ IT HERE!
The entire February 24, 2021 edition of AgLife is available online. READ IT HERE!