John Deere, a leading manufacturer of agricultural machinery, has announced that it will not be exhibiting at the upcoming SIMA trade show in Paris, scheduled for November 24th to 28th in 2024. This departure from the company’s past attendance at SIMA comes as a result of its focus on increased dealer and customer events in specific countries during 2024.
COVID-19’s Impact on the Event Landscape
The COVID-19 pandemic has changed the way customers want to interact with John Deere and has resulted in a shift towards alternative communication channels. John Deere’s marketing department is exploring digital and in-person events that blend traditional trade show interactions with digital technologies.
Precision Agriculture and Alternative Solutions
Customers are becoming more interested in precision agriculture and its role in supporting agricultural production, which requires a different approach to showcasing solutions. With the advent of digital technology, John Deere believes that traditional trade shows may not be the best way to display these solutions in the future.
Plans for European Dealers and Customers
John Deere’s marketing department is currently planning events for European dealers and customers for 2024, which will be synchronized with North American markets. The first announcement for these events is expected to take place in March 2024.
Invitation to International Trade Show Organizations
John Deere has extended an invitation to international trade show organizations to review their current schedules and provide greater flexibility for other promotional events. This move comes in light of last year’s conflicting dates between the SIMA show in France and EIMA in Italy.
John Deere’s decision to not participate in SIMA 2024 highlights the uncertainty that still exists regarding major European machinery shows and the impact of COVID-19 on the event landscape. The company’s shift towards alternative communication channels and increased focus on dealer and customer events may serve as a trendsetter for other manufacturers in the industry.