AgroTechniek Holland (ATH) is going digital. Normally, the agricultural fair is held every 2 years at the Walibi event site in Biddinghuizen. The fair was canceled last year due to corona. March 10 and 11 is the first ATH Digital, with more than 200 participating brands. "We try to capture the fair feeling as best as possible in a digital environment," said Willem Bierema, fair manager of Fedecom Fairs.
The digital fair is a platform on which all machines, services and innovations in the field of agricultural mechanization are brought together. The advantage over a physical fair is that the information is available every day of the year. A visitor can search specifically for a specific machine and compare all versions of different manufacturers. But you can also just browse around and explore the news and stock market promotions.
The fair will be live at 2 times a year. The first time is March 10 and 11 from 1 pm to 8 pm. During these days, exhibitors will give live presentations, chat and launch novelties and firsts.
Catching the stock market feeling as best as possible
What can we expect from the digital fair? "Many companies have already experimented with digital meetings. The experiences with this are variable," says Bierema. "A frequently heard complaint is that it is mainly a one-way street on a digital platform. We have taken that into account in our design." The digital stock exchange has many elements that you can also find on the normal stock exchange. There are virtual stands, a digital tractor trail, the Bronzen Sikkel novelty prize, ZGAN occasions, trade fair promotions and presentations. In addition, there is a forum and during the live days you can chat or video call the representatives or product specialists of the manufacturers. "In this way we try to capture the stock market feeling as best as possible in a digital environment," says Bierema.
This has been taken into account in the design of 3D stand visuals and exhibition floor plan. Bierema: "We have made a digital map that allows you as a visitor to stroll around the fair in a Google Street View-like way. This way you can come into contact with all the novelties, just like at the physical fair.
Digital round the tractor
Importers and/or manufacturers have also been asked to make films, photos and fact sheets of everything they show on ATH Digitaal. "An interested party can digitally walk around the tractor and view the details of a machine in this way. You can then ask questions to a representative, make an appointment for a meeting or, for example, request a test drive. Visitors can vote for the best product innovations for the Bronze Sikkel and liking subjects with the 'beautiful man button'. What is very difficult digitally, are meeting at the hamburger stall or drinking a beer at a stand. That still requires a physical meeting," says Bierema .
More than 200 exhibitors
In the beginning, according to the manager, exhibitors were a bit hesitant to participate, but in the end the interest with more than 200 exhibitors was not disappointing. "Almost all major brands are represented. With ATH digital we have a platform on which visitors can follow the brands and their ZGAN occasions, firsts and novelties in agrotechnics all year round and compare cross-brand machines and products."
ATH Digital goes live on March 10 and 11. After that, it is still possible to visit the platform. The fair is free to enter. Interested parties only need to create an account.