Farm Show Marketing Trends: The Power of People-Centered Storytelling

Farm Progress and Husker Harvest Days are two of the biggest outdoor agricultural trade shows in the U.S., and this year we got to attend both. (We have the step-counter data to prove it.)

We saw firsthand how brands are telling their stories to the people who matter most at these events: farmers. Here’s what stood out. 

Farm Progress: Titans of the industry 

The iconic Big Bud tractor took center stage once again at Titan International’s booth. Even though it was the “smaller” 440 series (compared to the behemoth 700 series tractor that Titan displayed the year prior), visitors kept coming. While they came to admire the machinery, what really kept them around was the conversation.

That’s because Titan also hosted the people behind the tractors: the Williams family, Laura Farms, and Cole the Cornstar. Lines formed as farmers talked with the influencers about their operations, creating an authentic connection between them and the brand. 

Husker Harvest Days: people-centered for a family company

What stood out most at the Lindsay booth was the focus on people. The creative wasn’t about the latest products—it was about how those products impact farmers’ lives.

The first thing visitors saw when they entered the booth was a picture of a farmer playing with his two young sons. This wasn’t just a creative choice; it reflected the company’s deeper values. To make it even more meaningful, the family in the picture was there at the booth, bringing the story to life right in front of everyone.

This approach was a perfect example of how storytelling can be more powerful than product features alone.

Power of people storytelling, especially in the ag industry

Across both shows, one thing was clear: human connections were at the heart of it all. It’s not just about showcasing machinery or new technologies—it’s about showing how these products fit into the lives of the people who use them.

People-centered storytelling isn’t a new concept, but its importance in agriculture is undeniable. It’s about connecting with the people who keep the industry moving forward and engaging them in real conversations, not just marketing pitches. This approach resonates deeply, and it’s exactly how we handle creative projects at Red Dot.

Why people-centered creative works – and how we make it happen

At Red Dot, we specialize in building brands and crafting campaigns that connect on a personal level. Our work with brands like Lindsay and Titan demonstrates that people-centered creative doesn’t just look good—it drives real results by creating emotional connections with the audience.

And that truth expands to adjacent industries, as well. See how we built a strong brand for an agriculture and manufacturing company based on human connections. 

We’d love to help you tell your brand’s story in a way that truly matters. If you’re looking to make a meaningful impact with your marketing, let’s talk.