BASF at Farm Progress Show
- Decatur
- Exhibits & Trade Shows
- Agriculture
Cultivating Connections That Stick
THE CHALLENGE
Standing Out Boldly
BASF returned to the Farm Progress Show for only the second time in over a decade, stepping back into a space that had changed a lot in the years they were away. They weren’t just looking to show up, they wanted to make a meaningful impression that resonated with growers and industry peers alike. The goal was to spark real conversations, highlight their agronomic expertise, and demonstrate that BASF wasn’t just a brand on a booth, but a partner who understood the challenges and opportunities farmers face every day.
At the same time, the Farm Progress Show is the largest outdoor tradeshow in the industry, packed with dozens of brands all competing for attention. In that environment, standing out meant more than signage or a flashy display—it meant creating moments that felt personal, memorable, and worth lingering over. BASF needed an experience that would draw people in, invite them to engage, and leave them walking away with something more than a brochure or a branded giveaway, it needed to leave them with a story to tell and a connection to remember.
THE SOLUTION
Bringing Learning to Life
Impact XM, working closely with BASF’s marketing agency Global Prairie, created an experience that felt less like a booth and more like a destination. The team built a visually striking, highly navigable plot, welcoming attendees through 12-foot branded archways that set the tone from the moment they arrived.
Wayfinding kiosks provided easy access to information about BASF’s products, while inside the tent, walls displayed additional insights and created areas suitable for both intimate one-on-one conversations and larger group discussions.
The outdoor environment was thoughtfully designed to feel natural and inviting, with landscaping, picket fences, and wood chip walkways that encouraged exploration. Shaded seating areas, refreshments, and yard games provided moments of comfort and leisure, keeping visitors on-site longer and giving BASF representatives more opportunities to connect.
Educational presentations, interviews, and discussions further elevated the experience, delivering value and insight without relying on flashy technology. Every design choice, from flow to touchpoints, was made to create an approachable, engaging, and memorable environment that clearly communicated BASF’s agronomic expertise while putting the customer experience front and center.
THE IMPACT
BASF’s presence didn’t just stand out, it was celebrated. Over three days, approximately 4,550 attendees engaged with the BASF brand, and the leadership team received extremely positive feedback on-site. BASF’s thoughtful, visually appealing presence was recognized with a “Best of Farm Progress Show” distinction, highlighting the success of their approach and the strength of the partnership.
Through strategic design, purposeful engagement, and a genuinely welcoming atmosphere, BASF didn’t just participate, they created an experience that left a lasting impression on attendees and peers alike.
