Of all the reasons to attend World Dairy Expo, learning something new ranks high on the list. Since 2019, the Knowledge Nook has offered just that: a space for companies to showcase innovative products, services or research they’ve recently brought to market. It’s a valuable opportunity for attendees to learn from the industry’s leading innovators and connect with peers looking for answers to the same questions.
Over the course of three years, Knowledge Nook sessions have attracted more than 1,500 participants from over 25 countries. Lallemand Animal Nutrition and VAS are among the companies who have positioned themselves in front of these dynamic audiences in recent years.
“The Knowledge Nook is a great way to help our team answer the problems and concerns producers are seeing in their everyday lives, bring value and return on investment to their operations and showcase our continued industry commitment,” says Erin Carter, Senior Brand Manager for Lallemand. “It’s a great complement to promotional and brand awareness activities we do throughout the week of World Dairy Expo.”
While most product launches hinge on a series of digital touchpoints and in-person events, an educational session at World Dairy Expo is paramount to a launch plan in the dairy industry. It builds valuable connections and visibility that can propel a new product into the market.
“Over the years, Lallemand has launched several new and innovative products to the dairy industry while at World Dairy Expo,” Carter says. “It’s a global gathering place of the industry — producers and allied industry partners — where all are present, so there is no better place to launch a dairy product than here.”
Alexis Smith, VAS Marketing Manager agrees. “World Dairy Expo is a place where the dairy industry comes together. Dairy farmers and industry partners are connecting and exchanging ideas and are open to learning about and exploring new technologies,” she says. “The media around the event helped amplify our launch of MyDC.”
In 2022, VAS took their session to another level by bringing a customer in to share their experience with their new product.
“The Knowledge Nook allowed attendees to hear straight from dairy farmers who were already using MyDC and loving it,” Smith says. “That first-hand account from Daluge Farms would not have been possible by demonstrating MyDC in our trade show booth alone.”
Smith believes there is great value to be found for producers who are engaged in Knowledge Nook sessions.
“They allow for a deeper dive into topics that farmers and industry professionals are interested in,” she says. “Knowledge Nook sessions help farmers maximize their time away from the farm – providing them the opportunity to explore an array of cutting-edge technologies or practices.”
Carter also encourages attendees to sit in on as much as they can.
“There is a lot of great educational information shared during those sessions, and many times you can make connections with the lead scientists and researchers that developed a new product,” she says. “You can even learn about management techniques that keep you and your employees safe and more effective in the barn.”
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