My earlier post provided one manufacturer’s perspective on how next week’s AG CONNECT Expo 2010 will offer a unique interaction with customers and prospects. The global ag show warrants a fine-tuned approach for those who are exhibiting.

My interview with Phil Jones, brand marketing manager of agricultural equipment manufacturer AGCO Corporation, showed that the company indeed plans to make every effort to interact with all types of customers.

I was particularly impressed to hear how AGCO is also adding extra horsepower to trade show staffing and programming. Global experts at every level will be flying in, starting with the company’s senior staff — from the CEO to the head of global engineering and head of North America marketing. Senior technical experts, including representation from global engineering and product development, also will be on hand to talk shop.

In addition to showcasing its machinery, AGCO will be geared up to cover issues facing the industry, including presentations on Tier IV Emissions Requirements. An AGCO lounge area will offer visitors a chance to engage thought leaders and have informal discussions. A company sponsored industry roundtable — a first-ever for AGCO — on biofuels will feature experts from the field to the pump.

“In essence, we’re bringing in experts and an experience so we can address what’s top of mind with customers at every level — from senior management to technical and from U.S. to global,” Phil said.

AGCO has added a lot of horsepower to its presence. It will be interesting next week to see how others have approached the show to reach new audiences.

Next week, follow me at the show on Twitter: @agribizpr

(Guest contributor Gardner Hatch is a managing supervisor with the agribusiness team at Gibbs & Soell Public Relations.)