marketing window
By CINDY FELDMAN, Marketing Director [
cindyf@ineda.com]
MAXIMIZE YOUR FARM SHOW INVESTMENT
Can you believe it is farm show season again? These shows provide a great opportuni- ty for agri-marketers to connect with huge numbers of customers and prospects over a three-day span at a single location.
But the time, expense and energy needed to create an impressive and successful farm show presence can be considerable. To maximize the ROI of your farm show investment, consider these four suggestions:
1. Pre-Show Planning
There is a long list of fall farm shows to attend. Determine which ones best fit your company by thinking about these things: Which locations best fit the geographic footprint of our company? Which shows have the best reputation for drawing the greatest number of qualified ag producers?
Once the shows are determined, set clear marketing objectives for your company’s presence, such as:
• Increasing brand awareness • Attracting new customers • New product introductions • Customer appreciation • Lead generation • New campaign introduction
Build your pre-show planning around these objectives. Make sure your exhibit display is consistent with your objectives and campaign messaging. If new product sales literature is being developed, confirm it will be available for distribution at the show. Apps or interactive displays need to be tested and ready well be- fore the show opens. Carefully consider what ad specialty items will be handed out, and again, be consis- tent with your objectives and messaging.
If you decide to sponsor a drawing for a major giveaway, be sure to plan the details, rules and registration items well in advance. If you’re launching a new product or have an important company announcement, consider planning and scheduling a press conference or one-on-one interviews with key editors and media representatives during the show.
Schedule enough people to work the show and clearly communicate responsibilities and expectations for all involved. Explain your show objectives and how the company will interact with show attendees.
Maximize your return by promoting your presence at the upcoming farm show in all company communica- tions – email, website, social media and the company blog. Mail invitations to key customers and pros- pects to visit your exhibit at the show.
26 | The Retailer Magazine | Sept/Oct
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