Also, since you already have the time and travel expense of sending company staff to the show, consider the cost-efficiency of sponsoring an off-site seminar or appreciation reception for key customers and target- ed prospects who will be at the show. It’s just another way to get more out of the dollars spent on your farm show investment.


2. At the Show


When you thoroughly plan prior to the show, working the show itself becomes the fun part of exhibiting. (Plan the work—work the plan!)


Here are a few last minute reminders: 1. Look sharp, with all staff sporting appropriate company wear.


2. Be engaged—no sitting at the back of the booth, and leave emails and phone calls for time assigned away from the display. (This is critical!)


3. Carefully collect and manage all registrations and make note of sales conversations that have a high degree of interest or urgency.


Employ social media during the show by posting interesting and relevant comments, photos and videos via Facebook and Twitter to encourage your followers to seek you out at the show. (Use your booth number in your post so attendees can find you!)


3. After the Show


After the show, send an email thank-you note to all who registered at your exhibit. Include the name of the sales rep or service rep servicing their geographic area and be sure that rep or dealer is aware of the lead for local follow-up.


If you sponsored a major prize drawing, announce the winner(s) via email, website, company blog and social media. Distribute a press release and a photo of the winner to local media outlets.


Finally, meet with your employees to evaluate the farm show investment. What worked? What didn’t? What could have improved your presence? What should be done differently next year?


More importantly, carefully evaluate the numbers. Was the investment in time, expense and staff energy worth the return? Were the objectives established at the onset accomplished? Could these dollars have been spent in another way to generate a greater return?


4. Free Advice


Farm shows have a long and rich history in agriculture. There’s probably no better way to personally con- nect with so many farmers in such a short time span.


After attending a number of shows while working for the Association, I do have a few small pieces of free advice: be well rested, wear comfortable shoes, check the show website for admission discounts and bring plenty of business cards.


See you at the shows!


DECEMBER 6-8 LANCASTER EVENT CENTER – LINCOLN, NE


JANUARY 31-FEBRUARY 2


IOWA EVENTS CENTER – DES MOINES, IA Sept/Oct | The Retailer Magazine | 27


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