It’s a busy stretch on the agricultural trade show calendar, with events like the Farm Progress Show, Husker Harvest Days and Big Iron Farm Show bringing farmers and agribusiness professionals together. Companies make significant investments to be part of these events, but Ten Acre Marketing Senior Vice President of Strategy and Business Development Mary Heslep says the key to getting a return on that investment starts well before the trade show opens. “The question is what are you investing and why are you investing?” Heslep said. “You have to understand who your audience is, who’s going to be participating at that show, and why you need to be showing up as a company.” Generating traffic to a booth also requires planning before the show begins. Heslep recommends using email, social media and trade advertising to tell potential attendees where the company will be and what they can expect when they visit. “The pre-planning is going to be the most critical part,” Heslep said. “That is a non-negotiable. Otherwise you’re just sitting in a booth with a hope and a prayer that somebody’s going to come by.” Listen to this interview in the RRFN Conversation Series with Ten Acre Marketing. This marketing Insight is provided by Ten Acre Marketing, helping agricultural companies connect with customers through strategy, branding and creative communication.
