You’ve booked a stand at a regional, national or international agricultural trade fair. That was the easy bit! To make the most of your presence and turn the trade fair into a real business opportunity, be sure to draw up a communications strategy for before, during and after the event.
Renting the pitch, designing and building a stand, transporting and storing equipment and staff… the cost of a stand at an agricultural fair can quickly mount up! All the more reason not to just stand idly by behind a counter. In fact, an event like this doesn’t start on the first day it opens, nor does it end when it closes.
If you want your presence at the trade fair to be a real boost to your brand awareness and/or business, you need to put a communications strategy in place several weeks beforehand.
Set your goals
Why do you take part in Space, the Sommet de l’élevage, Les Culturales and other Sival events? To raise your profile? To recruit staff? To boost your business?
Are you here to meet potential customers, talk to your loyal customers or suppliers, or raise your profile amongst the general public? Would you like to take this opportunity to launch a new product?
Once you have defined your objectives, translate them into qualitative and/or quantitative performance indicators: number of contacts made, meetings with journalists or prominent figures, press coverage in specialist publications, increase in turnover, etc.
Let people know you’re coming
Farmers often already have a good idea of which stands they want to visit, particularly at large national trade fairs. That is why it is important to let people know you are coming several weeks before the event.
Plan to send an email to your customers and partners setting out the dates you’ll be attending, your stand number and any events you’re organising. For those you’d particularly like to retain as loyal customers, why not send out a few invitations?
On your social media channels, make the most of build-up: a photo of a stand being set up, a teaser for a product or service to be unveiled at the trade fair, a countdown… Don’t overlook Facebook if you’re targeting an audience of farmers.
If you can, do make a point of arranging meetings with your best clients at the trade fair. Not only is this a good business move, but it also ensures you’ll have a steady stream of qualified visitors even before the trade fair opens.
Design a good stand, even outdoors
Firstly, make sure you find out all the details about the trade fair’s regulations to avoid any unpleasant surprises. Once you are familiar with the technical requirements, you can start planning the design of your stand. Depending on your budget and objectives, you can choose between a traditional or a modular stand.
If you’re setting up an outdoor stand – as is often the case at agricultural fairs – be mindful of the weather conditions. One strong gust of wind and, hey presto, the standard roll-up banner takes off. ‘That would certainly liven things up,’ you might say – and we promise, we won’t judge your creative ambitions!
In short, your stand must be built using suitable materials and designed by professionals who understand your needs and constraints.
Bring your stand to life and create content
At last, you’re all set up at your stand, with everything in place: leaflets, brochures, kakemono and other promotional materials. Perhaps you’ve also laid out some treats on the counter, or even set up a bar where you can share a friendly drink with your visitors. That’s all well and good, but it would be a mistake to stop there: visitors to the agricultural fair who don’t know you yet will walk past your stand, perhaps take a quick look, grab a bite of cheese but… they’ll probably forget all about you just as quickly.
That’s why it’s important to liven up your stand! Mind you, we’re not suggesting you bring out the clown nose and confetti. But there are certain formats that go down particularly well at trade fairs, especially in the agricultural sector.
Live demonstrations
Whether it’s agricultural machinery or software, a live demonstration will always be far more effective than a long speech. If you’re unable to demonstrate your product at the trade fair, do film it beforehand and show the videos on a screen.
You can also showcase your products by appealing to your visitors’ senses: models, products displayed in transparent containers, materials to touch or smell…
The icebreaker game
A tablet or a sheet of paper with a technical quiz, a weight-guessing game with a great prize to be won… It’s fun, it breaks the ice and it drives traffic! We’re all just big kids at heart 😉
Please note: the content of the quiz must be sufficiently specialised so that farmers and other professionals in the agricultural sector feel challenged and taken seriously. It’s not just a bit of a laugh, either.
For example, for the seed company Barenbrug, our agency Appaloosa designed a quiz based on a technical guide available at the trade fair. Participants who pass the quiz are entered into a prize draw to win a smartwatch. It’s an enticing way to promote this valuable resource and make a lasting impression.
Create photo and video content
Once again for Barenbrug, the agency produced videos at several trade fairs (Sommet de l’élevage, Salon vert, etc.). The aim was to showcase the new products on display at the fairs to those who were unable to attend. Each video was used to create several 30- to 45-second clips to feed the seed company’s social media channels.
Opt for dynamic, immersive videos, featuring staff who are at ease in front of the camera and microphone.
If this applies to you, it’s also an opportunity to record a TV segment to highlight a hot topic.
You can also make the most of the crowds to take striking photos to feature on your social media and/or website – or even, if the photos are of very high quality, in print.
Sound for your podcasts
You can also record audio for a podcast. Customer testimonials, conversations with your partners, immediate reactions to your advert… the agricultural fair is the perfect place to capture spontaneous and warm exchanges. By adding sound, you’ll make the experience immersive. Remember that podcasts are a great way to evoke emotion and convey authenticity.
If part of your stand looks like a mini-studio with microphones, headphones and lively conversations, curious passers-by will be drawn in. You’ll spark interest and bring your stand to life. In short, you’ll stand out by avoiding cold, scripted sales pitches and focusing instead on spontaneity and human interaction. Need we remind you that we are social creatures who are more likely to seek out the company of a fellow human being than a glossy brochure? The comparison isn’t exactly scientifically rigorous, but you get the idea.
For podcasts as well as videos, a full episode can be split into shorter clips for your social media platforms (LinkedIn, Instagram, Facebook, etc.). You can also extract some powerful quotes from them.
Make sure your audio remains clear. You’ll need microphones suited to a live, dynamic environment, with cabling that doesn’t obstruct movement around the stand.
A free and quick diagnosis
To ensure your visitor remembers you and your professionalism, you could offer an energy ‘pre-audit’, an energy efficiency simulation, etc. The farmer will leave with a starting point that is directly relevant to them and which may encourage them to take things further. You haven’t made a sale yet, but you’ve established an initial business connection. Don’t forget your business cards!
Collect the data
It may seem obvious, but it’s always worth reiterating: every contact you record is a potential lead. Your team on the stand must therefore be thorough when collecting visitors’ contact details.
Make sure you manage your relations with the press effectively
If one of your objectives is to generate press coverage, make sure you have a printed press pack and, ideally, one on a USB stick for people to take away. Be sure to include some good-quality photos in it.
The exhibition is over… but not for you!
The agricultural fair is over; you’re packing up your stand and dragging your exhausted body back to the office. After a few days away, it might be tempting to put this whole experience behind you and get on with your backlog of work. Big mistake!
Your visitors have seen many stands and have no doubt shared plenty of enjoyable moments during their visit. Their memory will sort through these memories, retaining only the most memorable ones. That’s why you need to get back in touch within 48 to 72 hours. Otherwise, you’ll end up just another face in the crowd and will soon fade into oblivion. What a shame!
The personalised thank-you email
Because politeness is the very least you can do! Send a personalised message reminding them of a specific point that interested them and suggesting a next step in your conversation. Granted, it takes longer to write. But the return on investment is incomparable. People are always more willing to reply to someone who speaks to them personally, rather than to a mass mailing.
A review of social media
You took notes, photos and recorded videos or podcasts during your stay. You’ve got some brilliant material there to keep people talking about you after the event.
Highlights, memorable exchanges (with the consent of those involved if they are identifiable), meetings, announcements… All these ways of showcasing your brand strengthen your credibility for future editions. You also stay in touch with those who were unable to attend the trade fair.
Have you achieved your goals?
In the week following the trade fair, review the event as a team: what attracted and engaged visitors? Which questions came up most often? Which selling points sparked their interest? Were the objectives you set out before the trade fair achieved?
This review is essential for preparing for your next trade fair and for refining your sales pitch.
The agricultural trade fair: a deep dive into your market
A well-organised agricultural trade fair gives you the opportunity to get right to the heart of your target audience. If you pay close attention, your visitors will even provide you with real-time market research. By leaving nothing to chance – whether before, during or after your time at the stand – you’ll make the most of your visit. You won’t just be paying for a stand and making up the numbers. Exciting, isn’t it?
Are you taking part in an agricultural trade fair in the coming months? Our agency can help you put together your communications plan, design your stand and organise activities for it (videos, photos, social media, etc.).
Stuck for ideas on how to make the most of your presence at the trade fair? Get in touch!