An agriculture trade show is a great way to connect with potential customers and industry partners. But the work isn’t over once the booth is packed up. To maximize your investment, have a follow-up plan.
Here’s how to make the most out of the ag trade show contacts you made:
Actually Follow Up on the Contacts You Made
Ag shows are all about making new connections, but those connections don’t mean much if you don’t follow up. Reach out within a few days after the event while conversations are still fresh.
Add Them to Your CRM or Contact List
Whether you use a formal CRM system or simply store contacts in your phone, take the time to organize your leads. Don’t let business cards pile up in your wallet or in a drawer–log each contact’s name, company, email, and phone number. Make a note of where you met them, whether it was at your own booth or an industry session, and jot down any key information from your conversations. Did they express interest in a specific product or service? Were they looking for more information or a follow-up meeting? Record these details now so that your outreach will be more personalized.
Types of Follow-Ups to Consider
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- Deliver on your promises – If you said you’d said a product guide or additional info, send it promptly to reinforce credibility and keep the conversation going.
- Friendly check-in – A simple, “Great meeting you at [Farm Show Name]! Here’s my contact info if you ever need anything,” keeps the connection warm.
- Next-step outreach – For high-potential leads, take it a step further. Suggest a follow-up meeting or phone call to discuss how your product or service could fit their needs.
Conduct a Post-Mortem on Your Booth Experience
Once the farm show wraps up, take time to reflect on what went well and what could be improved for next time.
Evaluate What Worked and What Didn’t
Think back to your booth setup and the overall experience. The more you assess and jot down your thoughts now, the better prepared you can be for future events.
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- Did you have enough brochures, giveaway items, and supplies to last the entire event, or did you run out too soon?
- Was your booth layout inviting and easy to navigate, or did it feel cramped and cluttered?
- Was your signage and displays visually effective or is it time for an upgrade?
Gather Feedback from Your Team
Ask for input from your team. Did they have any challenges while working the booth? Were there questions they struggled to answer, or were there gaps in the materials provided? On the flip side, ask what worked well and made their jobs easier.
From the attendee’s perspective, think about how visitors interacted with your booth. Were they drawn in or did they seem to pass by without much interest? Did they ask questions and spend time there, or was foot traffic high, but interaction low? Understanding both internal and external experiences will help fine-tune your presence at your next trade show.
Plan for Next Year to Save Time & Money
Ag shows are an investment, but with a little planning, you can maximize your return and reduce the stress on your team. Thinking ahead now will help set you up for a smoother and more cost-effective experience next year.
- Register early – Many trade shows offer discounts for early registration. Secure your spot early to save money and also get a good booth location.
- Map out key dates – Once you’re registered, mark important milestones on your calendar. Schedule time for booth planning, booking travel arrangements, and prepping marketing materials well in advance.
- Use a project management tool – Assign tasks to your team to keep them organized and prevent last-minute stress. A project management tool can help you track deadlines and break down the process into manageable steps.
Ag show success is all about how well you capitalize on the connections you make. By following up with contacts, evaluating how your booth performed, and planning ahead, you can help ensure a strong return on your investment and be even more prepared for your next event.
Need help with your trade show strategy? Let’s chat about how we can support your marketing efforts.
