At the Show: How to Use Digital Marketing to Maximise Your Agricultural Event Presence

You’ve put in the prep, booked your stand and built interest ahead of the event. Now it’s time to make the most of the day itself. While in-person conversations are at the heart of any show, digital marketing can help amplify your presence, attract more visitors and make sure the leads you generate are captured properly.

Here’s how to use digital tools and content effectively while you’re at the event.

Share live organic content

Your social media doesn’t stop once the show opens. In fact, the event is the perfect moment to show your business in action.

What to do:

• Post throughout the day on LinkedIn, Instagram, Facebook, X, TikTok and Snapchat
• Share real-time photos and video clips of your team, visitors and demos.
• Add helpful details like your stand number, what’s going on, and how long you’ll be there.
• Tag the event organiser and any relevant visitors to increase reach. (Bonus: also use any relevant hashtags).

Tips:

• Keep content relaxed and genuine. Unpolished moments are often the most engaging.
• Use captions to explain what’s happening and include a simple call to action like “Come see us at Stand 123”.
• Encourage your team to post from their personal accounts. This adds variety and increases visibility.

Use video to bring your stand to life

Video content grabs attention and helps people feel part of the action, even if they’re not at the event.

Ideas to try:

• Record a quick walk-through of your stand.
• Share a live product demo or machinery walkaround.
• Interview a team member or visitor about what’s happening on the day.

What you need:

• A phone with a decent camera.
• A quiet space on your stand or just a steady hand.
• A clip under 30 seconds with clear audio and a focused message (a clip on make is a gamechanger when creating event content).

These short videos can be shared across your social channels and saved for post-show use too.

Involve influencers or industry partners

Events are the ideal time to collaborate with people in your network and show your place in the wider industry.

What this could look like:

• Invite partners or collaborators to visit your stand and feature them in a photo or video.
• Reshare posts where visitors tag your business and thank them for stopping by.
• Ask someone you trust in the sector to film a short clip with you, talking about what makes your stand worth a visit.

A third-party voice, even from a well-known customer, adds credibility and draws more attention.

Run interactive social content

Encourage visitors to engage with your brand online as well as in person.

Examples:

• Use Instagram Story polls or quizzes related to your product or market.
• Run a simple competition where visitors tag your business in a photo for the chance to win something.
• Set up a branded backdrop or photo area on your stand to make tagging easier and more appealing.

This builds reach beyond the showground and gives people a fun reason to connect.

Make lead capture digital, not paper-based

Collecting leads is one of the main reasons you’re exhibiting. But writing names on paper or gathering business cards is slow and unreliable.

Better options:

• Use a digital lead capture form with fields for name, company, email and interest.
• Link the form directly to your CRM or marketing system so you don’t need to retype anything after the event.
• Set up QR codes on your stand so visitors can enter their own details using their phone.

This ensures leads are logged clearly, consistently and immediately.

Keep your website and social channels up to date

Not everyone who hears about you at the event will visit the stand straight away. Many will check your website or socials first.

What to check:

• Make sure your homepage mentions the event and includes your stand number.
• Pin a social post with event details, who’s on-site and what’s on offer.
• Include links to useful resources or booking forms for anyone who wants more info.

Being consistent across channels makes your business look professional and prepared.

Final thought

Being at the show is about more than just turning up and hoping for traffic. By using digital tools on the day, you can share your presence with a wider audience, capture leads more effectively and make the event more valuable in the long run.

Whether it’s social content, video, influencer input or digital lead forms, having a digital layer alongside your in-person presence gives you a stronger return on everything you’re already doing.