Pre-Show Strategy: How to Use Digital Marketing to Drive Results Before an Agricultural Event

Success at an agricultural event doesn’t start on the day. It starts weeks earlier with a well-planned digital approach that builds visibility, sparks interest and starts conversations before you’ve even arrived.

Here’s how to use digital marketing to drive more footfall, better leads and stronger results before the show begins.

Email marketing: activate your database

Email is still one of the most effective and direct ways to reach the people who already know your business. Whether they’re existing customers or long-time prospects, a targeted email campaign is a low-cost, high-impact way to get on their radar before the show.

What to do:

• Segment your list. Tailor your message for customers, prospects and cold leads.
• Share essential info. Include your stand number, the event name, location and dates.
• Add a reason to visit. Tease something valuable like a product preview, giveaway or live demo.
• Include a booking form. Let recipients pre-book meetings or register interest using a simple form that works well on mobile.

Organic social media: build buzz and reach

Your social platforms are your public noticeboard in the run-up to the event. Used consistently, they can raise awareness, build anticipation and help your audience feel more connected to your brand before they even arrive on site.

What to post:

• Announce your attendance and share your stand number.
• Post behind-the-scenes updates or pre-show content.
• Introduce team members who will be attending.
• Preview products or services you’ll be showcasing.

Best practice:

• Tag the event organiser to increase visibility.
• Use relevant hashtags such as #Cereals2025 or #LAMMAshow to expand your reach.
• Encourage your team to post from personal accounts. Posts from individuals often perform better than brand pages.

Paid social media: reach the right people quickly

Paid social gives you control over who sees your message and when. By combining location, job role and interest-based targeting, you can put your event messaging in front of the right people at the right time.

Campaign tips:

• Use geo-targeting to focus on people near the venue.
• Layer in job titles and interests such as farmers, agronomists or contractors.
• Promote your meeting booking form or event landing page.
• Keep the copy short and clear with a strong call to action.

Platforms like Meta and LinkedIn offer excellent targeting options for agriculture.

Google ads (search): capture active interest

Some people plan their show visit by searching online for who will be exhibiting. Google Ads allows you to appear at the top of those search results, making sure your business is visible when people are actively looking.

What to do:

• Run ads targeting keywords like:
  • “Cereals 2025 exhibitors”
  • “[Your brand] at LAMMA”
• Include your stand number and a clear reason to visit.
• Link to a landing page or meeting form to make it easy to take action.

This captures people while they are actively planning their visit.

Website messaging: update your homepage

Your website is likely to get traffic from people checking you out before the event. Adding clear event messaging to your homepage helps reinforce your presence and gives visitors a clear next step.

Quick wins:

• Add a homepage banner with your stand number and key details
• Create a dedicated event landing page that includes:
  • Who from your team is attending
  • What you’ll be showcasing
  • A lead capture or meeting request form
• Add a site-wide strip or pop-up to keep the event front and centre

Bonus tip: update your email signature

For anyone directly contacting prospects or customers, create a tailored email signature that highlights your event presence. Include your stand number, show name and a call to action like “Book a meeting” or “See what we’re showcasing.”

WhatsApp or SMS: remind key contacts

For important clients or confirmed meetings, a simple message close to the event can help reduce no-shows and show you’re organised. WhatsApp or SMS is a direct and effective way to confirm details and provide reminders.

When to use:

• The day before or morning of the event.
• To confirm a time, share directions or remind someone to stop by.

Only use this method if you already have permission or an established relationship. Keep it brief and helpful.

Influencer and partner posts: extend your reach

If you’re working with respected people in the industry, getting them involved can help you reach new audiences with added credibility. Their recommendation often carries more weight than your own brand messaging.

How:

• Ask them to post about visiting your stand on LinkedIn or Instagram.
• Co-create a short teaser video or carousel post.
• Offer an incentive such as a free sample or early access if someone mentions them on your stand.

This kind of peer endorsement builds trust and visibility.

Video content: show what to expect

Video content brings energy and personality to your pre-show promotion. It helps people feel familiar with your stand, your team and your offering before they even step foot on-site.

Ideas:

• Stand preview. Show what you’re bringing or what people can try out.
• Meet the team. Introduce the faces people will meet on the day.
• Product teaser. Share a sneak peek of something new or exclusive.
• Behind-the-scenes. Prep clips, team travel or setup content.

Use the same video across your social media, email campaigns and paid ads to maximise value.

Bringing it all together

Each channel supports the others and works best when part of a joined-up approach. The more consistent and connected your message is, the more likely people are to take notice and take action.

• Link all content to your meeting booking form or event page.
• Use a clear, consistent message across email, social, your website and ads.
• Reuse content across platforms to save time and reinforce your message.

Agricultural events are a big investment, and digital marketing gives you the tools to make the most of them. By planning early and using channels like email, social, video, ads and messaging, you can raise awareness, drive the right visitors to your stand and start valuable conversations in advance.