Show Up Or Stand Out: Making Ag Events Work

Are you simply attending agricultural shows, or are you truly making the most of them?

This was the focus of our recent Hillsgreen webinar, which explored how digital marketing can be effectively integrated with traditional event strategies to drive real results. The panel included insights from across the sector, with perspectives from event organisers, marketers, and brand strategists.

Watch the full webinar below

The session examined how to approach agricultural events in three distinct phases: pre-show, live event, and post-show. The discussion highlighted the importance of aligning digital marketing with wider business objectives, using events as a platform to create awareness, deepen relationships, and improve lead quality.

Key Takeaways

• Start early. Begin pre-show marketing 10 to 12 weeks in advance. Use email campaigns, geo-targeted ads, and social content to build awareness and book meetings.

• Use consistent branding and lead capture tools. Strong visual identity and digital forms or scanners ensure efficient data collection.

• Make your stand interactive. Use competitions, gamification, and live content to attract footfall and engage attendees.

• Prioritise rapid follow-up. Leads should be followed up within 24 to 48 hours, supported by CRM workflows and email sequences.

• Repurpose content. Use event footage, customer quotes, and stand engagement to fuel your content pipeline long after the show ends.