by Laura Sutherly

Did you know that in 2024, 70% of companies planned to increase their marketing budgets and 14% of a marketing budget tends to go toward events?

Agricultural events like shows and seminars are a great chance to promote awareness for your business, attract new clients, drive business growth and talk to industry leaders. That’s 83% of marketers who believe attending live events are critical for their business growth, and 77% of marketers say live events are the most effective marketing channel for their company.

At the same time, events often require a lot of commitment and planning if you want to make the most of them. Learn about five tips that will help you maximize your investment at the upcoming Marketing & Distribution Convention or your next big industry event.

1. Always plan a schedule: Whether you’re just attending as a regular attendee, speaking at a panel, or sponsoring the event, you should always plan your day to make the most out of it. When you have a good idea of what your schedule will look like before the event, you’ll be able to fit in everything you want to do, and you’ll be able to meet up with who you need to.

When planning your schedule, put everything in your calendar so you’ll have easy access to your agenda when you need it. If you’re running a panel, doing a talk, or setting up a booth, be sure to organize these into your schedule too. Big industry events are busy and can often become hectic and pull you in various directions. Give yourself time to adapt when meetings are rescheduled, or talks are pushed back. The better prepared you are for the event, the more comfortable you’ll be on the day.

2. Pick one place to meet with clients: Navigating meeting locations in advance can be tricky, often turning into a scramble for the best spots once everyone arrives. To get ahead, arrive early on the day of your meetings. Consider connecting with potential customers offsite at coffee shops, bars, or open areas around the conference.

For more formal settings, meeting rooms are available to rent at the Marketing & Distribution Convention. For details on availability and pricing, contact Tricia at (314) 878-2304 or TKidd@FarmEquip.org.

Choose one place and let your clients know in the morning where you’ll meet. This way, you’re not rushing from place to place, trying to meet everyone on time.

If you’re attending with a team, consider tag-teaming to hold your prime meeting spot throughout the day. This gives you and your teammates time to explore the exhibit hall.

Tip: If you have a booth or stall at the event, consider meeting clients in your space.

3. Look for speaking opportunities: Public speaking is often on the list of things people hate the most, but speaking at an event is a great way to show your brand’s uniqueness and expertise.

By organizing a presentation on your agricultural products or agricultural services, you’ll have a prime opportunity to demonstrate how your brand an solve your potential clients’ challenges. Although you may feel nervous about speaking in front of a large group, embracing this discomfort can significantly benefit your business and personal growth.

Presenting at an industry event allows you to introduce yourself and your organization to a broader audience, positioning you as an expert in your niche.

This not only helps reinforce your position as a trusted leader in your industry, but it also ensures that you remain top-of-mind for your audience when they find themselves in need of the specific products or services you offer. By establishing this strong presence, you increase the likelihood of being the preferred choice over your competitors when the time comes for them to make purchasing decisions.

Tip: If you get one of your team members to record your presentation, you can post it on your website or social media or use it as a lead magnet for your brand!

4. Update your social media before, during, and after the event: People in your niche will be checking social media frequently coming up to the event to see who’s attending and what’s on. You’ll appear in their searches by posting on your social media, tagging the event, and using relevant hashtags.

Here are a few things to post before the event: general posts about attending, things you’re going to, openings for meetings, talks or demos you’re giving at the event and where people can meet you – if you have a booth.

If you did a talk and recorded it, tell your audience that you’ll be uploading your talk soon for them to watch.

5. Follow up with everybody you meet: You meet a lot of people at agricultural events. Too many to remember off-hand. So if you’ve been given emails and contact information, follow up with everybody in the following weeks.

Send them a quick email and ask them how they are, if they enjoyed the event, and if they’re interested in scheduling a meeting to work with you.

Tip: If you’ve got a booth at an event, get people to sign up for your email campaign by offering them a special discount on their first order. This will help you get more emails and more sales post-event. You can also provide discounts for on-the-day purchases!

Source: | Member since 2023

If you are joining us for the 2023 Marketing & Distribution Convention at the Sheraton Crown Center, here are a few notes to help you prepare. If you have not yet registered, there’s still time to sign up and meet fellow manufacturing, marketing and supplier members! Go to FarmEquip.org or call us at (314) 878-2304.

Maximize Your Time: The convention brings together hundreds of representatives from companies in the specialized farm equipment industry. If there are specific people you want to meet, set up appointments as soon as possible. Don’t wait until you get to the convention to make initial contact. Use our registration list to reach out to potential business partners before the convention.

Communications Center: The Joint Industry Communication Center is located in the Terrace Room and is a great place to relax, connect and network with fellow attendees of both associations.

Registration/Name Badges: The convention registration desk will be on the Terrace at the Sheraton Crown Center near the hotel lobby. Association staff will be at the desk, the entirety of the convention, to answer any questions you may have. A badge is required to attend any convention meetings, sessions or social activities.

Ticket Free Events: To make it easier for members, there is now a QR code on your name badge that will replace drink/event tickets. There are no tickets to remember and Association staff will simply scan the QR code for admittance into all breakfasts, receptions, guest and farewell outings and the cave tour.

Mobile App: Connect with attendees directly using the Whova app. Download, install, and sign in using your email address, LinkedIn, or Facebook. You can access the meeting schedule, network with attendees, schedule meetings, plan group outings, see exhibitors and sponsors, and more. Search “FEMA Fall Convention in Kansas City” to find our event on the app.

Access Registration Lists: The Association is pleased to report that this year’s attendance is the best it has been since 2018. The potential to make beneficial business connections is excellent. See who’s registered at FarmEquip.org/FallMeetingAttendees. The list is updated daily so you can plan your schedule ahead of time.

Contact Session / Marketplace: There will be ample time to meet independent reps and wholesalers during the Contact Session and Marketplace on Wednesday and networking opportunities throughout the convention.

Room Reservations: There are still rooms available, but they are filling up fast! If you need to adjust your room reservation, please contact Tricia Kidd at (314) 878-2304. After Wednesday, Oct. 25, room changes should be handled directly with the Sheraton Crown Center at (816) 841-1000.

Spouses/Guests: Meeting attendees are more than welcome to bring a spouse/guest to take part in convention events, general sessions, breakouts, social activities and a special event planned just for them on Wednesday, Nov. 1. There are plenty of things to do in Kansas City and the hotel is in Crown Center with premier shopping, dining and entertainment a short stroll away. At the same time, popular downtown attractions such as Union Station are a quick ride away. Visit Country Club Plaza, Legoland, the Convention Center or the vibrant Power & Light District.

Dress Code: Attire for the Fall Convention is typically business casual. You will see a little bit of everything: sports coats, khakis, polos, and button-downs. Because people are often arriving at the hotel moments before the Welcome Reception, this event tends to be more casual.

The 2023 Fall Meeting registration list is updated daily. See who’s attending: .