Partnerships in agromarketing: forums, conferences and exhibitions as a way to promote
Establishing partnerships with new sponsors and promoting products is more important than ever for agricultural companies.
How to organize an effective advertising campaign at an agricultural event?
Event management in the agricultural sector plays an important role in popularizing and promoting products. Agricultural companies have the opportunity to advertise themselves and their products at special exhibitions, conferences, or forums.
Since this industry is quite specific and operates in both B2B (business to business) and B2C (business to consumer) markets, it is necessary to reach different categories of customers. At the same time, a large number of competitors at such events can make it difficult to capture the attention of visitors.
Classic marketing strategies work quite effectively in the agricultural sector. However, due to the narrow range of customers, companies are forced to look for new approaches to market promotion. They often ask themselves: what should they do at the event to get new connections and make profitable deals?
Identify non-obvious channels of communication with customers
The specificity of agricultural events is that each representative aims to demonstrate their products to the maximum number of visitors. Most companies focus on visual components to attract attention. Since an exhibition is a way to advertise specific equipment or goods, agricultural firms spend their budgets on models, stands, banners, printed advertising materials, and more.
Trying to stand out from the crowd, companies may incur losses due to the financing of large-scale presentations. What if we change and rethink the approach to exhibitions? Of course, we are not saying that the appearance of your stands or models is not important. We mean that reaching the audience is possible not only within the event itself.
Develop a strategic plan
Event marketing in agribusiness is the best way to find new customers and establish business relationships. However, without a well-thought-out plan, there is a risk of losing the attention of visitors, which will lead to wasted costs for participation in the event. Therefore, it is important to clearly understand the goals you plan to achieve. These may include:
Lead generation. By setting up your event website and marketing funnels well, you can collect customer information and add it to CRM systems or databases. In the future, this information will help you engage event participants in repeated interaction to sell them your product. Based on the investment made in the exhibition or conference, determine the required number of potential customers. As a result of achieving this goal, you will be able to cover all the costs of participation.
Concluding deals. Figure out how many leads you need to attract to your sales funnel. Also think about what offers – commercial proposals – you can provide them with to start cooperation.
Promote your own company. Determine what specific product category or unique selling proposition you want to present to an interested audience.
Having a strategic plan for participation in agricultural events, you can allocate funds according to your marketing needs. This way, the return on investment in exhibitions, conferences, or other public events is significantly increased, and the chances of attracting new customers are higher.
