What to Do in Light of Cancelled Ag Trade Shows

Trade show season is upon us. At least, it would have been if it was any other year.

Thanks to COVID-19, ag trade shows are all being cancelled or moved to virtual, robbing many agribusinesses of valuable face-to-face time with their customers. If your agribusiness uses trade shows as a major sales and marketing channel, you’re probably feeling the impact of these cancellations.

However, lost opportunity in one area means more opportunity in another. Here are some marketing strategies you can implement in light of cancelled ag trade shows.

Continue to invest in marketing.

With one of your primary marketing channels disappearing virtually overnight, it may be tempting to leave the money you would have spent on that ag trade show unspent.

However, not investing in other forms of marketing could be a big mistake.

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According to recent data on farmers’ reactions to COVID-19, farmers are more likely to spend less and conserve cash than to spend at normal rates. With fewer farmers willingly entering your pipeline, you’ll have to spend more effort to go after them.

Additionally, the farmers you’re currently doing business with are going to start to have a lower price point. One of the top expectations that farmers have of their agribusiness vendors and partners is price reduction, as well as flexibility in payment terms.

All of these factors combine to demonstrate that your previous business practices likely aren’t going to work as well as they have in the past. Rather than watch your revenue drop over the coming months, take the bull by the horns and get in front of more farmers through print, digital, email, and social media marketing campaigns.

Read the full article here:
https://blog.farmmarketid.com/blog/ag-trade-shows/

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