Trade shows have long been a cornerstone of agricultural marketing. They bring growers, suppliers, and industry leaders together in one place — creating rare moments of focus, discovery, and conversation. But as the cost and logistics of exhibiting continue to rise, the question many organizations face is simple:

Is there a way to reach the full trade show audience without being limited to a booth on the floor?

At the Ag Center, we set out to explore that exact question.

Rethinking What “Showing Up” Really Means

Traditionally, trade show visibility has been tied to physical presence — booth placement, signage, staffing, and foot traffic. While effective, that model often limits reach to only those who pass by or stop in.

Working alongside KMJ, we explored an alternative approach: event geo-fencing — a digital strategy designed to extend brand presence beyond the confines of a booth and beyond the event itself.

Geo-fencing places a virtual boundary around an event location, identifying devices that enter the space. Those devices can then be reached with targeted messaging not only during the event, but for up to 30 days afterward, dramatically extending the lifespan of a single trade show.

Why Geo-Fencing Makes Sense for Agricultural Events

Agricultural trade shows are uniquely valuable environments. Attendees are engaged, intentional, and actively seeking information. Geo-fencing allows brands to meet that audience where they already are — without relying on chance encounters.

Through KMJ’s approach, geo-fenced campaigns offer several key advantages:

• Extended engagement beyond event days, keeping brands top-of-mind well after the show ends

• Multi-device reach, allowing messaging to follow attendees across smartphones, tablets, and laptops

• Cost efficiency, eliminating the need for booths, travel, and on-site staffing

• Scalability, making it possible to activate across multiple events throughout the year

Rather than replacing in-person engagement, geo-fencing enhances it — turning a single event into a month-long touchpoint.

A Real-World Example: Geo-Fencing in Action

To better understand the impact of this strategy, The Ag Center evaluated an active geo-fenced campaign deployed around Farm Credit locations and events.

Within a 30-day period, the campaign delivered:

• 53,721 impressions

• 130 clicks

• Consistent on-site reach through mobile devices

These results highlight what geo-fencing does particularly well: scale reach efficiently while maintaining relevance. Instead of depending on foot traffic to a booth, messaging is delivered directly to attendees’ devices — ensuring visibility across the entire audience.

More Than Event Days: Extending the Conversation

One of the most compelling aspects of geo-fencing is its ability to continue the conversation after the event ends.

By anonymously capturing devices while attendees are on-site, brands can retarget those individuals for weeks — reinforcing messaging, improving recall, and creating additional opportunities for engagement. Bonus site retargeting further strengthens this approach, allowing brands to reconnect with users who visit their website after seeing event messaging.

In an industry built on long-term relationships, this continuity matters.

A Modern Approach to Trade Show Visibility

Our experience working with KMJ has reinforced a simple truth: visibility at agricultural events doesn’t have to be limited by physical presence.

Geo-fencing provides affiliates and industry partners with a practical, scalable way to maintain relevance at key events — whether they attend in person or not. It allows brands to show up strategically, efficiently, and consistently across the agricultural calendar.

As trade shows continue to evolve, so too must the strategies that support them. Geo-fencing represents a thoughtful step forward — one that aligns technology with how growers engage today.

Learn More About Geo-Fencing Opportunities

For those interested in exploring how geo-fencing can support visibility at upcoming agricultural events, KMJ has outlined a comprehensive strategy detailing available events, targeting capabilities, and campaign structure.

The full presentation provides additional insight into how geo-fencing works, what events are currently covered, and how brands can participate — whether attending in person or not.

To learn more or request additional information, contact:

Glynna Morgan
Marketing Manager, KMJ / Cumulus Media
559-999-7784
glynna.morgan@cumulus.com

Additional details, event coverage, and geo-fencing options are available upon request.