Before any meeting can be successful, one thing must happen: people have to show up. Too often, consultants think a single mailed flyer will magically fill the room. But today’s farmers are busy. They may fully intend to attend when they first see the announcement, but without consistent reminders, the meeting slips their mind.

Many consultants hesitate to ‘bother’ their clients and end up under-communicating—which ultimately means under-marketing. That’s where the Law of 7 Touches comes in.

A coordinated, calendar-driven communication plan ensures the audience hears about the meeting enough times to remember it, plan for it, and actually show up. Here’s what the seven-touch system looks like:

• 14 days before: Hand-deliver a flyer.
• 7 days before: Mail a personal invitation stating you want them in the audience.
• 3 days out: Post to Facebook.
• 2 days out: DM the flyer to specific guests.
• 1 day out: Call and remind them.
• Morning of: Send a quick text reminder.

You’ll notice that’s only six touches. The first touch happens before all of this. Before anything else, call or stop by to let them know you’re planning a meeting. Ask for their input—food ideas, preferred locations, relevant topics, and what’s most pressing in the current economic climate. Let centers of influence know you value their perspective. Tell prospects you want to gear the meeting toward their needs.

Those pre-meeting conversations not only make the event stronger—they make the next six touches feel natural, welcome, and personal.

Remember: It’s a Numbers Game

• If the goal is 30 attendees, invite 60 and prepare food for 45.
• If the goal is 50 attendees, invite 100 and prepare for 75.

It typically takes seven touches to get half of them to show up—until the meeting becomes established and people attend for the experience as much as the content. That’s when you’ve built a brand.

Choose the Right Time of Day

Evening meetings often attract the widest range of attendees, especially part-time farmers or livestock producers who work off-farm jobs. Later sessions allow more people to participate without sacrificing their workday. Evening meetings also create the option for an alcoholic beverage—an appreciated touch in many regions when used thoughtfully. And as always, food matters. A well-fed group is far more attentive.

Keep It Short and Focused

Agricultural professionals attend countless meetings every season. The most effective ones keep things efficient:

• Deliver maximum value in minimum time. If a topic can’t be covered clearly in an hour, it likely doesn’t belong.
• Limit the total duration. Morning-only, afternoon-only, or evening-only formats work best. Three hours is often the ideal cap.
• Avoid information overload. Long agendas drain engagement.

Feed Them

It’s simple: when food is offered, attendance improves.

Whether it’s a morning donut spread, a lunch following a midday meeting, or a full meal during an evening session, providing food shows hospitality and respect for attendees’ time. Alcohol can work in some areas—primarily evening meetings—but should always be used with discretion.

Make It Engaging

Humor and energy go a long way. Lighthearted moments help set the tone and keep the crowd engaged. Interactive elements—such as live polling or phone-based surveys—make sessions more enjoyable and help attendees feel involved. Small giveaways like hats, shirts, or door prizes also create a positive experience at a low cost.

Use Sponsors Wisely

Depending on the content, meeting hosts may be able to secure sponsorships to help cover meals or costs. But it’s important to maintain objectivity and avoid creating the perception of endorsing specific products or companies.

Stay Organized

Professional structure supports meeting success:

• Sign-in sheets for tracking and follow-up
• CEUs or PARP credits to attract attendees needing education hours
• Pens, paper, and take-home packets
• Printed agendas to set expectations
• A scheduled break for restrooms and calls
• Refreshments for morning meetings

Follow-up

A quick thank-you email or postcard reinforces the relationship and shows appreciation for their time.

Make It an Experience

The most memorable meetings go beyond information—they create an experience. Thoughtful hospitality, humor, interactivity, and personal touches all contribute. When a meeting becomes something attendees look forward to, rather than something they feel obligated to attend, retention skyrockets.

The Hookers & Blow Tactic

One unconventional but award-winning strategy—popularized by Brookside Labs’ Chairman of the Board of Directors, Pete Maybach—is the Hookers & Blow tactic. Despite its flashy name, the method is simple and effective. Create an excuse to leave the meeting immediately after the final presentation. No lingering. No long Q&A. No extended goodbyes. Before leaving, point attendees to one or two trusted clients or peers in the room and say: “Talk to Mr. ___ or Mrs. ___ if you want the real stories, the success examples, and the truth about how this works.” Then exit. This does three things:

1. It builds credibility through peer validation.
2. It keeps energy high—ending on a strong note instead of a slow fade.
3. It creates a sense of curiosity and excitement for future events.
   

Consultants have used urgent problems ranging from golf course turf emergencies to high-profile site visits—some of which evolved into fishing trips or Vegas excursions. Over time, clients even began to anticipate what the next urgent adventure would be.

The real magic is this:
Consultants become seen not just as individuals, but as representatives of a collective group of experts. It’s the Power of Together—where the value of the consultant grows because of the strength of the network behind them.

When meetings provide value, hospitality, humor, structure, and a memorable experience, attendance becomes easy—and repeat attendance becomes automatic. The best meetings aren’t just informational. They become events people don’t want to miss.

Greg Kneubuhler, CCA

G&K Concepts, Inc

Harlan, Indiana

Kevin Otte, CCA

Otte Ag, LLC

Maria Stein, Ohio

Aaron Boldrey

Back 40 Crop Consulting

Cape Girardeau, MO