2019 2019 M Mar arketi ting Pre resentat ation
The P Power o of LAMMA Advertis isin ing 68% o % of visi sitors re reach: Total ef effec ective e main decision Over 4. 4.9m 9m camp mpai aign reach maker or 51% o % of visi sitors on farm over Looking to influencer spend £10-100,000 in 16.5m 16. Emai mail next 12 marketi ting: g: months 459,218 459, Soc ocia ial m l med edia reach 34,916 £334, 4,400 400 followers, PR va value ue 4. 4.8m 8m reach
Visitor D Vi Demographics 68% 68% 95% 95% of visit itors m main in of exhib ibit itors decisio ion m maker rated q qualit lity of Occupati tion Spend or on f farm visit itors a as good influencer or ex excel ellen ent
Attendee stats - location • map Vi Visitor D Demographics Fa Farm t type Over 500 overseas attendees Fa Farm S Size 56% 56% of U UK’s a arable ble land nd repr epres esen ented ed a at LAMMA
Ex Extern ernal a adverti ertising & PR Di Digital a adv dver erts Print a adverts 2.9m r m reach Over er 2 2m impr pressi essions Farmers Mart, Farming Including: Profi, Agriland, Farming Inser nserts • Monthly, Grassmen, UK, The Farming Forum, Bedre Direct Driller, reach of Gardsdrift (Norwegian Farming 68,000 i 000 inser nserts 176,000 176, Publication) Adverts ran from Sep 18 Anglia Farmer, Midland 29 adverts ran in Farmers onwards • Farmer, British Farmer and Guardian, reach of 2. 2.6m 6m Ove ver Grower (South East Edition) 6 adverts in Arable • & Profi Farming, reach of 60,546 546 4.9m 9m 6 adverts ran in Dairy • Farmer, reach of 63, 63,00 000 tot total r reach ch
External advertising Emai ail M Mar arketing Industry averages: OR – 23% CTR – 2.69% LAMMA MMA d database • Aver erage o e open pen r rate – 32% 32% • Aver erage c e click t thr hrough gh r rate – 8. 8.2% 2%. 41% 41% increase from 2018 2018 • Emails sent to engaged database of approx. 40,000 • 459,218 emails delivered Exter ernal da databases ses 41% % • Emails sent out via prominent influencers, increa ease e in including The Farming Forum and Grassmen CTR from 2018
LAMMA emails and external emails Websit ite & & dig igit ital m media ia Video Vi deos Web ebsit ite • 188, 188,592 92 users – 15% increase from 2018 • LAMMA highlights video – Over • Over 512, 512,710 10 page views 5,700 5, 700 v views • Over 47, 47,00 000 page views for exhibitor list • 34 videos posted by social • Over 30, 30,00 000 views for exhibitor news media influencers and bloggers on their channels including Tom Loc Location of of users Pemberton, Olly’s Farm, • 84% UK Torquing Point, Dirt & Diesel • 6% Ireland • 4% USA • 7% other countries 233, 233,205 205 to total v video o 15% 5% views ws Increase in page views from 2018
Event previews Even ent p t previews 45 45 uni nique n e new ews s 45 ne news s sources, i , inc ncludi ding ng: sourc rces 11 articles on FGInsight & Farmers Guardian • 9 articles on Farmers Weekly Online & • Farmers Weekly 80 page preview in Farmers Guide • Previews in Wrights Farming Register, Farm • Contractor & Large Scale Farmer and Farm Machinery Journal. Scotland a and I Irel eland p previews 6 pages in Scottish Farmer online and print and • 624,000 Farming Scotland Magazine 5 pages in Irish Farming Journal • total reach
Social media Social m media Industry average Twitter engagement rate: Tw Twitter Face cebook ok 0.33% 11,481 481 followers. 11% 11% increase from 2018 18,627 627 likes 10. 10.5% increase from 2018 • • 3.69 3. 69 m m total reach 2.6m 2. 6m total impressions • • 32.41m 41m Total Impressions 1. 1.1m 1m brand reach • • 1.54% a 4% average engagement rate 99,539 539 Engaged users • • Instagra ram Linke kedIn 4.8m 4,80 4, 808 followers • 5.11% 1% average engagement • 23% increase from 2018 23% • rate total social Increased content planned reach • for 2020
Social media during LAMMA Social m media d during L LAMMA Twitter Tw Face cebook ok Trended in top 5 on Twitter 18m impressions 18m • 2.3m 2. 3m impressions • 1. 1.52 52m reach • 465,887 reach 465, • 3. 3.81 81% average • 52,704 704 engaged users • engagement 1,254 54 contributors • Instagra ram 3,60 3, 603 mentions • 79,570 570 Impressions • Over 6,32 6, 326 reach • 28 Instagram Stories posted 28 1.9m • 45,515 515 impressions • social reach during LAMMA
Post-event coverage Po Post-even ent c cover erage Re Reviews Tw Twitter 5. 5.32 m 32 m total n news s reach 4. 4.56 56m impressions • 1. 1.28 28m reach 29 unique news sources including: • • 14 articles on FG Insight & Farmers • Guardian, reach of 49,518 518 4 articles on Farmers Weekly Online & • Farmers Weekly, reach of 28,908 908 Tractor & Machinery, reach of 48, 48,00 000 • 3 articles in Farming Monthly National, • reach of 20,156 156 14 articles in Irish Farming Journal, reach • of 235, 235,000 5 Articles in Scottish Farmer, reach of • 16,098 098
Post-show c Po comme mments 59% 59% 88% 88% of visitors purchased at of visitors would LAMMA, or are in sales recommend discussions with LAMMA suppliers 87% 87% of visitors rated quality of exhibitors as good or excellent
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