2019 2019 M Mar arketi ting Pre resentat ation The P Power o - - PowerPoint PPT Presentation

2019 2019 M Mar arketi ting Pre resentat ation

Total ef effec ective e camp mpai aign reach

• ver

16. 16.5m

The P Power o

• f LAMMA

Advertis isin ing re reach: Over 4. 4.9m 9m

£334, 4,400 400 PR va value ue Soc

• cia

ial m l med edia 34,916 followers, 4. 4.8m 8m reach Emai mail marketi ting: g: 459, 459,218 reach 68% o % of visi sitors main decision maker or

• n farm

influencer 51% o % of visi sitors Looking to spend £10-100,000 in next 12 months

95% 95%

• f exhib

ibit itors rated q qualit lity of visit itors a as good

• r ex

excel ellen ent

Vi Visitor D Demographics

Occupati tion

68% 68%

• f visit

itors m main in decisio ion m maker

• r on f

farm influencer

Spend

Attendee stats - location

• map

Vi Visitor D Demographics

Fa Farm S Size Fa Farm t type

56% 56%

• f U

UK’s a arable ble land nd repr epres esen ented ed a at LAMMA

Over 500

• verseas

attendees

Ex Extern ernal a adverti ertising & PR

2.9m r m reach

• Farmers Mart, Farming

Monthly, Grassmen, Direct Driller, reach of 176, 176,000

• 29 adverts ran in Farmers

Guardian, reach of 2. 2.6m 6m

• 6 adverts in Arable

Farming, reach of 60,546 546

• 6 adverts ran in Dairy

Farmer, reach of 63, 63,00 000 Over er 2 2m impr pressi essions Including: Profi, Agriland, Farming UK, The Farming Forum, Bedre Gardsdrift (Norwegian Farming Publication) Adverts ran from Sep 18

• nwards

Di Digital a adv dver erts

68,000 i 000 inser nserts Anglia Farmer, Midland Farmer, British Farmer and Grower (South East Edition) & Profi

Inser nserts Print a adverts

Ove ver

4.9m 9m

tot total r reach ch

External advertising

Emai ail M Mar arketing

LAMMA MMA d database Exter ernal da databases ses

• 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
• Emails sent out via prominent influencers,

including The Farming Forum and Grassmen

Industry averages: OR – 23% CTR – 2.69%

41% %

increa ease e in CTR from 2018

LAMMA emails and external emails

Websit ite & & dig igit ital m media ia

Web ebsit ite

• 188,

188,592 92 users – 15% increase from 2018

• Over 512,

512,710 10 page views

• Over 47,

47,00 000 page views for exhibitor list

• Over 30,

30,00 000 views for exhibitor news Loc Location of

• f users
• 84% UK
• 6% Ireland
• 4% USA
• 7% other countries

15% 5%

Increase in page views from 2018

Vi Video deos

• LAMMA highlights video – Over

5, 5,700 700 v views

• 34 videos posted by social

media influencers and bloggers

• n their channels including Tom

Pemberton, Olly’s Farm, Torquing Point, Dirt & Diesel

233, 233,205 205

to total v video

• views

ws

Event previews

Even ent p t previews

45 ne news s sources, i , inc ncludi ding ng:

• 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

Farming Scotland Magazine

• 5 pages in Irish Farming Journal

624,000

total reach

45 45

uni nique n e new ews s sourc rces

Social media

Social m media

• 11,481

481 followers. 11% 11% increase from 2018

• 3.

3.69 69 m m total reach

• 32.41m

41m Total Impressions

• 1.54% a

4% average engagement rate

• 18,627

627 likes 10. 10.5% increase from 2018

• 2.

2.6m 6m total impressions

• 1.

1.1m 1m brand reach

• 99,539

539 Engaged users

Industry average Twitter engagement rate: 0.33%

• 4,

4,80 808 followers

• 23%

23% increase from 2018

Tw Twitter Face cebook

• k

Instagra ram

4.8m

total social reach

Linke kedIn

• 5.11%

1% average engagement rate

• Increased content planned

for 2020

Social media during LAMMA

Social m media d during L LAMMA

• 18m

18m impressions

• 1.

1.52 52m reach

• 3.

3.81 81% average engagement

• 1,254

54 contributors

• 3,

3,60 603 mentions

• 2.

2.3m 3m impressions

• 465,

465,887 reach

• 52,704

704 engaged users

• 79,570

570 Impressions

• 6,

6,32 326 reach

• 28

28 Instagram Stories posted

• 45,515

515 impressions

Tw Twitter Face cebook

• k

Instagra ram

Over

1.9m

social reach during LAMMA

Trended in top 5

• n Twitter

Post-event coverage

Po Post-even ent c cover erage

5. 5.32 m 32 m total n news s 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
• f 235,

235,000

• 5 Articles in Scottish Farmer, reach of

16,098 098

• 4.

4.56 56m impressions

• 1.

1.28 28m reach

Tw Twitter Re Reviews

Po Post-show c comme mments

88% 88%

• f visitors would

recommend LAMMA

87% 87%

• f visitors rated

quality of exhibitors as good or excellent

59% 59%

• f visitors purchased at

LAMMA, or are in sales discussions with suppliers