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2019 Marketing Presentation
Total effective campaign reach
over
16.5m
The Power of LAMMAAdvertising
reach:Over 4.9m
£334,400PR value
Social media34,916
followers, 4.8m reach
Email marketing:
459,218reach
68% of visitorsmain decision
maker or on farm
influencer
51% of visitorsLooking to
spend £10-100,000 in
next 12 months
95% of exhibitors
rated quality of visitors as good
or excellent
Visitor Demographics
Occupation
68% of visitors main decision maker
or on farm influencerSpend
Attendee stats - location
• map Visitor Demographics
Farm Size
Farm type
56% of UK’s arable land
represented at LAMMA
Over 500 overseas
attendees
External advertising & PR
2.9m reach • Farmers Mart, Farming
Monthly, Grassmen, Direct Driller, reach of 176,000
• 29 adverts ran in Farmers Guardian, reach of 2.6m
• 6 adverts in Arable Farming, reach of 60,546
• 6 adverts ran in Dairy Farmer, reach of 63,000
Over 2m impressionsIncluding: Profi, Agriland, Farming UK, The Farming Forum, BedreGardsdrift (Norwegian Farming Publication) Adverts ran from Sep 18 onwards
Digital adverts
68,000 insertsAnglia Farmer, Midland Farmer, British Farmer and Grower (South East Edition) & Profi
Inserts
Print adverts
Over
4.9mtotal reach
External advertising
Email Marketing
LAMMA database
External databases
• Average open rate – 32%• Average click through rate – 8.2%. 41% increase from 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% increase in CTR from
2018
LAMMA emails and external emails
Website & digital mediaWebsite
• 188,592 users – 15% increase from 2018• Over 512,710 page views• Over 47,000 page views for exhibitor list• Over 30,000 views for exhibitor news
Location of users• 84% UK• 6% Ireland• 4% USA• 7% other countries
15%Increase in page views from 2018
Videos• LAMMA highlights video – Over
5,700 views• 34 videos posted by social
media influencers and bloggers on their channels including Tom Pemberton, Olly’s Farm, Torquing Point, Dirt & Diesel
233,205total video
views
Event previews
Event previews45 news sources, including:• 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 and Ireland previews• 6 pages in Scottish Farmer online and print and
Farming Scotland Magazine• 5 pages in Irish Farming Journal624,000
total reach
45unique news
sources
Social media
Social media
• 11,481 followers. 11% increase from 2018• 3.69 m total reach • 32.41m Total Impressions• 1.54% average engagement rate
• 18,627 likes 10.5% increase from 2018• 2.6m total impressions • 1.1m brand reach • 99,539 Engaged users
Industry average Twitter engagement
rate: 0.33%
• 4,808 followers • 23% increase from 2018
Twitter Facebook
Instagram4.8mtotal social
reach
LinkedIn• 5.11% average engagement
rate• Increased content planned
for 2020
Social media during LAMMA
Social media during LAMMA
• 18m impressions• 1.52m reach• 3.81% average
engagement• 1,254 contributors • 3,603 mentions
• 2.3m impressions• 465,887 reach• 52,704 engaged users
• 79,570 Impressions• 6,326 reach• 28 Instagram Stories posted• 45,515 impressions
Twitter Facebook
Over
1.9msocial reach during
LAMMA
Trended in top 5 on Twitter
Post-event coverage
Post-event coverage
5.32 m total news reach • 29 unique news sources including:• 14 articles on FG Insight & Farmers
Guardian, reach of 49,518• 4 articles on Farmers Weekly Online &
Farmers Weekly, reach of 28,908• Tractor & Machinery, reach of 48,000• 3 articles in Farming Monthly National,
reach of 20,156 • 14 articles in Irish Farming Journal, reach
of 235,000• 5 Articles in Scottish Farmer, reach of
16,098
• 4.56m impressions• 1.28m reach
TwitterReviews
Post-show comments88%
of visitors would recommend
LAMMA
87%of visitors rated
quality of exhibitors as good or excellent
59%of visitors purchased at LAMMA, or are in sales
discussions with suppliers
