Description of company
The Leicestershire County Show is an annual event that celebrates rural life, with livestock and equine classes and a range of family-friendly entertainment including an RAF parachute display, jousting, quad bike stunt displays, and dozens of craft stands.
Held on August bank holiday, the Show attracts thousands of visitors every year.
The Leicestershire Agricultural Society, organisers, were aiming to raise awareness of the County Show in the East Midlands, increase ticket sales, increase the number of sponsorships and sales of the gala dinner.
To tie in with the County Show’s move to Harborough, organisers decided to call on our marketing expertise to help establish the show in its new location.
The Ideal Solution
The Ideal Marketing Company devised a marketing plan which included updates to the website, PR, advertising, social media and email promotions to meet each of the organisers’ objectives.
The process began by updating the website with information about the forthcoming Show and redesigning layouts. An email capture form was also added to attain details for those interested in keeping up to date with news and offers.
A MailChimp account was subsequently created to target the captured email addresses with four separate email campaigns planned for the lead up to the event.
To generate publicity and a buzz, our PR team created local, regional and industry-specific media lists to which a series of press releases detailing the Show’s launch, ticket information and activities were sent. PR efforts also involved contacting radio stations to coordinate radio appearances and interviews, distributing press passes to reporters and organising media on the day.
Press coverage was to be boosted by an advertising campaign with two local radio stations who together mentioned the Show 20 times a day in the two weeks leading up to the event, and Facebook advertising which promoted tickets to desired demographics.
What was achieved
In the months before the Show, coverage was attained numerous times in local newspapers and publications including Leicester Mercury, Harborough Mail, Hinckley Times, DLuxe Magazine, Active Magazine and Harborough and Rutland Living. To boost exhibitor numbers and show class entries, adapted press releases were also featured in industry magazines such as Farming Monthly, National Farmer Union Countryside Magazine and Midland Horse Magazine.
Additionally, it was arranged for the event organiser to interview on radio stations including Fosse 107, Kohinoor FM and 103 EYE and for BBC Radio Leicester and Harborough FM to live broadcasts from the event.
The Facebook advertising campaign saw thousands of engagements including over 3,000 clicks to the website and Facebook event page, contributing to around 13,000 people passed through the gates of the event, an increase on the previous numbers.
The event’s success led to the organisers using our marketing services the following year, too!