A LikeMind Media case study

NEWARK AND NOTTINGHAMSHIRE AGRICULTURAL SOCIETY (NNAS)

Newark and Nottinghamshire Agricultural Society (NNAS) is a strong advocate for the British agricultural sector and organises events throughout the year, including the Nottinghamshire County Show, the Newark Vintage Tractor & Heritage Show, and the Midlands Machinery Show. 

 
In 2020, plans to promote the Nottinghamshire County Show, with the help of LikeMind Media, were put on hold when the pandemic struck, cancelling all live events. By 2022, it was back and better than ever. Here’s what happened. 

WHO ARE NEWARK AND NOTTINGHAMSHIRE AGRICULTURAL SOCIETY?

The Nottinghamshire County Show is a much-loved staple of the agricultural social calendar in the Midlands and beyond. The event’s history is a long one, with 2022 being the 137th time the show had been held.

  

There’s something for everyone at the Nottinghamshire County Show, with livestock shows, competitions to get involved in, trade stands, local food producers and plenty of craft and shopping opportunities. It’s a popular day out for families and those in the agricultural sector, celebrating the local countryside and everything it has to offer.  

WHAT WAS THE CHALLENGE?

After a two-year break, NNAS had big plans to make the 2022 Nottinghamshire County Show better than ever, bringing the show back to its agricultural roots and to support local businesses and industry.

To do this, they needed to:

  • Increase ticket sales 
  • Attract new trade stand exhibitors and sponsors 
  • Promote competitions and encourage entries  

With such a long and rich history, NNAS has a clear idea of who its target audience is, from visitors who enjoy spending a day at the show, to the businesses who benefit from having a presence. To make 2022 the best show yet, NNAS needed to extend beyond its usual loyal attendees to attract new visitors. 

NNAS’ target was to achieve 8,000 attendees, via online and on-the-day ticket sales, and LikeMind Media stepped in to help achieve this.

WHAT WAS OUR SOLUTION?

We took a three-pronged approach when it came to promoting the 2022 Nottinghamshire County Show.

01

SOCIAL MEDIA ADVERTISING

To attract new visitors 

02

EMAIL MARKETING

To keep everyone informed of the latest news 

03

ORGANIC SOCIAL MEDIA

To get the audience excited for the event 

In the run-up to the event, everything was focused on achieving the three main marketing targets outlined above. The main goal? To increase online ticket sales. And all promotional activities worked towards this goal.  

ON THE DAY: LIVE COVERAGE

LikeMind Media’s support didn’t end when the day of the event arrived. We were there to photograph and video the weekend’s activities, keeping the social media audience up to speed on what was going on. And getting involved in some of the festivities, too, of course! 

RESULTS AT A GLANCE

54%

46%

33%

New visitors

Return visitors

Heard about the show via social media

14,000

91%

65%

Attendees

Of trade stand holders were happy with the amount of communication before the show 

Of tickets sold in advance 

"Just a comment about social media - definite improvement on previous years - Instagram looking good. Big thank you to the organisers and everyone who works so hard."

Nottinghamshire County Show visitor 

WHAT NNAS HAD TO SAY

Elizabeth Halsall, Events, Shows and Development Manager at NNAS, said:

“We really enjoy working with the LikeMind Media team. Their work on paid social media ads generated more visitors to the show and helped make it our busiest event. On the day of the show itself, they brought an online presence to the event on social media that our visitors found helpful."

LikeMind Media can provide a virtual marketing team for your business. Led by an effective account manager, our team will work with you to understand your objectives and ensure results are met through the right mix of marketing mediums. 

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