Challenge

The nature of the Energy Now Expo means that visitors usually only attend the event once and don’t return the following year, as they feel they have learnt everything they can. The challenge was to attract new visitors to attend, but also to encourage previous visitors to come to the event and discover the ever growing number of renewable energy options available to them.

Strategy

To drive awareness of the expo we focused on two tactical plans; carrying out a survey into the future of farming and renewable energy and running a young farmer competition. We believed that a target market should be the young generation of farmers who may be open to discovering new methods to bring in profit.  Young farmers’ clubs and organisations, regional and national and agriculture press were all targeted, whilst we also implemented social media to promote the competition.

To complement the two main approaches we also planned forward feature pieces, found case studies for regional press and arranged radio interviews with David Jacobmeyer, expo organiser.

Results

We achieved substantial coverage across agriculture, renewable and regional broadcast and print media63 pieces of coverage were generated.  All the coverage was overwhelmingly positive, supporting the expo and its aims.  Coverage was achieved in outlets such as Farmers Guardian, BBC Cumbria, Shropshire Star, The Farmer and Farming Scotland – all key media outlets for engaging with the target audience. The event surpassed required visitor numbers making 2013 a record breaking year for Energy Now Expo.