MACH is the UK’s largest exhibition showcasing engineering and manufacturing technologies to over 26,000 attendees. The bi-annual event is open over five days at the NEC, providing visitors with the opportunity to network and discover new technologies live and in action. Working together with show organisers the Manufacturing Technologies Association (MTA), the Adfield Group worked hard to make the 2024 show a resounding success for visitors and exhibitors alike.
Tasked with delivering both visitor registration and exhibitor stand sales promotion, the comprehensive two-year marketing campaign involved all aspects of digital and traditional marketing, including – PR, video, social media, telemarketing, SEO, email marketing, website, influencer marketing and remarketing strategies.
Sue James, Director at Adfield Group, said: “We’ve been organising MACH shows for many years and we were very pleased to be once again MTA’s chosen marketing and event operations partner. While working with the MTA to deliver another hugely successful MACH 2024, this allowed us also to showcase our own expertise at its best, which has been built over many years.”
Recent data compiled by the MTA demonstrates just how successful this year’s exhibition was. Here are some of the most impressive figures:
- Visitor numbers increased by 6% from MACH 2022
- 5% of visitors to the show became leads by interacting with exhibitors
- On average, exhibitors generated over 100 unique connections during the show
With over 500 well-known brands showcasing their latest cutting-edge technologies, exhibitor stand size at MACH 2024 ranged from 9 to 750 square meters of floorspace.
International manufacturer of EDM Machines, Sodick, invested in a 416 square metre stand. Their UK Sales Director, Greg Capp commented on the return on investment they expect from the show: “This week has been absolutely fantastic for us; it has probably been our best MACH ever. The footfall has been the most for a very long time, and on one day, we got enough enquires to last us six months”
In addition to the exhibitor and visitor marketing campaigns, Adfield was also contracted to manage the operations and logistics for the show. Members of their team are based on site with the MTA throughout the 7-day build, 5-day show and 3-day breakdown.
Ian Field, Adfield’s Managing Director and MACH Operations Director has been overseeing operations since 2008. He manages the enormous logistics operation, unloading over 800 artic lorries of heavy machinery into the halls over the 7-days of build period. From 28.6t hot forging machines to 14.3 tonne laser machines, the technology on display at MACH is on an industrial scale.
Sue James, Director at Adfield, was responsible for approving stand plans and mandatory documentation, ensuring they were safe, compliant, and aligned with both NEC and MACH Show site rules. With over 500 stand plans submitted, Sue’s detailed eye was crucial in pre-empting issues to secure a safe and efficient build up period.
The MTA and Adfield have a longstanding and trusting relationship which is essential to the success of any project. Over the years this relationship has been tried and proven through many successful events.
James Selka, CEO, Manufacturing Technologies Association, said: “We are very pleased with the results of this year’s MACH show. The success is largely due to our strong relationship with our partner, the Adfield Group, whose continuous hard ensured with our team ensured the exhibition logistics went like a clock work and thousands of visitors flooded into the halls from day one until the show closed.”
He continued: “We’ve received a significant amount of positive feedback from both the exhibitors and visitors and have already taken a bumper number of exhibitor bookings for MACH 2026.”
The Adfield Group has a proven track record in delivering the marketing requirements and producing tangible results for their impressive array of clients.
They believe in working openly and transparently alongside their clients to form a strong partnership to deliver their clients marketing needs. They focus on targeted, measurable campaigns that offer a clear return on investment. Their clients know that they can count on them to deliver real, quantifiable results that help them achieve their business goals.
The team of experienced marketing professionals handle all aspects of marketing, from events and exhibitions to traditional and digital marketing communications. As part of Adfield’s full-service marketing agency they also offer telephone marketing services and a results-oriented social media service. Adfield can tailor a solution to meet their clients’ needs, whether this is a one-off project or providing ongoing marketing and event management support.