Our comprehensive guide to exhibiting at LAMMA Show 2025
Make the most out of your exhibition stand at LAMMA
15 – 16 January 2025, NEC, Birmingham
LAMMA is the UK’s biggest farm machinery show and connects farmers with machinery, technology, and equipment suppliers.
The 2025 edition will take place on 15 and 16 January at the NEC, Birmingham. Whether you’re a seasoned pro on the LAMMA landscape or are attending for the first time, here’s what you can expect.
Need a price for your LAMMA 2025 exhibition stand?
Manufacturers, dealers, and distributors will be flocking to LAMMA Show 2025, which will take over 11 halls of the NEC, Birmingham and showcase exciting new products, technology, equipment, services and techniques across arable, dairy, livestock, horticulture, poultry, pig and other types of farming.
Because so many of the visitors to the show have purchasing power within their businesses, it’s the ideal event to launch new farming equipment and products at.
The sold out LAMMA 2024 saw more than 40,000 visitors engaging with exhibitors and was the chosen opportunity for big names, including Massey Ferguson and JCB, to launch new technologies.
And 2025 looks set to follow in this year’s footsteps, with over 630 exhibitors already booked in. JCB, Kubota, Ifor Williams Valtra, and Massey Ferguson have secured their spots, and there are only a handful of exhibition spaces left.
Don’t miss your chance to join them.
The old saying “fail to prepare, prepare to fail” is never more accurate than when planning an exhibition – especially if the event is going to cost you a lot of money.
First, you need to decide what you want to achieve at LAMMA and weigh this up against the cost of exhibiting. With floor space somewhere between £250m² and an eye-watering £1250m², you really need to get this nailed down.
Next, budgets. You need a budget for the floorspace, and the exhibition stand itself. There’s no point blowing your entire event budget on a huge stand space and then having no money left to fill it with. Make sure you balance the size of the stand vs. how you want your stand to look and feel, as well as the impression you want to make with your target customers.
Then, ask yourselves, “Who do we want to meet at the show?”. Work out who you want to talk to – and how many of them. Is your priority to make 50 new leads to follow up post-show, or is it to meet and engage with 10 decision-makers ready to purchase on the spot? Whoever you need to talk to to meet your business objectives, set yourself a realistic target. You might not hit it, but you’ll never really know whether the show has been successful if you don’t have some goals in mind.
And finally, make sure you give plenty of thought to your exhibition brief. This is especially important if you’re working with an exhibition stand partner like ourselves – but you’ll need one even if you’re doing everything in-house. We’ve worked with loads of growing SMEs, specialist brands, and even household names who were all in the position you are in now (the “This-is-overwhelming-I-don’t-even-know-where-to-start” phase!), and found our guide on how to write the perfect exhibition stand brief really helpful.
Make sure LAMMA gets off to the best possible start with a tip-top stand brief.
We’ve seen first-hand how varied spaces and stand designs can be at LAMMA.
“Our advice is that it’s not worth spending 90% of your budget on your space and leaving yourself with hardly any options on what you can do with your stand.
“Even the scales out; budget for a smaller stand which looks great, rather than going big on floor space for the sake of it.”
David Hennessy, Motive Exhibitions Managing Director
Whether you’re going to LAMMA 2025 to showcase some enormous machinery or need a slightly smaller stand to demonstrate a small agricultural system, we’ll make sure you don’t get lost in the crowd.
Every exhibition stand we create is completely bespoke and designed to appeal to your prospective customers.
We’ll work with you to create an inspiring, immersive and unique experience that will connect the UK’s farming community with your brand. We optimise clever designs to create immersive experiences and spaces to meet and greet, which are tailored to your budget and needs.
Make your LAMMA 2025 goals a reality with a Motive Exhibitions stand.
Exhibition stands we can build at LAMMA 2025
The NEC is a modern and extensive exhibition venue and makes the perfect backdrop for any exhibition stand, big or small.
Here are our recommendations for stand types to consider ahead of LAMMA 2025.
Bespoke exhibition stands – or ‘custom’ exhibition stands – are designed especially for a specific event to a defined set of brand requirements and business objectives.
A bespoke option offers that all-important creative flexibility at a bustling venue like The NEC. At a busy event like LAMMA, a bespoke stand is the best way to stand out from the crowd and create something irresistible to the niche target audience.
They consist of many pieces that link together to create a seamless display and provide the ultimate in exhibiting flexibility without compromising on visual impact.
These budget-friendly options are a winner at a venue like the NEC, where floor space comes at a premium price.
But ‘budget-friendly’ doesn’t mean these don’t offer great value – these smaller stands pack a design punch and offer a more intimate option for really getting to know your visitors.
But don’t be put off by their small size – your imagination is the only limitation of a shell scheme stand. If this is your first foray to LAMMA, a shell scheme stand is the ideal way to exhibit.
Exhibition stand hire
Some of our clients hire a whole stand, while others hire small elements like furniture. You can even create a hybrid stand design by combining custom-made props and elements with hired off-the-shelf products. Cost-effective and sustainable, hiring is a great exhibition option, and it is definitely worth considering if this is your first big show.
Everything you need to know about exhibiting at the NEC, Birmingham
We’ve built (and dismantled!) dozens of stands at the NEC.
The venue hosts some of the country’s biggest exhibitions, so the key to making LAMMA 2025 (or any other event at the NEC) a success for your business will be getting noticed amongst the other 600+ businesses vying for visitor attention. This often comes down to location – stands around networking/presentation areas get maximum visibility but do come at a cost. Our tip is to book floor space at the front of the halls. Don’t be fooled into thinking that being right in front of the doors is the ideal spot; people often just walk on by as they rush in or out of the hall.
The NEC is a fantastic, modern event and exhibition space, so there isn’t much to complain about. But, as with every facility, there are a few things to be aware of before you arrive.
Based on our experiences at the venue, our team have put together the pros and cons you should consider.
Pros of exhibiting at the NEC:
- All stands are located on the main show floor, ensuring high footfall – this is great for networking and boosting your brand visibility.
- A variety of stand spaces are available, ranging from large, custom-built exhibition stands to smaller, flexible shell schemes.
- It’s an ideal venue to showcase oversized items like vehicles or machinery, with ample space and logistics to accommodate large displays.
- It’s the UK’s most central major exhibition venue, so getting here is a doddle.
- The venue and its events draw a high volume of potential customers.
- Free parking is provided for exhibitors and contractors during setup and teardown.
- Complimentary shuttle buses run between the car parks and exhibition halls.
- Free visitor Wi-Fi is available.
- It’s just minutes away from a wide range of hotels to fit any budget.
Cons of exhibiting at the NEC:
- Booking floor space can be pricey.
- Once you’re there, expect high costs – a quick lunch of a sandwich and a bottle of water won’t come cheap!
- The Voyage Traffic Control System can be a hassle.
- As it’s a highly popular exhibition venue, early booking is essential, especially if you want a large space or a standout double-decker custom stand.
- There are no storage facilities on-site, so you’ll need to arrange separate storage for packing cases and other materials.
- If you’re not working with an exhibition company, you’ll need to bring your own logistics equipment (trolleys, pump trucks, etc.) since the venue doesn’t provide them. If you work with us, though, the project costs will cover all of this!
- Smaller stands might get overlooked in such a large space, but don’t let this put you off; with clever stand design and the right exhibition partner, you can wow the crowds regardless of your stand size.
“The end-to-end process of working with Motive was seamless.
We needed them to do everything from designing and building the stand, setting up on day one, assisting throughout the show, dealing with the venue, and, most importantly, managing the budget.
“And they managed everything. No problem was too big or small for them, and they were always on hand to support us.”
Grundfos
Clients we work with
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FAQs
Do you have any other clients exhibiting at LAMMA?
Yes we do. Two of our regular clients have engaged us to design and build their stand for LAMMA 2025.
But don’t think that means you won’t get excellent service: all of our clients get the same level of project management and logistical support whether we’ve worked with them before or are brand new.
How much do exhibition stands cost?
Several factors will influence the cost of your exhibition stand:
- The size of the space you’ve booked.
- Whether you anticipate your event to be a one-off exhibition or whether you need an exhibition stand you can reuse and reconfigure multiple times.
- What you want to achieve from exhibiting.
- Whether you’re hiring or buying.
We’ll collaborate with you to create a design which works within your budget.
What makes a good custom exhibition stand?
A good custom exhibition stand reflects your brand’s values and business objectives, aligning with your goals for whichever event you’re exhibiting at.
To achieve this, we need to understand what you want us to create – this comes from the exhibition stand brief.
Can we take vehicles and machinery onto an exhibition stand?
Putting machinery on exhibition stands brings plenty of challenges for both the exhibitor and the exhibition stand builders – but it can be done. The logistics of getting the vehicles in and out of the show is a task in itself!
If you want to showcase large-scale machinery at LAMMA, then working with experienced exhibition stand builders is essential. They’ll be able to fill in all of the necessary paperwork and manage the logistics and health and safety.
Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX
