“We approached Katie and the team to help us organise and manage our debut at Cereals in Nottingham. We were really pleased with their end-to-end service. They allowed us to focus on our core objectives and ensure we made the most of our time at the two-day event. Their attention to detail and professionalism contributed to the event's success. Right from the start, Katie displayed a clear understanding of the event's target audience, exhibitors and, above all, our specific requirements.
We look forward to working with the team again in the future!”
Rachel, Michelmores
Outcome:
The event was a success, with the Michelmores team able to fully engage with visitors and make the most of their attendance.
The smooth execution led them to return to Cereals the following year, again with our support.
Objective
Michelmores approached our team to support their debut at Cereals Event, one of the UK’s leading agricultural shows, attracting over 20,000 visitors annually. The event offered a key opportunity to raise brand visibility and connect with their target audience. Our role was to manage the process from start to finish, including event planning, stand design, supplier sourcing, and on-the-day coordination.
What we did
Planning and Preparation
We began by researching the Cereals Event in depth, identifying the key audience, exhibitor profiles, and logistical requirements. This insight fed into a detailed project plan and budget, which was presented to Michelmores for approval. We sourced and managed trusted suppliers for stand construction, catering, and branded materials, ensuring everything aligned with the agreed timelines and budget.
Colaborating with the Michelmores team, we designed a stand that reflected their brand and encouraged interaction. The final layout featured bold branding, concise messaging, and clear calls to action to drive footfall. A big focus was placed on hospitality and experience. We arranged food and drink for both the team and their visitors throughout the event; including a Gin & Canapés evening to close day one, local ice cream served during the show, and a relaxed coffee & cake morning.
Stand Building & Styling
As well as designing the stand, we took care of constructing and erecting it on-site. Our team handled every detail, from displays to décor, ensuring everything was professionally installed and visually cohesive.
Finishing touches like fresh flowers inside and outside the stand helped create a welcoming, professional environment that stood out.
Event Type
Arable Show
Size
18,000+ Visitors
Location
Hertfordshire
Duration
3 Days
On-Site Event Management
Our team was present throughout the event, providing hands-on, end-to-end management of the stand. We didn’t just oversee logistics—we actively ran the stand alongside the Michelmores team. This included managing a competition designed to attract footfall and generate engagement, welcoming visitors, and distributing branded merchandise.
We ensured the hospitality elements ran smoothly—refreshments were topped up, the stand remained tidy and presentable, and the team had everything they needed throughout the day. From first arrivals to final clear-up, we acted as an extension of the Michelmores team, allowing them to concentrate fully on meeting new contacts, strengthening relationships, and representing their brand.
