With many of our clients in the engineering or electronics manufacturing sector, industry trade shows can all look remarkably similar. But not all events are created equal. 

It’s rare that you get to step outside the show hall and watch a Spitfire, Hurricane, Typhoon and a bunch of other aircraft fly past and basically show off.

But that’s how it is at the Farnborough International Airshow. This event has been running for decades. However, the 2022 event held in August was the first one that our client, Magnet Schultz Ltd (MSL), attended as an exhibitor.

MSL crew at Farnborough AirshowWe got to work in plenty of time, first with a marketing strategy and then with the tactics, generating publicity materials and media coverage for MSL. The main thrust (excuse the pun) was a series of eDMs [internal link] targeting a mix of potential show visitors and existing prospects and customers. In fact, we also created a special VIP email sent individually and personally by the client’s lead business development engineer for the hi-tech market sector. It offered complimentary tickets to companies already under NDA with MSL along with a privileged preview of some very special solenoid actuator technology developments that are not for public consumption. The initiative worked exceptionally well and uptake was high.

It is one of the best events that MSL has attended, measured not only by general interest from show visitors but by firm sales leads. We played our part in that and supported the MSL team in person at the show – and got to watch some fine aircraft in the static display areas and in the air. An all-round success.

Fun fact: When I was growing up, my family lived in the town of Fleet and our house was just a couple of miles from the Farnborough runway and nicely on the flight path. So we watched the air displays from the comfort of deckchairs in our garden.




Could this be the best seat in the
house to watch an air display?