Introduction.
Automation UK is the leading event of its type in the UK, providing a showcase of future automation, robotics and machine vision. The brief to De Bono Marketing Communications was to further establish the event as unmissable for previous visitors, while attracting high-value new prospects to maximise the return on investment for exhibitors.
Challenge.
With any industry show, encouraging visitors and exhibitors to return yearly can be tricky. Additionally, there were early concerns around registration volumes that would need to be addressed within a tight timeframe to ensure the event would build on the success of previous years.
The challenge was clear – accelerate event growth from qualified decision-makers who were actively seeking automation and technology solutions. Or to put it simply, target the right people at the right time in the right way.
Solution.
Moving quickly, our team developed an impactful campaign to drive footfall to Automation UK 2025:
1. Brand reinforcement:
Faced with restrictive timeframes, our strategy was to favour quality over quantity and focus on adaptive content and layered targeting. This approach also reflected the confidence of the Automation UK brand as being a true industry authority – a brand that acts and communicates with real purpose. This was further supported by positioning speakers, exhibitors and PPMA members as sector experts, which delivered added certainty among automation buyers and influencers.
3. Integrated marketing and content production:
The highly targeted campaign ran over a tight ten-week period, and comprised deliverables including EDMs, social media and landing pages. Organic PR activity also played a vital role in building awareness, trust and credibility in the lead-up to the event. The PR focused on proactive media engagement and timely press release distribution to maximise earned media value and audience reach. Supporting this further was a strategic mix of organic and paid media to drive users to the campaign website.
2. Creative campaign creation:
A key obstacle for Schubert was the threat of businesses turning to third-party system aggregates over their own tailored systems. To address the issue, our team developed a creative brand positioning ‘That’s smart made simple’, supported by a highly visual marketing campaign highlighting the absurdity of using inferior components solely because they fit.
4. Event growth
The highly targeted campaign ran over a tight ten-week period, and comprised deliverables including EDMs, social media and landing pages. Organic PR activity also played a vital role in building awareness, trust and credibility in the lead-up to the event. The PR focused on proactive media engagement and timely press release distribution to maximise earned media value and audience reach. Supporting this further was a strategic mix of organic and paid media to drive users to the campaign website.
Gallery.
Results.
+13,500
website visitors per months resulting in thousands of prospects engaging with the event.
+1,200%
increase in marketing-driven clicks driving highest ever interest in the event.
+2 million
campaign reach bringing the event to the attention of more visitors than ever before.
+600%
campaign reach bringing the event to the attention of more visitors than ever before.
+159%
campaign reach bringing the event to the attention of more visitors than ever before.
Conclusion.
Increased registration numbers. Check. Higher attendance figures. Check. Greatly improved conversion and open rates. Check. Our precision strategy, coupled with standout creative, ensured Automation UK was a resounding success and set a foundation on how to repeat the achievement at future events.
What did our client say...
De Bono Marketing Communications has become a trusted extension of our team and a key strategic partner in the continued growth of our events. Their support during our transition from PPMA to Automate UK was invaluable, helping us successfully launch our new brand while maintaining momentum and strengthening our position within the industry.
As our lead marketing partner for UK Automation Show, they've consistently delivered high quality campaigns that attract the right audience, bringing qualified decision makers and high value leads to the event and creating real value for our exhibitors and members. Their combination of strategic thinking, creative excellence and flawless execution played a significant role in the success of the 2025 show, which went on to receive an industry award.
What sets the team apart is their ability to combine exceptional quality with speed, responsiveness and a genuine understanding of our objectives. They don't just deliver campaigns, they deliver measurable results that support our long term vision for the organisation.
As we look ahead, we're excited to continue our partnership as they support the launch of Automate UK Week in 2027 and promote the newly branded UK Automation Show as part of the co located event alongside the PPMA Show. We have complete confidence that together we'll continue to grow the event, strengthen the Automate UK brand and deliver even greater value for our industry
James Causebrook
Chair, Automate UK