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Trust. The secret to long-standing partnerships
Building trust is not an instantaneous process; it often takes a bit of work. That's why we value it when clients give us the opportunity to demonstrate our dedication to their cause and the chance to understand their needs.
"Our partnerships with people are central, and we invest time and consideration in these relationships, to ensure they last," says JBE senior events manager, Emma Norris.
Elanco Animal Health is one of our longest-standing clients, with a partnership spanning 10 years. We're proud of the huge array of projects we have delivered with Elanco, and a lot of it comes down to a strong level of trust between our team led by senior event manager Emma Norris, and Elanco's ruminant marketing manager, Louise Cowan, and her team.
From cross-sector exhibition stands, to live events, and through Covid and beyond, we have developed bespoke hybrid events in many arms of the Elanco business, which continue to be effective today.
We have navigated significant business changes, shifts in agriculture and the huge challenge of Covid, and we'd like to say thank you to Louise and her team for an amazing collaborative partnership that we all commit to developing further.
Thoughts from Louise Cowan
"Trust is central to the partnership with JBE. Life and work will always throw up challenges, but working with people who know what they're doing really helps. Our partnership is rooted in mutual understanding and an open environment where creative ideas can be brought to life," says Louise.
Each event is different, and there are many inevitable curveballs to navigate. JBE goes above and beyond to ensure that the brief is delivered," she says.
Louise emphasises the importance of upholding high standards across all events, underlining Elanco's position as category leader. "Maintaining professionalism in every aspect, especially in events integral to our marketing strategy, is paramount. They must be impeccably executed."
"In a busy role that takes you in different directions, it's important to surround yourself with experts you trust, and we have complete confidence in JBE," says Louise.
Spotlight on our Elanco projects
Our projects have included multiple trade stands of varying scale and complexity, often with interactive delegate challenges, which we've worked creatively with the Elanco team to successfully overcome.
When Covid began, Louise noted our diversification into virtual and hybrid events and approached us to discuss ways to present their Annual Layers Conference online rather than in person. That led to us delivering their Layers Conference in September 2020 using green screen filming, virtual studio technology, custom animation, and a registration and a livestreaming platform for delegates.
The initial success of the hybrid Layers Conference led us into full virtual delivery of the Elanco annual internal sales conference followed by global poultry team events including co-ordination and technical production for multiple remote speakers with varied presentations, an introduction from the Elanco Global CEO based in the USA, a high-profile motivational speaker, translation into multiple languages and always a live Q&A.
The Layers Conference concept evolved over the next few years including the creation of in-person studio settings for a high-profile panel, with additional remote speakers, pre-recorded presentations, and a live ‘vision mixed' production broadcast to remote registered delegates. In 2022 it transitioned into three face-to-face events in Shropshire, Harrogate and Edinburgh where we sourced and managed venues, delegate hospitality and catering, branding, AV, and facilitated a live cooking demonstration.
We also developed the A2K hybrid events series during Covid, which has continued to evolve. This A2K collaboration has included on-farm and remote filming for video production and broadcasts to remote delegates gathering CPD points, studio set building, working closely with host Adam Henson, and even livestreaming Cammy Wilson from a livestock trailer at the National Ploughing event in Ireland!
The last three or four years have seen us transition across to other sectors of the business. We have designed and built large scale custom exhibition stands for Elanco's parent company, Lilly, as part of its human pharma diabetes portfolio.
We have worked with the companion animal team including stand design and build at London Vet Show's, BVA Live and BSAVA. These stands are now delivered using our in-house system to ensure optimum re-use of materials and graphics as part of the Elanco sustainability brief, and a range of bespoke features aimed at maximum engagement including large format LED screen, touchscreens, catering and competitions.
The future
We're so proud of what we've achieved with Louise, Elanco Animal Health and Lilly, and with the sustained popularity of face-to-face and hybrid events, we'll continue to deliver out of the box ideas, and push boundaries, to meet objectives, always prioritising mutual honesty and trust.
"We're excited about the future – with JBE we will continue to push boundaries, come up with new innovative ideas and learn from technology to make our events more valuable for our delegates," adds Louise.
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We've been nominated as one of the best event suppliers of the year
Jimmy Birchmore Events has been named as one of the best event suppliers of the year in the 19th National Outdoor Events Association (NOEA) awards 2022.
We're a finalist in the 'Event Supplier of the Year – Services' category, alongside six other prominent companies, and will battle it out against them in the national final, on 23rd November.
The awards as a whole are bigger than ever, with 17 categories, and some of the most recognisable individuals and brands in the events industry, as well as new and emerging talent from across sporting and music festivals to country shows, and cultural events.
Jimmy Birchmore, business owner of Jimmy Birchmore Events said:
"We are proud members of NOEA and are grateful to them as an organisation for what they do for the events industry. To be shortlisted as a finalist in their industry awards is a great honour, especially given the calibre of who we are up against.
"This nomination is a fantastic recognition of the Jimmy Birchmore Events team, and the quality of the work they deliver in an outdoor environment, which often means challenging conditions, and long hours - all delivered with a smile and a lot of laughter!"
Established in 2009, Jimmy Birchmore Events offers a fully integrated and complete event service, specialising in agriculture, environment, food chain and land-based sectors.
"Coming out of the Covid-19 pandemic has put immense pressure on the events industry, where we have gone from famine to feast, as it were, with this year being incredibly busy. The team has risen to the challenge and I'm exceptionally proud of them," adds Jimmy.
The finalists will be announced at the Annual Convention and Awards Dinner held in the Roman Baths and Pump Rooms, Bath, on 23rd November and will see the very best in the industry gain recognition across 17 categories.
Susan Tanner, NOEA's Chief Executive, said: "This year again saw a massive increase in entries, so we created more categories to recognise the diversity of entries and the different events they presented.
"This is such a reassuring sign for our industry, that it is creating events of this quality shows confidence as well as excellence."
Alistair Turner, chair of the judging panel and managing director, EIGHT PR & Marketing, added: "The entries have always grown stronger and stronger, but it really took a jump this year and it was a real challenge to create the shortlist. Within it though we have some incredible events reflecting the expertise, creativity and inspiration that is on show across the industry. It was a pleasure to read them all."
Nominations in the Event Supplier of the Year - Services
- Cloud One
- Jimmy Birchmore Events Ltd
- Controlled Events
- Exclusive Ballooning
- Inquest Canine Detection & Security Limited
- Graham Walton Publishing Ltd
- IRM Event Security and Medical
The prestigious award nomination follows hot on the heels of Jimmy Birchmore Events being named as one of the best rural businesses in the UK after winning a regional Rural Business Award. We won Best Rural Diversification Project in the Midlands category and represented the Midlands region at the national final of the Rural Business Awards in February 2022.
For further details about the National Outdoor Events Association (NOEA) Awards 2022, visit the NOEA website
November 2022
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Challenge yourselves to raise the human spirit and profit from events
Jimmy Birchmore Events Ltd has proven experience over many years in all aspects of event management and exhibitions. Here, business owner, Jimmy, reveals his personal insight and professional tips about how to make the most of our return to major shows and events.
After a long lockdown period, events can be daunting, but the pandemic has shown us how important face-to-face events are for our business relationships and wellbeing.
Events are the unique element of any marketing plan, especially now that the show season is in full swing. If we focus on the agri-business community, we know it is one very big UK-wide family. We look, listen, mingle, gossip, share knowledge and discuss the issues.
Now that the extremes of the pandemic have eased, we can enjoy seeing colleagues, contacts, and our old friends in the flesh once again. No amount of video calls, podcasts or reading publications, adverts, or e-shots, can compete with age-old human face-to-face interaction.
It is all about that understated sense of community: the unsaid reassurance of seeing others as you see yourself, the quiet strength taken from being part of something bigger, and the unexpected boost in confidence to be open and inspired by new ideas and perspectives.
Other marketing channels have their own clear benefits therefore they complement; however, they cannot match that look in the eye; reading the body language; feeling the atmosphere among the crowd; the sights; the smells and hearing that chatter around you. It is a feast for all the senses, and it ignites the immense human spirit.
Many are understandably cautious, experiencing business doubt or social anxiety at the thought of returning to large events again, finding that reasons not to engage easily override the prospect of taking that step.
Dive in to interaction
But I invite businesspeople to challenge that thinking and ‘dive in' to interaction at events again. You will benefit from the hugely uplifting experience on a personal level and your businesses will also thrive as a result. Events show how people and communities depend on each other to be able to stay in business and to grow, so, an integrated strategy really pays off.
For exhibitors, sponsors, and corporate hosts events deliver impact to campaigns, create memorable exposure, spark new trade relationships, underpin sales as well as give a chance to thank your loyal customers. For visitors they inspire, increase knowledge, and reassure. For us all they build community, business resilience and personal wellbeing.
Before You Start Planning Your Events Journey
Clearly define objectives and ask searching questions. There are many options to consider, including hosting your own bespoke event, a supply chain conference or training activity, on-farm demonstration, or exhibiting at an industry event. It's important to match objectives with the events you decide to do.
An exhibition is very effective as the pivotal part of a campaign however it must to integrate with other marketing channels that come before and after. Creating a stand is therefore a key part of your comms plan and it should promote your message effectively and clearly, so that all eyes focus on your stand above any other, know where it is, and visit it!
Your events plan should complement your wider comms strategy. If you are doing a launch at a show, there will be other elements, such as a press briefing, issuing press releases, adverts, e-shots etc. It's also key to look at what your overarching aim at the specific event is. Our event planning team can really help you to drive your strategy and make the most of what you are trying to do.
Events Planning - Jimmy's Top Tips
Ensure you, or someone on your behalf has a positive relationship with the organiser, their marketing, and venue or operations teams. This will optimise your location, promotional opportunities, build and breakdown effectiveness. It also gets you heard if there are issues to resolve or ideas to discuss. Think of their marketing team as a partner – you have shared objectives and collaboration will add value.
Be ruthless around clarity of purpose, defining success, and who has responsibility for decision making. Seek ideas and be open but be prepared to say no in order to stay on-track. Prioritise internal communication to build positive awareness, set expectations and confirm roles.
Pragmatically consider how your message and its on-site implementation align with the mindset, needs and priorities of your target visitors at each specific event. Be very honest, if they don't closely match then find innovative ways to increase relevance and connect.
Make sure your branding is consistent, your messaging is short and direct, and your delivery is creative and welcoming. Integrate with other channels before, during and after the event.
Constantly look for potential pitfalls in all aspects of your plan, address them and make a record so the learning lasts.
Be compliant and manage risk, ensure you fully consider health and wellbeing, safety, CDM, and GDPR.
An exhibition or event project can be great fun and a real buzz, however at times also brings significant challenges, so reach out for support or partnership that will compliment your own team.
Remember that face-to-face event activity is unique; done well it creates impact, demonstrates creativity and innovation, and is memorable. At its heart it is about people and community.
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Shortlisted for the Rural Business Awards National Final
February 2022
We are delighted to have been shortlisted for the national Rural Business Awards final in the 'Best Rural Diversification Project' category, and congratulate the winner, Musgrove Willows and runner- up, the Coo Shed.
Both businesses showed tenacity against adversity, and have adapted creatively to bring new ideas to fruition.
The past two years have been exceptionally challenging for all businesses involved, and we are still seeing repercussions in the events industry. Being shortlisted for the award means so much to our team which has worked tirelessly to help businesses to communicate throughout lockdown.
When lockdown hit, we were faced with a 99% reduction in the usual live events for over 18 months. "We had to adapt quickly. The team pulled together, and worked creatively to offer a service that our clients desperately needed – to communicate with their supply chains and customers effectively when no face-to-face contact was not permitted. This meant developing skills in virtual events, including conferences, enhanced webinars, virtual and hybrid studios and 3D events, and diversifying into new area," says Jimmy Birchmore.
David Merton, Head of Rural at Fisher German, has been amazingly encouraging: "Jimmy Birchmore Events is a fantastic example of how truly important diversification can be.
"The business worked extremely hard to innovate and adapt during what has been a difficult time for so many sectors, and the attitude of the whole team and what they have managed to achieve is incredibly inspiring."
The Rural Business Awards 2021/2022 has been fantastic to be involved in. Run in partnership with Amazon, will mark the Awards' seventh year of celebrating the success of businesses across the UK's rural economy. The Awards are organised by rural business for rural business with the aim of celebrating the achievements of rural businesses and developing a strong network for rural business owners.
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Looking ahead: A message from our director
Following Christmas and the New Year I'd like to thank clients, partners, suppliers, colleagues and friends for your support during 2021 and to wish you all the very best for 2022.
Our own priorities for 2022 remain clear and straightforward, they guide all our decision making. Namely to do all we can to ensure the wellbeing of our team and their families, to maintain our positive long-term relationships with everyone we work with; and to ensure that as a small business we continue to play our part across the broadest possible range of event and exhibition activity.
These priorities are heartfelt and have enabled us to adapt over the past two years, therefore they hold true for 2022.
Reflecting on 2021 which started as a difficult year, after a challenging few months, we did see a return to physical events and exhibitions throughout the autumn which was welcomed by all participants. For the exhibition industry this was a genuine lifeline, also one that brought many challenges. Compressed schedules, supply chain issues and the wider COVID context placed enormous pressure on individuals, so I also put on record my thanks to my team and our suppliers and partners for their flexibility, resilience, and sheer hard work.
I believe delivering that autumn workload, alongside our ongoing hybrid and virtual events was a tremendous achievement by all concerned. To gain recognition during it via a Rural Business Award for diversification in our region was a clear highlight and we look forward to the national finals in February. I mention it purely to reinforce the point about personal contributions, whether that be our clients placing their faith in us, our suppliers and partners helping us innovate and continue to deliver, or our own team adapting to a work life far from any comfort zone.
Without these relationships working together, little is achieved by any of us. So, as we navigate another phase of uncertainty, postponements, and cancellations, albeit we hope a short phase, I reaffirm my commitment to those relationships.
So, from myself and our team, our genuine thanks for all the support that you have shown to us during 2021. It is greatly appreciated and never taken for granted.
At Christmas rather than sending gifts and cards we make a series of donations to causes that are important to our team, which include: The Marine Conservation Society, PASIC Cancer Support for Children and Young People, British Heart Foundation, The Toy Appeal, Warwickshire Young Carers, Alzheimer's Society, Macmillan Cancer Support, RNLI, HeadSpace and Cancer Research.
Despite uncertainties we feel it is more important than ever, and these donations are only possible due to the support that we receive from you.
We believe that 2022 will be a positive year despite a challenging start, and we will be there to do everything we can to help and support you.
On behalf of all of us at JBE I hope you have had a relaxing break over the Christmas period, and I wish you all the very best for 2022.
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Midlands events company wins top rural award
Press release October 2021
Jimmy Birchmore Events has been named as one of the best rural businesses in the UK after winning a regional Rural Business Award.
The events specialist won Best Rural Diversification Project in the Midlands category.
Following the impressive achievement at the regional final, Jimmy Birchmore Events will now go on to represent the Midlands region at the national final of the Rural Business Awards in February 2022.
"We are delighted to win the Best Rural Diversification Project Award for the Midlands. The past 18 months have been extremely challenging for businesses, so to be recognised by the Rural Business Awards and Amazon in this way gives us a great boost," explains business owner, Jimmy Birchmore.
Established in 2009, Jimmy Birchmore Events offers a fully integrated and complete event service, specialising in agriculture, environment, food chain and land-based sectors.
"Covid-19 has put immense pressure on the events industry and I'm exceptionally proud of the team which has overcome the huge challenge we faced with a 99% reduction of our usual live events for 18 months," says Jimmy.
"The team has adapted, innovated and worked incredibly hard to deliver seamless events for clients who wanted to continue to communicate to their audiences during lockdown, whether that be via enhanced webinars, virtual and hybrid studios or 3D environments.
"We've researched, collaborated, learned, and have put an unprecedented amount of extra time into ensuring our clients have a high-quality virtual event which delivers. We have a highly experienced team at the core of the business who foster long term valued relationships with our clients, and we are proud to be considered for this top award," adds Jimmy.
The Rural Business Awards 2021/2022, in partnership with Amazon, will mark the Awards' seventh year of celebrating the success of businesses across the UK's rural economy. The Awards are organised by rural business for rural business with the aim of celebrating the achievements of rural businesses and developing a strong network for rural business owners.
Director and Co-Founder of The Rural Business Awards, Jemma Clifford, added: "We are very proud to be hosting the seventh annual Rural Business Awards in partnership with Amazon, especially after the past 18 months. On behalf of the Rural Business Awards team, I would like to say congratulations to Jimmy Birchmore Events for this very well-deserved win and wish them all the best ahead of the national final."
The Rural Business Awards is the brainchild of Leicestershire businesswomen Anna Price and Jemma Clifford, who wanted to showcase the wealth of entrepreneurial talent in rural areas of Britain.
The Awards are organised by rural business for rural business, with winners in the 13 categories - ranging from Best Rural Start Up and Best Rural Diversification Project; through to Best Rural Professional Services Business and Best Rural Innovation - decided by an independent panel of judges drawn from the rural business sector, rural public sector agencies, and rural charitable organisations.
The Rural Business Awards is hosting a series of regional finals in the North, East, Midlands, South West, Wales and Northern Ireland, throughout October 2021, ahead of the National Final next February.
To learn about the Rural Business Awards visit www.ruralbusinessawards.co.uk
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