Events:
Interactive Element
How CFTS turned heads at the UK’s largest farm machinery show
CFTS, the independent accreditation scheme for lifting machinery inspections, exhibited at LAMMA 2026 with the aim of drawing in a younger audience and securing new members. But it had the problem of breaking through the noise of 800 other exhibitors in an industry where the concept of LOLER Thorough Examination is often misunderstood.
That’s where we came in — designing an interactive element for the stand that would entice visitors of all ages and help CFTS to secure new members.
Attracting a young, receptive agricultural audience
CFTS has always been a strong presence in the materials handling sector, as the industry’s own Thorough Examination standard. However, in agriculture — where LOLER and PUWER rules also apply to telehandlers, tractors, and other machines — word has traditionally been slower to spread.
In previous years, CTFS had found the new, younger generation of farmers and agricultural engineers to be more open to the importance of safety compliance. LAMMA 2026 provided the perfect opportunity to change perspectives and recruit younger members keen to see change in one of the UK’s most dangerous industries.
But this plan relied on attracting attention and tempting people to engage with the stand, at an event full of established industry giants.
Wheel game gets people to the stand — CFTS experts do the rest
As long-time partners, we knew the excellent CFTS Technical Managers would have engaging, in-depth conversations once people came to the stand. So we designed an eye-catching (and ear-catching) interactive element, with a prize incentive to stop visitors in their tracks.
Our ‘Spin the Tractor Wheel’ game was simple to understand. It gave attendees the opportunity to win an Amazon gift voucher, simply by answering a few questions about LOLER and CFTS. Not only did this draw in an audience, but it highlighted gaps in each visitor’s knowledge — giving CFTS experts an ideal opportunity to talk about the benefits of becoming a member.
The Technical Managers could also demonstrate the new CFTS app and show how it can revolutionise machinery inspections.
New members, new interest, and a new resource
During the show, CFTS was able to attain 20 solid leads who engaged with the stand and demonstrated an interest in becoming accredited.
If all became members, these would represent a 12% increase in its agricultural members — and a 3% increase overall — making it significantly easier for UK farms to access the highest standard of inspection. It signals a shift in attitude in the sector, and a successful LAMMA overall.
The interactive game element is also a resource that can be used at future events. The CFTS team recently repeated the same approach, with similar success, at the Ripon Farm services Show.
Small conversations, big safety impact
CFTS Technical Manager Matthew Kennedy said: “We noticed a significant year-on-year improvement in awareness among visitors to our stand at this year’s LAMMA show.
“Traditionally, we’d seen some farms trying to minimise their inspections, with the attitude ‘nothing’s gone wrong yet’. Thankfully, the new generation of farmers and agricultural engineers take a more informed approach.
“If this change continues, it could make real inroads into the unacceptable death toll caused by unsafe agricultural machinery.”
One part of a successful, long-term partnership
Having worked closely with CFTS for many years, we knew reusability would be a key factor in our stand design. The more value the team gets from its assets, the more resources it has left to improve safety in agriculture, construction, and materials handling too.
We were happy to find an answer that provided results, without breaking the bank.
To see how we can support you at an event, from stand design to complete event management and PR, visit — https://jkc.co.uk/services/
