So I haven’t posted on this blog for a while, working on my
next event with Beth Tweddle has taken up a lot of my time. After running one
event, I have already picked up some valuable experience in running (or
attempting!) to run an events company. Here are a few little bits, which may
help you if you are starting up like me.
The importance of partnerships
So for my first event I worked with some great companies who
put some social media posts about the event, which was very helpful. I really
didn’t value or understand the importance of having partners in running these
events. The key is to try and work out what organisations would be interested
in your event. There is a wealth of information online about the benefits of
partnerships and some examples. For this event I decided to go with a different
approach, I sent an invite to a local sports partnership to the event. I had a
good response, with a few of their staff members contacted me showing interest.
This led to a dialogue about potentially working with the partnership and an
organised phone call. I listed all of the things we could do for them, such as
free tickets for staff and exposure on the night, they will also have a former
Olympian at an event they are involved in. The benefits for us could be huge,
such as the partnership promoting the event to their huge social media
followers as well as giving us access to their corporate clients. We are still
finalising the arrangement, but it is exciting times for Live Sport Talks. Another
decent arrangement is a little guest appearance on the local radio station.
After making a phone call and offering press passes, the station have offered
to promote the event along with me making a guess appearance!
Press releases
So I read online that sending mass press releases is a great
way to get the word out there about your event, which it does to a certain
degree. I sent out my press release to lots of different publications from
local radio stations, magazines and even the BBC ( worth a try!). I had some
replies, some asking for press passes to the event and also some asking for
more information which was great. I went to a networking event and got chatting
to someone quite senior in their company. I told them about the promotion and
what I have been up to, including the press releases which I was feeling pretty
proud about. The gentleman then made me aware that editors can receive around
250 different press releases a DAY; then asked what I done to make mine
different. This made me realise that I should probably follow up these press
releases with offerings of press passes and some more information about why my
event stands out. Something to think about in the future!
It is easy to ignore an email, phone too!
In my day job I am a pretty accessible guy, very rarely
would I not respond to an email. In my original plan, I thought sending emails
to people that may be interested would lead to potential clients. The trouble
is an email is easy to ignore, doesn’t matter how many times you resend it! This
is when you have to really put the hours in, making sales calls and leaving
messages. Like me, some people find sales calls awkward and you will get a
mixed response from people. In this country particularly, people don’t like to
be sold to. If you was running a business in the USA, then I am convinced
people are more outgoing and these conversations are easier. To be honest, in
the UK we are peppered with PPI calls and car accident claims calls, so you can
understand why people don’t like these calls. The difference is that what you
are selling can be beneficial to them (that’s why you are calling!), so this
means you are offering them a great opportunity. My first talk was with an
Olympian swimmer in London. I contacted the local clubs to offer them the
chance to come along and hear from an Olympian swimmer, to me that is a great
opportunity being offered to them for less than a price of a cinema ticket. I
have recently included sending letters to clients with flyers, I felt the
personal touch may appeal to people. Some people may say that sending a letter
is a waste of time due to new technology, however I believe there is still a
place for traditional marketing. Remember not everyone are slaves to their
iPhones and iPads and may appreciate a letter.
So that is about it for this blog post. One last thing, just
to add in to the post about something else I picked up from a career coach at a
networking event. The coach said that it is very important not to allow the
fear of failing completely absorb you. While the desperate side of wanting to
make the company work plays a part, don’t let that side of you affect the
creative side, if that make sense!
Our next Live Sport Talks is at the AJ Bell Stadium with Britain's most successful female gymnast Beth Tweddle on Thursday 24th November! Tickets available at www.livesporttalks.com
