Promoting an event

Embed from Getty Images

One thing I am doing a lot at the moment is helping promote live entertainment shows. Whilst doing this I am always trying to think of new and different ways to get attention on the product, without having to spend any money.

There are so many platforms and avenues available now to promote events and products, the problem is that the audience you are trying to get hold of are so spread out, that there aren’t many places to go to in order to reach a big audience. This means you need to be constantly active and active across a number of places.

Converting views to sales

When I first started promoting events in the early 2000s all I had to do was buy advertising in the local paper, to the city I was promoting in and I would draw a crowd. Now we live in an era where even if you get millions of views across social media, it seems to be harder than ever to convert them in to sales.

The problem is that people aren’t actually taking in what they are reading on social media, they are just scrolling through. Liking something takes no time or commitment, so even an engagement doesn’t mean much to be honest.

Connecting audiences

What I try and do now when I promote events, is try and work in partnership with other groups, people and companies. Everyone has an audience, but the way to truly grow an audience is to share audiences. An audience is a huge asset and the more you can connect what you are offering with new audiences, the more what you are offering is worth.

I also believe that as a society we don’t hand over money for things as freely as we used to. Everyone wants a good deal and everyone’s attention is being taken in a hundred directions, so getting customers to pay for tickets for an event is harder and harder. Sadly the costs of running shows haven’t diminished so it is a hard time for an entertainment promoter, unless you have a big brand behind you. You only have to look at the number of pubs and entertainment venues that have shut down in the last few years to show you that.

Competing in the marketplace

To compete in the marketplace, building a brilliant brand is paramount to success. The better your brand is, the less you have to spend on marketing as more people care about your product and will come to you instead of you always having to go to them.

So if you are promoting a live event the thing I would advise to concentrate on is your brand, as everything comes off the back of that.

Advertisements

The Great British Bake Off

Embed from Getty Images

Now as many of you are aware, not only do I work in TV but I am also a huge fan of TV. Something my wife and I look forward to every year on the BBC, is The Great British Bake Off. Now the License Fee gets questioned a lot over here in the UK but I would pay it for this programme alone, let alone all the other amazing BBC services. I was saying the same thing last week about the BBC’s coverage of the Olympics; I would pay the fee for just that as well.

With everything that happens in the world, news and entertainment the Great British Bake off is just something I think is very much needed. It is just a nice mixture of comedy, food, inspiration, joy and heart warmingness (I know that isn’t a word) that I never tire of watching. The programme always encourages me to bake, gives me ideas and always puts me in awe of some of the amazing home bakers we have in this country.

A phenomenon

The show is a phenomenon, not only is one of the most watched shows over here every year, but it has since had many off spin off shows produced in other countries and in the UK. Mary Berry and Paul Hollywood have become national institutions because of the show and Mel & Sue have been taken in to hearts of millions.

The show needs these 4 people as they just make the show work. Every year the contestants are different, sometimes better, sometimes worse but that doesn’t always matter. The show is more about how Paul, Mary, Sue and Mel interact with the contestants, than the contestants themselves, although there have been many memorable contestants over the year.

The journey

The series progresses until they determine the champion and star baker of the series. The competition element though isn’t what is most important, which is why I like it. It’s not about everyone out to win at all costs; the winner doesn’t get a huge amount of money and a huge contract to do something. It is just more about the honour of being voted the best. Although this sounds cliché the show is about the journey we go on with all of them.

If you haven’t seen it before, where have you been? Hope you will all be tuning in at 8pm tonight on BBC One, for what I am sure will be another great series.

Help yourself – don’t hurt others

Embed from Getty Images

One thing I have come across in the last week is how competitors in a marketplace will sometimes, instead of trying to improve themselves will try and harm their opposition. I think it is such a childish and immature way of behaving, your actions may do what they intend and harm your opposition but only at the price of harming yourself, which is very bad business.

Growing your business

If you are passionate about growing your business and developing your product, all of your time should be spent on it. Any time spent trying to harm your opposition is time wasted and a missed opportunity to further and improve what you are doing. When you try and harm your opposition, it also looks unprofessional to anyone watching on and your motives will be there for everyone to see.

By trying to hurt someone else you make your entire industry look bad. If you are a small and growing industry, this is something you cannot afford to do. It is this sort of behavior that puts people off getting involved in and supporting your industry.

Don’t react

If someone is trying to hurt you the key thing is to not react in a negative way to them. If you don’t stoop to their level or get involved with it, then eventually the people doing it will either get bored or people will turn on them. The worst thing you can do is react, as it will only keep it going longer and make you look as bad as them.

If you want your business and industry to be taken seriously you have to act like a professional at all times. You have to be the business and industry you want to be, even if you aren’t at that stage yet.

Just like you

There will be many people like you in your line of work, people with the same dreams, motivation and ambition as you. If you weren’t competing, you would probably get on. So my advice for this week is – don’t try and hurt someone that is just trying to do the same thing as you, if you care passionately about what you do, don’t ruin it for someone else.

Competition can be a great thing if it is used correctly, as it can make better products, brands and businesses, so you should crave competition. Just crave winning and not wanting other people to lose, just because it is a competition it doesn’t mean that more than one person can’t win.

Pushing the limits

Embed from Getty Images

This week the story of tennis star Maria Sharapova has dominated as many front pages as it has back pages of newspapers, after she announced she had tested positive for a banned substance. The substance was meldonium and was not banned until the 1st of January, which was shortly before the Australian Open.

At the top level of all sports so much is at stake that I think most are looking for any gains they can make, either through training methods, diets or what they can legally put in to their bodies to enhance what they can do. It’s like in motor racing where teams are doing whatever they can within the rules to make the cars as fast as possible: to athletes their vehicle is their body and many treat it in much the same way.

Naturally better?

I sadly now sometimes look at sport and find myself asking if someone is naturally better than someone else or is it because something they are taking? The list of banned substances changes regularly in what is a cat and mouse game between the sporting governing bodies and the athletes themselves. It seems as soon as governing bodies find out athletes are using a substance, they then see if it should be made illegal and 9 out of 10 times it is. The question is can you blame an athlete for taking something that might get banned or eventually gets banned?

The problem is as soon as something is banned it normally just moves athletes on to something else until that is banned and as the list of banned substances gets bigger and bigger if an athlete has a legitimate health issue it can affect what they can take. Athletes have to be so careful about what they take and it must be hard to live in that way. On top of this you have athletes that put their trust in their team of coaches and trainers that they are giving them stuff to take that is legal, whereas in the end the responsibility always falls on them.

Pressure

The pressure top-level athletes must feel to keep on winning and on top of their sports must be overwhelming. So I can understand why athletes must feel the need to make sure they are taking the substances that others are or to take ones that others aren’t, to get ahead and stay ahead. With sponsors, staff around them that depend on them doing well and the swell of public support, losing for some athletes is not an option.

Every edge that can be gained will be gained in any form of competition and I don’t see that changing or that it needs to. I will continue to enjoy sport and the competition it brings, as to me there is nothing like it.

Competition

Those that know me personally will know I am a fan of Arsenal (an English football team in the Premier League). The team has a reputation for not being able to do what is needed to win the big games and beat the big teams. The team plays in a certain way and never change it, no matter who they are playing. This was up until yesterday, as Arsenal went away to play the defending champions, completely changed the way they play and won the game 2 – 0.

This got me thinking about personal development and competition. To succeed in life you need to have belief in yourself and what you are doing but I think that needs to be balanced with finding the right way to succeed, which may not always be the path, you want to take.

In media and performance art you need to know your audience. In business you need to know your competitors and your customers. In life, you need to know who the people are that can help you get where you need to go. Only a select few people and companies succeed without adapting and changing to beat who they are competing with or to win the crowd they want to entertain.

In all areas of life it is wise to know who your competition is, what their strengths are, what their weaknesses are and how you can beat them or be better than them. With that information you can find a way to adapt and compete, which is what you need to do in order to succeed.

If you want long term success you need to be able to adapt, as the more versatile you are the more problems you will be able to solve and the more versatile you are the harder it is for people to compete with you. If you always do things the same way, you will get left behind and found out.

This world moves at a staggering pace and we need to be able to move with it in order to succeed. What might have worked yesterday may not work today. Don’t forget that one victory doesn’t make success, its what you do after that victory that will determine how successful you are going to be in life.