Open Air Business August/September 2018

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FUNCTION VENUES Getting to the buyers and decision makers in events is increasingly hard, therefore venues need to look beyond online norm. That said, for some time familiarisation visits have been a key way of connecting with existing and potential buyers. But with drop out rates as high as 50%, these events are on the wane along with faceless drinks receptions for potential buyers. Visiting decision makers is increasingly hard too and often agencies are asking for a fee, a joint marketing fund or to go on a waiting list to be able to present to the intermediary event bookers. For the venue it’s a vicious fullcircle; back to mass mailing, e-shots and bad advertising. The venues and spaces that are doing well are the ones that, as Jay Danzie encourages, have personalities that stand out and draw heavily on creating a distinctive experience. There are some fantastic examples of how capitalising on your personal brand can drive relationships, enquiries and business at venues. Start with LinkedIn as a vital way to engage with existing and potential customers. Widen your circle to the relevant groups that could benefit your business and get involved in conversations. But be sure to portray a personality, as corporate whitewash won’t cut it - you need to have a voice to stand out, engage and to interact. Use the forum not only to widen your network by engaging with new contacts – get involved in conversations, debate and also ask questions. Tag in others who you think will help amplify your post and always be sure to thank people for their contribution. Remember: bring things back to being personal. You will also be amazed at the power of the handwritten word, a thank you or a meeting confirmation written in your own hand has a huge impact. If you are bringing people together, think about what would make them come and why your event is different. Very few people can take time out of their day to attend an ‘open house’ and in the evenings they will have family ties or long commutes home. Therefore a CASE STUDY CONQUER THE FOREST Center Parcs launched a new teambuilding competition earlier this summer designed to showcase its events offer to agents, potential clients and press. The competition took place every Monday over three weeks at Woburn Forest in Bedfordshire and saw teams of four attempt to Conquer the Forest by partaking in two activities – a Pedalo Time Trial and Laser Combat Tournament. A dedicated microsite was launched featuring a live leader board so teams could track their scores. The campaign was a great way for attendees to experience Center Parcs as an events and teambuilding destination first hand with their team. “YOU WILL ALSO BE AMAZED AT THE POWER OF THE HANDWRITTEN WORD, A THANK YOU OR A MEETING CONFIRMATION WRITTEN IN YOUR OWN HAND HAS A HUGE IMPACT” champagne and canapé reception just doesn’t cut it any more. People like content driven events where they can learn something, they like events that offer an insight and behind the scenes glimpses and, most of all, they like it at a time that means they can either arrive at work justifiably late or leave justifiably early. Breakfasts work as long as you plan to get people back to their office for 9.30 or 10.00, and late afternoons work too as it gives people the chance to get home or even on to another event. CASE STUDY THE GRAND BRIGHTON The Grand Brighton sponsored one of the recent beach huts at the Luna Cinema that was held on Brighton Beach. Event planners were invited to enjoy the film and were given the kind of hospitality that would be expected in the hotel. Situated directly opposite the hotel, guests could see the property, get to know the events team better and enjoy a movie at the same time. An excellent use of business with pleasure. CONCLUSION Whatever event or manner you look to engage with your buyers, remember your trademark. Whether it’s a handwritten note or a statement - people buy people and this business is built on personal recommendation. If in doubt, remember Jay’s knockout words: ‘Your smile is your logo, your personality is your business card, how you leave others feeling after an experience with you becomes your trademark’. ABOUT THE AUTHOR Andrew White is MD of Triggerfish Communications, a specialist in helping heritage venues and leisure attractions build awareness and market share in the business of events. www.triggerfish.co.uk 32 WWW.OPENAIRBUSINESS.COM
OPAS QUALITY Since 1889 we’ve been keeping things looped, clipped, stuck, pinned, strapped, sewn, riveted, hooked, zipped or popped together. A comprehensive range of top value quality textile and marine fasteners, marquee and exhibition stand materials are backed with old fashioned service and free technical support. Authorised UK distributor for true VELCRO® Brand Hook and Loop, DOT press studs, turnbuttons, Lift the Dot & Veltex fasteners, Tenax and Authorized VELCRO® Brand Distributor Authorized VELCRO® Brand Distributor Authorized VELCRO® Brand Distributor LOXX fasteners, Hipkiss Beaver Brand eyelets and rings, Duraflex plastic buckles, snaps plus much, much more. Call 01903 239 955 Visit www.opas.co.uk for your free fastener catalogue The Alfresco Snug is the ideal way for all outdoor lovers, to enjoy being out in the fresh air, all year round, come rain or shine. The Snug can cover your existing garden furniture, hot tub or BBQ, creating a covered waterproof space, with no need to pack everything away at the end of an enjoyable day. The Snug is an ideal opportunity to sit and relax with a book, socialise with friends and family or sleep under the stars on the pull out daybed. We have various sizes to accommodate any space, garden, glamping site or venue. Are you feeling muddled by the media, stuck on social or baffled by blogs? t: 01297 639312 m: 07811264240 e: info@WoodScott.co.uk www.WoodScott.co.uk Enrol on our Rural PR Academy - a six month online course and community that will teach you everything you need to know to manage your own PR. Find Rural Roots Media at The Glamping Show or visit www.rural-roots.co.uk for more information WWW.OPENAIRBUSINESS.COM 33
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Page 5 and 6: Holiday Park Moves into Glamping TH
Page 7 and 8: PRODUCT United Nations Project Paki
Page 9 and 10: CampPlus Merges with Finkota CAMPPL
Page 11 and 12: Glampsite Specific Booking System S
Page 13 and 14: INDUSTRY NEWS Festival & Outdoor Ev
Page 16 and 17: NEW TO THE UK Come and meet us at t
Page 18 and 19: INDUSTRY NEWS The Showman’s Show
Page 20 and 21: Avoid a messy situation with Metro
Page 22 and 23: FUNCTION VENUES caterers that we ha
Page 24 and 25: FUNCTION VENUES asking questions to
Page 26 and 27: 7 & 8 NOV 2018 NEC BIRMINGHAM COUNT
Page 28 and 29: FUNCTION VENUES 3 Refresh your visu
Page 30 and 31: Silent Power for every event and of
Page 34 and 35: FUNCTION VENUES PRODUCT IN FOCUS Fl
Page 37 and 38: GLAMPSITES CASE STUDY Atlantic Surf
Page 39 and 40: GLAMPSITES We chose to make our own
Page 41 and 42: WWW.OPENAIRBUSINESS.COM 41
Page 43 and 44: GLAMPSITES OUT & ABOUT with Kate Mo
Page 45 and 46: ZERO MAINTENANCE WHY CHOOSE OUR CAM
Page 47 and 48: GLAMPSITES TreeHOUSES Real life exa
Page 49 and 50: Creative Partners Alternative Build
Page 51 and 52: GLAMPSITES GETTY IMAGES DIY PR How
Page 53: nick@wild-hart.co.uk www.wild-hart.
Page 56 and 57: Timbertipi a natural choice to inve
Page 58 and 59: 95 Watermill Description: 95 Waterm
Page 60 and 61: GLAMPSITES The West Field Glamping
Page 62 and 63: TRADITION SINCE 1896 WE MANUFACTURE
Page 64 and 65: Carefully designed 100% cotton canv
Page 66 and 67: EVENTS How does the relationship wo
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Page 70 and 71: EVENTS CSR Strategy In the final pa
Page 72 and 73: EVENTS GETTY IMAGES Event Sponsorsh
Page 74 and 75: EVENTS Getting it Right Manage your
Page 76 and 77: Sandown Park 26 - 27 September 2018
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Open Air Business August/September 2018

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