Here are a few thoughts for our readers, many among you UK hospitality professionals. 2012 is coming and the best time to begin your strategy for bringing in that business is now. Here are ten places we'd recommend you focus.
1. Small business partners.
Team with like-minded professionals; align your resources as well as sales and marketing budgets. Avoid overlap of services within your team. Your team should include caterers, entertainment producers, lighting, sound and AV companies, Marquee suppliers, floral decorators...the list goes on and on.
2. Consider producing events, public or private, not related directly to the official Games organisers.
The opportunities are across the board. Certainly there are going to be activities directly associated with the Games, but there is also a large market for parties and events. Do not limit yourself to the corporate world--people will want to have their own private events. In our experience, outdoor festivals, concerts and charity promotions can be quite popular.
3. Check the Official Sponsors.
These are large corporations that will more often than not have a destination management company handling their presence for them. These could be based in the UK, but many large ones could be based elsewhere. Find those companies and ensure you're on their radar for what you can offer them.
A future article will go into specific details and tips for finding them and working to align yourself with them.
4. Call on Associations.
In between the corporate and the private events we have associations. These could be charities, manufacturing or corporate associations or lobbying groups. They too will want to have an unofficial presence so they can promote themselves. Help them with ideas to bring visibility to the efforts for their cause.
5. Look to Games Venues located in other regions of the UK.
Not based in London? Well, neither are all the venues. The ones outside the city are numerous and can be an ideal market for you. Find a venue map (such as this one ) and start making your plans.
6. Present your credentials and references to the official organising committee as well as organisations such as Visit London.
It is hard to break into this circle but persistence can pay off. Again, we'll focus on tips for trying to break in with this or other official circles in a separate article.
7. Keep your costs stable and fair.
Do not give away your services, even if promised budgeted projects. Insist on at least a break even scenario. Avoid the temptation to raise your costs above the market norm.
8. Market your strengths, sell multiple services.
If you can provide a wide variety of services such as: entertainment, musicians, actors, dancers, design and technical production or theme props and staged sets, make sure you spread the word.
9. Start early.
Now is never too early. 2011 will really heat up (and be here before you know it) and you may find companies out there competing with you that are not even in existence today. Ask for the work and find out the budget goals of your perspective client. Get out ahead of the pack.
10. Keep up with the movements of the government and the organising committee.
Look for opportunities hidden in the news. This can be as simple as going through the newspaper or surfing the net with an eye for the latest information with an eye for where you and your services can be utilized.
No comments:
Post a Comment