How to win events business during London 2012

The London 2012 Olympic Games will bring some 100 private sector sponsors, 26 international federations, 205 competing nations, 560 domestic sporting bodies and the world’s media to the UK capital. Not to mention a host of consumer brands looking for an unofficial association with ‘The Greatest Show on Earth’ plus a range of local businesses, all eager to harness some of that Olympic spirit to motivate staff and win new business contracts.

With just over 300 days remaining until the Opening Ceremony, a number of venues and agencies have already secured events and hospitality contracts. However, there are many others who still strive for their opportunity to work with an Olympic related client.

Zanine Adams, head of sales and Event Solutions at London & Partners is keen to stress to those who are still searching for London 2012 business opportunities that they should remain focused and proactive.

“Venues should be looking at the bigger picture and away from simply marketing themselves as potential hospitality houses for National Olympic Committees," she says. "We believe there will only be around 60 of these NOC hubs as many countries have decided to adopt a national presence in London and form part of an International House, West African House, Latin American House or Oceania House for example. Agencies and venues need to assess all activation opportunities and be aware that deals will continue to be done right until the last few days of the countdown to the Games.”

To help events businesses consider the full range of opportunities available to them, I have worked with Zanine to compile the following advice:

1) Inspire
Do you have a clear London 2012 business message? Is there a dedicated area on your website providing details of Olympic packages? Ensure you have available itineraries, sensible rates and packages and that they are being marketed to their full capacity both online and offline.

2) Look closer to home
Have you consulted your regular client-base or local businesses? It’s likely that many companies are only starting to consider their Olympic action plan now. Discuss ways in which you can help to entertain their guests or motivate internal staff with or without access to tickets.

3) Partner Up
Is there an associated business which would strengthen your offer? Consider partnering up with a hotel, meetings venue or restaurant or team building company, agency or entertainment supplier and go to market with a complete package.

4) Set your sights
Many international sponsors are planning Wave Programmes that will see them fly guests into the UK capital on three-day rotations. Agencies are therefore in need of incentive and itinerary ideas. Can you offer reception space, dining amenities or transport?

5) Think laterally
Does your venue’s roof terrace provide a stunning media backdrop? Maybe, your out-of-town location would provide a good stop-off lunch point for airport transfers? Just because your venue space has always been used in a particular way, why not do something different and transform that courtyard into a pop-up restaurant or offer a brand gallery space where once sat meetings space.

6) 2012 lasts longer than a fortnight
There are so many fantastic events taking place throughout next year including the Cultural Olympiad, Charles Dickens’ 200th anniversary, the Shakespeare Festival and the four-day Diamond Jubilee. Do you have offers and packages aimed at driving business around these Olympic alternatives?

7) Don’t forget about the Paralympics
What can you offer those brands, sponsors, media and athletes involved with the Paralympic Games? Do you have dedicated Paralympic packages and rates in place? How are you marketing your offer? The Paralympic Games will afford a large amount of business opportunities, some of which will require specialist packages and bespoke offers.

8) Communicate
If you’re not using social media channels to build relationships and promote your offer, you can guarantee that your competitors will be. Now is the time to speak to your supplier network and industry peers. Share knowledge, discuss ideas and form partnerships wherever possible.

9) Stay focused
Lead times have grown shorter and the Olympic Games has always traditionally turned into somewhat of a sprint towards the summer. Now is the time to focus on helping clients to make decisions through consultation and keeping yourselves visible. If decisions are to be left until the last minute, those companies will need to remember you and your offer in a positive light.

10) Keep abreast of developments
There are a number of conferences, exhibitions, websites and magazines whose remit is to help you make the most of the Olympic opportunity. Engage and embrace them all. London & Partners has teamed up with The International Special Events Society and Unique Venues of London to host one such event on 19 September at the BFI IMAX cinema where we shall be discussing London 2012 and Beyond.

Meet the Market introduces ISES members to event buyers

It was a busy few days last week as International Confex got underway at Earls Court. On the show’s first evening, I had the privilege of hosting and playing compere at a ‘Meet the Market’ event, which brought together more than 300 corporate buyers to meet with UK members of the International Special Events Society (ISES).

Meet the Market took place at the recently refurbished Wyndham Grand London hotel. More than 25 ISES UK member companies showcased their services from exhibition stands in the hotel’s new ballroom.

ISES UK members were able to spend the evening networking with client buyers after the trade association teamed up with Confex and Visit London hosted buyer programmes.

During the evening, corporate buyers were entertained by The Globe Girls and two West End theatre performers. Raffle hospitality prizes were donated by Sandown Park Racecourse and Lord’s Cricket Ground. Buyers who visited the ISES member stands were also given a passport stamp, which entered them into a competition to win a bottle of Dom Perignon 2000.

Meet the Market concluded with a discotheque and casino table entertainment supplied by Sharper Solutions.

Watch my video blog from the evening below and to see more photos, courtesy of Simon Lane Photography, click here. If you’re unable to view the video below, find it on YouTube by clicking here.

Decade of Sport demonstrates a raft of event opportunities in the lead up to 2020

More than 200 events industry professionals gathered at Somerset House on Wednesday 27 January for an exclusive opportunity to learn about major sporting events planned for London and the rest of the UK over the next ten years.

Decade of Sport, staged by ISES UK in association with Visit London, was the first major conference to detail opportunities that exist for venues, suppliers and agencies around significant sporting occasions planned and confirmed until 2019. These included the 2012 Olympic and Paralympic Games, a possible FIFA World Cup in 2018, the NFL’s competitive American football matches, ATP Tennis Finals and many more events outlined by the four speakers.

Hosted by me, the conference and subsequent networking event took place in the Embankment Rooms at Somerset House, staged with the assistance of key ISES member companies Fisher Productions, Sound By Design, Thorns, Simon Lane Photography and Leith’s Catering.

Speaking to a packed auditorium, Visit London Director of Business Tourism Tracy Halliwell and 2012 Director Mark Howell updated delegates on London’s plans for 2012. With just over 900 days left until the greatest sporting event on earth comes to the UK capital, both keynote speakers urged delegates to proactively seek out business opportunities and, be talking now to potential clients about a full-range of satellite activity including live sites, fan festivals, media hubs, broadcast points, destination houses, hospitality programmes and auxiliary events.

Following a coffee break, during which delegates could discuss the enormous amount of detailed information they’d just received, Decade of Sport resumed with a session from Iain Edmondson, Senior Projects Manager for Events for London.
Iain provided the lowdown on how this specialist division of Visit London works to attract major events to the capital and some of the ways it can help organisers to unlock the city’s full creative potential in order to stage spectacular stunts such as Robbie Maddison’s death defying back-flip over Tower Bridge to promote Red Bull’s X-Fighter event last year.

Iain concluded his session by describing London’s role in becoming one of the host cities in England’s 2018 FIFA World Cup bid. He was then followed by the bid’s Accommodation and Hospitality Consultant David Hornby, who talked about the national set-up for bringing the FIFA World Cup to UK shores in eight years time.

ISES UK President Zanine Adams says: “Through our collaboration with Visit London and England 2018, we’ve been able to offer ISES member companies true value and provide an afternoon’s worth of invaluable business advice. I am so pleased with how much relevant content we’ve been able to deliver during this event and it’s a strategy we are working hard to maintain for all ISES member activity.”