Nikki Simpson speaks to Peter Johns about maximising the profitability of events. The publisher from WW Magazines talks about how they’ve evolved one of the biggest boat shows in the country to maximise profitability.

They discuss the importance of adapting events like the Crick Boat Show to keep it fresh, the significance of building relationships with suppliers, and the integration of marketing strategies from print to digital. Peter shares insights on audience engagement, the role of social media, and the necessity of having a long-term plan for events. The conversation highlights the importance of community building and the lessons learned from running live events. Peter also talks about how important it is to keep exhibitors happy.

Takeaways

Events must evolve to avoid becoming stale.

Building strong relationships with suppliers is crucial.

Data capture is essential for effective marketing.

Digital marketing has replaced some traditional print methods.

Community engagement enhances the event experience.

A three-year plan is vital for event success.

Listening to exhibitors leads to smoother operations.

Integrating different media channels maximises audience reach.

Testing new marketing strategies is key to growth.

Mistakes are part of the learning process in event management.

Keywords: live events, event management, marketing strategies, audience engagement, supplier relationships, digital marketing, community building, magazine publishing, WW Magazines, Boat Show, Crick Boat Show,

Sound Bites

"Let's focus on the core market."

"You can't stand still."

"It's a learning process."

"Don't judge it entirely on cost."

"You have to have that reach."

"Marketing is not rocket science."

Chapters

00:00

Introduction to WW Magazines and Boat Show

02:47

Taking Over the Boat Show: A New Approach

06:08

Evolving the Event: Keeping It Fresh

09:01

Working with Suppliers: Building Relationships

11:48

Integrating the Magazine with the Boat Show

15:05

Marketing Evolution: From Print to Digital

17:53

Data Capture and Audience Engagement

21:06

The Role of Video and Social Media

23:58

Planning for the Future: A Three-Year Strategy

26:49

Community Building: Events and Engagement

29:49

Final Thoughts and Key Takeaways