Last Sunday saw the return of our largest event of the year, The Norfolk Bump & Beyond Baby and Toddler Fair.
Around 800 parents visited the fair at The Norfolk Showground and browsed the numerous exhibitors and listened to specialist talks throughout the day.
I wonder how many people stop to think about how this all comes together? We have already set the date for next year and are in the process of speaking to the charity we will be supporting in 2020. The exhibitors have been written to, the photos and promotional film from the fair have been shared on the website and we are in talks with next years sponsor.
This particular event is a culmination of 12 months work. We are not a large company with a sales force, a marketing team and an accounts department. We are two people, husband and wife with two young children.
We love what we do and we strive to deliver the best events possible.
I suppose the old saying that we put ‘blood, sweat and tears’ into our business is a fair statement.
As the title suggests, there is a hidden side to event management. The biggest concern for us leading up to each event is the huge financial commitment and the constant worry that comes with ploughing your own money into any business without guaranteed returns.
As any event grows, the easier it should be to encourage companies to get involved and visitors to attend, but this isn’t always the case. There are many factors beyond your control, the weather, economic uncertainty and local competition to list just a few.
Advertising therefore is the key, and if done correctly can make or break an event. Exhibitors who have committed to and paid to be at your event will expect to see the event marketed well. As a result, each event has a marketing plan that kicks in several months before the event. There is only so much free advertising you can do, everything costs money, so a scary amount has to be committed to each event.
For us, the Bump & Beyond Fair is a 4 day event, 2 days setting up, the event itself and at least one day clearing down and tying together the associated loose ends, thank you’s and press releases.
There is a saying ‘you are only as good as your last event’. This couldn’t be more true, as that’s how you are judged, on your last event. Both visitors and exhibitors will remember that day and it doesn’t matter if it’s your 1st or your 50th, it’s the last event you’ll be remembered for.
Therefore, we will continue to plan, evolve, learn, grow and sell late into the night to continue to strive to be the best, (as all companies should), and continue to deliver industry leading events that work for our clients and entertain our visitors.