Workshop Encourages United Marketing During Waterfront Events

On 22nd March the Waterfront Business Improvement District (BID) held the second of two workshops at the Duke of Cornwall Hotel titled ‘How to Make Money from Events’.

The two hour session, led by Mackerel Sky Events, aimed to teach members of the PWP BID to how to attract more footfall from events held along the Waterfront and also gave the members a chance to network in the historic hotel.

With big events coming to Plymouth’s Waterfront again this year, opportunities to blend business marketing with these events are plentiful. These include The Transat 2016, The Plymouth Seafood Festival, The British Firework Championships, the launch of the Plymouth Land Train, Ocean City Festival, Plymouth Pirate Weekend, Armed Forces Day, Thanksgiving and Christmas activities.

The events team provided members with hints and tips to help businesses benefit from a wider marketing plan. Claire Easson-Bassett led the day’s workshop. She said; ”Today’s session was all about exploring how each organisation can engage with event activity and how we can all maximise the return on investment of such involvement. There are plenty of opportunities in and around Plymouth for businesses to generate great marketing and sales for their brand, and therefore generate income, by being part of events.”

The Plymouth Waterfront Partnership Waterfront BID represents more than six hundred and twenty seven businesses across three square miles of Plymouth's historic Waterfront area.

The following tips were included within the day’s workshop.

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Sarah Gibson, Waterfront Manager said following the event, “It’s very important Waterfront businesses make the most of the city’s events calendar to increase footfall into their premises.

Often the events attract thousands of families, couples and visiting friends and relatives who may

not usually visit the area, so it’s a chance to showcase the best that’s on offer in an attempt to attract them back again at another time. Even if an event is located somewhere else and not on your street, make the most of it and join in, let us know what you’re doing and we’ll promote it through city marketing activities.”


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