A few changes..... where next?

As I prepare to head off to Greece for my annual return to the motherland, I'm reminded that this time eight years ago, I was sat on my veranda in Naxos, and I got a LinkedIn message from Paul Unger , asking if I'd be?interested?in talking to him about coming on as Commercial Director at Place North West . Eight years ago!

Where did those?years go? Well, probably?on two children, two house moves, managing a pandemic and well- concentrating on building a business.

And the changes and evolution?continues apace.

?In 2023 we have already seen some serious changes, mainly becoming?employee owned, selling off PlaceTech and creating Place Yorkshire and Place North East .?

I like to think that since Place was founded back in 2007 the business has been synonymous?with #quality, #integrity and #accuracy. We certainly?have come a long way these past few years to bring these qualities off the web and into live events.

The market, be it events or media is a crowded one, made ever busier?by social media. The last few years we have seen new arrivals in Tik Tok and Threads, whilst other channels?continue to see property?market adoption- Instagram, LinkedIn, twitter?etc. They are a great shouting platform- I should know- but to who?

This is the key thing. The audience, the reach. Is it defined, is it clear, will the readers do something with what you're saying?

Place is still, after 16 years, a free news resource. Free to access websites and no subscription?free to our relentless newsletters.

We inform daily, for free.

I'm making a point of this, because, over time, it still amazes me how many people?don't?know this. Often people think that a marketing or comms team has signed them up, at a cost, for our intel.

We are not a membership organisation either. No annual fee required. No limited pool of people to meet, nor do we appear annually to tug at the property purse strings to support one off events.

We are here, every day, all year.

This is how you?build a following, an audience.?

Accurate professional journalism, delivered?with unwavering dedication and regularity by some of the best in the game.

The rush to the pay-to-play model, the pay to chair, the pay to access doesn't?sit well with me. So short term and ultimately?thinks only of the person with the bigger cheque book. If you want to be around in the future, think about the ticket buyers, think about your audience.

Sure, there is give and take in business, I know that - but when someone pays for a ticket the last thing they want is a panel being taken over by one?loud voice, or equally?the panel?just listlessly agrees with itself, whilst offering nothing to the delegate.

Chairing is a talent and a job best held by someone with a?broad view of the factors and market position in order to keep the audience fed with good responses from those on stage- not a marketing opportunity for some accountant?or management consultant.

With over?a quarter of a million unique visitors a month?on Place North West, we realise we now have a much wider readership than ever?expected. We have attracted a different?readership on the site to that of the newsletter- a readership that appeals to?Local Authorities and developers who want to showcase their master plans and developments to local, regional and national stakeholders.?

A lot of our web readers are people who have given up on their local?newspaper, like the Manchester Evening New, the Bolton News, Bury Times etc. and now come to Place for clear, accurate (pop up free) news.

With our new websites- Place Yorkshire and Place North East we hope to replicate?the following we have created?across the NW. The big difference?this time from 2007 is we have a track record- our reputation precedes us.?

Again, rather than use this moment?to monetise?the readership, we launched the same model. #Free news, free newsletters, free website.

A simple?mantra, that?when compared to others out there, compares very well.

The only income we get is from our marketing services?and our events. No inflated subs feed, membership?fees?or ludicrously expensive tickets.?Therefore,?it is easy to see how our marketing must work for our clients?otherwise we wouldn't be here, expanding and growing 16 years on.

One big reason for this growth?is our people- everyone is talking about its people, social value, ESG, culture it?seems at the moment. Well, #culture is critical, one of the earlier management focuses, but now more important than ever.

With changing?work patterns, differing approaches?to working, levels?of quality and what people perceive?as good enough service, it's now becoming harder and harder to offer what I call 5* service.

You have to do the basics right and then go some after that. Put in the hours, put in the extra?miles, look at the detail, constantly?strive to improve your customer service, adapt for the current market whilst remaining?true to what got you here in the first place.

In my opinion, hard work wins out over?skill any day of the week. To that end, the team we have now at Place North is the best we have assembled. Bringing?in skills which we didn't?have has allowed us to broaden our service lines and thus the nature of what we do for clients?has gone from "this is what we do" to "what would you like to do?"

#Drone pilots, #event managers, #production?team, #graphic design, copywriting, #videography, TV, project management - we do it all, and with that very important last bit- we are also the #media?everyone reads- you will get seen, you will get heard.?

As I say to a lot of people, we are now like hiring a full service?advertising and media agency but with a wholly unique next bit- we are read by your customers and partners, in the 1000s.

So, as we embark on delivering conferences and?BD?networking events across Yorkshire and the North East, I look forward to what the next eight years hold.

One thing is for sure, I am sure that the quality will remain, the drive will always be there, the desire to do business will always exist and people?appreciate quality, dependability and clarity.

So, if any of the above resonated, let us know and we would be delighted to help your business.

Dino

https://www.placenorthwest.co.uk/place-north-events-for-2024/