Women’s Major Sporting Events
Featuring: Andrea Nelson (Women’s Cricket World Cup), Rachel Froggatt (IWG World Conference), Michelle Hooper (Women’s Rugby World Cup) and Jane Patterson (FIFA).
I don’t need to tell anyone here in Aotearoa how successful the recent sporting events have been! But the shift in mind-set that sports fans have had has been no accident.
Putting on a great event is amazing, but creating a legacy with inspirational and greater good outcomes is going to keep you on track to succeed. These leaders knew they had done their job when they saw your Tamariki running around excitedly pretending to be Ruby Tui!
The four panellists concurred that building a legacy event required collaborations, partnerships who believed in your vision, community support, and shared learnings. Supporters will always amplify and generate more for you, than those you have had to twist their arm to believe in you.
How did they manage to get so many of us to the games (and pay for tickets)?
Health and Safety
I think those in attendance can agree that getting important messages like H&S across to an audience just requires engaging speakers, because wow this was one of the highlights of the conference!
This panel of experts had some excellent tips for those who struggle to get everyone on board with the health and safety plan of your event:
Marketing for Events
With issues of oversaturation and more selective eventgoers, the marketing side of an event is crucial. This panel discussion gave some strong takeaways to consider when planning your marketing objectives and outcomes. Here’s a few key ones!
Where to start (a very simplified version):
How do you counteract abandon cart mentality? Using all different forms of marketing is key, to ensure you engage with your audience at various touch points.
Data is king. If you don’t know your audience, there are online tools to find them. Use your website GA4, Facebook, or free audience profiling sites like gwi.com.
Use strong creative with an emotional connection. Luckily, events and experiences have this in buckets so use this to your advantage!
Be agile, fail fast and move on. Many forms of today’s media doesn’t have to mean that changing strategies is difficult or costly.
Client’s often find ticketing to be the most nerve-wracking part of an event, which is exacerbated by our culture of being super last minute (made worse post-covid)! This panel of ticketing experts held some great insights and learnings from their large amount of experience.
In the current climate, they saw a lot of positives for ticketed events. Traditionally in a recession, events do well. People want to get out! The tricky thing for event organisers is that while people are keen to get out, they are choosier with their events (strong marketing needed, see above!).
How can you convince purchasers to buy their tickets earlier (looking at you, Aucklanders)?
But ultimately, you have to trust the process!
Post-Covid we are back to being able to prioritise sustainability! This panel discussed where you can start and what’s important.
Thanks NZEA for an awesome conference, see you all again next year!