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During the launch of Journeys back in late 2004 and early 2005, we did 6 separate launch parties to cover as many groups of people as possible. The team also carried out some work on a business to consumer experiential events for Room 24 part of the Divine Group. On opening the new restaurant bar in Essex it all seemed to go quiet in the following months after a high profile launch. The idea was to revive flagging custom and drive customers in to Room 24, by putting on a series of one off free events over 6 consecutive months. The events differed in key ways. The idea being to get different groups of consumers along to Room 24. We did the events on a traditionally dead night Tuesday. That way we gave additional custom to cover all costs and make a profit. We segmented the consumer market into 6 groups; couples, clubbers, barflies, rock music fans, ethnic music fans and passing custom. We themed the 6 events by music choice. We made our decision very quickly. Setting up the social network via < www.Journeysleigh.net > website back in 2004 and running this until 2007, you’ll see the pages on the “Wayback Machine”, this was seen as a vital support tool to any event. You cannot hope to employ any other method without set up expenses that would exceed your budget. The idea was to run events for music lovers locally. First of all we ran test events to get a fan base. These people at the events were invited to “opt in” to use the logged in area of the website and post on the forums. From being the website host and the moderator we were able to operate strict policies of control on the forum levels and discussions. We also were very strict on non - discussion of political, religious, sexist subjects etc. This proved to be an excellent platform for future events. Once we were up and running the membership snowballed. Probably up to around 3000 people spread over Facebook and Twitter now. After 2007 the momentum of this creation was left to friends to pursue further following our basic plan. These friends had more patience and stoicism. Simple economics indicated the ROI was simply not producing any visible revenues apart from low cost high quality events for the benefit of the social network. Hard graft for little return. In business this is a non-starter. |
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