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Marketing Summit 2024

Join us at the BIDs Marketing Summit

Wednesday 24th April, 10:30am – 3:15pm
Novotel, London West, 1 Shortlands, London, W6 8DR

BIDs face many different challenges, but the marketing community can help provide solutions and innovative support when facing them. Due to demand we are hosting a marketing focused event to enable the BID’s marketing focused colleagues to come together and share ideas and good practice.

This pro-active day will include plenty of opportunities to learn how the industry and the role of marketeers is evolving. As always, there will also be plenty of time for networking. Lunch will be provided.

Other sessions will be confirmed ahead of the day.


Speakers and topics will include:

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John Thornton, Senior Creative, Surreal

John Thornton, Senior Creative, Surreal

John gets paid to write daft things on the internet. Some of the people he's written for include innocent smoothies, Secret Cinema, Great Pottery Throwdown and, uh…the UN?

John’s latest victims - sorry, employers - are Surreal: a startup cereal company who hand in 10ft tall resignations and design billboards on MS Paint.

John will be talking about taking risks, breaking rules, giving posts personality and making a big impact with a tiny budget.

Shaun Bailey, Founder Jacob Bailey Group, Destination Core

Shaun Bailey, Founder Jacob Bailey Group, Destination Core

Why a Website is Crucial, to the Success of a Physical Place

Shaun will be looking at the future of websites in the BID community including the role of ChatGPT and AI.

How does your website become a living, breathing source of data?

Websites should provide an in-depth understanding of your audience(s) and their needs. They are experiential and can bring a destination to life through video, interaction and compelling content

They are responsive and mobile and can surface your brand, messaging and offers on the devices all visitors will be carrying They democratise the local economy and provide all stakeholders with an opportunity to boost their businesses.

They can track offers, events etc in real-time. They can generate additional revenue. They should form the foundation of all of your digital marketing!

Eleanor Swan, Marketing & Communications Manager, Hammersmith BID and Giuliana Michaj, LIVAT Hammersmith

Eleanor Swan, Marketing & Communications Manager, Hammersmith BID and Giuliana Michaj, LIVAT Hammersmith

BIDs and Levy payers: Co-creating a successful partnership model

Hammersmith BID and Livat Hammersmith will be discussing what makes their partnership working so successful. Looking at case studies of campaigns and events they have worked together on, from community projects such as wellbeing events and Chatty Tuesdays, to sustainability through their popular Clothes Swaps, and Conscious Christmas campaign. The key is to finding that common ground.

Sarah Thomas-Gordon, Marketing Manager, Stoke-on-Trent City Centre BID

Sarah Thomas-Gordon, Marketing Manager, Stoke-on-Trent City Centre BID

Guiding Drivers: Holding Yourself Accountable and Solidifying Your Strategy

In the BID landscape when there's so much to explore with marketing, having a simple yet concise marketing strategy can make all the difference. This session will explore the importance of marketing strategy and how to deliver results with Guiding Drivers.

Laura Bosworth, Chief Executive Officer, Local Life

Laura Bosworth, Chief Executive Officer, Local Life

Elevating BIDs: Smart Insights, Smarter Marketing

A deep dive into how data and insights from 'The Student Local Lifestyle Report' can redefine marketing strategies for BIDs. The session will explore the critical role of understanding consumer behaviour and leveraging this knowledge to meet the needs of BIDs, levy payers and consumers more effectively. The session will look at the importance of data in crafting engaging experiences that resonate with key demographics, highlighting strategies for tailoring initiatives to attract and retain footfall. A key focus will be on the 'Local Leaders' program, designed to empower BIDs with the skills to collect, interpret, and act on data, driving benefits for their place, and stakeholders.

Attendees will leave with actionable insights on using data to inform smarter marketing approaches, ensuring their BIDs can thrive in today's competitive landscape.

Sara Tupper, BID Manager and Ryan Mitchell, Events & Social Media Exec, Chelmsford For You

Sara Tupper, BID Manager and Ryan Mitchell, Events & Social Media Exec, Chelmsford For You

Strengthening Your Brand: Keeping up with marketing trends & increasing BID visibility

The Chelmsford For You team discuss their successful video content strategy. Incorporating social media channels, video podcasts and using BID members as their guests/features (including national brands such as M & S, John Lewis & Ninja Warrior) they have overcome the challenge faced by many BIDs with engagement and even company awareness.

Our Sponsor

Christmas Creations specialise in the design, manufacture and installation of seasonal decorative displays, festive lighting and place making.

Working with BIDs, Shopping Centres and Commercial Clients across the UK, their work includes photo opportunities, across street decorations, lamp column motifs, tree lighting as well as summer and seasonal displays.

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A special thanks to Novotel, London West

See you on the 24th April at Novotel, London West, 1 Shortlands, London, W6 8DR