Expert Insight “I think as a country (and the world), very quickly
we’ve shown what’s possible when we ‘need’ to deliver.” ANDREW HOWARD — BLACKPOOL GRAND THEATRE
Connect with your audience Following on from this, Andrew went on to discuss how the theatre have strongly adapted the methods of engagement with the theatre community. In particular, Andrew commented on the diversity in age and technical ability, with the older generation less likely to be able to engage in Zoom or Youtube. This was a welcome challenge for the theatre who have found that this period has opened up a pathway for digital diversification for future engagement.
Arranging everything from phone calls, and check-ins to social events online, Blackpool Grand Theatre have spent a considerable amount of time and effort producing content that connects and inspires their wider audiences, with every project and piece of content created with the ‘bigger picture’ in mind. This follows Arts Council England’s nationwide approach, reminding theatres of the significance they hold in communities and encouraging theatres, wherever possible, to ‘Connect, Comfort and Uplift’ their local audiences.
One significant way Blackpool Grand Theatre have adapted is through the creation of their Youtube channel ‘At Home With You’, which has provided a creative hub for inspiration and activity for all ages. From yoga sessions to theatrical makeup tutorials, the theatre’s Youtube page is a demonstration of a business brought to a complete halt overnight flipping their business strategy with rapid speed, and finding other outlets to engage with their loyal audience.
Diversify Digitally Another significant trend for businesses adapting successfully is through focussing on their digital efforts, putting energy and resources into building a presence online. Gaining traction online is invaluable to a business and with audiences, followers
and customers at home spending more time than ever online, digital diversification has been essential. Customers will welcome interaction and engagement with proactive businesses from the comfort of their home. Some have seen an even bigger increase in user engagement on social media channels than ever before.
Tom Bronock, Director at The Cocktail Service, is particularly proud of the results achieved from launching the “Drinkstagram Awards”, a competition that was launched for home bartenders on Instagram in partnership with American whisky brand Makers Mark: “This was hugely effective for us with hundreds of entries, a reach into the hundreds of thousands and a highly innovative activation which the brand and its UK distribution partner was really pleased with.”
Keep morale high Another vital element to think about that can ensure the success of your business during these quieter periods is the support of your teams who are at the forefront of bringing these ideas to fruition.
A business is nothing without its team, so ensuring high levels of team morale is essential so that team members feel reassured and tasked with a new set of challenges and tasks that still make them feel like an important part of the team.
Alex Head, Managing Director of the Social Pantry, commented on how the business has kept morale high amongst employees; “We connect with employees on a regular basis. We have hosted yoga sessions, bake-off, quizzes, wellness sessions and general catch ups in order to keep staff connected.”
Meanwhile, The Cocktail Service have hosted HIIT sessions and weekly meetups
online delivered by members of the team: “We are really lucky to have an amazing team, who have all taken the crisis and furlough in their stride.” Tom commented.
Similarly, the team at Blackpool Grand Theatre have been pooling their efforts into creative initiatives to inspire their audience, both young and old, highlighting how the experience has brought the team together; “We have also felt It’s brought everyone closer together, we’ve learnt so much more about each other and our family lives, pets (two staff have pet shrimps!).”
Horizontal thinking As businesses have utilised this time to find out new ways of creative working, it will be difficult for processes to return back to how they were before. Remote working and a shift to being present virtually and online has forced those in the hospitality sector to consider alternative business angles that can work equally as well.
By considering another approach, businesses can better equip themselves for the future. The way in which businesses connect with customers and each other will be vastly different. With various areas of the business being brought together like never before, the way in which events, planning and strategy are approached will be done in a more holistic, measured way. Andrew Howard of Blackpool Grand Theatre refers to this as ‘horizontal thinking’. Alongside The Cocktail Service and Social Pantry, Blackpool Grand Theatre are similarly preparing for the day they can open their doors again. By considering the above points, all businesses will be better equipped for a post COVID world, getting ‘back to business’ armed with a plan to solidify their success for the months and years to come.
theevergreenagency.co.uk www.venue-insight.com
September 2020
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