A lot of it is done online and through influencer marketing . What that does is reduces marketing expenditure . We have a free ticket model for those people and it enables consumers to come into show with more money in their pocket . But they also feel valued , not because they been given a free ticket or they tick a box . But they feel like they ’ ve got a say because they ’ re part of a community . We get so much love and support from the people that come and they give us all of the ideas and they are part of the content . If you genuinely immerse yourself in your community then you actually create something meaningful . If you sit as exhibition organisers just outside your community thinking ‘ how can I make money out of them ’ it doesn ’ t quite work .
“ People spend a lot of time talking about what other people are doing and trying to be better , whereas I just make the best shows I can .”
Lindford Christie and Iwan Thomas at the National Running Show in 2020
Teamwork At Raccoon the team agree . Seaman is focused on making sure all his staff get the most out of their roles .
Head of content Verity O ’ Brien says working for an independent organiser means their ideas are always heard .
“ If you want to do more there is always the opportunity ,” she says .
“ Being independent does make everyone feel listened to . I knew Mike before and he said to me – come and work with me . I might not have had the experience to do this job anywhere else .”
Account manager Rachel Marsh describes Raccoon as “ like a family ”.
Marketing assistant Dominic Brown agrees : “ You know everyone you ’ re working with so you can always suggest something new .”
Seaman concludes : “ If you spend all your time doing things that are positive and solution led rather than negative and problem led you ’ ll actually have a better product and expend less negative energy . I haven ’ t got time to be arguing with competitors and trying to steal other people ’ s ideas . I ’ ve got enough of my own ideas .” EN
February — 23