With the global events industry shut down overnight when lockdown hit in March 2020, the impact across the sector has been devastating. But many businesses have reacted quickly, finding new ways to prosper and embracing the new virtual world.
North East event management firm, Saward Marketing & Events, is still going strong today despite their order book being decimated last March when the Covid lockdown was imposed.
MD Jack Saward drew on his experience and ability to address the situation quickly and effectively – a trait shared by many industry leaders- and his business has survived what we all hope is the worst of the effects of the pandemic. As an established event professional with over 20 yrs experience, Jack reflected on the 12 months since the last event they were part of for a customer, in Las Vegas in March 2020. “Our industry has faced huge challenges but that’s what we enjoy, we are proactive and solution focused. Our daily routine is always looking to ensure our clients receive the best possible experience and service, so the last year was just another situation we had to face head on and come out of as strong as we possibly could.” he explained. “A worrying number of my industry peers have lost their businesses or jobs over the last year, its been tough for everyone involved in this sector. We’ve had to think outside the box to find ways to ensure that our customers have been supported during this time. It has been a struggle but I guess we are one of the lucky ones.” The business has delivered a number of online virtual events, produced new videos for clients and continued to provide PR and marketing support to customers both in the UK and overseas. Offering our customers a ‘professional cuddle’ has been vital because they have also faced their own challenges. “Whilst the events industry has struggled, with little or no government support, we’ve found ways to use our skills and contacts to ensure our customers continue to develop and showcase their products and services.” One of these customers is North East based ConMech Engineers. MD Christine Ames commented “Jack has been an invaluable resource to us since our very first exhibition back in 2013, helping us to stand out from the competition in live events and trade shows in the UK and abroad, which has resulted in a significant increase in the recognition of our brand. “Then COVID-19 landed, and with no live events to plan for Jack has been able to guide us through the maze of digital marketing. From building booths for digital events and producing new marketing materials, Jack’s vision and knowledge is second to none. As well as his professionalism and expertise, he’s also one of the most genuine people you could ever hope to work with.”
Whilst at a very big exhibition in Las Vegas in March last year, Jack watched as the bright lights began to switch off, hotels began to close and flights were cancelled. He made it back home just in time and, since then he has lived and breathed the painful experiences that his entire sector has faced. But after continuing to participate in a number of industry panel discussions and speaking so positively about his industry, he was talked into starting a podcast. Not something that was ever on his agenda, he needed some convincing, but The Events Insight podcast was launched in October 2020 and, since then it has developed into something far bigger than imagined. Downloaded across all six continents and in over 30 countries (and counting), listeners have had the opportunity to tune in and become re-energised about their industry. The 30 – 40 minutes of conversation that Jack has with his co-host, PR/event organizer Ellan Campbell-Swann and a different event industry expert each week, has led to guest lecturer opportunities in Further Education establishments across the country. Jack is a passionate mentor, so these discussions have offered him the opportunity to help nurture future event professionals and communicate with a larger audience to ensure they remain positive and enthused about the industry for which he cares so deeply.
Jack acknowledged “We still have a way to go to build confidence and see crowds back at sporting and music events, companies and visitors at trade fairs and even businesses actively organising their next national or international conferences, but we’re getting there. We just need to plan effectively and take all the necessary steps to ensure the appropriate guidance is followed.”
“Many of my customers have contacted me recently asking for our thoughts and it’s been a similar message to each of them; start the conversation and start the planning NOW, we need to be proactive, not reactive, and, as a company, we’ll be there to help them along that journey as we always have been.”