The inaugural S.L.N.G. Marketing Seminar saw 29 local authorities and leisure trusts join together to discuss service promotion, share best practice and hear from invited industry professionals.  S.L.N.G. President Bobby Kerr brought together leading industry experts and invited members to the event with the purpose of establishing a forum that members can network together and share best practise on an ongoing basis.

The day had 3 themes:

  • FOCUS – From Audience Insight to Action, led by Dugald MacGregor of We Are Hydrogen
  • GROW – Be discovered and be chosen, led by Simon Beer of Big Wave
  • DELIVER – Getting more from the resources you have, led by Paul Woodford form Alliance Leisure

Dugald’s presentation looked at how leisure marketers can move from broad trends and audience information towards practical marketing decisions.  The session explored how to identify useful audience insight, understand the behaviours, needs and barriers that matter, and translate this into clearer choices around audiences, messaging, content and channels.

Simon’s presentation explored how audiences are finding organisations in new ways across AI, search, social, video and other emerging channels.  The session moved through some of the new and exciting platforms delegates can use to reach prospective members / customers and look at practical opportunities to improve Trust’s visibility, connect delegates channels and ultimately grow.

Paul’s presentation noted that great ideas are one thing finding the time and people to deliver them is another. Whether you have a full marketing team, one person doing a bit of everything or no dedicated marketing resource, the session was about making what you do have go further. Paul looked at where to focus efforts, how to get more mileage from delegates campaigns and content, and how colleagues, AI and outside support can help. The aim was to leave with a few practical ideas delegates can put to work straight away.

There were also presentations from Dundee Leisure and Culture and Fife Sport & Leisure Trust. Dundee’s, led by Linzi Marshall-Beers and Sherridan Samson theme was “From Customers to Content Creators”  They shared how the launch of Active 9BX evolved into a community-led marketing success story – from creating an Instagrammable space and local partnerships to embracing UGC, influencers and members as authentic advocates.

Fife Sports and Leisure Trust, led by Sharron McCormick theme was “Creating, Collaborating and Changing”  Sharron’s session explored how the marketing and creative function at Fife Sports and Leisure Trust was evolving to meet the demands of the leisure sector and the wider marketing industry.

The day was hosted by Julie Gillespie from Connetcology and concluded with a panel discussion where delegates had an opportunity to ask the main speakers questions.