Helping creative industries in Brighton and Hove ride the wave of recession

October sees the first of three interactive business support events for creative industries in Brighton – a sector very close to the city’s heart.

The events are offered as part of ‘Ride the Wave’ - the third phase of a business support initiative offered by the city council and chamber of commerce to businesses in Brighton and Hove. It features a programme of free events designed to sustain buoyancy and stimulate growth by offering practical guidance, advice and tools, and by helping organisations in specific sectors.

Developed by Fay MacDonald, a business development consultant with a focus on creative, cultural and digital industries, the three events have been formulated as an informally related series. The content and format have been deliberately designed to be relevant, practical and interactive for the creative audience.

Brighton has always been recognised as a hub and platform for creativity. The city has renowned arts and cultural organisations and individuals pioneering innovative and award winning events, festivals, performances and collaborations. It is been estimated that there are in excess of 10,000 people working in around 1,700 businesses in the creative sector in the city and around 6,000 additional freelancers.* Yet, in the recent recession driven years, reduced funding has taken its toll on the arts and creative industries both in Brighton and across the UK.

The main objective for attendees is to gain practical insight that can be put to use in their business immediately, and help promote resilience and growth.

Topics featured include; the challenge of finding and keeping the right customers and saying no to the wrong ones; understanding the value of your creativity and how to cost it properly; how to market effectively to your newly found dream clients with a clear focus on market, medium and message.

The events offer individuals working in this sector a chance to hear from experts who understand the challenges faced by their industry alongside the opportunity to discuss ideas and solutions within groups of likeminded people and creative peers; the groups will also be supported by carefully chosen facilitators to maximise the experience.

Fay MacDonald said: “We only have 3 events, so it’s impossible to cover subjects in huge depth or address all the issues facing these organisations, but by focusing on specific industries the Ride the Wave initiative does at least aim to recognise the different needs of some of the city’s key sectors and start to tailor support accordingly.

These events have been a collaborative effort to combine appropriate subjects, good trainers and specific examples of both real life mistakes and successes that people working in creative industries can relate to.

The value of working with people in the same line of work as you through interactive discussion, and the benefit of being supported by someone who ‘gets’ what you are trying to achieve, cannot be underestimated. So it was crucial that the format incorporated these elements.

As a final note, for the cynics out there, ‘free’ doesn’t mean low quality. In this case it just means ‘good opportunity’! ”

If you would like to gain and share knowledge, meet new people and support your fellow creatives, please see below for dates and links to more information and where to sign up.

If that’s not enough to convince you, there is also complimentary food and a drink on arrival!

All events will take place at The Basement, Kensington Street, Brighton.

* Brighton and Hove City Council report May 2011


Wednesday 10th October
Finding dream clients, banishing the nightmare ones
How often are we willing to take just about any work that comes through the door? Poor-fit clients erode our creative and mental energy, and our income, while great clients are profitable, appreciative and easier to get than you think. This interactive event will cover how to identify and find your dream customers, how to get your favourites to spend more (and tell their friends) and how to avoid the wrong customers, confident it’s right for your business.
More info and book online here


Tuesday 30th October
The price is right?
Creatives can feel compromised by the need to focus on that most inartistic of commodities: money. Truth is, most successful creative businesses are as sharp as a 6H pencil when it comes to pricing and profitability. This workshop will look at what a creative business should be charging, including pricing for new business and regular customers, and using price as a marketing tool. You’re good at your art. Let us show you how to be good at money.
More info and book online here


Thursday 22nd November
Marketing to the clients you want
Brilliant marketing is about carefully matching your creative products or services to a receptive and focused audience. This event reveals the thinking behind the best marketing plans, including the three Ms — Market, Message and Medium: finding your market, knowing what to say, and saying it through the right channels. Featuring insight, practical advice and real life examples, you’ll leave with a ‘down and dirty’ marketing plan that’s ready for action. 
More info and book online here


By Fay MacDonald
http://www.linkedin.com/in/faymacdonald

Enquiries to Amanda Myers 01273 719097

More information
http://www.businessinbrighton.org.uk/ridethewave

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk