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E87: "The Running Man - How a Media Group is Disrupting the Health & Wellbeing Markets" with Mike Seaman CEO Raccoon Media Group #eventprofs
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This week I spoke with with Mike Seaman, CEO Raccoon Media Group, a dynamic, high-growth media business focused on health and wellbeing markets. The business launched in 2017 and is dedicated to getting people from all backgrounds healthy, outside and active via its portfolio of events and media properties which include The National Cycling Show, National Snow Week, Snowbound Expo, The National Running Show, Run Show Boston, The National Equine Show and The National Outdoor Expo and its digital platform Outside & Active.
https://raccoonmediagroup.com/
Discussion includes:
- How the business survived during the pandemic
- Mike's own response & coping mechanisms during the pandemic
- Developing a plan for growth and objectives for the business
- The process of launching a new show
- Expansion in the USA, what's worked, what hasn't
- Growth through acquisition: opportunistic or strategic?
- The change from being an events business to a media business
- How best to serve a community including inclusivity & accessibility
- Improving visitor conversions through pre show engagement
- Working with celebrity ambassadors to help drive attendance
- A story about Mike's mum and Ben Fogle
- Sustainability in the events industry. What more can we be doing?
- Establishing a winner company culture & the role of the CEO
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You can watch this episode on YouTube here https://www.youtube.com/watch?v=Ees4pgrnDnc
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