Damien Passmore, Marketing Officer and Web Editor for What's On Reading, shares his journey with the organisation and how it has become the "ultimate guide" for arts, culture, and heritage events in the Greater Reading area. The discussion covers the website's creation, its operational structure, and Damien’s background.

The conversation delves into the evolution of the business from its launch with 60 partner organisations to its current state with over 250 active partners. Damien explains his marketing philosophy, which highlights the crucial role of social media as a two-way communication tool.

Finally, the discussion touches on the future goals for What's On Reading, including the potential for physical advertising, such as print flyers or posters. Damien concludes with a message about the vibrant arts and culture scene in Reading, urging listeners to use the website to prove wrong anyone who says there is nothing happening in the town.

 

TIMECODES

00:00 Greeting

00:15 What is What’s on Reading?

01:31 Why What’s on Reading only covers Arts Culture and Heritage events

02:58 The ‘team’ behind What’s on Reading

04:08 How you can get your Arts/heritage event(s) listed on What’s on Reading?

05:10 Damien’s background and he got involved in What’s On Reading

06:55 To what extent has Damien’s personal involvement in local Arts and Culture helped him in his role at What’s on Reading.

08:15 The challenges Damien faced in getting traction going at What’s On Reading

10:28 How Damien promotes events in Reading

15:45 Connection between most popular content and most popular events

17:55 What’s On Reading data peak

20:25 Why events are important and advice for business owners

22:58 The future for What’s On Reading

24:24 Final thoughts

 

KEY TAKEAWAYS

Credibility is Currency: Building a strong reputation and relationships within the local community is crucial for success. Damien’s personal involvement in the arts and culture scene gave him immediate "legitimacy" and credibility with partners. This established a foundation of trust that made it easier to get organisations on board and grow the platform.

Social Media is a Two-Way Conversation: Social media is not just a broadcasting tool; it's a communication tool where "communication always goes two ways". What's On Reading's strategy focuses on being "social," engaging with followers, and responding to questions and comments. Damien also emphasises the importance of authenticity and adapting to platform changes.

Collaboration Drives Growth: Partnering with other local organisations can expand your reach and benefit your business. Passmore gives examples of successful collaborations, such as art exhibitions in pubs, which can draw in new customers. By finding the "right partnerships" that align with their brand, businesses can increase footfall and show community support.