EP 26: Marketing belongs in the boardroom, and Beccs Lott has the numbers to prove it.

0:02 Meet Beccs Lott, Marketing Director at Co-op Live Dim the lights and crank up the energy. This is the Neon Lounge brought to you by Cat, Kevin and Eloise Newing. 0:13 Speaker 2 About to sit down with the wonderful. 0:14 Speaker 3 Rebecca Lot. 0:15 Speaker 2 From Co-op live and she's going to share all about her background spanning Ticketmaster, independent venues, moving NS back N again and a little bit about her new role at Co-op live. Well, not saying you anymore. 0:29 Speaker 4 I'm super, super excited for this conversation because I went to university in Manchester and I remember it was just like the plans were just being developed for Co-op Live just as I was leaving. And actually a couple of my old uni friends now work at Co-op Live. Such a massive venue. 0:45 And it was just such an exciting time because Manchester was going to get this massive venue that all of these incredible artists were going to perform at and they were going to do all of these different shows and things. So the fact that we get to talk to Bex about the marketing side of Co-op Live, I'm just, yeah, I'm fine getting a little bit if I'm honest. 1:03 Speaker 2 You just want to speak about Harry Styles. 1:05 Speaker 4 Basically just want to speak about Harry Styles because he did his Netflix show on he filmed at Co-op Live and I love Harry Styles obviously. 1:12 Speaker 2 Well, let's jump straight in, shall we? 1:14 Speaker 4 Let's do it. 1:19 From South Wales to Co-op Live: Becc’s career journey So I'm Rebecca, but actually everybody calls me backs. I was, I was born in the 80s where it was one of the most popular names, so everybody had to pick one there about 7 Rebecca's in my year. So everybody knows me as backs. That's where I landed. So I grew up in South Wales in a little town called Swansea, which I couldn't wait to leave, but I obviously at that point wasn't aware how wonderful it is and I love going back now then since then I've spent my life between London and the North, which is where I now live. 1:44 So I'm in Manchester, I'm on the executive committee for COP Live, which is the UK's largest indoor arena, 23 1/2 thousand capacity music first rooted in community and sustainability and we've been open for over 2 years now, so had over 200 events and over 3,000,000 fans through the door. 2:03 So I'm yeah, extremely proud along with everyone else who works there. What we've have achieved. 2:07 Speaker 2 Wow. I mean, that's really impressive, but tell us a little bit more about before you joined Cult Live, because I'm sure we'll dig into that. But what was your sort of career before and leading up to this moment? I've been. 2:19 Speaker 3 Really, really lucky to be in the industry over the last 20 years or so. And I say, I say lucky because it's been a real mix of I guess getting out there and putting myself forward and networking and actually just that whole right time, right place. 2:35 So I actually started out in small music venues in Leeds, so in the north. And it was back in the 2000s when Leeds became really, really big on the Indian rock scene. So I'd been working at Leeds Student Union in the events teams. I was doing a degree there, got my foot in the door by basically postering and firing on the job on day one. 2:54 Got to know the amazing team, did my networking bit and they gave me some great opportunities. So they trained me up in lighting and sound, they gave me my first event manager shifts and they got me a job in their advertising and I was also doing some work with the BBC events team on their fundraising. Events like Sports, Personality of the Year and Children in Need are basically trying to get as much experience as possible in events and the industry. 3:17 So when I graduated I took a full time job at a 700 capacity music venue, so smaller than Cop Live called The Fabisham. And they also owned a few clubs and restaurants in town too. And it was a tiny team, so about eight of us, including the owners. 3:32 And I was doing marketing and event support there and we had gigs and club nights almost every night of the week. A mix of new and rising artists. Lily Allen played one of her first gigs there. I think you're in the Enemy pretty much every week and you'd see members of local bands like The guys achieved some Pigeon Detectives regularly. 3:49 So it was really a scene and a great time to work in music events in the city. And I definitely got the buzz and it also served food in the daytime. So I'd F&B and hospitality to promote and we'd even start to do weddings. Some friends of mine, still friends of mine said they wanted to get married there, so I had to figure that one out. 4:05 Did wedding quite early on and the job really opened my eyes to every part of running a venue. I did get to the point where I I became curious about what London could unlock and had to offer. So I did move down with no plans, just bags of belief. Sent my CV everywhere I could think of and got a few roles. 4:25 Edinburgh Television Festival was one role, I was doing events and marketing there and I work for the South Bank district, so working with the likes of National Theatre and the old Victoria before landing a job at Ticketmaster. And I spent a decade of my career there, moving from B to C marketing to starting the company's first dedicated B to B marketing function. 4:45 Run that through COVID and then was then promoted into to business development as senior director of strategic accounts and joined the SLT. So I managed the accounts for all the big arenas we parted within the UK, including Co-op live. So they were my client. And then of course a job came up to help open this U KS biggest arena and be on the SLT there and I couldn't refuse. 5:05 I realized the growth opportunity and that it was a really, really unique experience. So I went for it and got it and have a look back. 5:13 Speaker 4 I mean, I think we just need to take a moment to appreciate how impositive that is because I was doing a bit of intend stocking the classic before we joined on today. And I was looking down your experience tab and I just kept scrolling and scrolling and scrolling. And you've done just so much. Like I'm honestly so impressed by everything. 5:30 Speaker 3 Thank you. Thank you. Like I say, it was a mix of just, you know, putting myself in the right rooms, but also being in the right place and right time when opportunities came up, right? Because you have to, you have to grab them when they're there. And so, yeah, a mix of that is where what got me to where I am today. 5:45 Speaker 4 So I'm curious, how much marketing are you actually doing within that role? 5:49 Why marketing is central to business growth So I joined Co-op Live 8 months before before it opened and I started in ticketing, then partnerships was given to me as a team, then marketing and fun experience without it just before opening and then post opening I was given other revenue lines like merchandise and parking. 6:04 So really the, the remit just grew and grew and grew while I was there. The business has evolved and the team has grown. So it's sort of culminated into this role, which is very much about growing revenue lines. And I guess that's a key point because marketing is so much more than what you'd imagine what it was 5 or 10 years ago, right? 6:20 It's about business growth more than it's ever been marked. It used to be about awareness and brand image and more of a tactical role, whereas now it's linked to revenue generation and KPI's reflect that, right? So I'm talking about conversion rates and customer lifetime value or not just reach and awareness. 6:37 So yeah, it's absolutely key. And I think the content channels even change dramatically is a real life example of that because you've got TikTok, for example, now linking directly to conversions and advertising and the fat fan journey between discovery and purchase is shorter than it's. So I guess to answer your question, yet it's absolutely key to what I do. 6:57 And you see a lot more marketing based roles on SLTS and Xcos now. And that's part of the reason why I've got one of those seats, I think with the with the six or seven other people is because marketing is really key to what we deliver. 7:10 Speaker 2 Louder for those at the back. I think it's such a key point that you've highlighted that I really like how you've explained, I think especially in in that B to C where it's, I mean, I guess it's the same in B to B as well in that where your background has been that intersection of events and marketing the whole time. 7:29 It gives you that really unique perspective. And naturally, I guess same as Eloise, when I was kind of looking back and we've met before and had a little bit of a chat and I remember you saying some of some of these areas, but actually just gives you such a well-rounded perspective, doesn't it? And insight. 7:42 Speaker 3 I think so. Marketing is a touch point for every department in the business. That's how I function today that we we'd speak to every department every day and make sure that the business is achieving its goals. So yes, very very key should not be overlooked. 7:55 Speaker 2 Yeah, I was going to say almost. How do you have that conversation? What tip would you have if someone who is listening to the podcast is struggling for their CEO or their manager or whoever's it kind of they're feeding into? If they don't view it that way and they're struggling to have those conversations, what do you recommend? 8:10 Making the case for marketing through business impact I would say it's all about those KPI's like I mentioned, so talking about conversion rates and customer lifetime time value and things that you can attribute a pound sign to, as well as talking about how many millions you're reaching, which is obviously hard to do and can be impressive. 8:26 And also the engagement too. I think if you can relate it back to the overall business goals and the business strategy, then that's definitely the answer. 8:34 Speaker 4 And are there any other challenges, highs, lows of marketing such a large venue in 2026, especially because I know that the customer journey like you were mentioning is changing so much, so I'm interested to know about. 8:47 The opportunities and challenges of running a major venue That so the highs are easy. We're in the business of selling these amazing experiences, many of which are linked to artists that people love. It's an emotive product and we're still in this experience culture. So I mean, the demand that we see for events week on week is tremendous. 9:04 We could sell some shows 10 times over or more, right? And you, when you look back at the feedback from all the fans and you see they've had the time of their lives and it's, that's absolutely a high, I think a challenge for all large music venues, not just this year, is just we're not in control of the touring product, right? 9:21 So if there's a year where there's less artists that are touring and less events are happening, that you need to get a bit creative. But I think having that entrepreneurial approach is key as the concept of a venue is actually now a destination. It is changing. Gone are the days where it's just about what happens inside the venue bowl. 9:37 It's actually about your food and drink, your activations, your merchandise. You know, what do you do on the concourses before and after the main event? It's not, it's not the artist within the bowl. So I think that's that's something that I'm seeing more and more through venues through the UK and across the world that you see a lot of articles right every week about building these amazing destinations. 9:55 So I think that that is a shift from last year and this year especially, yeah. 9:59 Speaker 4 Because it's so much harder to get people actually out of their homes these days. I've heard lots of people say that it's really difficult to because everybody is very comfortable at home and being at home is cheaper and being at home is easier. Actually trying to get people out and to come to things, you have to make them so much more interesting. 10:17 And there needs to be so much added value to just the one event like you were talking about, all of the stuff that goes on beforehand with the much and the food and then the after parties as well. Just to really, really convince people that you are going to have a really good time and it is really worth your while to go out and do those things. 10:34 Speaker 3 Yeah, exactly. And earlier and stay later, right, which a lot of venues on destinations are managing to do, you know, because a lot of people used to just turn out for the main act. But actually we're seeing more and more fans come much earlier, like when doors open for example, or even earlier than that. 10:49 We've got something happening outside Cope live. So we have a an aerial called Canal Side that's basically a bar, so you can turn up from two o'clock 3:00 in the afternoon and have a drink and enjoy yourself and listen to some music before you even go into the arena. 11:02 Creating destination experiences beyond the main event A lot of venues are also following the same pattern. 11:05 Speaker 2 And I guess it makes sense because if you've got people there, you're more likely to be selling something. So it's a it kind of works both ways. It's actually really interesting that you brought that up fellow is because we, I went to a panel recently with it was Chelsea Football Club and they were talking about the differences between the male games and the female games. 11:23 And they were saying that historically with male football people, people kind of turn up for the game, leave and, and maybe even before the end if their team isn't doing very well or, or they've got a train to catch. But that's a real difference. I don't know if you've noticed that with the difference between female and male competitions if you do many sporting events. 11:40 Speaker 3 For sports, we've just had netball, which is very female orientated. We've got the basketball coming up in January. Boxing's more male, but it it just, it depends on day of the week even can make it can be a big variable is to if people are turning up earlier and taking part in things. 11:55 So yeah, I think it depends on the weather, the day of the week, the type of event that it is. But no, we do, we do see a mix of of male and female or all genders getting involved and wanting to come earlier, but that what they're actually doing when they're there might differ a little bit and. 12:11 Speaker 2 I guess in your role, so you've got there's always an element of B to C, but is there a strong element of B to B in your business? So how we how is Co-op live trying to show up with other businesses in the industry? How are they trying to show up to organizers? And yeah, how have you guys managed to work with so many events already as such a new venue? 12:29 Speaker 3 If you think about the B2B side of it, there's, there's different factors, right? So we have an amazing premium offering and a brilliant premium team that I work with week on week. 12:39 Building B2B partnerships and promoter relationships That's very much B2B because it's membership based, right? But the, the team that we have here have an amazing network and we've had such a strong offering that actually most memberships got sold way before we opened. And then you've got the venue higher side of it. So when we can squeeze in events, then we are squeezing in events. 12:55 So again, working with likes of marketing Manchester, for example, and partnering with them on reaching out to event organizers or something that we're doing and then just using the network that we have within the team. And then I suppose we can look at promoters B2B2, right? OK, it's bringing, it's bringing a BBC product in, but it's those relationships are key. 13:13 And again, we have an amazing programming team who have worked with these promoters for years and have a great working relationship and know that we what we have to offer is a venue. So I think it's just putting across that quality offering. And one thing that has been amazing to see since we've opened the venue is how many nice testimonials that we've had from the promoters and event organizers and also very importantly, fans who have said that they've had an amazing time. 13:38 And that's that's going to sell the venue way better than us saying it ourselves. So we've been very lucky to see that. 13:45 Speaker 4 I did see your little show reel that you've got on your website, I think it was from 2024, but there's a fantastic show reel on the Co-op live website and it's kind of what you've done within the first year and stuff. And a big portion of that video was about sharing tweets and Instagram posts and kind of things that not only the artists have shared but also the audience as well, unlike them sharing pictures of themselves dancing and having a great time and stuff. 14:10 I'm curious like how important is that in terms of getting the audience to shout about you as well as well as all of the kind of marketing and stuff that you guys are doing, but really encouraging the audience to share pictures and tag you guys online and kind of get spread the word that way? 14:29 The value of fan content and social proof It's extremely powerful when people do it. We don't necessarily go out and ask for it, but I would say that as a as a content team, they'll go out and they'll speak to fans outside the event before, before it starts, talk about their fashion choices, what they're looking forward to hearing about. 14:45 And I think that's, it's really nice engaging content for everybody who's watching our channels anyway. It makes the fans feel involved. And also then they'll end up sharing and tagging us into. So it is, yeah. We don't necessarily explicitly ask for it, but when fans do share it, which they do regularly, it's amazing to see. 15:04 And as I said, it's such a much a stronger message than if we were to say it ourselves. 15:09 Speaker 2 I'm curious, are there any tools that you're using, anything in the back end that is really making your life easier, or any new techniques maybe that weren't working as well a couple of years ago? 15:20 Speaker 3 Off the back of the last question, I mean the endorsements and the contents key, right? That absolutely is. But I know that the word on everybody's lips is AI. And I find it such an interesting one to talk about within live entertainment because what we're actually selling is the opposite. 15:36 Using AI without losing authenticity So we're not selling an artificial experience, we're selling a real experience. But we've still managed to utilize AI for some efficiencies and just making some of our campaigns more effective and reporting tools and things like that. But one thing that will, you know, absolutely going to stay away from is your design shortcuts and things like that, because it doesn't really represent what we are as a, as a business and what we're selling. 16:01 So yeah, we'll be pleased to hear. I've seen, I've seen a lot of coverage on LinkedIn lately about people shortcutting the design. But we were very lucky to have a extremely talented designer within our team who does, yeah, some amazing work. And but we want to just keep, keep on that trajectory rather than, yeah, shortcutting with AI on design, for example. 16:22 Speaker 4 And what about awards? Because as I mentioned previously, I've been stalking you on LinkedIn, but have you entered any? What are your thoughts on awards? Do you think they're important? 16:33 Speaker 3 I suppose marketing aside, we we have won a lot of awards as a business, everything from sponsorship to sustainability. Actually one of the favorite ones that I like talking about is a, the Billie Eilish award that we got for sustainability, which is at Polestar Live. 16:47 Awards, sustainability and celebrating industry talent So it was actually selected by Billie Eilish and her mother who's also an activist and name is Maggie Bird. And with a, when Billie Eilish came to Carl Blyman did 4 shows, there was an ask that we were serving vegan food in the venue, but we already do on all our concessions. 17:04 So we went a step further and actually made the whole venue vegan and came up with a Billy Burrito recipe that was approved by her and her team and that went down really well. And we just we wanted to go the extra mile because it was part of our own values as a venue and what we believe in. 17:23 But also then worked for for Billie Eilish and and her mother as well. So she selected Co-op live amongst all of the venues that she had on her tour for this award. So, so that's that really meant a lot. Like the awards really do mean a lot to us. I do think they're really important. We're in a really, really crowded digital world, especially in B2 BI mean LinkedIn. 17:42 How much busier is LinkedIn now than it was 5 or 10 years ago? It's absolutely crazy. So I think it helps cut through. And let's be honest, it's just really nice to credit and celebrate the work of people once in a while. And several of our staff have had individual awards actually in the last year or two, which has really been really nice to see. 18:02 And it's been really good to see a wider variety of awards as well, celebrating women and LGBTQ plus, because unfortunately with equity is still needed, but also the awards for behind the scenes because there are so many people who work so hard in less public facing roles and they deserve the credit too. 18:21 I'm I'm a massive fan of those I. 18:23 Speaker 4 Think you're 100% right. It's one of the things that I've seen a lot more recently. It's less in terms of the awards. You see a lot less and that's just best employer, best event, best venue, all of the classic ones and you're seeing more now. I think it was IQ magazine that does LGBTQI Plus award and best women, best intern, best under 21, all of those kind of things and really just championing maybe smaller proportion of people that do make such a big impact in the industry. 18:50 It is really, really nice to see those people being celebrated more than just the big organisations and the big corporations that they sit underneath. 18:57 Speaker 3 Couldn't agree more. 18:58 Speaker 2 I mean, we can't. 18:59 Speaker 3 Talk about awards. 19:00 Speaker 2 That are amazing and not talk about production features and their breakthrough talent awards as well, which there is a very good link because Rebecca you are mentoring as part of now he's level up programme this year and you're mentoring Hannah. He is absolutely incredible from production features. 19:17 Mentoring the next generation in live events How's that going? Would you be happy to? I guess, yeah. Programs come to an end now, but share a couple of reflections on how it's been. Have you done mentoring before? Was it your first time? 19:25 Speaker 3 Yeah, I mean, it was easy because she's amazing and actually it was just chatting through, you know, what prediction features is about and the Sky's the limit. And I just think it was she did some, she wanted somebody to bounce that off, I suppose and and set her on the on the right path. So no, it's brilliant. And I've actually learned a lot from her as well about that that world because it's doing AB2B event for production is never something that I've done. 19:45 So we've learned off each other for sure. Mentoring previously I've done smaller mentoring programs that have been part of workplaces, for example, but nothing external. And I've known, I mean, I've known about Maui for a while because in my previous job at Ticketmaster, Sarah Slater, who's now running the UK business, was part of it and spoke so highly of now we and the program. 20:10 And so, yeah, when, when there was an opportunity, then I went for it. And yeah, it was absolutely worth doing. And I'd recommend it to anybody who is looking for a mentor or wants. To mentor, it's been yeah, a really positive experience and we've actually got a catch up in the diary tomorrow. So yes, we're not mentoring anymore, but actually it's a relationship now which is built and we will continue to to work together and where we've got some exciting plans that we're putting together between US and a new project so. 20:38 Speaker 2 No doubt. I would expect nothing less of Hannah. 20:43 Speaker 4 And then moving beyond awards, PR is one of the things that we're doing a lot at the moment with a lot of clients and we're having lots of great chats with lots of our clients about PR and implementing that more into their kind of marketing strategy overall. 20:58 Co-op Live’s PR and content strategy So what's your 2026 PR strategy looking like, especially in the whole AI world that we were talking about previously? 21:06 Speaker 3 One piece that's key for us is you're talking about recommendations and third parties and other people talking about your business rather than you do it yourselves. We're working with influencers more and more all the time, lots of content partners. So that's absolutely key within our strategy. 21:24 And so is, I suppose I'll talk about content, which is part PR and part marketing, but making sure that when we are doing content and we're sending it out, then it's a little bit more raw and not as shiny as it used to be. I think that there's a place for the shiny corporate pieces, especially in some parts of the B2B world. 21:42 But what we're finding most engaging is actually just, you know, team picking up a iPhone and going into the crowd and speaking to people and capturing that content. And it's the same with the the content that comes back to us. And that's also what influences are doing too. Yeah, that's, that's definitely a key part of the strategy. 21:57 And then we've got a really talented team that we've got a a lot of thought leadership that we've done in the last year or two, whether it's a panel or a podcast, although this is not part of the plan, this is not part of our strategies. You know, thank you for inviting me. It's great to do this podcast today. 22:12 But yeah, we've got brilliant people who are ready to share their own thoughts in the industry and disciplines. And that's that's the focus too, because they've a lot of them been in the industry for a long time, as well as Co-op live and have a lot to share. So it's also that. 22:26 Speaker 2 So what does the future look like them for Co-op live? What do the next couple of months couple of is having store a few? 22:32 Speaker 3 I suppose we'll talk about events First off the bat. So we have recently announced an audience with President Barack Obama. 22:40 What’s next for Co-op Live So that's very exciting. So that'll be the first proper talking heads kind of piece like speaking piece that we've that we've had a cop live. As I mentioned, we've got the NBA coming in January. So we've had the netball was fantastic, such a good event. But we're very excited to have basketball come to to the venue as well. 22:59 And we've got a very busy autumn winter, I mean, I think over 20 events in September just for a start and then, you know, leading by Christmas. But for Co-op, I've specifically and for this year. So we're part of a growing campus with Etihad Stadium already on our doorstep. 23:16 And there's a new entertainment district, Medlock that's opening this year. So we're becoming part of a 365 wider destination offering. There's a huge hotel that's opening on site. It's the biggest hotel outside London, which will not only improve obviously the fan experience, but also it will improve the offering for those large international events and B2B events. 23:38 And with the new Disney restaurants as attractions, I think we'll in increasingly see more people on campus and around Co-op life outside the main event days. So what I'd say is watch this space as to how Co-op Live will show up within that. 23:53 Speaker 4 Manchester is the place to be, apparently. 23:55 Speaker 3 It is. Well, yeah, now we have #10 the north, it's solidifying east. 24:03 Speaker 2 Well, we might have to come and see you one time. When was the NBA event on again, did you say? 24:09 Speaker 3 Yeah, absolutely. I thought you're welcome. Yeah, you absolutely need to come see us. Amazing. 24:14 Speaker 2 Record thank you so, so much for joining us today. We appreciate you taking the time and sharing all of your amazing insights. 24:21 Speaker 3 Thank you for having me.