Thinking too Big OR Thinking too Small ?

Sometimes, when we issue our challenge to produce a Conference on electric railways, we are shot down with comments such as :

1. Too much work for one club

2. No one will come; it will lose money

3. Who would travel to Florida ? and

4. Electric railways are just a small part of model railroading

I'd like to respond to each of these objections, if I may .

1. Ya know, it could be too much work for one club. BUT on what stone monument is it engraved that only one club can work on a conference at the same time ? ... and where does it say that you can't (as they say in psychiatry) "Seek professional help" ?

If you want to do a truly international conference and exhibition, you certainly should NOT restrict the planning or the staff to the same old half-dozen or so members who seem to be the
only ones who do any work ? It's the same in every club ; we all know who they are ... the same dependable Worker Bees in every club, no matter how large, how venerable its cachet or
existence, who do everything. Here's Trainman and his staff to offer some offsetting suggestions :

Ask HNILS@MSN.COM

a. work with another club in a different part of the country : East Penn, get together with CERA ; OR work with one of the many trolley museums . You should have information on these groups !

b. recruit assistance from some of the well-funded electric and light railway manufacturers that hope to sell equipment to U.S. jurisdictions. For example, Shinkiaryo's headquarters are located in a small community just north of Tampa/ Sgt. Petersburg. Get one of your more persuasive marketing members to explain that this could well be one of the best ways to get their story in front of the public. They can provide money, or maybe just backing with a guarantee, or put some underutilized staff members on the job. Explain the benefits to them, and don't take the first "No" as final. Escalate the request up the corporate ladder. They'll thank you for the PR coverage later, after the newspapers, the on-line journals, and the trade publications publish all those lovely photographs

c. Use imagination in marketing --- use the new Social Media; if you don't know what they are, find a yout' on their staff who does. Don't put a one-column notice in the Club newsletter and think that this is enough. Go to your local library and check out the Guerilla Marketing book series. Read it --- then Follow Instructions !

d. Obtain the absolutely first rate UK magazine called "Tramways & Urban Transit". Ask them to help with publicity; invite them to present a series of talks at the Conference. Leaf through the magazine and browse through their ads --- full page, full colour (nice touch, there!)
advertisements trying to sell stuff --- books, videos, classic films. Do you need their contact info ? Ask HNILS@MSN.COM

e. Recruit the trolley museums, NOT ONLY the American ones, but also the ones from other countries. Find out who and what Crich is doing right . Get out a railroad map of Europe, with city transit marked on it.

f. Light Rail engineering firms --- they're looking for exposure. Maybe this is their best opportunity.

g. Approach the firms that have participated in international conferences, such as the major World Congresses of the International Association of Public Transport or, rail consultants in various countries, or the programs run by the Light Rail Transit Association (LRTA). Approach
every company on that list, asking for help --- money, people, or conference savvy and advice . Add firms that act as suppliers and provide services to light rail prototypes.

h. Contact the large model railroad manufacturers (you certainly shouldn't need help with that one !) . Compliment makers like MTH, which launched a line of New York City Transit subway cars. That took courage and resources. Suggest that both you and they could benefit from more public exposure.

i. Run a series of the many videos, both current and historical, as recruiting tools in schools, on television, in essence, everywhere. History Channel might be willing to help here.

j. Lawyers that provide advice and legal counsel to Light Rail firms, to municipalities undergoing a LR installation. Suggest some Pro Bono work for the Conference (reviewing booking contracts, hotel room guarantees, forfeiture clauses, ask them for venue (exhibition hall) recommendations. Attorneys have many business contacts.

k. Get in touch with Citizens' Transit Advocacy Groups --- now, there's a bunch of active, hard-working people committed to trams, trolleys, and light rail.

l. Work with the Big Dogs --- Disney Conference Planning staff can be of enormous assistance --- remember, they're trying to sell ROOM-NIGHTS . They'll do everything they can to help, advise, promote, etc. your program. Think big ! ... but don't ignore the very-large-but-not-quite Disney-size Hotel Conference Centers. Write to HNILS@MSN.COM for some suggestions here. Beautifully situated, always looking for business, T-to-the-Fourth-Power is
fresh new blood for them.

m. The Electric Railway Clubs of Florida is a small group, but with historically heavy hitters, some retired or cut back on hours to enjoy life after a lifetime of hard traction-oriented work. Some famous names; some well-known historians and photographers. If you need their contact information , Ask Hal -- HNILS@MSN.COM.

n. Do not skip a single trolley museum in the country --- stress that this is one of their best
opportunities to reach their target markets.

o. Write Letters to the Editor of every major periodical, especially in Florida . Remember that --- assuming this Conference and Exhibition is held in Florida, these newspapers and, especially these upscale magazines are a primary untouched audience. Writing to , for example, the Sarasota Herald Tribune will get your information syndicated --- if it sounds interesting or exciting enough --- to the New York Times and major newspapers throughout Europe.

p. Work with bloggers who are writing on transit topics. Make sure they're on your side . Stay away from sophisticated transportation research centers with an undisclosed Pro-Bus agenda. Some of them receive millions of Federal dollars, publish complex statistical analyses on bus ridership patterns in Northern Kazakhstan, and are widely quoted by municipal officials as transit experts. As the Scots say, Gang Warily ! (Translator's note : Step carefully).

More info, suggestions, and connections tomorrow on "No one will come", "Losing money", and "Travel to Florida"