Join Fab as she chats with Andrew and Pete about their journey with Atomicon – from how they first teamed up to the ups and downs of running events during the pandemic. They dive into what makes events truly special, sharing their insights on building community and learning from attendee feedback.
The duo opens up about the nitty-gritty of launching successful events, from keeping the energy high during launch to making sure everything runs smoothly for attendees.
About Andrew & Pete from ATOMICON
Andrew and Pete are the business duo who help small business owners scale their business so they can stop swapping time for money. Founders of ATOMIC, they annually host one of Europe’s largest business conferences, ATOMICON, happening in Newcastle upon Tyne.
Winners of the ‘Digital and Social Media Company of the Year Award’, and also ‘Business Personality of the Year Award’, they are ranked in the top 100 digital marketers in the world. As the authors of two hit books, ‘The Hippo Campus’ and ‘Content Mavericks’ they regularly keynote the world’s largest international conferences such as Social Media Marketing World and have been featured on sites such as BBC, Inc., Huffington Post, Bdaily, Entrepreneur on Fire, and Forbes.
Friendship First: The Foundation of a Successful Partnership
What sets their partnership apart is the deliberate choice to root their business in friendship. Andrew and Pete make no secret that entrepreneurship can be lonely: running a business with a friend not only eases the burden but magnifies the joy.
This spirit of fun and collaboration has been woven into every aspect of their business and is palpable throughout Atomicon.
Navigating Forks in the Road: Adapting When the World Changes
No conversation about in-person events can ignore the “p” word: the pandemic. Atomicon had just taken off—its first year in 2019 sold out in five days, and year two was set to welcome 1,000 attendees when the world abruptly changed. Like every event organizer, Andrew and Pete faced a make-or-break fork in the road.
They quickly pivoted to a virtual format, but as they share, the real challenge emerged in the years that followed. The uncertainty about event viability, attendee behaviours, and shifting industry norms meant constant adaptation.
“The special thing about ATOMICON is that it came from the community. So we only did ATOMICON because we were asked… We had already put all the foundations in place. So when we were like, okay. This is our conference. This is what we’re gonna do for everyone because you’ve asked for it. It just felt so special from day one.”
Andrew
Community at the Core: The Secret Sauce to ATOMICON’s Growth
One of ATOMICON defining features is its strong, intentional community focus. Andrew and Pete challenge the flimsy definition of community (it’s not just a Facebook group or channel). It’s when people within the group know, trust, and support each other.
They describe a golden moment at their first event: an attendee rushed past Andrew and Pete, initially to hug their online friend, now met in person for the first time. For them, this encapsulated their philosophy: it’s not about worshiping the organisers, but facilitating connections that matter.
This approach is woven into everything ATOMICON does. Virtual speed networking, curated matchmaking, and intentional pre-event introductions mean first-timers arrive already connected. Ultimately, the goal is for attendees to leave feeling part of something bigger, propelling word-of-mouth growth and return attendance.
Filtering Feedback: Why the Loudest Voices Aren’t Always Right
A recurring pitfall among event (and business) organisers is chasing every piece of feedback. Andrew and Pete warn against being led astray by the “loud minority”, those most vocal with ideas or complaints aren’t necessarily representative of the whole.
Instead, every suggestion gets filtered through a lens of logic, data, and alignment with core goals. For example, attendees often request a longer ATOMICON. Instead of immediately overhauling the schedule, the team surveyed all attendees: only a quarter actually wanted a longer event. This insight led to practical solutions (like an optional fringe day) without alienating the majority.
The Non-Negotiable Ingredient for Great Marketing
Perhaps the greatest takeaway from Andrew and Pete’s journey is the importance of authentic enthusiasm. Whether selling tickets or recruiting sponsors, people buy into energy – if you believe deeply in what you’re offering, others will too.
This means saying the same thing in countless ways, keeping up momentum even during slow periods, and embracing every opportunity to recount the event’s positive impact. They encourage event organisers to collect and reflect on real success stories to fuel belief and communicate value.
For anyone looking to launch or elevate events, their advice rings clear: prioritise genuine connection, measure twice before changing course, and never be afraid to spread the excitement. After all, “marketing should be infectious” and if Atomicon is any example, it works.
