IT has become a major Sales and Marketing tool in the increasingly competitive world of congresses and conventions…
IT has become a major Sales and Marketing tool in the increasingly competitive world of congresses and conventions. On Friday, 27 July, 2001 the Edinburgh International Conference Centre (
Reflecting a significant increase in web activity and electronic transactions to the Centre, the EICC has redesigned its web site to reflect the broad spectrum of users and their needs as well as the international nature of its market. It has also integrated its sales, marketing and PR e-strategies in an effort to push Edinburgh above twelfth place and into the top ten of world congress destinations.
EICC Chief Executive Hans Rissmann explained: "Six years ago when the Centre opened only a very small minority of bookings and enquiries came via the Web – more often than not interest was from students or researchers. Now, we are often taking one quality enquiry every day with more and more secured business originating from the Web. Our sales and marketing strategies are now being updated continuously to reflect this developing trend and in the last six months alone we have seen a 20% increase in e-traffic to the Centre."
Marketing Team Leader, Morag Payne has overseen the latest changes, the third in the life of the EICC. "The new site has some significant developments for our customers, it has not simply been a cosmetic exercise. For example, by inserting basic information such as expected numbers and type of event, customers can be advised on-line on the best-suited areas of the EICC".
"There is also a simulated webcast which gives our clients a good idea of the kinds of facilities we're able to offer, both in terms of rooms available and in technical production. We are also pleased to offer a significant enhancement to our download capabilities, particularly photographs and maps".
"However, even more important is the part the Web site plays in our overall strategy. All our publications are now available electronically, all news information and press releases are issued via email, and our sales and marketing e-initiatives are tagged to ensure maximum effectiveness and follow-through. All our publicity materials are now pushing as many people as possible to access our web site – we see this as the hub of our activity. Although it is too early to tell the effects of these changes, we expect the rising trend in e-traffic to continue".
In spite of the changes, Chief Executive Hans Rissmann stressed that one strong EICC selling point would not be changing: "We are working hard to keep the EICC at the cutting-edge of IT developments whilst also recognising that networking and face-to-face contact will continue to be of paramount importance. To this end, we continue to work hard at maintaining extremely high levels of customer satisfaction, something I'm proud to say the EICC has achieved recognition for all around the world."
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
