Interactivity and state-of-the-art digital marketing anticipates the needs of the next decade
EC&O Venues has lifted the covers on a completely new website (www.eco.co.uk). Fresh, and leading-edge in appearance and packed with innovative new features, it has been designed to benefit organisers, exhibitors and visitors by providing everything they need to make the most of their time at the venues, whatever their objective.
Since the dotcom boom of 2000, debate has been raging in the event industry around whether the internet is a threat or an opportunity. Regardless, its impact cannot be ignored and the new EC&O Venues website provides a massive opportunity to promote, raise awareness of and gather information about the live event industry in the shape of the wide variety of different shows that Earls Court and Olympia host every year.
On-line research amongst a growing consumer database, trackable and measureable e-marketing activity, organiser and brand sponsorship opportunities and the ability to host visitor-generating podcasts, webcasts and video - in exploiting these activities, eco.co.uk is harnessing the growing influence of web 2.0, not as a substitute for face-to-face, but as adjunct.
Sybil Barker, Digital Marketing Manager for EC&O Venues said:
“Our new website is a prime example of how, as a venue, we are delivering additional value for our customers and championing the needs of the industry. By trying to get ahead of the curve, we are taking full advantage of new and exciting opportunities and providing innovative ways to attract visitors to the fantastic events we host.”
Nigel Nathan, EC&O Venues’ Group Commercial Director said:
“The site provides a solid foundation for our marketing strategy in 2007 allowing us to deliver more value to our existing customers, to demonstrate the breadth and quality of our offer to new customers and to build and enhance the reputation of EC&O and the events we host with a wider, more general audience. It will represent the industry, our venues and our events in the best possible light and, as the year progresses, in increasingly innovative ways. There is no doubt that the internet has a central role to play in the establishment of face-to-face as an indispensable marketing discipline.”
BlueCasting comes to Earls Court
A further EC&O Venues digital initiative – and a first for an event venue - has been the installation of BlueCasting technology in Earls Court Two for testing prior to a roll-out across the venues.
Provided in partnership with leading digital agency Filter Worldwide, the system provides organisers and exhibitors with the opportunity to deliver tailored marketing content directly to visitors’ mobile devices (‘phones and PDAs) as they walk around an event.
Text, logos, pictures, video and games/interactive content can all be supplied to devices that are Bluetooth-enabled, however the system ensures that no device receives the same content twice, and the recipient is easily able to opt-out of content that is non-relevant or not of immediate interest. Clearly, this challenges the organiser or exhibitor to provide content that is relevant, interesting and fun – but also provides the opportunity to build a one-to-one personal relationship with the visitor in advance of a visit to a stand or to a show ‘feature’.
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For further information on EC&O Venues:
Krissy Attridge, Communications Manager
krissy.attridge@eco.co.uk / 020 7370 8838
www.eco.co.uk
Notes to Editors
For more information on the new website and other marketing support opportunities, please contact Sybil Barker, Digital Marketing Manager, 020 7370 8388. sybil.barker@eco.co.uk
www.eco.co.uk was developed by Big Picture Interactive. Third party links to the website include Web Reservations International (online hotel booking), See Tickets (online ticket sales), ts.com (online parking) and Complete Directions (online mapping solutions).
EC&O Venues is the UK’s premier exhibition and conference venue manager. The business comprises Earls Court, Olympia and the Brewery, London’s leading venues for exhibitions, conferences and special events. The three venues hold over 1000 events each year, attracting over 3 million visitors and 30,000 exhibiting companies.