EC&O Venues, owner and operator of Earls Court, Olympia and the Brewery, has created and launched an on-line survey tool on its website eco.co.uk. The new tool, use of which will be offered free of charge to the venues’ customers, is part of an ongoing drive to find new ways of leveraging the internet’s broad appeal and mass audience on behalf of organisers and events.
Visitors to eco.co.uk (around 40,000 per month, generating an average 2.5m page impressions) are invited to take part in the survey via an eyecatching static announcement on the website homepage, juxtaposed with scrolling show listings and images. A ‘call to action’ can also be issued via email to those who have registered for news updates on the site.
Participation is encouraged through the inclusion of a ‘reward mechanism’ – normally a prize draw for tickets to an event at the venues, plus accommodation and a meal in one of the many hotels and restaurants nearby. The survey tool is, at present, multiple choice, allowing up to ten questions and unlimited answer options providing quantitative data, for use against media, for informing marketing programmes or for ‘temperature-checking’ event content.
Sybil Barker, Digital Marketing Manager, EC&O Venues, believes that the provision of useful data is – however – only one half of the equation. “The provision of basic facts, figures and opinion, simply and easily, is a great service for us to be able to provide to our organisers but there is another – potentially much greater – benefit.
“Through the survey tool, the type of question, the reward mechanism and the usage and communication of the results, it is possible for an event to build a rich relationship with potential visitors – via the internet – increasing propensity to visit and to recommend. And it’s free.”
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For further information on EC&O Venues:
Lynne Marie Cox, Communications Manager
lynnemarie.cox@eco.co.uk / 020 7370 8838
www.eco.co.uk
Background information
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.