Royal College of Physicians capitalises on digital enquiries with £2.6m revenue boost

Royal College of Physicians boost revenue with digital enquiries
Royal College of Physicians boost revenue with digital enquiries

The Royal College of Physicians (RCP) claims it has generated £2.6m of revenue through converted digital enquiries since launching its new website in January.

The venue has seen a 35% increase in enquiries coming through its website and a 38% rise in enquiries via the dedicated enquiry email address, compared with figures in 2012.

Natacha Allen, sales and marketing manager at the RCP, said: "Clearly the new website has had an impact, but the general trend is certainly moving towards digital as meetings organisers and agents are time poor and want to enquire at their convenience rather than over the telephone.

"We focused on ensuring that our website provided everything needed to convince visitors to make an initial enquiry without the need to call in the first instance. We're always happy to take calls of course, but clearly we need to respond to market demands and digital is certainly a key aspect of how event organisers choose venues these days."

In the 2013 Unique Venues of London Annual Member opinion survey 73% of venues said website and email enquiries were the most important vehicle for receiving enquiries, compared with 27% who said telephone was the most important.

As a result, in 2014, the RCP will be focusing on further developing its digital marketing campaigns to maximise opportunities with tech-savvy meeting planners and has recently launched its first social media campaign via its Twitter handle @RCPVenue.

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