Royal College of Physicians generates £2.6m from digital enquiries

The Royal College of Physicians (RCP), London, has announced that it has generated £2.6m of revenue through converted digital enquiries since launching its new website in January.
 
The venue has seen a 35 per cent increase in enquiries coming through its website and a 38 per cent rise in enquiries coming from the dedicated enquiry e-mail address, compared with figures in 2012. These digital channels have become the primary source of new business opportunities for the venue.
 
“Clearly the new website has had an impact, but the general trend is certainly moving towards digital as meeting organisers and agents are time poor and want to enquire at their convenience rather than over the telephone,” said Sales and Marketing Manager at the RCP, Natacha Allen (pictured).  
 
“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 2014, the RCP will be focusing on developing its digital marketing campaigns to maximise opportunities with tech-savvy meeting planners, and has recently launched its first social media campaign with the Twitter handle: @RCPVenue.
 
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