Julia Evans (Commercial Marketing & Communications Manager, Southbank Centre) and Ed Dobson (Head of Promotions, Hire Space) shared their thoughts about promoting Southbank Centre with Hire Space Prime.
1. What are the key business or marketing goals for Southbank Centre?
Julia Evans (J): We’re currently looking to widen our coverage of our rooftop pavilion spaces - St Paul’s and Weston Roof Pavilions. These versatile spaces, which offer riverside views across London and private courtyards, are perfect for parties, conference and meetings. Whilst people might know about our auditoriums such as Royal Festival Hall, Queen Elizabeth Hall and Purcell Room, we have other smaller spaces less familiar to the public. Our gem in our portfolio is the Hayward Gallery, which gives clients the unique option of hosting events in a contemporary art space.
Southbank Centre is a 17-acre site offering a wide range of artistic programming. Our public events give the site a high profile. Using our site as a venue for corporate meetings, conferences, dinners or parties, however, is not as well-known.
2. What initial challenges did you encounter when outlining Southbank Centre’s Hire Space Prime project?
Ed Dobson (E): Southbank Centre organically received an above-average amount of visitor traffic to their profiles due to its brand awareness across London. However, the visitors they were attracting are not converting, i.e. they did not make enough qualified enquiries. Our first goal was set to attract event bookers who are more likely to use their site for meetings, conferences, dinners or parties.
After establishing this goal, we analysed with our in-house data to understand where and when our most relevant event bookers were online and created a bespoke proposal for Southbank Centre to engage with these event bookers.
3. What roadblocks with implementation did you encounter? How did you overcome them?
E: During the execution of the 12-month Hire Space Prime project, we regularly provided Julia with reports on campaign results and communicated how well each activity engaged with their target audience. In months 4 to 6, our results showed that a significant difference in engagement is observed in email marketing compared to social media campaigns. We, therefore, reassigned some social media budget towards email marketing for the quarter that followed.
Ultimately, we felt that regular reporting and contact with the Julia and the team at Southbank Centre helped us achieve the overall outcome.
4. How have Southbank Centre benefited from using Hire Space Prime?
J: We have increased our coverage of venue hire portfolio for clients, and garnered many more enquiries than the previous period. We’d like to work with Hire Space more to widen our networks and portfolio of clients for future business.
E: Southbank Centre received more relevant enquiries. They also attracted 99% more visitors to their online profile.
Growth in event enquiries for Southbank Centre from using Hire Space Prime:
Conferences enquiries (volume): +206%
Corporate Parties enquiries (volume): +166%
Private Dining enquiries (volume): +460%
Meetings enquiries (volume): +700%
Located in the heart of London. Nice spaces available for hire with capacities for 200 to 2,500.
Current and previous events include: traditional Nordic feasts with open fires, supper clubs, onstage dinners, digital broadcast talks with TedX London, award ceremonies such as the Virgin TV British Academy Television Awards, launches and screenings for ITV and Channel 4, meetings and events for Unilever, Department of Culture, Media and Sport and London Design Festival.
Southbank Centre is also a hub for graduation ceremonies, including University College London, University of the Arts London and London Business School.
From parties to conferences to launches to meetings to award ceremonies, the team delivers world-class event management, bespoke production and design for clients.
What is Hire Space Prime?
Thanks to the tremendous growth in consumers’ appetite for digital content, marketers are blessed with many more options to promote their brands nowadays.
Whilst there has been a decline in the use of high-cost approaches such as direct mail and print, brands have turned to a myriad of new, cost-effective methods providing trackable insights. Hire Space Prime, a product offered by Hire Space, is a trackable approach venues employ to engage corporate bookers and event organisers.
In a nutshell, Hire Space Prime promotes specific venues to a preset target audience. A Hire Space Prime venue engages the target audience through a series of online and offline activities delivered by Hire Space, from digital content distributed on social media and emails to paid search to invite-only sponsored events.
Book your complimentary Hire Space Prime consultation today:
Phone +44 (0)20 7099 2512