Feature
Hotels, Conferences & Exhibitions
The perfect combination
With ever increasing competition in the UK’s events industry, conference venues are having to work even harder to stay ahead of their competitors by finding new and exciting ways to enhance their offering. Martin Clarke (pictured), Marketing Director for the NEC, explains why organisers are still choosing the NEC.
This year, the NEC was voted Venue of the Year by the Association of Exhibition Organisers, our customer’s industry association. To win this prized accolade in the year we’re celebrating our 40th birthday is high praise indeed and speaks to us retaining our reputation as the UK’s number one venue by staying ahead of the game in a competitive environment.
Location Location is arguably one of the most important factors for event organisers looking for the perfect venue. The NEC’s location in the heart of the UK adds real value to an organiser, as
it offers an easy journey for anyone attending an event. The venue is extremely accessible by road, rail and air; close in proximity to the M6 AND M42, it is connected to Birmingham Airport and Birmingham International Railway Station. It is also located within a three-hour drive time for 75 per cent of the UK population and can be reached in 69 minutes by train from London Euston. This ease of access can in turn lead to more visitors and exhibitors. We don’t just take this for granted though and we are always trying to
enhance the offer; for example, we have a unique partnership with Virgin Trains offering visitors travelling to and from the venue a 25% discount on their rail travel.
Blank canvas Another important consideration for any organiser is how they can create engaging content that will appeal to the ever-changing demands of its customer base and whether the venue will be fit for purpose. The NEC commonly known for hosting large-scale exhibitions, but we
also host conferences or live events for 20-5,000 delegates. Organisers can utilise any of our 20 interconnecting halls, our 34 conferences suites or extensive outdoor space to deliver a great live event that will attract their target audiences. Events hosted at the NEC are future-proofed because we can offer plenty of space to grow. Our wider campus also provides endless opportunities for organisers to
develop their show. With both the Genting Arena and Resorts World Birmingham on our doorstep, organisers are now able to network by day and socialise by night, keeping their communities together and offering the chance to enjoy the extensive retail and entertainment facilities on site. The NEC as a destination is an integral part of our positioning and is becoming an increasingly compelling offering for our event organisers.
Customer experience The experience of visitors to any live exhibition begins from the second the event is announced – and it continues well past the show’s close. A common problem faced by event organiser is the blurred lined between the experience they want to offer and that offered by the venue. Whilst the organiser has control over some of the elements, they may not be able to completely control the customer experience, such as ease of parking, friendly venue staff and catering. To ensure that this confusion doesn’t negatively impact our organisers,
we work closely with them to manage every step of the customer journey by allocating a dedicated account manager and event manager to act as their main point of contact before, during and after an event. With over 40 years’ experience in the live events industry, we bring real
value to our organisers. We’ve hosted some of the biggest and best events in the country and have seen what it takes to put on a truly memorable show. Customer experience is our differentiator; we know that by making small changes to our venue, we can make a big difference to the customer experience. Over the last 12 months, we have created brighter, better offices for our organisers, completely transformed our outdoor spaces, introduced fun graphics throughout the venue and have recently embarked on a significant capital investment project that will transform the face of the NEC.
42 CHAMBERLINK October 2016
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