Village Underground Case Study: Transforming a Venue's Success

Project Overview
Faced with low enquiry rates and an even lower conversion rate of just 4%, Village Underground and EartH recognised the need for a strategic overhaul. They enlisted The Events Consultant to revitalise their approach to corporate events and enhance their market presence.

Challenges
 

• Lack of Direction: Neither venue had a clear strategy for targeting and attracting corporate events.

• Low Enquiry Rates: There was a shortage of quality enquiries, making it difficult to sustain growth.

• Poor Conversion Rate: The conversion rate was well below industry standards, languishing at a mere 4%.

• Outdated Systems: Reliance on landlines, ineffective websites, and outdated marketing materials hindered their operational efficiency and appeal to potential clients.

 

Solutions Implemented
The Events Consultant conducted a comprehensive analysis of both venues and developed a strategic plan to address the challenges and improve their corporate event offerings.

1. Business Analysis and Strategy Development

• Conducted a detailed analysis of current operations and identified key areas for improvement.

• Developed a strategic plan to enhance the attraction and conversion of corporate events.

 

2. Technological Upgrades

• Transitioned from traditional landlines to modern soft phone systems, improving communication efficiency.

• Implemented a new CRM system to streamline the quoting process and improve client management.

 

3. Website and Marketing Revamp

• Redesigned websites to be more user-friendly and visually appealing.

• Realigned the remaining marketing plan to maximise ROI and developed a strategic marketing plan for the new financial year.

• Created new brochures to better showcase the venues’ offerings.

• Introduced a monthly mailout to their database to entice warm leads. 

• Upgraded listings on various event platforms and revised the marketing strategy to target corporate clients more effectively.

 

4. Partnership and Networking

• Established a new partnership with Togather Catering to enhance event offerings and attract high-profile clients.

 

5. Organisational Improvements

• Assisted in restructuring the business, including hiring a Head of Commercial Sales and a Business Development Manager.

• Wrote detailed proposals for the board to secure additional funding for further improvements.

 

Results
The strategic approach and meticulous implementation by The Events Consultant yielded remarkable results for Village Underground and EartH:
 

• Increased Enquiries: There was a significant rise in quality enquiries, boosting potential business opportunities.

• Improved Conversion Rate: The conversion rate saw a substantial increase, moving from 4% to a much more competitive figure.

• Enhanced Efficiency: The new phone system, CRM, and quoting process streamlined operations, making the sales team more effective.

• Stronger Market Presence: The revamped websites, brochures, and marketing strategy elevated the venues’ profiles, making them more attractive to corporate clients.

• Successful Partnerships: The partnership with Togather Catering added value to the venues’ offerings, attracting more high-profile events.

• Organisational Growth: The addition of key personnel in sales and business development strengthened the team and provided better direction.

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Conclusion
The Events Consultant successfully transformed Village Underground and EartH by providing clear direction and implementing strategic improvements. These changes not only enhanced the venues’ appeal to corporate clients but also significantly improved their operational efficiency and conversion rates. The remarkable turnaround is a testament to The Events Consultant’s expertise and strategic vision, setting a new benchmark for excellence in the events industry.

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