Event Industry News Podcast

Joining our podcast host, James Dickson, on this week’s podcast was ICC Belfast’s head of digital, Charlie McCloskey. During his time with us, he discussed how the venue utilises digital marketing to drive revenue and increase exposure. Charlie is the first head of digital at the ICC Belfast, having joined in April 2018. He designs and delivers the digital strategy for the venue, using its website and digital marketing channels (such as email marketing and social media) to accomplish his goals. In the past 18 months, Charlie and the team reviewed all their “customer touchpoints” to work towards improving them, create a more targeted approach and enhancing the customer experience. Some of the changes they made involved removing steps from their website’s booking forms, improved the seating map and added more information. Within a short space of time after doing this, Charlie found the basket abandonment rate dropped by 30%. Not only did Charlie dive into the site’s analytics to learn how consumers were usi