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The evolution of Egg LDN
Egg LDN was founded in 2003 by Laurence Malice, taking over the space that had once been the headquarters of Trade, the cult LGBT+ club night Laurence had been putting on since the early 90s.
Trade had been London’s first after-hours party and over time had spun out into residencies, music releases and radio slots elsewhere. Laurence had similar ambitions for Egg LDN, albeit aimed at a broader crowd, and with a well-inked little black book of world-famous DJs and music acts (“everyone from Eric Prydz through to Jeff Mills”) to call upon the Kings Cross club quickly took off. In its first few years, it earned the accolade of Best London Club at the prestigious BEDA awards and was listed in DJ Magazine’s list of the top 50 clubs in the world.
Later on, as the strength of the Egg LDN name grew, they were able to push things forward with new rooms, nights and their own label, called What Came First. In 2019, it took home the Best Large Club award at DJ Mag’s annual awards, reflecting sixteen years of year-on-year progress and its deep connection with London’s clubbing community.
A like-minded partner
Since then there’s been a shift in London’s clubbing scene. “Tastes of music, how people went out changed – daytime parties have become more important. So it’s just fitting your business model around that.”
This shift demanded a bold approach to ticketing and marketing and a tool that could link up the two. In CM.com, Egg LDN saw a like-minded partner that would help them efficiently manage and communicate to their existing audiences – while growing new ones.
“The benefit of CM.com is that everything is in one place. Ticketing, marketing, online ordering, chatbots, and scanning are all linked up so there aren’t different systems that you have to go through, which on a small marketing team saves a lot of time” - Jake Bailey, Egg LDN’s Marketing Manager
“The support is always great. We have a really good Account Manager and a good team around it as well. Any questions we have, they’ll come back to us as quickly as they can. More than that, CM.com work with a lot of other clubs and festivals and can see things changing. They plug us into what’s going on with the outside world and help us pick up on new trends.”
Egg LDN has seen great value in CM.com’s SMS tool in particular, which gives them far better engagement than traditional email blasts.
“SMS was one of the pivotal parts that CM.com put forward to us,” says Jake. “We use it to let people know about upcoming shows and if they’re on the verge of selling out. It’s a bit more immediate and a straight click-through from the phone. At the moment we’re up to about 15,000 on our SMS list and the pricing we get from CM.com is very good considering the return we get from sales.”
“Overall, having systems like CM.com to help with my marketing – the WhatsApp chatbot, e-flyers, text-outs – has saved lots of time to improve and focus on other tasks.” continued Jake.
Looking forward
“Egg LDN is a worldwide brand and we’re proud of what we’ve done. We’re just hoping to have a lot more longevity,” says Hans.
Longevity is built through future-proofing. That means continuing to develop and give a platform to new musical talent and trends. But it also means investing in the technology that sits underneath and supports all of their activities.
On the marketing side, Jake is focused on creating a more personalised experience for Egg LDN’s regulars using CM.com’s Customer Data Platform.
“Something that’s really good with CM.com is that you can build different marketing segments for different nights and genres. With the CDP, if a customer is not really engaging with what we are putting out it’ll let us know and help us adapt to their preferences. We want our customers to receive the right information for them – and with everything CM.com offer us in terms of SMS, email and everything else, that’s something that will help us improve in the future.”
Over the next year, Jake plans to develop an app with CM.com, a one-stop-shop for set times, latest photos from the clubs and behind-the-scenes features. There’s also talk of a new food offering.
“We’ve got an outside open area where we can do food. We’re looking to get our own pizza service where people can order and track service through CM.com’s online ordering app.”
Underpinning Egg LDN’s evolution – the app, the personalised marketing, the pizzas – is a deep devotion to its community.
“If you don’t show commitment to your customers there’s no connection. That’s why our middle floor will always be people’s favourite floor. You’re close to the DJ – you can reach out to them and they’ll shake your hand. You feel that connection.” concluded Jake.
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