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« Learn From the Past Before Spending On the Future | Main | Event Marketing: Stop Reducing Your Event Ticket Price »

Who Else is Visiting Your Event Web Site?

Your event patrons aren’t the only users that visit you web site. Your event web site is as much a resource for patrons as it is for other potential event participants. Other participants can include potential vendors or other partners legitimately interested in helping to improve your event. My longest tenured event web site is an air show web site. Year after year, even when there isn’t an air show scheduled, we’re inundated with requests from potential sponsors, vendors, and volunteers. 

Proactive Thinking
Is your web site setup to handle various requests beyond just your potential patrons? Make sure your focus is on making it as easy as possible for those who want to support your event to contact you. If you are looking for additional event sponsorship do you have a section of your web site that is dedicated to that purpose?  Think in the same frame of mind for your potential volunteers or vendors.

Call Them to Action
Sometimes all it takes is a few words to get people to engage. Make sure you call people to action. If you are offering corporate chalets at the event tell your prospective target marketing what is available, why they should care, and what to do in order to get involved. Never assume that someone will know any information about your event.

Are You Easy to Find?
A well established web presence, especially in search engines can be tremendously helpful in facilitating participation in your event. If people can’t readily remember your domain name they’ll turn to search engines in order to find additional information. In search engines people usually search for the name of the event, if it’s been well branded, or the type of event with an associated location. Use that information to better position your event in search engines. Have a family member or friend try to search for your event in the major search engines. What search phrases are they using? Web statistics are particularly helpful finding the search terms people are using.

Use your web site as a tool for generating additional event leads. It can be as simple as setting up an additional email address to collect requests. Some people will be proactive about involvement in your event.

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