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« Event Promotion: Information versus Graphics | Main | Don’t Be Afraid to Engage Your Prospect Repeatedly »

Event Promotions and Shortening Your Domain Name

Drop the 'http://' and 'www' from Your Event Advertising
If you are directing your prospects to your event web site through print, radio, billboard, or television advertising consider truncating your web site address down to ‘yourevent.com’.  I recommend taking out the ‘www’ or ‘http://’ from all your event advertising pieces. Most consumers today know a web address and what to do with it when they see one. In addition, every web browser I'm familiar with automatically appends ‘http://’ to any web address that a person might enter into the address bar.

Cut the Extraneous Information & Save Time
If you have a radio ad and decide to include just the classic ‘www’ before mentioning your domain name that burns 2 seconds of your 15 or 30 second radio spot. If you get rid of ‘www’ and ‘http://’ in television and print advertising you can usually increase the font size of your domain name.  The bigger the font, the more prominent your web address.  You can also look at this recommendation as a way to cut down on the clutter of your event advertising. There are far too many ads that try to cram as much information as possible into a limited amount of time or space.  Consumers are already overwhelmed with too many advertising details. Getting rid of the ‘www’ and ‘http://’ from your event advertising is one small step in the right direction.

Triple Check for Domain Compatibility
There is one very important caveat to this suggestion. It’s crucial to check beforehand with your hosting provider and/or web master to make sure that your web site is configured properly. Some web sites won’t load if you don’t include ‘www.’ before the domain name.  It’s a very quick change that most internet developers can easily change. But don’t wait until your advertising campaigns start to check this important consideration.

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