Event Marketing and Event Promotions

Does Your Event Web Site Display Properly?

On Wednesday a friend called me up and asked me to check over their event web site. Over the last week they spent several hours updating their new web site and wanted a fresh set of eyes to look their web site over.

At first glance things looked pretty good.  Then they asked me to “Look at some of the other pages.” That’s when we discovered a BIG problem . . . there was no navigation bar on my screen. On my friend’s computer the navigation bar was showing up. So I asked him, “What browser are you using?” He said “Internet Explorer.” I was using Mozilla Firefox.  The reason no web navigation was showing up on my computer screen was a browser compatibility issue. 

The navigation menu my friend was using worked in Internet Explorer, but didn’t work in Firefox. Depending on the marketplace, Firefox can account for approximately 20-25% of your market share. In this specific case, 21% of visitors (according to Google Analytics) can’t navigate my friend’s web site – NOT GOOD!

A Completely Blank Page
A few years ago an event web site I was working on displayed properly in Firefox, yet was completely blank page in Internet Explorer. You don’t want that to happen when your money is on the line. It’s imperative that you make sure your web site works on the most common browsers. A few lines of code or a piece of multimedia technology could prevent a lot of people from being able to view your web site.

Browser problems usually creep up after a web site redesign. When the code on which the site is build is modified, check to make sure your web site displays properly.

Check in These Browsers
You need to make sure that your event web site works in the most common web browsers. These include Internet Explorer, Firefox, Safari, Chrome, and Opera on the Mac and PC. Keep in mind that not everyone has the most up to date browser versions. You probably want to go back a version or two. The recommendation above should cover about 99% of the people visiting your web site. Depending on your target market you might want to consider creating a mobile version of your web site.

Here is a great web service you can use (for FREE) to check that your event web site is displaying properly on the most common browsers:

• http://www.BrowserShots.org

Aim for 98-98%
Don’t kill yourself testing your web site to ensure 100% browser compatibility. Experts recommend it, but from a practicality standpoint it’s extremely difficult to implement. It’s much more effective to make sure your web site displays properly 98%-99% of the time.

The information above might seem trivial . . .  But when you’re spending big bucks on advertising and marketing for your event it can make all the difference. Take a few extra minutes to make sure the event web site you’re directing people to actually works.

Become the Information Authority for Your Event

Here is a costly mistake made by many event organizers and planners - hiding details from their target market. Over years I’ve seen very smart event organizers foolishly hide information about their event. In their mind, the decision for not releasing certain event details is completely logical. The thought process goes like this . . . “It’s my event and I’ll give people details when I’m ready.” Let me come out and say it – hiding event details is a bad idea! Being secretive about event details has negative impact on your event marketing and ultimately your bottom line.

Look at politics! People have a high level of distrust with politicians because they feel like something is being hidden.  Nobody can ever give a straight answer. Don't follow suit. It is in your best interest to be as transparent as possible with your event details, both the good and the bad.

Trust and Instant Gratification
Today people go online and “Google” just about anything. Your target market is doing the same in relation to your event. The Internet adds fuel to “the instant gratification fire.” People want information and they want it yesterday. Social media further stokes the fire. In order to be successful with your event marketing you need to be first in the mind of your target market.  Your web address should be one of the first things that pops up in a person’s mind when they think about your event.

Your online marketing efforts hinge on people perceiving you (your web site) as the authority for information about your event. Establish your web site as the number one information authority for your event. The way to gain authority with your target market is by giving people the information they crave first. Be straightforward with people.

All your social media efforts like, Facebook, Twitter, MySpace, etc. should be considered ancillary information channels.  Put links on your social media posts back to your web site. 

How to Amp Up Authority
There is one information channel that trumps your event web site in terms of establishing authority, your house list of customers and prospects. Your house list represents the most passionate segment of your target market. They represent the people most likely to attend your event. Make sure you’re using your web site to constantly build your list. Create an insider list for your event. Allow people to sign up on your web site and get the inside scoop before anyone else.
 
If people remember anything from your event marketing, let it be your web site.  When people get to your web site, give then a compelling reason to give you their first name and email address. When they come to your site, let it be the best resource in the world for information about your event.

Want to get more great info? Check out the articles below:

• Event Promotions and Shortening Your Domain Name
  
• Your Domain Name and Television Advertising
• Your Domain Name and Radio Advertising
  
• Press Releases and Your Event Marketing
• The Press Conference Lesson on Event Marketing
• Be Vigilant About Your Event Details and the Media
• The User Attention Span

• The Event Promotion System
  Get Your Free Event Promotion & Marketing Video Training