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Event Marketing: Persistence versus Pestering

Event Marketing: News Updates on Your Event Web Site

One thing almost every event web site encounters is a varying percentage of users who are return visitors. Users want the latest and greatest information regarding your event and return over time. As your event draws closer, the number of updates you make on your web site will most likely increase.  Have you considered dedicating a section of your home page to news and event updates?

Consider News Web Sites
If you’re looking to emulate information update ideas look no further than your favorite news service.  It can be CNN.com, Reuters.com, Yahoo.com, etc.  Don’t try and reinvent the wheel. It is important to remember news companies have invested a lot of money into the functionality of their web sites.  How they deliver time sensitive information is critical to their business models, especially the latest news.  Ask yourself, “Are there any ideas I can borrow from some of the top news web sites?”

Some Basics

If you update a number of pages on your web site include the date and time of the most recent update.  Consider sectioning out an area of your home page specifically for news updates. In the update area included links to pages that contain new information. One idea that you can borrow from news web sites is the “one-liner” link. An example of a one-liner, “Girl Scout Saves the Day.” You can then link the text to the related page or article.

News Archives
Unlike other news sites, I don’t really think an archive of updates is necessary for event web sites. You might want to keep your own records, but I can’t imagine people would take interest. Plus, your return on investment for time and expenditures might not be a good return on investment. Ultimately you need to determine what is most important to your group of users.

Having an easy to understand and navigate “News Section” on your web site home page will save your user time and effort.  Keep your focus on making the information easy to access for the user.

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