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The Eight Elements of an Effective Event Web Site
Converting visitors into customers
by Mat Greenfield, Founder and CEO, Faster
Marketing
When it comes to event marketing on the Web, it’s all
about “conversion” — turning your site’s
anonymous visitors into leads or registrations. And companies that lack a
well-conceived and well-implemented Web site conversion strategy are failing to
leverage the most important marketing medium of the twenty-first century.
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Read More ... ]
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Welcome to the latest
issue of Event Organizers eJournal — the
newsletter that focuses on helping event organizers, planners and producers
increase attendance, delight attendees and make more money at their events.
As a member of the event
industry, you’ve probably used many different marketing methods over the years.
But are you using your Web site to drive your participants to closure?
According to Mat
Greenfield, the author of this month’s
feature article, “Companies that lack a
well-conceived and well-implemented Web site conversion strategy are failing to
leverage the most important marketing medium of the twenty-first century.”
Those might seem like harsh words, but Mat knows what he’s talking about. He’s
the founder and CEO of Faster Marketing, a consulting firm that specializes in
developing and implementing low-cost lead generation and marketing plans,
including high-conversion Websites. The insights and tips he provides in his
article make this one a must-read for every event professional.
On behalf of Rachel, one
of our readers, I’d like to thank all of you who wrote in to offer your advice
on conducting surveys. This month, a reader by the name of Kathy is asking for
your help in determining how many people she should invite to her event since she has a
limited open registration. If you know of a formula or if you’ve created one of
your own, I’m sure she’d like to hear what you have to
say.
Our Tips and Tricks
section provides some helpful advice on testing your Acteva Registration Page
and using your Acteva account to collect individual attendee
information when only one person pays for group attendance. And don’t forget to visit our Best of the Web section with links to the most
up-to-date articles on management, publishing and selling your business.
Please keep the feedback
coming and help us make our publication something you look forward to each month.
If you would like to unsubscribe, use the link provided at the bottom left corner of the newsletter.
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Last Issue's Dilemma
What kind of poll do I
need to measure attendee opinions?
I’m
the event coordinator for a local retail chain. I’ve been on the job for the
past year and a half, and so far, I think our events have been overwhelmingly
successful. The problem is I can’t really prove how well received the events are
— except by the number of attendees.
I
know the best way to judge how we’re doing would be with surveys, but I’ve never
used them before. It seems that, in addition to proving we’re doing a good job,
surveys would help me improve on what we’re doing.
Would any of your readers be willing to give me some pointers on how to conduct
surveys, whether live, by mail or online? And is it better to conduct the
surveys on site or after the event?
Thanks.
—Rachel, Event Coordinator
Read the best advice from readers
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This Issue's Dilemma:
How do I open the door
just so far?
Hi. I’m in charge of
planning a specialized program targeting high-level executives. According to
our research, there may be a large number of these individuals who will be very
interested in our program. This sounds like an ideal situation, but it comes
with some problems.
Since this is the first
time we’re targeting this group with this kind of event, we’re keeping it on
the small side, and we have a pre-defined number of open registrations. Of
course, we want a full house. But how do we do that without finding ourselves
overbooked?
Is there a formula or rule
of thumb I can use to figure out how many invitations I should send out since we have a
limited number of open registrations for our event? Any advice your readers
could provide would be greatly appreciated.
—Kathy, Director of Events
Can You Help?
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Organize for time,
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Proactive online
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Call to action
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