Is your website event ready ?
Across the globe , the event industry is in limbo . But no matter if your show is on , off or pending , here are seven ways you can make your website a money generating , community engagement machine
rom demo libraries to webinars through to attendee matchmaking , Jon Benjamin from event website specialists ASP reveals his top seven tips on how to engage and build your event community while generating revenue for your business and exhibitors alike .
Be on the ball Your event website is the window into your event . That ’ s why it is vital to have regular SEO littered content , be it industry news , interviews or features to keep your audience engaged in your show . Organisers who don ’ t keep their platform up to date risk losing their visitors , exhibitors and sponsors to a competing show .
Compose compelling content Be it up-to-date news or interesting features and stories , engaging content will make you a trusted voice in your industry . What ’ s more , a busy website gives sponsors and exhibitors more airtime which gives you some nice revenue opportunities .
Convert pre-reg into footfall With on the pulse content , your audience will be encouraged to sign up to news alerts and , better still , newsletters that can keep them engaged while giving you a promotional money-making vehicle through advertising . This data from the sign ups and a more in touch audience will give you a far greater chance of converting pre-reg into footfall .
Play cupid We ’ re not asking you to turn your business into Tinder or Hinge ... but we do recommend you use your platform ’ s matchmaking tools to help your community link up with other attendees , exhibitors and sponsors who are signed up to attend your event .
Hit record I know we are in danger of trying to teach granny to suck eggs , but digital content is key to maintaining and growing event communities both on the showfloor and online . Host webinars and vlogs on your event website and invite speakers , sponsors and exhibitors to take part . The net result ? An engaged audience , happy sponsors and even additional money to that bottom line .
Create limelight Want to give exhibitors a chance to promote to your audience pre and post show ? Then launch a product demo library . Here , exhibitors and sponsors could link to videos demonstrating their products and even sell through your website . The organiser can then market this to visitors - a semi-virtual show if you like , until the real show takes place .
Money marketing online This would be a nice thing to check off on a checklist wouldn ’ t it - but how ? Sell in online marketing to your sponsors and exhibitors by using website tools like ASP ’ s exhibitor zone . You could become a lead generating machine for clients happy to pay for the privilege .
Organiser tips
SOPHIE POTTEN , Progressive Communications – European Congress for Integrative Medicine ( ECIM ):
“ With the current pandemic , our website has been more important than ever before , not only has it enabled us to continue to engage with our audience and grow our mailing list , it has also been an invaluable tool to provide our exhibitors with the ability to showcase their products and services . It has been vital to sustaining our business through such a difficult time .”
ELODIE GERARD , Hannover Fairs Australia :
“ By using our website as a portal of content for our conference , we have managed to build up pre-reg through lockdown and increase interactions with our visitors .”
TOM FISHER , Clarion Events : “ With the global impact of 2020 ’ s pandemic providing uncertainty for many businesses , enabling our exhibitors to showcase their products and services has never been so important . Giving our exhibitors a profile to utilise as their own shop window assists them in doing business and getting seen during these unique times .”
For more information on how ASP event websites can help evolve your business , please visit www . asp . events .
www . exhibitionworld . co . uk Issue 5 2020 25