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Events marketing is all about the events you run and how you use them to portray your key corporate messages. A website may seem like an added extra when you are organising your business event, but done right it can form an integral part of your planning and promotion.

Delegate Management and Ticket Booking

The most obvious way that you can use a website for planning your event is to use an online delegate management and ticketing system. They speed up the booking process, which is easier for delegates and more efficient for you.

There are a range of different packages available, but the most sophisticated let you sell tickets online, manage seminar and workshop choices and allow you to send updates to your event attendees.

Email Marketing

Are you planning to promote your event using email marketing? Yet again a website – be it a site specifically for the event, or the company website – can help.

You can create targeted pages on your website, so you can send email subscribers straight to the content that they need. These are known as landing pages.

Landing pages are used to strengthen the claims made in your initial email. They give further information about offers and incentivises that “hooked” them in your email. And, crucially these are the pages where you turn interested individuals into (paying) customers.

Integrating Online and Offline Marketing

You may have decided to use a mixture of online and offline promotional channels to drive demand for and raise awareness of your events. A website – or a focussed page on a website – can be the centre for this activity.

QR codes (barcodes for websites) can be put on posters to send smartphone users straight to the events information. Web URLS or shortened links can be listed in all promotions, from press releases to social networking communications.

Post-event Collateral

You put so much effort into making your event an effective advert for your company, generating publicity and sending out your key marketing messages. But what happens when the event ends?

You can use your website to share presentations by speakers. You may display blog posts and commentaries on the event from your own site and your customers’ sites. You might post testimonials from delighted delegates and use it to collect feedback.

You should also use it as another marketing opportunity. Encourage delegates to keep in touch with you by subscribing to your newsletter, tell them about your upcoming events and share your other news. This website can then provide proof of how great your events are, so next time you run an event, converting people to customers is a much easier task.

AMA Events are an events management company for businesses, helping companies to plan and promote successful public events.