Week 5 - Event Communications

When launching an event, prospective attendees want to know what the event is about, who will be there, and how important is it to attend. Therefore, a website solely developed for the event is critical to increasing attendance and marketing of the event. Rathe & Co., a legal technology consulting agency, recently developed a website to support and market event held regularly for current and prospective clients (Biba, 2007). Since their new website, Rafte & Co. has seen an increase in registration and new business. Richard Giulani, VP of business development at Meeting Consultants, believes event websites can serve as a point of entry for potential business partners, as well as prospective attendees. To properly promote an event, websites should include an event registration tool, a calendar or agenda, a list of topics, venue info, nearby hotels, and event added audio or video to increase web traffic (Biba, 2007). An event website is a piece of the integrated marketing strategy and is critical to further reaching potential buyers, current users, deciders, and influencers of a company’s brand (Kotler, & Keller, 2006).

Biba, Erin (2007). Building Web site a vital event marketing tool. Business to Business. 92(4).

Kotler, Philip, & Keller, Lane Kevin (2006). Marketing Management (12th ed.). Upper Saddle River, New Jersey; Prentice Hall.