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As an event marketer, raise your hand if this pattern sounds familiar: Attract traffic to event website; Wrap up event; Watch; Repeat above process. Much of this process is counter-intuitive. By limiting your marketing activities to a brief pre-event period, not only do you greatly limit your reach, but also have to build up traffic from scratch each time. There is, however, a way to fix this problem. And in this post, I’m going to show you exactly how you can turn irregular event traffic into a yearlong stream of visitors.

  • KS

    Kamil Shammas

    over 2 years ago #

    Great post, Ed! Another tactic that I see other people doing is to create landing pages for 'unannounced' events. I found a few ticketing websites that have landing pages up for specific artists even though the artist haven't announced the tour date(s), yet.

  • SK

    Sebastian Krämer

    over 2 years ago #

    That GA screenshot, though... If it didn't have any context around it, I would have thought that the website got hit by a Google penalty or something.

  • WG

    William Gibbs

    over 2 years ago #

    That one-click, save-the-date in your calendar trick is pretty nifty.

  • JD

    James Davis

    over 2 years ago #

    This a solid post on tactics and a great way to look at some creative methods to keep or start a relevant conversation as it relates to events.
    What I do think is missing here that maybe an inexperienced marketer (whether growth or traditional) may be unaware of is, that
    the value, purpose and goal of what is to be measured from the event are critical in context.
    The buzzwords of old are traffic, engagement, etc. All sort of empty promises that look great in a chart.
    But in reality, whether its for a startup or an established brand, is that all tactics should truly funnel back to a set of metrics which are determined way before an event as the post notes.
    Is this lead gen? Is this information/education? What is the purpose of engaging and do other stakeholders involved understand this roadmap leading up to an event and aftewards. Does this specific audience even use social media for the trade? All important questions.

    Budgets and costs are critical and I have seen far too many attempts at events where the wrong metrics to measure success in this arena are incorrectly applied and used like cookie cutters for totally different audiences and never really providing real value.

    Great post!

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