Event Planning - Event Marketing (Part III)

Making and effective event landing page

When individuals show interest in your event title, they will click on it wherever it appears. Subsequently, they will be directed to your event page where all the event details are available, and where they can RSVP.

Ensure that the description of your event enhances the distinctiveness, credibility, or exclusivity highlighted in the event headline. Additionally, it should continue to generate anticipation for the event by progressively providing further details on its exceptional nature as the reader progresses through the description.

Typically, excitement is generated by highlighting the advantages of participating. Will participants acquire new knowledge, have an exceptional time, meet intriguing individuals, be entertained, or something different? Portray the most appealing aspects of your event in the description to help attendees envision themselves experiencing its benefits.

Prior to delving into all the details, ensure that you explicitly mention fundamental information such as the event date, time, price, venue name/address, directions, refund policy, and cancellation policy. Some events may include additional information like suggested attire or items to bring. Providing clear details will reduce unnecessary inquiries and create the impression that your event is well-planned. If your event lacks organization, attendees may become disinterested, exit the event page, and you may never understand the reason for their disengagement, leaving you to ponder why attendance is low.

It is advisable to feature a lineup of speakers and/or organizers along with their photos and biographies. This adds a personal touch for prospective attendees and provides insight into the event's offerings. Having a notable individual as the main attraction can significantly boost attendance. Therefore, as the event organizer, part of your role is to consistently seek out exceptional and influential individuals to headline your events.

Having a captivating and inspiring event image is a crucial element of your event page. Images have the power to evoke emotions and enable individuals to envision themselves experiencing the event. When someone visualizes how wonderful your event could be and pictures themselves benefiting from it, they are likely to be convinced to attend.

Regarding the image: When sourcing your event image online, ensure that you have the necessary rights to use it for commercial purposes. This detail is often overlooked, leading to potential copyright infringement lawsuits. It is essential to comprehend the image rights when using images in your event description that are not your own. One recommended platform for obtaining royalty-free images is Pixabay.com. If utilizing Google Images for image search, remember to utilize their advanced search options and specifically look for royalty-free images that are suitable for commercial use. Not all images found on Google Images are royalty-free or available for commercial use without a licensing agreement.

Enhancing an event page with a compelling video can elevate the overall experience, alongside an inspiring event image. If you have video-making skills, consider creating a brief video highlighting the event's benefits to complement the description. A well-crafted video has the potential to boost sign-ups, particularly among individuals who prefer visual content over written text. However, if you are unable to produce a high-quality video, it is advisable to avoid using a low-quality one as it may deter potential attendees. Opting for a professional video spokesperson from platforms like Fiverr.com to create a persuasive two-minute video could effectively encourage people to participate in your event.

Finally, ensure there is a prominent call-to-action button for event registration. It should be easily visible and consider having two buttons - one at the top of the page above the fold, and another towards the middle or bottom.

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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