Page 95 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes Determine whether or not you require a separate home page for your event or a link from
an existing home page to a unique page.

Determine whether you will need a transaction page and ensure security for your ticket buyers.
Determine whether you, your staff, or others can build the pages and/or make changes
should they be needed.
Identify and establish links with all marketing partners.
Identify your event market segments and targets.

If consultants are contracted to build your site or pages, determine how they will be
maintained (frequency, speed, and reliability).
Match the color scheme and design components to your printed matter.
Use a focus panel of prospective event attendees to review your plans and suggest
modifications to your overall design.

Use e-mail reminders to increase attendance during the last two weeks of an event.
Use online chat rooms to create discussion areas for pre-registered attendees and to generate
follow-up discussion post-event.

Use online evaluation systems to collect survey information before, during, and after an
event.
Use online registration systems.
Use search engines to promote your event, with careful selection and registration of your
URL.
Use viral marketing (e-mails copied to prospective attendees) to promote your event.
The Internet will continue to drive the development of the global event management industry.
You must use this dynamic technology quickly and accurately to ensure that your event remains
competitive throughout the twenty-first century.

4.8 Publicity

Publicity is the deliberate attempt to manage the public’s perception of a subject. The subjects of
publicity include people goods and services, organizations of all kinds, and works of art or
entertainment.

4.8.1 Marketing and Publicizing the Event

Good publicity and promotion is an essential ingredient for any successful event. You can use
any number of promotional tools for circulating your message for example, using flyers, posters,
newspapers, radio, television (depending on event scale and budget), advertising, personal
invitations, local resident mail drops, internal promotion, local Council and other event web
sites, or a combination of these tactics. Ensure that you consider your budget restrictions and
target audiences. The Division of Marketing may be able to assist in the promotion and publicity
of your event.

4.8.2 Branding

It is essential to be ensured that correct logo is used in all printed and promotional material. Any
use of the name or logo must be approved in advance and in writing by the Division Marketing.
You must also consider the branding and promotion of supporting organizations and sponsors.

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