While nearly every show has a website, many marketers are unhappy with the returns they’re getting from them, according to a recent report by Expo.
Nearly 90 percent of the event marketers surveyed say a website is one of the most-used forms of outreach, but just 60 percent call it one of their most-effective tools. Unsurprisingly, email was listed as both the most-used and most-effective approach.
Design and functionality have been the primary points of emphasis for show sites recently, but a host of other elements—conveying event information and relevant content, and social media optimization, among them—are being tackled by smaller segments of the industry.
Putting it all together in a coherent format is still a difficulty though.
“The main website challenge is still balancing provided general information while displaying the event’s energy and vitality,” says Michael Hughes, Expo’s director of research.
One key identified in the report’s analysis of leading event brand sites was the separation between attendee and exhibitor content.
Hughes, along with Mary Cecile Neville, associate director of marketing and communications for SnowSports Industries America, will go over the report in-depth and provide ground-level insights in a webinar Tuesday, Feb. 25.