media room
Interactive
Websites - Embrace the Power!
By John Hollingsworth
Without a doubt, the Internet is one
of the most powerful marketing tools available today. It reaches
the entire globe, offers rich graphics, full motion video, and
most importantly - is interactive.
What does this mean to the show manager?
You now have a way of reaching visitors and exhibitors with
up-to-the-minute information in an exciting, cost-effective
way.
Show managers with well-designed sites
have found the web to be the most efficient way of communicating
with their clients. The time saved on 'basic question' phone
calls, and the money saved on printing and mailing show information,
are just a couple of the benefits.
Online Ticket Sales
Imagine the convenience of visitors logging-on to your website
and ordering their show tickets in a secure environment. This
eliminates the need for them to stand in a potentially long
line at the show. With their tickets in hand, your show visitor
can now simply walk into the show when they arrive. Online ticket
sales also help lighten the load of the ticket booth staff at
the show.
Tell-A-Friend Online Marketing
This is where the power of the web really comes into play! The
'tell-a-friend' online marketing campaign has proven to be one
of the most effective web tools developed. The magic evolves
in a sequence of 4 basic steps.
Step 1 - Online Discount Coupons
A '$1.00 Off Coupon' is made available on your website. Visitors
answer a few brief questions in order to receive their discount
coupon. All of their information is automatically entered into
a database for future use.
Step 2- The Referral Process
Once the form is completed, the visitor is then greeted with
a page that invites them to tell-a-friend about the discount
coupon. They may enter as many as 5 friend's email addresses.
Step 3 - The Media-Rich Email
Message
The friend will then receive an email message (from their friend),
with colourful graphics, explaining details of the show and
a link to the $1.00 Off Coupon. The cycle continues, and the
result is the exponential growth of a database of qualified
leads for future email campaigns!
Step 4 - The Magic
The show manager now has a database of hundreds, or even thousands
of names and email addresses. Prior to next year's show, a personalized
media-rich email message can be sent to all the people in the
database, explaining this year's features and 'must-see' events.
Every email message will begin with 'Dear (the person's first
name)'. All of the email messages can be sent simultaneously,
with one click. How amazing is that? No more printing. No more
stamps. Depending on the questions asked on the brief online
survey, the database will categorize the information in different
fields, allowing you to target your email campaign to prospective
customers based on geographic location, age range, or other
show related preferences.
The bottom line is that an 'interactive'
show website will allow you to easily communicate with thousands
of qualified people, and in return, them to communicate with
you. The amazing benefits of technology - allowing one-on-one
marketing with the simple click of the mouse.
Wesites also offer amazing benefits
for both the exhibitors and media. We'll save that topic for
another day.
John Hollingsworth is the President
of Cybershows International (specializing in web development
for the show industry) and can be reached at 905-466-7800 or
john@cybershows.ca. Website - cybershows.ca
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