Jon Monk has spent four years auditing event websites. The same pattern shows up every time: a long ramp up, a cliff edge, and then a site nobody touches until next year. Here is what he does about it, including the page most organisers delete by accident.
Every guide here is written up from a recorded conversation with the person who ran the campaign.
The pattern Jon Monk sees in every audit: a long ramp up, a cliff edge, a site nobody touches, and the page most organisers delete by accident.
One rule made camera-shy colleagues comfortable enough to film. Charlie Taylor-Martin then turned it into a system that runs across personal posts, commercial pages and email, all the way to Easyfairs' best-performing campaign yet.
The default is swapped dates and a register-interest button. Charlie Taylor-Martin's team found the audience is most engaged in the fortnight after the doors close.
One filming afternoon carried a campaign. Two AI experiments, synthetic correspondents and green screen, cost her audience's trust.
Katie Whatley had the traffic, the case studies and the brand metrics. What she did not have was action.
Adam Parry on why event content carries an authority generated content cannot match, and the metric nobody in the industry talks about once the visitor has landed.
A returning-visitor problem, a two-button video, and the colleague Sam O'Connell put in front of it, recognised by attendees before they'd even arrived.
The homepage concierge, the exhibitor list, the pass page that rewrites itself: concrete places video does a job on an event website, including one nobody's tried yet.
Gina Kay runs International Confex as a team of one, using three years of data, and an AI-assisted read of what converted, to carve up the year.
We record a half-hour conversation, pull out the tactics, and you get the write-up and the clips to use however you like.
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