site on a new search engine or simply posting a message on
a bulletin board.Weekly
■Add a new page to your event Web site. Adding pages in-
creases your exposure by allowing more points of entry, as
well as by keeping your site fresh. This will ensure your cus-
tomers don’t find your site static or boring.
■Add a dozen or so search terms to your GoTo account.Monthly
■Submit any new Web pages to at least five new search en-
gines. Once you are listed on the major engines (e.g., Al-
taVista, Yahoo!, and Excite), move to the next level, among
which are MetaCrawler, and LookSmart. Also, don’t forget to
be listed with multiengine searches such as Dogpile.com. You
should be listed with as many search engines as possible.
■Identify one new ezine to consider for an ad placement. Plac-
ing advertisements in ezines is one of the greatest bargains
available on the Internet. Your advertising cost can often be
recovered after receiving one or two registrations.
■Write and submit an article to a targeted ezine publisher.Quarterly
■Establish one completely automated marketing tool.
■Sign on one joint venture or partnership.
There are many companies that strive to improve online mea-
suring techniques:
Accrue:http://www.accrue.com
Andromedia:http://www.andromedia.com
MatchLogic:http://www.matchlogic.com
Internet Profile: http://www.ipro.com
Media Metrix: http://www.mediametrix.comSummary
In the relatively new world of electronic event marketing, the tech-
nologies and applications (not to mention the industry jargon) can
be daunting to the uninitiated. If you, as a marketer, cannot do it
Summary 81