Web distribution channels and event marketing

Organizers know that in order to market an event on the internet, the multiplication of distribution channels is inevitable. Selling online only from a native site is often insufficient to benefit from optimal visibility.

Common online delivery practices

La multi-channel broadcast has been at the heart of the activity of organizers for several years, it has evolved a lot by integrating the web.

Most often, they will set up an online site bringing together practical information and their news in one place. This site is part of the so-called “proprietary” distribution channel. Other web distribution channels exist, they are generally categorized into 3 distinct types.

The segmentation of web distribution

The Owned Media (owner) includes native sites, partners, blogs, but also communities, e-mailing...

The Earned Media (won) for its part, brings together mentions in the media, relays on social networks (Facebook, Twitter, Linkedin...) and reviews on specialized sites, forums...

The Paid Media (paid), finally, represents advertising on social networks, on search engines (Google Adwords), or even on sites (advertisers)...

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Common web communication practices

Broadcast a newsletter (monthly or weekly)

- Advantages: it reaches the reader live with up-to-date information.

- Disadvantages: only 16 to 20% of emails are opened. You must keep an up-to-date email list but also respect the CNIL rules And of RGPD.

Keep a blog attached to the main site

- Advantages: thanks to its updating, it can make it possible to obtain a better referencing of its website. In addition, it is very easy to set up.

- Disadvantages: it must be updated regularly to benefit from a good place on the SERP. 

Use of social networks

- Advantages: these networks include more than 33 million French people and can quickly generate traffic and facilitate the transmission of information.

- Disadvantages: you have to animate the account on a weekly and relevant basis to be visible to subscribers and generate engagement.

It should be noted that the use of these channels requires involvement because it requires the frequent creation of content (written, images, videos).

The online distribution channels for my event

By using a online ticketing solution, organizers have access to several distribution tools optimized for them.

Mini ticketing site

This mini-site is launched online in a few clicks. Ergonomic and secure, it makes it possible to broadcast an event easily.

Embeddable sales widget

Directly on its website, the organizer offers its visitors the possibility of buying their electronic ticket without redirecting to a third party site.

In addition, on some platforms such as Wilout, it is possible to market several events at the same time thanks to a multi-event version.

Facebook sales widget

Again, the participant does not leave Facebook to make a purchase. This widget is integrated directly into the page for marketing as close as possible to its target audience.

What you need to remember:

THEUsing ticketing tools can help organizers overcome some of the obstacles. Redirections are thus obstacles for users. By adopting a simple and secure process on several channels, they increase their chances of seeing the participant finalize their purchase.

In addition, once set up, the majority of services are autonomous. This allows organizers to focus on other tasks such as the intrinsic organization of their event.

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Finally, increasing distribution channels through online ticketing makes it easy to multiply the opportunities to get in touch with potential participants.

The online ticketing solution implemented by Wilout does not stop at multi-channel distribution. We invite you to discover all its features right here.