Marketing Director
Marketing Corporate Events on the Internet
Paul is a marketing director for a large corporation. Most of his company's customer
community already has access to the web from home or work. While Paul is leery of doing actual commerce on the
web, he does see it as a very inexpensive and effective
way to market his company's products and services directly to their customer community. Paul has hired a web consulting
company to create the site.
The number one measurement for the success of their web site is, "how many hits
per day". This measures how many people come to the site; thereby, being presented with the company's marketing
material. He would like people to come to the site as often as possible. In order to entice people to come back
again and again, he has to constantly add new content. This has proven to be most difficult.
The company has a broad range of events (sales, expos, training, etc.). A large percentage
of sales are directly attributed to the number of people who hear about the different events.
Before Calendar Central
Paul has hired a full time webmaster just to keep the content of the site up to date.
The most visited part of the site is the calendar of events. This is because it's the one part of the site that
is updated constantly. The problem is that the webmaster is spending half the time collecting information about
events from the different divisions and hand coding that information into web pages. The second problem is that
the site visitors see a large number of events, even though they may be interested in only one or two events in
particular locations.
After Calendar Central
The webmaster spent about 15 minutes installing Calendar Central. A person from each
location of each division was selected to enter the information for their group.
For the same amount of time each person used to spend informing the webmaster about the
events they manage, they now enter the information themselves. These new event "publishers" needed no
training to use the new system. They simple go to the web page with the calendar, login, click on a date, fill
out the form, and hit "Finish". The event information is immediately available to anyone visiting the
company's web site.
The webmaster's upkeep of the calendar is limited to adding a new event publisher every
once in a while.
Viewers of the site are very pleased with the new graphical calendar. They are able to
select the locations and types of events they are interested in - that's exactly what they see.
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