Web Presence - Website

Web Presence is one of the most influential forms of marketing communication, as an events website is the first point of call for information on the event. So the ways in which the two different events have utilized the web will impact upon their ability to communicate with their target audiences and their ability to achieve their objectives. Web presence can be used through different forms such as the website, viral, banner and social media. But as each event have different target audiences it will show in how they each use the web in the different ways and how effective their presence is.

The website of each event and the way in which it is designed impacts the attendance of the event itself. When looking the website of each event there are many factors to be considered such as the layout of the website, whether it is easy to navigate, the design itself and relevant information.

London Fashion Weekend 

As can be seen from the London Fashion Weekend website the design is colourful and eye catching using colours that are specific to the upcoming season of spring within fashion. They have also used relevant images to the event itself which keeps the focus specific on what they are representing through the website and adds a creative flare that will attract audiences. The text is bold with the important forms of information being highlighted. The location and date of the event being one of the first things which is seen on the website ensuring that all the visitors are aware and do not have to hunt that crucial information down throughout the site. 

The layout of the website is in a simplistic format with a subject bar with titles of all the areas of information on the website that then lead to the further development of information. With an image gallery, key information, tickets, what's in store and designers all seen within the subject bar and available to access with the click of a button.

They also have 4 separate category areas that have crucial information areas such as ticket prices and packages alongside more fun links that lead to behind the scenes videos of London Fashion Weekend and the Insiders Guide to London Fashion Weekend. With the layout that has been used it makes the website very easy to navigate around and all the information easily found and accessible by online visitors. Which is crucial to the success of the website, as if the website is uneasy to navigate and locate the relevant information wanted it can create a decrease in the amount of visitors that visitor the site which in turn can affect the number of attendees to the event.

Another factor to be considered on the web presence of the site is when the event is searched for using the Google search engine whether it is the top listing available. 

This print screen shows that London Fashion Weekend is the top listing but has an add for Vodafone VIP as  Vodafone is the sponsor for the event itself and is has information and  VIP offers available for the event. This shows that they have good search engine optimization. But as the second on the listing is for the London Fashion Week which shows how easily the two events can be confused if there is a miss spelling in the original search. 

International Confex

The International Confex have a completely different purpose for their website compared to the London Fashion Weekend as the London Fashion Weekend have the purpose of selling tickets for the event and allowing visitors of the website to take a further look into what the event has to offer. Which is all presented in a very easily processed manner. Whereas the International Confex have used their website with the purpose to get attendees registered for the event in order to ensure that they have the right exhibitors for the clientele and what the clientele are looking for. As well as having the right clientele for the exhibitors so that the exhibitors are able to sell services and products. If these factors were not considered the attendances from both exhibitors and visitors would decrease significantly. Which is why many questions are asked during the registering process. REGISTER NOW can be clearly seen and this highlight the objective and purpose of the event. 

The design of the International Confex website represent exactly what the event is about with colours, shapes and images that are seen with the design. The bright colours and images used show creativity and innovation of new ideas. Whereas the shapes seem to symbolize networking which is a massive part of the event itself. The website represents exactly what the event itself is about using imagery and design to entice and inspire visitors of the website and potential attendees. In using these techniques it sparks the imagination of the visitors seeing the site into the innovation and creativity that lies within the events industry. 

The layout has been devised into visitors, exhibitors and press so that enables that the each group is able to access the information that they need to know without having to go through irrelevant information and find the knowledge that they wish to access about the specific subjects. With the layout they have a heading subject bar along the top of the website like London Fashion Weekend has with different titles showing all the areas they have to access on the site. But unlike London Fashion Weekend who have 4 subject areas they have a welcoming paragraph, app code download, visit planning and Confex knowledge and other important factors that visitors to the site may want to consider using such a copy of Business Events. Also International Confex have also utilized search engines as it is the first one at the top of the list which shows that they also have good search engine optimization like London fashion Weekend. 

When comparing the two different websites of the events from design points of view International Confex has the most uniquely designed website that represents exactly what the event is about and is able to engage with the audience through imagery and colour. It is more aesthetically pleasing the London Fashion Weekend website design is as it is very simple and not creative. Although it flows with the images used in representing fashion and spring like colours used to represent the upcoming fall of fashion it is not as successful within the design aspect. As they have similar layout designs it is hard to decide which is more successful as they are both aimed at different target audiences, when looking at it from this perspective both websites are successful in the layout when based upon their own individual target audiences. As London Fashion Weekend have a unified target audience the layout is kept simple with all the relevant information categorized under different subject headings compared to International Confex who have different groups within different areas in the layout i.e: exhibitors, visitors and press. 

Even though the layout of each it successful within the perspectives of target audiences for both websites when it comes to navigating around the website London Fashion Weekend is more successful than International Confex as they do not overload on the amount of information in different categories, sub-categories and areas within the site. Whereas International Confex have loads of information which can be hard to navigate through and sometimes it can be hard whether any other information that is on the site is relevant to the person. Overall International Confex has the most effective website for their target audience which has the ability to achieve the objectives they have set within the website such as getting people to register, have a dynamic website that allows visitors to access information on the event and also represent International Confex and the Event itself.

References

London Fashion Weekend (2012) London Fashion Weekend Home Page [online] Available from: www.londonfashionweekend.co.uk [Accessed 8th March 2012]

International Confex (2012) International Confex Home Page [online] Available from: www.international-confex.com [Accessed 8th March 2012]