In the current market place, a web presence is THE shop window for your festival or event. Remember that websites are not 'one size fits all'. Make sure your website suits your event.

If you decide to use the Internet to market your event, include this in your Marketing Plan. Getting a website need not cost a fortune.

If your organising team/committee is part of a larger organisation, your in-house ICT department may be able to help you establish a festival/event website.

Don't be put off by thought of developing a website. It need not be as complicated as it may seem. You should integrate the process into your marketing plan and apply the same decision making processes as for any other investment.

Follow the three Cs of web design (Dainty 2003 gdainty@uwic.ac.uk):

• Clarity
• Communication
• Consistency

Clarity
First be clear about the purpose of the website, so that customers understand what you are aiming to tell them.
Websites are simply online brochures, shops or information points.

You may decide to begin by developing a simple online brochure. This could tell customers who you are, what festival/event you are offering and how they can contact you.

Think CLEARLY about what skills, time, money and equipment are needed to design the website. Could you do this yourself or would it be better to employ a professional web designer?

Free business advice centres and courses are available at: www.businesseye.org.uk telephone: 08457 969798 or contact Internet Service Providers.

Communication
Websites are all about communication. Your site should be simple and easy to use. Keep pictures to a minimum and important text high on the page. Avoid 'clutter' such as flashing icons, funny noises, music and videos.

Either you or the appointed webmaster should update the site regularly. Include email links so that people can request brochures and consider whether you could take online bookings. The Data Protection Act governs how you store/manage and use peoples' personal data, including names and addresses. You can find some useful information at www.informationcommissioner.gov.uk and you should make sure that you comply with these guidelines.

You may also want to consider how accessible your website is to people with disabilities, for example, visual impairment. Useful links to explore this area are available at: www.rnib.org.uk

Consistent
It is vital that the website's appearance is consistent with your business methods and marketing materials. Make sure that navigation is consistent and easy to follow.

You will need to consider other issues, including:

• computer software and hardware
• choosing a host for your website
• using e-commerce in business
• use of search engines

If you are new to website design, a basic introductory web marketing course would be invaluable.

Key Points:

• Decide what you want the website to do for you
• Think carefully about resources to develop it
• Contact organisations like Business Eye www.businesseye.org.uk
  for initial advice
• Start simply - the site can always be developed further at a later date

See Also:

2.2 Get Date into Events Lists
2.4 Draft Budget
2.6 Develop Marketing Plan
2.8 Sponsorship
3.5 Finalise Marketing Plans