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The Universe of Events

Chapter 005

← Ch. 4 : Event Production
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Ch. 6 : Promoting Your Event →
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Building Your Event Page

Go on, show it off. 


Your event page is often the first thing your prospective guests see about your event. And at Splash, we believe it’s one of the most important parts of your entire event.


Most of all, it’s really the driving force to getting your guests to show up. That’s why it’s important to be extra thoughtful about your event page and not treat it as an afterthought.


Here’s what you want your event page to do:

• Convey your event’s message, story, or value
• Provide the important details (location, speakers, etc.)
• Get them to RSVP or buy tickets (the holy grail)

In this chapter, we share the ingredients of the perfect event page, and design tips to take yours to the next level.

If your event is the Kardashian family, your event page is Kim. Without her, is there really a Kardashian family? Think about it. 

They're an elite group of event marketers who are continually iterating, experimenting, and testing their events to maximize the most event ROI. See what six attributes they share.

event landing page elements

The Anatomy of an Event Landing Page

Even though there are seemingly endless ways to customize your event pages, there are certain elements that every event page should include.


event page example

1. Date and time

2. Event title or event logo

3. RSVP button / sign up

4. Venue

5. Logo and / or partners

6. Description and details

Depending on your event, you may want to include bonus content like:

• A promotional video or live stream
• A packing list or a guide to the city the event is located in
• A list of future events

• A list of the guests or brands who will be there

• Testimonials from past attendees

• Social buttons

• Navigation bar (if you have a lot of content)

While all of the above will help attract your guests and make your page really pop, make sure you got all the logistics down first (we can't count the number of times we put together an awesome event page and forgot to include the date 🤦🏽‍♀️).


And whatever you decide to put on your event page, always make sure the language and imagery is welcoming to everyone (if not, it may deter someone from your event before they’ve even RSVP’d!). Here's some more expert tips for making events LGBTQ and SOGI inclusive.

🇪🇺 Are you in the EU or are you collecting EU data? 🇪🇺

Event organizers collect a lot of personal data (especially on RSVP forms). And with GDPR in place, you need to pay attention to how you’re collecting and managing your EU guests’ personal information. We break down 5 components of a GDPR-compliant event RSVP form.

But Don’t Forget: The RSVP Form

What's even more important than the event page itself is the point of registration. Why? Because a great RSVP form can reduce the friction between your guests and the submit RSVP button... which means, more conversions!


While there are a million ways to customize an event form, here are the basic fields that every form should have:

• Name
• Email
• RSVP button

• Secondary information

• Business info: job title, company, industry

• Plus one(s) and their information

• Dietary preferences or restrictions

• Personal info like t-shirt size or favorite color 

• Consent box for data processing or opt-in for future communications

• Any data you want to provide the best guest experience

Here's an example of an RSVP form we used for a recent customer dinner:

event page RSVP form example

Don't feel restricted by just the basics. Here are three tips to providing the best guest experience from click to confirmation:

1.

Make it personal with smart forms. Use conditional logic to control which custom questions show or hide based on answers provided.

2.

Make it pretty. There’s nothing worse than landing on a beautiful event page, clicking RSVP, and having a non-designed RSVP form pop up and completely take you out of the experience (or is it just us?). Here’s how to make your RSVP pop in Splash (literally and figuratively).

3.

Make it exclusive with capacity limits. 51 people want a size medium T-shirt for your conference, but you only have 50 available… now what? Set capacity limits to responses (and avoid disappointing your medium-T-shirt-sized guests).

Where does your data live and where is it going?

Make sure the data you're collecting on all your forms is integrated with your CRM, Marketing Automation tool, or Point of Sales so it gets into the hands of the people who matter.

Psst: we dig deeper into all of the guest data you can capture with your forms later on in Chapter 9.

Also, Don’t Forget: The Confirmation

You’re not alone — everyone always forgets about the confirmation (that is if your event technology allows you to customize it).

 

And sure, it may not be the most important part of your page or the experience, but it’s still a great opportunity to end the event page experience on a high note.

1. On-Page Confirmation: this is messaging indicating that the RSVP is successful.

event page confirmation

On-page confirmations can be a fun surprise for your guests! Here’s how to customize yours in Splash.

They're an elite group of event marketers who are continually iterating, experimenting, and testing their events to maximize the most event ROI. See what six attributes they share.

2. Confirmation Email: this is the email immediately indicating that the RSVP is successful. This email can also include all the important details that a guest can refer back to later (like how the one below includes the date, time, and location again).

event page confirmation email
how to design an event page

Designing Your Event Page

Whether you're a marketer, event planner, or designer, having a great event page all comes down to great design.


While a lot of your event page design may rely on your company’s current branding (definitely make sure you check with whomever owns your branding before you go willy-nilly), you have a huge opportunity to make your event page the star (or the "Kim") of your event.


If you don’t consider yourself a traditional “designer,” and this whole section is already starting to stress you out, take a deep breath… we got a lot of tips that will help you build the event page of your dreams.

40% of millennials said if the invite or event page is ugly, they wouldn’t even go to the event. Yikes.

They're an elite group of event marketers who are continually iterating, experimenting, and testing their events to maximize the most event ROI. See what six attributes they share.

Be intentional about what’s above the fold.

All of your event’s important information (i.e. date, time, location, RSVP button, etc.) should live within the initial browser window without having to scroll.

Common event types: community meetups, user groups, happy hour/cocktail party

Add movement with hover states.

Hover states help bring excitement to your page let you add movement to an otherwise static page, For example you can add an underline or drop shadow when someone hovers over a button, or make your speaker’s bio appear when you hover over their image.

Common event types: community meetups, user groups, happy hour/cocktail party

Remember the button, the form, and the confirmation.

this is what we call the Holy Moly Trinity, and it includes: a fun-to-click-on button, a beautifully-branded form, and an on-page or email confirmation that ties everything together.

Common event types: community meetups, user groups, happy hour/cocktail party

Be mobile first.

59% of attendees register for events on their mobile device — so your event page needs to be equally beautiful and seamless across desktop and mobile.

Common event types: VIP dinner, user conference, roadshow/field event

Don’t skimp on the imagery.

the imagery on your page should be nothing short of beautiful. If you don’t have your own photos, there are plenty of stock photography websites that you can download from (just make sure whatever images you use are as high-res as possible).

Common event types: hosted conference, product training, satellite event at industry conference

Keep it simple.

Don’t over complicate your event page with too many fonts, colors, or distractions from what matters most: the details of your event.

Common event types: happy hour/cocktail party, educational seminar, sponsored event

Speak to your audience.

Really think about who you’re speaking to and what you want your messaging to convey to them. Things like engaging text on an RSVP button or a creative confirmation message can help elevate your brand’s voice and make your messaging more personal.

Common event types: hosted conference, product training, satellite event at industry conference

7 Event Design Principles We Swear By

You’ve got the basics down of what goes on an event page. But what about the elements that will take your event page from “hey, cool event page” to “Holy sh*t, who’s your designer?” (it’s you!).


Pete, Sr. Client Education Manager, outlines the 7 design principles at Splash that we especially love below.

 At work and don't want to watch a video? No worries - read the blogpost instead.

Want to up your event page design skills? Pete also teaches a Client Education course for Designer Pro* that will teach you every design component of an event page.

*You will need to create a new Mindflash account to get started. 

Want to up your event page design skills? Pete also teaches a Client Education course for Designer Pro that will teach you every design component of an event page.

 

*You will need to create a new Mindflash account to get started. 

Examples of Dope Event Pages

The best way to understand the potential of your event page is to see how the best of the best do it. We’ve put together examples of our favorite event pages of all time.

examples of event pages
examples of event pages
examples of event pages

Did you know these pages are made on Splash?

Splash makes creating event pages so easy, no code required. Get the details on everything you need to create the perfect event page. 

P.S. We have a Hall of Fame of our favorite Splash pages, and it's the perfect place to find inspiration. Start perusing.

There’s more to designing an event page than just making it look amazing (stay with us). Your event design strategy should always start with thinking about your event’s goal, and then designing a cohesive event program (both online and offline) from there. Make sure you:


•

Understand your event’s purpose. Are you trying to increase brand awareness? Or drive sales? Depending on your event’s goal, you’ll probably want to convey a certain type of message on your landing page. Hint: this is when aligning with the rest of your team and any partners or sponsors is key.

•

Focus on the most attractive part of your event. Figure out what the most compelling part of your event is, and make sure it’s front and center (literally or figuratively) on your page. Maybe it’s the keynote speaker, the unique food and cocktails, or the breakout sessions.

•

Create a holistic experience across all of your assets. When you’re designing your event page, think about how each component could be transferred over to other assets — like your social promotions, emails, on-site signage, etc.

Your event page should help inform the rest of your communications, including your offline assets (like swag or on-site signage). And as we mentioned earlier, you want to make sure your design is consistent and seamless across every asset.


Be sure to think consider all of these different opportunities to bring your event’s brand to life:

how to create an event page calendar

House All Your Events in One Place

Chances are, you’re not just focused on one single event. Maybe you’re throwing events in 100 cities all over the world. Maybe they’re every 30 minutes all on the same day. Or maybe they’re just curated carefully for your VIPs.


Consider putting together a landing page or an event calendar used to showcase multiple events all in one place (at Splash, we call this a “Hub"). By putting all your events in one place, you can:

1. Get the word out about all your events easily.

2. Showcase, curate, and customize your events any way you want.

3. Build a community of engaged fans (that keep coming back for more!).

•

What do you get out of it? Brand exposure to a whole new audience.

•

What are the benefits? Compared to hosting events, you’re not responsible for the hardest parts of an event (venue, speakers, scheduling, logistics - ah!) - which means less manpower at a lower price point.

•

What are the disadvantages? You’re losing control over the branding, guest list, and entire experience. Which means, generally you have to be smarter and work harder for a better ROI.

Here’s one of our favorite examples from the New York Times:

event page calendar example

Pro Tip:

Start building a community by collecting subscriptions. Then create an regular email cadence and send regular event updates to your subscribers.

Hosted

One-Day Conference (54%)

Product Trainings (46%)

Business Partners (45%)

Sponsored

Industry Trade Shows (54%)

One-Day Conference (43%)

Business Partners (41%)

"

With sponsorships, we realized quickly that we weren’t maximizing the potential of our events. After all, by hosting our own experiences, we’d have more control over everything: from the messaging on the signage to the design of our event pages to the content presented on-site.”


- Amy Barone at Tableau

event design strategy for holistic guest experience

Create a Holistic Experience Across All Your Event Assets

There’s more to designing an event page than just making it look amazing (stay with us). Your event design strategy should always consider both the online and offline experience so it’s seamless for your guests.


Make sure you’re creating a holistic experience at every stage of the event lifecycle, and think about how your event page design could be transferred over to other assets — like your social promotions, emails, on-site signage, etc.

Real World Example:

AppsFlyer throws more than 250 events a year 😮. Their 3-person design team quickly scaled their entire event program on a global level (and saved 1000 design hours in the process). See how.

Hagar Brockmann, Creative Director of AppsFlyer, has perfected the 360 brand experience for all their events. We’re talking next level. Get her event design tactics. 

Other Event Assets to Consider

Here are some examples of assets you can consider to make your event experience seamless:

Online

• Emails (thank you email, confirmation email, reminder, etc.)
• Social promotions (use your event card!)
• RSVP form
• On-page confirmation

• Presentation decks

• Post-event surveys

Offline

• Posters
• Signage (digital or physical)
• Decor (chalkboards, custom wallpaper, flowers, etc.)
• Flyers or handouts (or the wifi password info sheet)
• Swag
• Trade show booth
• Guest badges

✔️ Download this digital touchpoints checklist to ensure your branding is consistent across every key digital touchpoint of your event. 

They're an elite group of event marketers who are continually iterating, experimenting, and testing their events to maximize the most event ROI. See what six attributes they share.

In the next chapter, we go through your best promotion and email plan including timelines, tips, and more.

Form Know-How

If your event is the Kardashian family, your event page is Kim. Without her, is there really a Kardashian family? Think about it. 

Form Know-How

Event organizers collect a lot of personal data (especially on RSVP forms). And with GDPR in place, you need to pay attention to how you’re collecting and managing your EU guests’ personal information. We break down 5 components of a GDPR-compliant event RSVP form.

Pro Tip:

✔️ Download this digital touchpoints checklist to ensure your branding is consistent across every key digital touchpoint of your event. 


Start building community by collecting subscriptions. Then create an regular email cadence and send regular event updates to your subscribers.

Pro Tip:

Pro Tip:

Start building a community by collecting subscriptions. Then create an regular email cadence and send regular event updates to your subscribers.

Start building community by collecting subscriptions. Then create an regular email cadence and send regular event updates to your subscribers.

Want to up your event page design skills?

We have a Client Education course on Designer Pro that will teach you every design component of an event page.

*You will need to create a new Mindflash account to get started.

Want to up your event page design skills?

Pete also teaches a Client Education course for Designer Pro that will teach you every design component of an event page.

*You will need to create a new Mindflash account to get started.

Form Know-How

Event organizers collect a lot of personal data (especially on RSVP forms). And with GDPR in place, you need to pay attention to how you’re collecting and managing your EU guests’ personal information. We break down 5 components of a GDPR-compliant event RSVP form.

Your Event Card

Make sure the data you're collecting on all your forms is integrated with your CRM, Marketing Automation tool, or Point of Sales so it gets into the hands of the people who matter. Skip to Chapter 9 for these details.

Where does your data live and where is it going?

Make sure the data you're collecting on all your forms is integrated with your CRM, Marketing Automation tool, or Point of Sales so it gets into the hands of the people who matter. Skip to Chapter 9 for these details.

☜ Did you know these pages are made on Splash?

Splash makes creating event pages so easy, no code required. Get the details on everything you need to create the perfect event page. 

🇪🇺 Are you in the EU or are you collecting EU data? 🇪🇺

Event organizers collect a lot of personal data (especially on RSVP forms). And with GDPR in place, you need to pay attention to how you’re collecting and managing your EU guests’ personal information. We break down 5 components of a GDPR-compliant event RSVP form.

Real World Example:

Some companies even use the event page to prototype the branding of their entire event program. Read how AppsFlyer pulls this off beautifully.

Real World Example:

40% of millennials said if the invite or event page is ugly, they wouldn’t even go to the event. Yikes.

Real World Example:

Real World Example:

AppsFlyer throws more than 250 events a year 😮. Their 3-person design team quickly scaled their entire event program on a global level (and saved 1000 design hours in the process). See how.

Real World Example:

Splash makes event page design a breeze. A beautiful, high-converting breeze. Create one today.

Real World Example:

On-page confirmations can be a fun surprise for your guests! Here’s how to customize yours in Splash.

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01 : Your Event Strategy
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02 : The Guest List
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03 : Managing Your Team
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04 : Event Production
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05 : Building the Event Page
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06 : Promoting Your Event
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07 : On-Site Best Practices
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08 : Post-Event Strategy
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09 : Data and Technology
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10 : Measurement and ROI
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Splash makes event design really easy.

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