How do you know if your marketing dollars are leading to revenue unless you can track it? Even small businesses that have one or two events a year need to be tracking how their efforts pay off. Sometimes we pay for ads in directories, sponsor events, sponsor a local team of kids, put an ad in the church bulletin, boost our listings in the Chamber of Commerce or other business organization listing. Don’t you want to know if it worked? Don’t you want to know if people not only saw the ad but clicked on it? Sometimes these sites and situations have strict guidelines as to what the links can go to. 
Sometimes you need to be able to SAY the link out loud from a stage, podium, on a podcast, over lunch - don’t make it difficult. If you know you’ll be SAYING your domain regularly or one to promote your event, make sure you get a domain that is easy to spell, remember and SAY.
How many of you have ever heard on a podcast, video or show, “How can listeners get in touch with you?” and the guest stumbles out a clumsy answer, “Go to our home page: www.mycomplexdomainspelledweirdly.com and then click in the left on the button that says, “special event”.
Here’s all that’s wrong with that:
www - your domain needs to resolve with and without www.
Your domain needs to automatically resolve to the SSL version of your site - you’ll need to buy an SSL certificate and set it up properly so that no matter what page people go to without https:// it will flip to https://
Your domain needs to be LOGICAL and EASY to say and spell. None of this Eleet E - l - e - e - t Realty type of stuff. If the real way to spell a word is gone, think of a new domain. We can’t all have .com.
Your call to action link cannot require you to then explain where they can FIND the information to click again. That final destination page needs to be the domain.
Let’s talk about resolving #4.
If you have a landing page in the middle of your website for this event or promotion, buy ANOTHER domain for THAT thing and have it redirect to THAT landing page. You will then be able to easily market and track that domain and page. If your event is Health Jamboree 2018 and you are in Portland, and your website is: HealthyChoicesWeMake.com - you want to consider these options:
Create a subdirectory link: healthychoiceswemake.com/jamboree18, or just jamboree to always use the same URL year after year, but update the content.
Create a SUBDOMAIN: jamboree18.healthychoiceswemake.com
OR an entirely clean URL: HealthJamboreePDX2018 .com  that would redirect to either a landing page in your main site, or be a specific site JUST for this event with cross linking from your main site. So many options.
Your plan all depends on your vision for the event, Is it a one time, or the first of many recurring each year or in different regions. You’ll want to plan for th