mobile apps for events

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FULL EDITION MOBILE APPS FOR EVENTS POWERING EVENTS WITH A SUCCESSFUL MOBILE MARKETING STRATEGY

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Learn how to integrate mobile apps in your event's marketing strategy and know more about: - UX tips - App icon size criteria for the stores - Dos and Don'ts of designing great app icons - How to create an impressive splash image

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Page 1: Mobile apps for events

FULL EDITION

MOBILE APPSFOR EVENTS

POWERING EVENTS WITH A SUCCESSFUL

MOBILE MARKETING STRATEGY

Page 2: Mobile apps for events

1. Why every event needs an app

1.1 The App Event Ecosystem

1.2 Features and benefits

1.3 The Impact on ROI

2. Implement a success strategy for your event

2.1 Need Analysis

2.2 Timeline guide

2.3 App promotion

2.4 Keep your app alive after the event

3. Case studies

3.1 TechCrunch

3.2 Giffoni Film Festival

4. Conclusions

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TABLE OF CONTENTS

Page 3: Mobile apps for events

1. WHY EVERY EVENT NEEDS AN APP

1.1 THE APP EVENT ECOSYSTEM

The rise of mobile technologies such as smartphones and tablets has affected

every industry and sector on a global scale, as well as our daily routine.

With mobile penetration rates hitting 101% in North America and an amazing

129% in Western Europe, the decision of investing in a mobile-first strategy plays

a crucial role in many businesses’ budget plans.

From retailers to hospitality businesses, we’ve registered a massive increase in the

number of businesses integrating mobile in their marketing strategy to secure a

better positioning, and the event business makes no exception!

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Page 4: Mobile apps for events

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With millions of events taking place every year, the event business has become a

strategic marketing and branding tool available to companies of all sectors. From

product launches to press conferences, companies create promotional events

to communicate more effectively with existing clients, to engage with them by

increasing commitment, to reward customer loyalty and target potential new

customers.

However, although the benefits for a company of implementing mobile

technologies into event marketing are clear, too many still don’t know how to

effectively integrate it into their business operations.

This is due to what Greg Stuart – CEO of the Mobile Marketing Association –

defines as “the knowing versus doing gap”:

“They know they need an app for their event,

but they don’t know how to set the ball rolling.”

Greg Stuart

Page 5: Mobile apps for events

Far too many businesses approach apps for events in a naïve way, without carrying

out a proper need analysis nor building a dedicated team to monitor operations

before, during and after the event. This lack of strategy obviously results into

meagre ROI and a poor experience for attendees.

On the other hand, if properly implemented into business operations, mobile apps

can work as a catalyst for return on investment and can dramatically improve

audience engagement, generating additional value for the business also in the

months following the event.

This e-book will discuss how mobile apps can boost events’ success, while

creating an innovative channel to engage with attendees in year-round

conversations.

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Page 6: Mobile apps for events

1.2 FEATURES AND BENEFITS

Choosing the features to implement in your event app is the first key step to take in

your mobile strategy.

When selecting your app features do not simply copy the same features that

determined the success of one of your competitors’ event apps. While it is

important to be aware of market needs and competitors’ positioning, analyse

carefully your event’s needs and objectives and select only those features that

can truly help you achieve the desired results.

It might be a good idea to select app features in order of priority and feasibility,

making a clear distinction between “must have features” and “nice to have

features”, that might be implemented at a later stage if time and budget permit.

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Page 7: Mobile apps for events

The table below provides a list of the most popular features that can be found in

most event apps, with connected benefits, to guide you in your decision-making

process so that your app will be a success.

GENERAL INFO

SESSION LISTING

1) Provide attendees with all the

relevant information (date, location

and topic) about each event session.

2) Easily manage a wealth of data by

filtering information by date, location,

etc.

EXHIBITOR PROFILES

Feature exhibitor profiles to help

attendees choose in advance which

booths to visit.

VENUE MAP

Help attendees move around the

venue and easily locate exhibitors’

booths.

LIST OF SPEAKERS

Provide speakers’ bios, photos, contact

details and social profiles to facilitate

networking.

ATTENDEE PROFILES

Allow attendees to create their own

profile and check out other attendees’

profiles to maximize networking

opportunities.

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Page 8: Mobile apps for events

COMMUNICATIONS & SOCIAL

NETWORKING DATA BASE

1) Collect attendees’/exhibitors’/

sponsors’ contact details to maximize

networking opportunities.

2) Give attendees more reasons to

use the app even after the end of the

event. NEWS FEEDS

Update attendees on the latest event

news via RSS feeds.

IN-APP INSTANT MESSAGING SYSTEM

Encourage attendees to interact in

real time via wall chat and reach out to

organizers for technical issues.

PUSH NOTIFICATIONS

1) Deliver relevant information or

last-minute changes to attendees via

push notifications.

2) Communicate with participants in

real time even when they’re not using

the app.

SOCIAL INTEGRATION

1) Integrate social communities into

the app.

2) Generate a lively social buzz around.

the event.

REGISTRATION & TICKETING

TICKETING SERVICE

Enable registrants to purchase tickets

for the event or single sessions via app.

REGISTRATION FORMS

Enable attendees to register for the

event or for single sessions via app.

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Page 9: Mobile apps for events

ADDITIONAL TOURIST INFORMATION

Offer useful tourist information to

help attendees find restaurants and

accommodations in the surroundings.

CUSTOMER LOYALTY

IN-APP COUPONING

1) Create a dedicated offer for app

users, such as discounts on tickets,

exclusive access to VIP halls, etc.

2) Give attendees more reasons to

check in to the app over time.

LOYALTY CARDS

1) Reward loyal attendees with special

badges that can be collected upon

performing certain tasks/actions.

2) Boost customer loyalty.

SUPPORT

FEEDBACK FORM

1) Encourage attendees to share their

opinion about the event.

2) Easily identify event’s weaknesses

and services that need to be improved.

MEDIA & RESOURCES

PHOTO / VIDEO GALLERY

Foster audience engagement through

photos and videos of the event as well

as bonus content to reward app users.

EVENT ARCHIVE

Provide attendees with a wealth

of resources (PDFs, spreadsheets,

infographics, white papers) to check

during and after the event.

REMINDER ALERT

Remind attendees of their sessions

with automated messages when the

event is about to start.

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Page 10: Mobile apps for events

ADVANCED ANALYTICS

1) Monitor app performance and filter

data by type of device, location and

time.

2) Get a deeper understanding of event

audience

SETTINGS

OFFLINE SUPPORT

Enable attendees to access the

app even when there is no Internet

connection thanks to native

technology.

PRIVATE ACCESS

Protect valuable content by limiting

access to certain users via username

and password.

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Page 11: Mobile apps for events

1.3 THE IMPACT ON ROI

Events are not just a fun day out. They are an amazing business opportunity that

can boost revenues, client acquisition and brand awareness if wisely implemented

into the business strategy.

Event organizers are constantly looking for new ways to increase their events’ ROI,

while keeping the standards high for attendees, and mobile apps are an amazing

tool to achieve these goals.

What’s the actual impact on ROI of going mobile for event organizers?

Whether it’s a health conference or a tech trade fair,

one of the major expenses to face when planning

an event is the cost of printed materials – leaflets,

event guides, handouts, etc.

In this regard, mobile apps determine an

immediate return on investment by cutting down printing cost. Although the

idea of going 100% paperless is probably unrealistic, still you can make significant

savings by incorporating event information in your app and thus printing lighter

guides.

SAVE COSTS

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Page 12: Mobile apps for events

MOBILE APPS FOR EVENTS

Learn how to integrate mobile apps in your event's marketing

strategy and know more about:

UX tips

App icon size criteria for the stores

Dos and Don'ts of designing great app icons

How to create an impressive splash image