the event app blue book

Transcription

1 2015 edition from tips & tricks for newbies, to advanced ROI strategies for experts the event app blue book

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3 about TapCrowd TapCrowd is a leading mobile application provider for high-stake conferences, tradeshows, corporate events and associations. The comprehensive platform assists event professionals in creating, managing and distributing a branded app around their event. Founded in 2010, the multi-module event app solution enhances engagement and networking at events, improves productivity for both the organizer and sponsors, and generates detailed event analytics and ROI. Acquired by event management software etouches, the company is now a part of the end-to-end solution which allows for a seamless a to z event experience for event professionals. about etouches etouches is a global end-to-end event management software solution. The success oriented and cloud-based platform delivers innovative technology solutions to streamline the event process and increase ROI. Founded in 2008, etouches has assisted over 20,000 event professionals in planning, executing and measuring their events. With a focus on event sourcing, registration, marketing, logistics, engagement and data, the software solution has been able to serve more than 1,000 customers in corporations, associations, agencies and educational institutions. Headquartered in the United States in Norwalk, CT, the company has four additional global offices in Reading, UK; Ghent, Belgium; Sydney, Australia; Dubai, UAE Copyright notice 2015 etouches. Nothing in this guide may be reproduced without the prior written consent. the event app blue book 1

4 polygo dark br always 3D fee the lan introduction Technology changes quickly and it s sometime difficult to keep up with the pace. The mobile world is no exception. In 2006 when Apple released the first iphone, the world discovered the app, a new way to interact with a design created for the phone. Some apps are more content oriented, some are more engagement or social media oriented, while other will focus on lead retrieval. Smartphones and tablets are in the hands of most professional event attendees these days. 37% of corporate & conference planners utilize a mobile event app for their meetings, so there is a growing expectation of mobile accessibility of information at almost every event they attend from large conferences to intimate meetings. * There is a plethora of information available to anyone with an interest in learning about the benefits of event apps (for both organizers and attendees), on what to look for prior to purchase and how to implement their use. This information is spread across many channels, but this guide compiles and streamlines that information so you can make an informed decision about the best app for your event. pink a variet polygo brand p appear feeling landsca This guide will walk you through all aspects of mobile event apps and how you can leverage best practices, practical knowledge and tips and tricks for implementing mobile in your event strategy. It will show you how event apps bring added value not only for your attendees, but also for your sponsors, speakers, and finally for the organizer, to get more insight, increase the ROI of your event and protect your precious marketing dollars. *Event App Bible V2 2 the event app blue book

5 event apps can't be without integration you need to sync both ways with your ecosystem, likely your EMS (Event Management Software) personalization agenda, content, meetings. an attendee can create THEIR own experience by customizing their day at the event engagement this is not just social media: from voting to messaging, make sure your app features engagement tools data & ROI market the event, leverage event data, and capture behavior behind the scenes to measure success target audience This guide is primarily written for event planners, marketers, professional conference organizers (PCO s), agencies and anyone involved in the organization of these types of events: Conferences Trade shows Corporate events Association events Workshops & educational events the event app blue book 3

6 table of contents 01 About TapCrowd & etouches 02 Introduction 05 Part I: Understanding Event Mobile Apps 06 Definition of an event app 08 Why event apps have become such a big deal 10 Part II: Setting Goals and Objectives for Event Mobile Apps 11 Goal 1: Better serve your attendees & meet expectations 14 Goal 2: Monetize your app for sponsors 18 Goal 3: Get feedback, know your event ROI 21 Goal 4: Capture lead data and feed your CRM 25 Part III: Driving Value from Event Mobile Apps 25 App features checklist 29 Making apps work for you 32 Promoting your event app 33 Tips & tricks 34 Integration planning 36 New technology focus 39 Conclusion 40 About the author 4 the event app blue book

7 a variet polygo brand p appear feeling landsca part I understanding event mobile apps the event app blue book 5

8 ALL US TODAY VISIT ONLINE ugment your event with a powerful app etworking content social data and more... definition of an event app ant an easy-to-use, yet powerful & comprehensive mobile event app lution? look no further! thanks to our unique blend of information, ngagement and interaction features, it s the best event app available. Mobile event app - a piece of software downloaded from an app store and installed on a mobile device such as a smartphone, tablet or smart watch, used within the context of a physical event with the intention of providing powerful up-to-date information, enabling interaction all platforms and increasing engagement for all stakeholders involved. 20+ event functionalities multilingual multi event app capability integrates natively with etouches data oriented with ROI dashboard native ios, Android and hybrid web An event app in the early days was indeed a digital version of the event s agenda. Today, it s so much more. It s an essential tool for anyone attending your event: attendees, sponsors, speakers and exhibitors, plus your team members and sales representatives. Mobile apps can include networking features, advertising, audience response and polling, and even tracking of learning objectives key features and continuing education credits. Event apps leverage the best features and functionality of mobile devices and combine those with unique touchpoints, interaction abilities and data collection opportunities to enhance the value of even a small meeting for all of the participants. matchmaking monetization features social photo sharing lead capture scavenger hunt feature * custom request * apcrowd works with any type of event anning an exhibition? e TapCrowd to offer a handy mobile event guide to your visitors anning an annual international conference? your audience join in with real-time voting, live (mobile) Q&A and session rating ur association organizes multiple events per year? e muli-event app can showcase all your events in one app anning a corporate event? gage your employees and clients with our mobile conference app ready 6 the event app blue book

9 organizers consider event ROI their biggest challenge 2015 Event Industry Survey * Event ROI Content Design Brand Budget Sourcing Travel *etouches & BizBash Survey 2015 By using an event app, organizers can keep track of the whereabouts of attendees. The app acts as a sensing device, and can show when an attendee arrives at an event, which sessions they attend and much more. Event apps can also send alerts to sales representatives when specific customers arrive, thus providing them with an opportunity to better cater to customers and prospects. An event app is somewhat like dropping a cookie on a website. The mobile app allows you to keep track of your audience before, during and after the event, in order to capture relevant data and communicate in a personalized manner with each individual. The result is a whole new level of engagement that will dramatically increase the ROI and impact of your event. the event app blue book 7

10 why event apps have become such a big deal A company spends on average 24% of its marketing budget on events, yet many marketers claim they have no idea how to measure the return from that marketing spend. * During an online advertising campaign, metrics such as CPM, CPC, and CPAs are each carefully tracked. So why should an offline event be any different? Using an event app is an invaluable tool to know how to calculate the exact ROI of your event so that you can use that data to benchmark future events and improve ROI with each instance. The average user owns 1.57 devices ** Having an app in the hand of each attendee at your event provides a window into tracking behaviors, interactions and how they consume the information you, your speakers and sponsors provide in support of the event. It simply provides a unique data capture tool, unmatched even in the digital realm. At this point, attendees simply expect an event mobile app to be available - and, a full-featured one too! They want to connect with peers, provide their opinions and download handouts to connect with speakers throughout the event. The average event attendee owns 1.57 devices, so they ll expect the app to work across all of them, ** on their desktop beforehand, and to update regularly and seamlessly. Your event app is your event legacy. *Forester Research Inc **Wireless Intelligence 8

11 apps save, and even replace, paper Stop printing event schedules, leaflets and other collateral. That info goes into your event app. What s more, you can update content at any point in time. Have a last minute change to the floor plan? Not a problem. Changing the room for workshop? Easily make the changes within the app and your attendees will have up-to-date information at all times. You can even send push notifications to notify people of a change in their personal program, weather condition updates and transportation announcements. It may seem like a small thing to save on paper but its not just a financial benefit, sustainability is an ongoing agenda item for 70% of companies.* apps engage your audience It goes without saying that an event app is a unique communication channel between you the organizer, your partners (sponsors) and your attendees. Keep your audience alert and engaged with live polling, well-timed push notifications to announce important sessions and surveys to capture valuable feedback. apps capture lead data when it matters most An event app is the perfect tool to capture lead data when it matters most: during your event when your prospects, customers and partners are fully focused on your products and services. Read further to find out exactly how you can capture user interests and other valuable data and feed it directly into your CRM or marketing automation platform of choice. *Event Manager Blog 2014 the event app blue book 9

12 a variet polygo brand p appear feeling landsca part II setting goals and objectives for event mobile apps 10 the event app blue book

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14 goal 1: better serve your attendees and meet expectations provide a mobile guide for your event Your event app is of course a mobile guide to your event, before, especially during, and even after the event. Basic event information includes venue information, the overall agenda of the event, speaker bios, an attendee list, etc. See a detailed check-list with content and features required for an event app on page 26 in this guide. Tradeshows and larger conferences will typically add a floor plan to the app, ideally one that is able to zoom and be navigated by users. This means it provides an overview on the venue layout, and ability to find individual exhibitors, points of interest (info booth, toilets, bar, workshop rooms) and meeting points. An advanced app will also allow users to get a route from point A to B. After the event, the app is an ideal tool to reach out again for followup. Provide speaker slides for download in the app, share pictures from the event, and send push notifications to announce the next edition. That s important from a marketing point of view. An app is so different from a mobile website because an app stays on the device of the user, it s a permanent communication channel and it extends the impact and lifetime of your event. Personalization can even extend to types of app users: speakers, attendees, exhibitors, and event suppliers. This personalization can take place in the form of specific exhibitor apps or in-app features and functionalities. 12 the event app blue book

15 offer a personalized experience A smartphone is considered a personal device, and your app should act accordingly. A good event app is a personalized event app. For example, think of a personal schedule for each attendee. The attendee s initial selection of sessions can be pulled automatically from your registration system, placed in the mobile event app, and can then be utilized by the participants to further personalize and customize their schedule, based on the agenda function in the app. Attendees will tap the add to my schedule button to select the sessions, breakouts, individual meetings, social events and workshops they will attend. The app then becomes the schedule of record, notifying the user of upcoming sessions and will make sure no double bookings occur for parallel tracks. More advanced scenarios include the possibility to limit the availability of sessions to the user role or to session signup in the app, based on room capacity or participant role. Another good example of personalization is sending out push notifications to groups of attendees. Push notifications are of great value, but if you spam your attendees they will turn off the notifications and you will lose your instant communication channel. Therefore, it s important to strategize the scope of each message and timing to those involved. Is the VIP dinner bus ready to leave? Push a reminder to your VIP attendees only. Want to send a reminder for the 6am fitness walk? Make sure that goes out at a reasonable time the evening before! Schedule your push notifications in advance. Prepare your push notifications beforehand, and schedule them for automatic delivery at the right day and time. the event app blue book 13

16 stimulate interaction and networking An event app is a great way of keeping your audience engaged. They have the opportunity to connect the reason they come to an event in the first place and to lend their insight, skills and experience to the event at large. The event app is also a unique audience response tool to offer live Q&A: attendees can ask questions to speakers at the end of a session or during a debate. Gathering questions through the app is a democratic approach and alleviates the social pressure of asking a question in front of a full audience. This works especially well with an international audience where English is not the native language for every attendee. You could have the questions translated to English before handing them over to the moderator or speaker. Keep the conversation going with in-app strategies: Add speaker rating at the end of each session Include surveys to get instant feedback Add a Concierge service in the app where delegates can interact with your staff on schedules, travel arrangements and more Use messaging and Meet Me to allow attendees to message one another in order to get in touch or meet up. The app is a safe way to enable this type of interaction, without the need to reveal addresses or phone numbers Include matchmaking for attendees: let your app suggest other attendees to meet, based on the profile of each individual. For example: match investors with startups on a venture forum, based on specific interest domains or industries that were entered during registration 14 the event app blue book

17 goal 2: monetize your app with sponsorships Many event organizers struggle to demonstrate ROI from previous events to potential sponsors. However, ROI is a vital value driver. In an industry survey, 71% of exhibitors and sponsors noted the importance of improving key performance indicator metrics this can only be accomplished through data. * An event app opens up new measurable sponsorship opportunities that you can drive increased revenue with. provide visibility for sponsors 88% of sponsors attend events to increase awareness. ** Your app provides various ways of exposing your sponsors. You can sell banner ads inside the app, typically displayed at the bottom of the app s home screen. Ads can link to a mobile website of the sponsor. In an industry survey, 71% of exhibitors and sponsors noted the importance of improving key performance indicator metrics. * Provide premium listings and feature opportunities inside the app in a variety of places. Have an exhibitor list? Why not add the ability for gold sponsors to be listed on top? Have a sponsored dinner, gala or awards ceremony? Ask participants to check in at the event or to scan a code on entry so the sponsor of the event knows how many attendees interacted with their brand. Sponsored push notifications are another great promotional tool. For example, you can send a push notification to promote a sponsored workshop or booth. Through your app analytics, you will be able to show sponsors the value of their investment from the extra visibility they received (e.g. number of views compared to non-premium listed sponsors). * Skyline Exhibits & EXPO Magazine 2011 ** Skyline Exhibits & EXPO Magazine 2011 the event app blue book 15

18 lead retrieval for sponsors & exhibitors Your event app can include a full-fledged lead retrieval module, which is only made available to select sponsors. The lead retrieval module allows exhibitors to use their own smartphone or tablet to scan a barcode or QR code on the badge of booth visitors. At the end of the show they can download a list of all the leads they captured. Make sure to enable a lead form so that exhibitors can input extra information when they scan a badge for efficient follow-up after the event. You can also enable advanced scenarios where the lead capture form is customized for each exhibitor. Company X wants to capture product interest, while Company Y wants to capture some extra personal info. It goes without saying that you can charge your sponsors extra for these types of services, after all 72% of exhibitors and sponsors attend events to increase leads.* Test QR/Barcodes Printed on Badges Make sure to test the QR codes or barcodes that you will print on badges well in advance with your app. The QR code or barcode must be large enough so the smartphone or tablet can easily scan it. Print quality should be good, and barcode type must be supported by your app. *Skyline Exhibits & EXPO Magazine the event app blue book

19 increase booth traffic for sponsors There s nothing more frustrating for an exhibitor than an empty booth. Event apps to the rescue once again! You can organize a scavenger hunt in your app, with a bit of gamification built in by having attendees scan QR codes on each booth, and perhaps answer a few questions in a short quiz. It s a good replacement to old analog games involving stickers or dots, and an ideal way to incite conversations and keep exhibitors interacting with attendees. USE CASE: ibeacons Trigger location-based content and measure foot traffic You ve probably heard about ibeacons. They are part of the Internet Of Things (IoT) movement, and an attempt to bridge the gap between the digital and the physical world (the brick & mortar world as we call it). An ibeacon is a small device that sends out a Bluetooth signal. The signal is picked up by smartphones and tablets, and allows your app to trigger an action based on the location of the user. ibeacons are affordable, with the average between 20 and 30 USD per ibeacon, batteries included. the event app blue book 17

20 You can place ibeacons at strategic locations across your event, for example on the booth of a sponsor. The ibeacon allows the app to trigger an automated message (that can be personalized) when a user is in range of that booth. Something like, Annie, visit the booth of Company X and view the free demo to be entered to win an ipad. In addition to location-based messaging, you can also use ibeacons to silently measure foot traffic at your event. Wouldn t you love to provide valuable data to your sponsors after the event including statistics on booth traffic throughout the show, and a detailed list of booth visitors? Please note that ibeacons are not 100% accurate as the signal radius is always approximate. Also, not every smartphone supports ibeacons and Bluetooth can be switched off by the user. As with any marketing channel you will not reach everyone, it s simply one of many ways of reaching a subset of your delegates in a contextaware manner. 18 the event app blue book

21 3D fe the l goal 3: reporting and tracking for event insight We looked at bringing value to attendees (goal 1) and sponsors (goal 2), and finally, goal 3 is about creating valuable insights into the overall event performance for you, the organizer. 60% of top-performing companies engage attendees before, during, and after the event with two-way communication and engagement tactics. * These tactics create a variety of opportunities to gather valuable data. session ratings An event app is above all a sensing device, to get real-time data from the event floor. The session and speaker ratings features are the perfect way to get immediate feedback from your delegates on content. Distribute a standard slide for session rating. Make sure to distribute a standard slide to be used by all speakers at the end of each deck, which shows how people can rate in the app. With the appropriate communication, session rating will become a habit throughout the conference and data will be coming in on a continuous basis. 60% of topperforming companies engage attendees before, during, and after the event with 2-way communication and engagement tactics. * pin a var polyg bran appe feelin lands Reporting should be available at any time to view which sessions and speakers are performing, and which session topics need improvement. You ll want to get out in front of any potential issues, and to prepare great speakers for what might be overwhelming follow up from participants. *etouches 2014 the event app blue book 19

22 NPS score Some corporations have developed an internal quality system based on NPS scoring (Net Promoter Score) or, the ultimate question. Understanding how a brand is performing even at a live event is important to business stakeholders. If this is the case with your company, make sure the Excel export of your session rating and event rating results allows you to easily calculate the NPS per session and for the overall event. The instant availability of the NPS score can have a substantial impact on the overall organization. surveys Your app is the perfect place to conduct one or more surveys. Surveys should be sufficiently short and easy to complete, preferably by using multiple-choice questions and not too many open questions. An intelligent event app platform will allow you to send out reminders after the event to people that did not yet fill out the survey. Completion ratios will drastically improve with the transition from paper surveys to in-app surveys. Quick tips for an efficient in-app survey that delivers value Ask for the data you need surveys can quickly become large and unwieldy as organizers try to gather as much data as they can. Respondents will appreciate it if you respect their time and ask only for the data that you aren t already able to get from other sources. Use branching branching is a technique that leads users to the next question based on their answer to a previous question. This will help you get answers to questions relating to specific demographics. Eliminate neutrals use ratings scales with an even number of choices (i.e. strongly agree, agree, disagree, strongly disagree), this eliminates a neutral option so your data doesn t come back lukewarm. Incentivize consider rewarding those who complete the survey in order to increase the response rate. 20 the event app blue book

23 metrics for tracking event ROI Event ROI is very important, but how do you know what to track and report on when you re starting out with mobile event apps? The ROI of an event can be established as an aggregation of all the data captured via the app. Use the data points illustrated below as a starting point to understand how your event is performing : App usage Number of app downloads Number of times the app was used Total number of user actions in the app (user activity) Number of QR codes scanned Number of items bookmarked (favorites) Number of notes taken by users in the app Etc. Interactions enabled Number of push notifications sent Number of messages between attendees Matchmaking connections made Percentage of live voting participation Percentage of Q&A participation and number of questions asked Etc. Feedback from attendees Session & speaker rating results Overall event rating Survey results Rating completion ratio Survey completion ratio Etc. Each of these parameters can be weighed for importance, or you can get a summary in a dashboard report. The result is a quantified measurement of your event performance, which can be used to benchmark your event against previous ones, and to make your event ROI tangible. the event app blue book 21

24 goal 4: capture lead data & feed your CRM Marketers spend a lot of time ensuring that leads are being captured and stored in a CRM or marketing automation database. This data often includes the lead s interest in certain products or services, readiness to buy, etc. This type of data is likely already being captured through the company s website, campaigns, and other digital channels. However, events can be something of a black hole when it comes to capturing lead data. This is unfortunate considering approximately 24% of marketing budgets are spent on events. * The day of your event, when attendees are 100% focused on the topics you ve defined, is the ideal time to be capturing lead data. 24% of B2B marketing budgets are spent on events * Think of your event app as a virtual sales representative; in the pocket of your attendees, available throughout the day to interact on your brand, products and topics as you have defined them. The app is a way for your audience to express their interests in two ways: direct pushing surveys via push notifcations, asking questions, involving attendees in discussions, and getting instant replies through the app. indirect bookmarking content they like or adding a workshop to their personal agenda in the app are valuable pieces of lead data. *Forester Research Inc 22 the event app blue book

25 All that valuable lead data (indirect + direct) is captured by your intelligent event app, and stored centrally and securely in the cloud. The data is then sent to your own CRM or marketing automation platform of choice. The result is a real-time data profile of each attendee, centrally available for follow-up by your sales team, allowing you to further personalize your communication towards each individual. Up to 3% of a corporation's total revenue is spent on meetings and events * USE CASE: OMNI-CHANNEL MARKETING Event apps as mobile sensing devices to capture offline lead data The next big thing in marketing automation is going to be omnichannel. Marketing automation today is a pure online play. All online or digital communication channels are combined to create a unified view of your leads, including your website, social media and . But what about the real world? *Aberdeen Group 2012 the event app blue book 23

26 Let s take the example of Annie, she s looking for interesting investment opportunities for her savings, and you are the bank. When she visits your website and clicks on your investment products, you will store that information in your marketing automation platform to personalize what she will see next on your website s homepage or newsletter. When Annie closes her laptop and steps back into the real world, your digital communication opportunities become void. Two weeks later, Annie visits one of your roadshow events to learn more about your investment products. Annie downloaded the event app right after registering for the event. She used the app to select the workshops she wanted to attend, to save notes on speaker slides, and to ask a question during sessions. All that data was added instantly to Annie s profile in your marketing automation platform, making the profile dramatically more rich and up-to-date. Annie became a loyal customer shortly after. Annie, your workshop starts in 20 minutes in Room B. 24 the event app blue book

27 a variet polygo brand p appear feeling landsca part III driving value from event mobile apps the event app blue book 25

28 app features checklist The following is a checklist of features to consider for your next event app purchase. These features typically depend on the event type, event goals, and the event audience and participants. information central features The base of a great event app is offering the right information to your delegates. Features like general info, an exhibitor catalog, session agenda or speaker bios are indispensable features. A great event app provides the user with the right information at the right time. This info shouldn t just be static. The app has to interpret data so the user can navigate to a certain address, save specific attendee info or add an important session to their calendar. Discover all the essential features an event app should have. general info interactive floor plan venue info sessions & speakers contact attendee list news & social feeds surveys exhibitor catalog slide sharing 26 the event app blue book

29 communication & personalization features An event app should not just be a digital copy of your event guide, it should offer ways for an attendee to personalize the event experience. The app is also the best possible way to keep the user informed through push notifications or an event feed. Event apps can allow attendees to compile their own schedule based on the events session agenda or allow organizers to alert participants via push notifications of important things happening at the event. push notifications QR-code scanner personal agenda my notes messaging & inbox profile & check-in favorites activity feed people around me the event app blue book 27

30 engagement & interaction features Organizations that have used a mobile event app for their events claim to achieve a 33% increase in attendee engagement because a great event app offers ways for the attendee to engage with other people at the event. * For example, live voting allows the audience to join in on discussions and make sessions more interactive. Attendees could even ask questions to the speaker within the app; these questions can then appear on a screen in the session room (after moderation). live polls & voting photo sharing ask a question matchmaking session rating user accounts & roles gamification *Frost & Sullivan Study 28 the event app blue book

31 monetization features Your app isn t just a great tool for your delegates, it is a great opportunity for your sponsors. You could also use the app as another channel to offer more visibility to your event partners through in-app banner ads, sponsored push notifications and lead capturing. banners ads premium content premium listings lead generation & lead capturing sponsored push notifications the event app blue book 29

32 making apps work for you Once you have an overall idea of what you re looking for in an event app, it s beneficial to have an understanding of how these apps work. Different app developers have their own jargon and processes which can all affect the development of your event app. native apps and supported devices When an app is described as being native, this means that it s a mobile app that can be published in the app store. A native app is a piece of software specifically built for either the Apple ios family or the Android family. Most vendors do not offer a native app for Windows Phones because the market share is a lot smaller compared to Apple and Android devices. Instead, Windows Phone users (and Blackberry users) typically use a web app. The web app typically has a bit less functionality: no push notifications, no camera support (to scan QR codes) and no ibeacon support. 30 the event app blue book

33 app stores and app updates Your app must be published to the app stores because that s the easiest way for people to install it on their own phone or tablet. If you publish an update of your app, the update will automatically be installed. Note that an app update is only necessary if you want to introduce substantial new functionality. Updating content on your app and even enabling new standard features should not require an app update. Check with your vendor to make sure. Vendors will typically publish an ios app in the Apple App Store, and an Android app in the Google Play Store. For certain countries such as China, you should consider other local app stores as well. One important thing to know is that Apple tests every new app which is submitted for publication. This approval process takes about 7 to 10 days, so it is important to submit well in advance. Additionally, an app will be declined if it does not adhere 100% to the quality standards of Apple. For example, missing content resulting in an empty screen or missing technical information could be a reason for Apple to decline your app. Once fixes have been made, it will likely take another few days to get approval. It s important to remember that if you re publishing an app to the Apple App Store the approval process takes about 7 to 10 days because Apple will test every new app submitted. When you submit an app to the Google Play Store, it will be published within a few hours. the event app blue book 31

34 8 follow-up After event add follow-up content to app 7 execute During event execution of communication plan (sending push notifications, activation of polls, etc.) timeline As always, good planning is crucial. Below is a simplified example of a typical timeline with milestones for your event app. Based on the urgency, timelines can be greatly reduced, but the Apple approval cycle will always have to be taken into account. It is recommended to aim for the app to be live when event registration opens up (often referred to as D-day ), because it allows you to promote the app together with the registration confirmations that you send out update Before event Continue to update app content as it becomes available register & promote Milestone open event registration + start app promotion live Milestone 10 days: app live in app stores 1 setup Milestone 40 days: setup new event app, create look & feel and add initial app content 2 testing Milestone 31 days: final testing of the app on various devices, approval by all stakeholders 3 submit & approval Milestone 30 days: submit app to app stores (wait for Apple approval: take 10 days into account + another 10 in case the app is declined and a resubmission is needed) 32 the event app blue book

35 promoting your event app Event app adoption is vital in order to get any value from your app. Make sure to promote the app to all participants and emphasize the benefits. Vendors usually provide templates that can be used for promotional communications. Here are a few possibilities to promote your app: Add a section promoting the app in the registration confirmation Include your app in newsletters and other updates that you send out before the event Promote your app on your event website homepage Show a pop-up to mobile visitors on your event website (pop-up message: install the app or continue to website ) Promote the app at the entrance of your event with banners or even a promotional team to welcome delegates and assist them in installing the app Add a standard slide at the beginning of certain sessions to urge people to install the app for upcoming interactions (voting, Q&A, rating) Add a standard slide at the end of each speaker session to ask for session rating in the app Consider providing certain information exclusively in the app. Many high-stake conferences ban paper and the app is the only place to find the schedule and stay upto-date the event app blue book 33

36 tips & tricks Depending on the type of events you organize, here are a few tips and tricks that may come in handy. VIP service: hand out ipads with the app pre-installed Event apps have become so strategic on certain conferences, that it is vital for each attendee to have a smartphone or tablet available to access participation scenarios. For example, academic and life science conferences will rely heavily on the event app to distribute papers, gather feedback and track delegate activity for accreditation purposes. If this is the case, you can hand out ipads (rented for the duration of the conference) to all your delegates or to delegates without their own device. The app is typically pre-installed on the ipad with the ipad configured to be in kiosk mode. This means the ipad can only be used exclusively to access the event app. Event apps have become so strategic at certain conferences that it is vital for each attendee to have a smartphone or tablet available to access key participation scenarios. multi-event apps Do you organize multiple events per year? Consider one multievent app in the app store, instead of separate apps for each event. A multi-event app typically opens with a list of upcoming events. The user selects one event and is then provided with the content and features of that one event. You can also make certain events visible to a select group of participants. The use of a multi-event app allows organizers to create one branded app that can be used for multiple events. By providing valuable and engaging content through this app year-round, you can build upon the attendees past attendance and build anticipation for future events. 34 the event app blue book

37 integration planning integrating with EMS (event management software) Managing events often require an EMS: a hub that centralizes your event need including a website, , marketing, registration, budgets, project, meeting management, travel, housing, etc. This is the core of your event and by integrating your event app with your EMS, you re creating a loop wherein you can manage incoming and outgoing event data in real time. Integration in this case means that the app is able to sync key data elements from your EMS: registrant list, profiles, exhibitor list, agenda, sessions, everything will flow automatically to your app. Also, your app should sync data back to your EMS, e.g. attendee activity within the app. Ultimately, this data will provide you with great event insights and help you to determine event success and ROI. Engagement Behaviors On-site App Server EMS Server SYNC API or integration SYNC API or integration Registration Event Setup Sessions Reports CRM Marketing Automation Finance GDS Housing Travel the event app blue book 35

38 example of mobile event app and EMS integration single & multi-event apps integrated with EMS pushing event configuration to the app event content event agenda, dates & locations attendee list / directory attendee login using registration info individual attendee agenda sessions, tracks, date & time speaker list & details exhibitor & sponsor list & details personal travel info personal event receipts & invoices manage your event apps directly within the EMS customize your app branding though EMS global app setting attendee app usage reporting view social meetings in personal agenda modify, remove, & add app features in real-time Make sure these items are part of the integration and that the integration is bidirectional. This will make your life easier, provide your attendees and sponsors with a greater benefit and you ll get unprecedented insights about your event while keeping everything under control. 36 the event app blue book

39 new technology focus a var polyg dark alwa 3D fe the l leveraging the smart watch for events Great or gadget? The internet, the mobile phone, and now wearable connected devices. The Apple Watch, like many other wearable devices, is just the beginning. This is clearly the next big thing. Sensor industry is the fastest growing tech segment and includes temperature, movement, position and more. The connected world is exponentially growing by fragmenting the tracking of our day to day behaviors into each component in your life. Let s look at the pros and cons to have the Apple (or Android) Watch with event-related functionality. Limitations Note: by definition, the size of the screen is a clear limit. Many people made fun of Apple because they advertised the ability to draw on the watch. If an Apple Watch is prevalent in your participant pool, you need to focus on functionality that makes sense in the context of the watch. The pros and cons on the right will help you determine if your event can leverage watch features. Smart watch adoption is still very low. Some industries or audiences are more likely than others to wear these devices including medical events, tech events with early adopters, or sporting events where runners are well equipped. Thinking through your mobile strategy to include smart watches can help position your event as a market leader in technology consumption, and educate your audience on new ways of sharing the event experience. YOU make the call. Terrible for Engagement features Maps & Floorplans Activities requiring typing or data entry OK for Session voting Scrolling exhibitor list Scrolling through social media feeds Great for Scrolling the agenda and sessions Receiving alerts or push notifications Meeting reminders pin a var polyg bran appe feelin lands the event app blue book 37

40 venues without internet can I still use an event app? An native event app typically works offline, but it needs internet on a regular basis to update its content. Hotels and venues have received the message that if they are not able to provide good connectivity, they lose business. Organizers are now very educated about the situation: forecasting the bandwidth and the number of simultaneous connections, given that their audience is likely to bring 1.57 devices. Given the engagement or type of media you are likely to deal with, your bandwidth becomes key. Now, there are still some, let s call them exotic, locations where this doesn t apply, and a couple of 4G relays won t do the trick. Thankfully, there are solutions to allow your app to work offline: A. Once downloaded, you can work offline. You just don t receive any new external content and your actions are stored until connection is restored. B. There are ways to implement an internal Wi-Fi network, thus all the attendees can network and receive live content from the organizer throughout the indoor network: here s how it works Pre-Event During Event Post-Event Public Cloud On-Site Cloud Local Server & Wi-Fi Infrastructure Public Cloud Your Event App Kiosk Mode Your app in the App Store Personal smartphone/ tablet Delegate brings own device to event Rented ipads with app pre-installed Keep delegates engaged with 100% reliability 38 the event app blue book

41 conclusion Event apps are a vital element in any overall marketing strategy that includes events. They bring value to an event for organizers, sponsors, and participants alike. The primary goal of any event app is to better serve your attendees by delivering up-to-date information, enabling unique interactions and stimulating attendee engagement. Next, an event app brings unique opportunities to provide extra visibility for event sponsors and includes monetization features such as lead capturing for exhibitors. Most importantly, an event app is also a sending device, capable of capturing valuable data before, during and after the event. This data allows event organizers to monitor the health of the event in real-time, get feedback from attendees and measure overall attendee satisfaction. By aggregating and weighing all this data, event organizers can make their event ROI tangible and use it to benchmark their events against preset goals. Further more, the event app can provide valuable data which is synchronized to a CRM or marketing automation database, helping organizations to learn more about their prospects and customers based on activity during the event. The biggest challenge for organizers is to create an event that is memorable and engaging. A mobile event app is not just a flashy feature, it s a powerful collaborative environment that has the potential to unlock interest and innovation in attendees. With the inclusion of data acquisition, lead generation, way finding capabilities and much more, an event app is a tool that has become a necessity for events. Keep the considerations outlined in this guide top of mind, to help you make strategic decisions on integration and what type of devices you ll tailor you event app for. pin a var polyg bran appe feelin lands the event app blue book 39

42 about the author Niko Nelissen joined etouches in July 2015 as Vice President of Mobile, Data and Engagement through the company s acquisition of mobile event app provider TapCrowd. He is focused on spearheading etouches efforts in developing a comprehensive solution set for attendee experience, social engagement and marketing data for events. He is responsible for finding innovative ways to measure and increase overall event ROI through mobile technologies and big data. Niko brings over 15 years of experience in SaaS business models, web & mobile software development, event software and marketing automation, cloud computing and big data technologies. Prior to TapCrowd, he co-founded and was the VP of Business Development at Q-layer (cloud computing software, acquired by Sun Micosystems/Oracle), and served as Director of Cloud Computing at Sun following the acquisition. He also co-founded and was the CTO of HostBasket (a leading hosting provided, acquired by Telenet). Niko is a frequent speaker on marketing and technology at conferences across the globe. He has also served as a board member for several technology companies in Belgium. Niko holds a Master of Science in Engineering from the University of Ghent and a post graduate degree in business management from the University of Leuven. He currently resides in Belgium with his family, and on the weekends you can find him behind his wood fired pizza oven baking delicious pizza Napoletana. 40 Niko Nelissen You can reach Niko at hello@tapcrowd.com, and follow Niko on twitter: twitter.com/nikonelissen. etouches corporate headquarters 13 Marshall St. Norwalk, CT sales@etouches.com the event app blue book

43 Contributors Nicola Rossetti VP of Global Marketing, etouches Ellen Seguin Director of Content & Events, etouches Kristen Carvalho Sr. Content & Social Media Manager, etouches

44 with great event powers come great responsibilities with great event powers come great responsibilities joining forces TapCrowd and etouches have joined forces to to deliver the the best best of of event management software and event mobile applications etouches.com tapcrowd.com TAKE A LOOK TO