How IDEA World Fitness Convention Created a Successful Event App Strategy

PowerPoint Presentation

How to Create a Successful Mobile Event App StrategyEvent Marketing ResourcesPresented By:

Justin GonzalezSenior Marketing ManagerDoubleDutchJeff HaywardCustomer Success Team LeadDoubleDutch

Taryn CrowderAssistant Director, Exhibits and SponsorshipsIDEA World Fitness Convention

#eventprofs

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Well CoverEvent Apps 101: What You Should KnowMessaging: The Core of Your Engagement StrategyCustomer Spotlight: IDEA World Fitness ConventionQuestions?Create a Successful Mobile Event App Strategy

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Think back 10 years ago

#eventprofsBefore we jump into todays presentation, lets take a step back

Think of live events 10 years ago: after checking into registration, you would be handed a large paper guide with all event-critical information including: session details, speaker bios, floor plans, exhibitor information and more. Of course, the only way to keep track of what was happening at the event was to carry the printed guide along with your notepad, business cards, and other event essentials while navigating the conference room floor.Organizers were able to track what happened at the registration table (who attended and who did not), but had little insight into what happened after an attendee walked through the doors of the conference center. Of course, innovations like lead retrieval, audience response systems, and session attendance tracking devices helped shed some light here, but these disparate systems left many questions unanswered.

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Flash forward to today

#eventprofsMegan:

Flash forward to events of today. More and more were hearing about the Internet of Things, and its infiltrating the event space in a big way. Were able to communicate with attendees through beacons and BlueTooth to send push notifications to their phones based on time and proximity; apps like Meerkat and Periscope enable can turn any smartphone into a livestreaming services; and of course wearable technology like the Apple Watch and Google Glass are making a huge splash on the consumer world.

So, how do organizers take advantage of all this?

OLD-Think of your own experiences at events. Its likely that youre downloading mobile apps to enhance your experience in some way or another. Social networks like Twitter, LinkedIn and Facebook enable us to connect and share with people we would not have otherwise met. Event apps give us access to event information, and help us build our schedules or set up meetings with the right people. Other apps help us keep track of all these connections by scanning business cards or badges for better, post-event follow ups. 4

Were experiencing a Mobile mindshift

#eventprofsMeganIt starts with the power of mobile. Today, organizers can leverage mobile applications to deliver event critical information (like session details, exhibitor maps, and so much more) at the speed of the internet.

These smart devices are quickly becoming an extension of who we are. Naturally, this has both positive and negative implications. The digital era is one where marketers can track virtually any online action, enabling them to track and measure activity taking place on the show floor. But, its also having an impact on our attention spans and patience. We can get answers to the most mundane questions within seconds by doing a quick Google search on our phones. Because of this shift in our mentality, meeting professionals must be able to give attendees the same experience at their own events. Event apps give attendees easy access to upcoming session details, speaker bios and more to meet the need for immediate information.

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Your event content

#eventprofsMarisaOf course, we dont just want to focus on session tracks.We can also track sponsors and exhibitors.6

The core of engagement

#eventprofsMarisa:The Activity Feed is your finger on the pulse of whats happening at the event. How to post a status update (photos, hashtags, @mentions, tagging an object with the update)Liking, commenting, and interacting with other attendeesGamification: incentivizing engagement with points and badges

KatieGamification has been a huge buzzword over the years. We really see it be most successful when clients think about their event goals, or more specifically what they hope to get out of the app, and construct a gamification strategy around that. For example, if you really want to increase survey completion rates you can further incentivize attendees to take surveys by awarding more points for completing the action.7

Session and event surveys

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Promoted posts

#eventprofsA Promoted Post is a message pinned to the top of the Activity Feed (typically the most accessed section of the app). Beyond being a great communication tool for event organizers, a Promoted Post can effectively place a sponsors message in front of event attendees.

Specifications:140-character limitLink to a website or agenda itemEmbedded images (optional, 640x640px, .PNG)

Tip: Schedule Promoted Posts prior to the event by setting start and end times in the Content Management System.

Katie to give example Image of the CEO and attaching a welcome letter / Announcing the wifi information with password

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Push notifications

#eventprofsA Push Notification is a powerful, real-time marketing tool for event organizers. It is the most directed, 140-character message a sponsor can send to encourage event app activity.Segment users by group affiliation, interests and more or direct a sponsors message to all attendees who have downloaded the application. Schedule Push Notifications in advance by setting a date and time.

Specifications:140-character limitNo images or links

Tip: Push Notifications should be sold with discretion to maintain the integrity of the app content and user community.

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#eventprofsMarisa to speak to Gameday and location based messaging

Katie can say example of where to place Gameday or beacons to drive adoption. BREAKROOM!

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Well CoverEvent Apps 101: What You Should KnowMessaging: the Core of Your Engagement StrategyCustomer Spotlight: IDEA World Fitness ConventionQuestions?Create a Successful Mobile Event App Strategy#eventprofs

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Messaging Fundamentals

Key FeaturesPromoted PostsPush MessagesBest PracticesSet expectationsSend calls to actionRecall and engage attendees

ResourcesMessage schedulingSupport centerEvent goals & agenda

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Idea world fitness conventionPrimary Goals:Increase RevenueEngage AttendeesRetain Sponsors

Los Angeles, CA12,000+ Attendees375+ Sessions300+ Exhibitors

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How to Use messaging to drive goalsStart planning earlyFocus on whats achievableTie them into your app strategy

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1. Increase revenue

PRO TIP: Sponsored messages are a great way to boost event revenue.

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2. Drive attendee engagement

PRO TIP: Reference your event schedule and goals to send the right message, at the right time.

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3. Ensure sponsor retentionPlanning and communication are keyConsider your event app content strategyDeliver on your promise

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Highlights and FeedbackBeat revenue target for this eventSaw incredible attendee engagement and participationSponsors were incredibly happy with their experience

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Well CoverEvent Apps 101: What You Should KnowMessaging: the Core of Your Engagement StrategyCustomer Spotlight: IDEA World Fitness ConventionQuestions?Create a Successful Mobile Event App Strategy#eventprofs

#eventprofs

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How to Create a Successful Mobile Event App StrategyEvent Marketing ResourcesPresented By:

Justin GonzalezSenior Marketing ManagerDoubleDutchJeff HaywardCustomer Success Team LeadDoubleDutch

Taryn CrowderAssistant Director, Exhibits and SponsorshipsIDEA World Fitness Convention

#eventprofs

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