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Generating Revenue Through Digital and Mobile Media

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A presentation given at the Association Forum in Chicago on 'How to Produce and Profit from Digital Publications and Mobile Applications'.

A presentation given at the Association Forum in Chicago on 'How to Produce and Profit from Digital Publications and Mobile Applications'.

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Generating Revenue Through Digital and Mobile Media Generating Revenue Through Digital and Mobile Media Presentation Transcript

  • How to Produce and Profit from Digital Publications and Mobile Applications November 9, 2010 Dave Fellers, CAE - Moderator
  • How to Produce and Profit from Digital Publications and Mobile Applications Presented by: Cam Bishop, CEO, Ascend Integrated Media Rhonda Wickham, Director of Content, Ascend Integrated Media Dave Fellers, CAE, Dave Fellers Consulting, LLC Jackie Beaulieu, Assoc. Director, Healthcare Conventions & Exhibitors Association
  • What we will cover today
    • Why is digital important?
    • How does digital fit into your current structure?
      • Digital eNewsletters and eBlasts
      • Digital Landing Pages
      • Digital Flipbooks
    • How to develop your audience for digital
      • Audience Development Plans & Marketing
    • How to measure your success in digital
    • How to drive revenue in digital
    Digital Media View slide
  • What we will cover today Mobile Media
    • Why is mobile important?
    • How does mobile fit into your current structure?
      • Mobile Apps
      • Mobile Texting
      • Barcode Technology
    • How to develop your audience for mobile
      • Audience Development Plans & Marketing
    • How to measure your success in mobile
    • How to drive revenue in mobile
    View slide
  • What we will cover today
    • Why you need a mix of media?
    • Now what? How do you get started?
    • Questions & Answers
  • Let’s start with what is custom content and what can it do for your organization?
  • How your audience gets information about you Besides your community-building and membership efforts, you work to build awareness through advocacy, branded content, and other influencers. Your content, whether print, digital, audio, video, events strengthens that relationship.
  • The Goal of Custom Content The purpose of your association is to build a community of like-minded professionals. Building and disseminating your great content helps drive your awareness, branding and effectiveness.
  • Content during your Event cycle Leverage all media platforms – print, online, social and mobile – during all phases of the event cycle and throughout the year.
  • Ways to deliver custom content
    • Printed Custom Media
    • Ranging from magazines to directories to show dailies, exhibitor guides, event maps, buyers’ guides, newsletters, commemorative books, brochures and study guides
  • Examples of custom print media Show Daily Newspapers Promotional Brochures Event Previews and Newsletters Study Guides Directories and Buyers’ Guides
    • Online Content Delivery
    • Initiative focused online programs complement to the print versions of your message
    • Everything you can create in print has an online version
  • eBlast: An email outreach that narrows the elements of coverage to focus on single subject or effort. It provides the reader with a quick overall read and serves to drive traffic to the website/landing page for more information. The frequency of an eBlast can be driven by an event, an information need or other specific purpose. eNewsletter: A longer form of an eBlast covers many subjects. It tends to resemble a print newsletter with specific departments and section. Definitions
  • Examples of custom digital media Landing Pages eBlasts & eNewsletters Online Buyers’ Guides/Product Locators Digital Flipbooks
    • Be sure to use content outside of the event cycle
    • Your members don’t stop needing content once the event cycle has passed
    • Use the content you have for:
      • advocacy efforts
      • magazines and journals
      • association news updates
      • other association outreach
    Extend Your Message Year-Round
  • Why digital content should be important to you
  • Since 2006, the time US physicians spend online for professional purposes has nearly doubled. Why digital? Internet/online resources outpace other sources of content with those in the health and medical fields
  • How does digital fit into your current structure?
  • Interactive eBlasts and eNewsletters
    • Content-rich platform
      • Customized and targeted editorial
      • Web 2.0 content
      • Delivers more meeting content to both attendees and non-attendees
      • Provides continuous educational content stream that extends the value of your event
      • Video
    • Actionable Links
      • Direct link to Registration
      • Exhibitor and attendee matchmaking tools
      • Hotel reservations and information
      • Opt-in information and mobile app updates
      • Guides and news
    • Work as an extension of the media site
    • Focus overall coverage such as for an annual meeting or advocacy effort
    • Compelling year-round content strategy
    • Highlight and promote most relevant content and resources based on time of year and stage of meeting/project cycle
    • Leverage educational/product content generated by your event
    • Extend branding, content and promotional opportunities
    • Deliver membership value
    • Build social networking and media opportunities
    • Create additional revenue streams
    Year-Round Landing Pages
  • Online Buyers’/ Exhibit Guides
    • Objectives
      • Leverage content collected for the exhibit guide
      • Create a powerful resource tool for community
      • Extend use of content before, during and after your event
    • Features
      • Data collection allows for delivery of information in real-time and can be updated throughout the year
      • Platform has variety of user functionality options: audio, video, PDF documents, photos and links.
      • Provides upsell opportunities
      • Powerful search capabilities (and search optimization)
      • Features appointment-setting mapping technology
  • Interactive Maps
    • Offers better exhibit floor planning and appointment–setting opportunities and capabilities for users
    • Ties to a deeper dive from the online exhibit guide
  • Digital Magazines & Flipbooks
    • Just a few benefits of a digital magazine or flipbook:
    • Improved experience – Users have a richer experience thanks to added features such as audio, video, animation or augmented reality.
    • Trackable – Learn what content your readers are reading and sharing.
    • Searchable – Provide the opportunity to search your content
    • Sharing – Allow readers to share your content via email, blogs, news feeds, social media.
    • Increase website traffic – Instead of just telling your readers to visit your (or a sponsor’s) website, you can provide hyperlinks to take them directly there.
    • Digitally archive – Let readers save previous issues or articles for future reference.
    • Cost and The ‘Green Factor’ – Save on both the monetary costs of printing and be kind to the environment.
    • Social Media Programs
    • Extend the value of your content by using social media channels – LinkedIn, Twitter, YouTube, Facebook, etc.
    • Hybrid Multi-Media Options
    • CDs, DVDs, podcasts, webcasts, augmented reality and video can further personalize and target valuable information
    Other ways to deliver content digitally
  • Audience Development & Marketing
    • The ties that bind print, electronic, mobile and social media together
    • Identify ways of driving eyeballs to products
    • Distribution plan
      • Print: Hotels, racks, door drops
      • Electronic: Blasts, links and buttons
      • Mobile: Print, digital, social media
      • Social media
    What is an Audience Development Plan?
    • Leave no stone unturned
    • Use every avenue – print, online, direct mail, signage, social media
    • Do not rely on viral development
    • Before, during and after the event
    • Don’t forget beyond the event – update content
    Marketing Musts
  • With proper audience development, the success rate for email marketing increases substantially. Non-Profit/Trade Association (Marketing Sherpa) Avg Open Rate: 17.43% Avg Click Thru Rate: 2.8% Medical/Dental/Healthcare (Marketing Sherpa) Avg Open Rate: 7.11% Avg Click Thur Rate: 2.8% Our Clients (with proper audience development execution) Avg Open Rate: 21.27% Avg Click Thru Rate: 3.78% Audience Development Success Story
  • Measuring your success in digital media
    • One of the big advantages of using digital products is the ability to track all interaction with your product and use that data to better target content and increase future ROI.
    • Use metrics to gauge effectiveness of your pre-show/on-site promotions
    • Learn about your audience
    • User stats
      • # of headlines viewed
      • Open rates
      • Advertiser stats
      • Ad clicks
    Evaluating your success
  • Metric Report Example
  • “ Reading” Your Metrics
      • Low Open Rates: What was your percentage of
      • delivered emails?
      • Low click-through rates: Did you offer plenty of opportunities (tools, six packs)
      • What were the top headlines?
      • Where did your readers spend their time?
  • Generating Revenue in Digital
  • Digital Ad Revenue Projections eMarketer estimates that the US online advertising spend will reach $25.1 billion in 2010, representing 10.8% growth over last year. Relatively healthy economic gains along with the ongoing shift of marketing dollars from traditional to digital media have contributed to the double-digit increase.
    • Banner ads on landing pages
    • Tower and rectangular ads in eBlast and eNewsletters
    • Leaderboard ads on landing pages
    • Upsells in online buyers guides
    • Maximize online real estate opportunities with rotation
    Digital Revenue Opportunities
  • Examples Tower Ad (160 pixels x 600 pixels) in an eBlast or eNewsletter Leaderboard Ad (728 pixels x 90 pixels) on a Landing Page Banner Ad (468 pixels x 60 pixels) on a Landing Page Half Banner Ad (234 pixels x 60 pixels) on a Landing Page (Ad specs according to 2008 Interactive Advertising Bureau)
  • Mobile
  • Why mobile content should be important to you
  • Mobile Marketing 56% of companies plan to increase budgets for mobile marketing in 2010 - B2B ONLINE Feb 12, 2010 40% percentage growth in the use of mobile applications in 2009. - 2009 COMSCORE, MMETRICS 67% percentage of the world’s population that uses mobile phones – a number that is outpacing Internet access. Texting is growing rapidly as the preferred means of communication among professionals. - MOBILE MARKETING WATCH Feb 24, 2010
  • Why mobile?
    • Mobile users are increasingly turning to their mobile devices for information and communications
    •  
    • 65.2% sent text message to another phone
    • 31.9% used browsers
    • 30.0% used downloaded apps
    • 22.5% played games
    • 20.8% accessed a social networking site or blog
    • 14.3% listened to music on mobile phone
      • -US content usage stats based on mobile subscribers March-May 2010 (comScore July 8)
  • Smartphone buying trends % of US consumers planning to buy a smartphone in the next 90 days has nearly doubled in the last two years.
  • Why is it important to have a cross-platform app?
  • Apple has the largest piece of the global app market with nearly 74% of the apps in existence residing in the Apple Store However Apple is 3 rd globally in total number of phones sold behind Symbian and BlackBerry. Why you shouldn’t ignore the other platforms
  • How does texting measure up?
  • How effective is texting, really?
  • How does mobile fit into your current structure?
    • Mobile Marketing
    • Native apps for smartphones or tablet devices on any platform
    • SMS texting and text couponing capabilities
    • 2D Barcode Programs
    Mobile Options
  • Mobile Apps
  • App vs. WAP What is an APP? Description - This is an app which is written specifically for the platform (like iPhone, Android or Blackberry).  It is installed directly on the phone.  Example : Any iPhone app in the Apple App Store. Pros : Apps are like desktop applications in that they are very responsive to user input.  They can take advantage of the inherent user interface and all the hardware on the phone, like GPS, accelerometer, camera, advanced graphics cards, bluetooth and others.  They can work, if designed, without any connectivity. Cons : Native apps have the longest development time of all apps.  They are also the costliest as apps need to be built for cross platform functionality in order for them to work seamlessly with the individual smart phones. They also only work on smartphones so any user without a smartphone cannot utilize a native app. Apps have the highest cost of ownership. When to use : You want to create an app when high-tech performance is critical. When your goals are more design and branding focused and when your situation requires that the app work when no data or cell service is available.
  • App vs. WAP What is a WAP? Description : A Web App is a website that is optimized for the mobile platform.  You typically access these apps by opening the web browser on your phone and navigating to the correct url. Pros : WAPs are the fastest to build because the tools for creating web pages are quite mature.  You can probably save at least 25% of the total cost of ownership by building a WAP instead of an app.  They will also work across many different types of phones including non-smartphones. WAPs are also easier to add functionality features to. Cons : WAPs are not as interactive as apps. WAPs run on web servers, so a web host is required.  Also, WAPs require an internet connection, where apps do not.  When to use :  Use a WAP when you want to target many different types of phones and time/budget are a consideration.  
  • Example American Heart Association landing page on a mobile phone web browser
  • American Heart Association WAP Example
  • Mobile App Benefits
    • Downloadable apps allow users instant, constantly updated, and relevant access to:
      • Searchable Exhibitor Guide – by alpha and product category
      • Floorplans
      • Image Gallery
      • Twitter Feed – instant interface to social platforms
      • Top News
      • Local Weather
    • Compelling opportunity for you and your exhibitors to reach targeted audiences through unique revenue opportunities.
    • Be sure to have a blueprint and an workable schedule
    • Define your app
      • What content do you wish to include?
      • Who is creating the content?
      • Who is prepping, formatting, tweaking content for the mobile app?
    • Develop your audience
    • Deploy/educate your audience
    • Prove that you met expectations: Interpret your metrics
    Recipe for Mobile App Success
    • Do you want your mobile app to look like your corporate website? (MAYBE)
    • Do you want it to have a similar look and feel as your event? (YES)
    • Should you offer every iota of event information on your mobile app? (NO)
    • Is this mobile app for the event cycle only or do you have content to support it all year long? (GOOD QUESTION)
    Important Issues to Address Before entering into the world of mobile apps
  • Technology Architecture Data Integration Layer Digital Mobile Print How does it work? How does content stay current? Event 365 Frame Work Exhibitors Events (Schedules) Notifications Attendees (Friends) Maps My Card / Sync contacts News Search Generated Content Previews, Dailies, Posts,etc. Attendee Data Client Data Sources Exhibitor Data Sessions Data Other Content Access to these data sources can be accomplished via multiple avenues. Key is to have frequent automated updates. Web Service, XML documents or EXCEL files are just a few of the options. CONNECTIVITY
  • Twitter Feed News & Local Weather Splash Page TOC “Tabs” Exhibitor Listing & Product Locator Floorplan Features of an Event Mobile App Event Articles Sharing Capabilities
  • Mobile Event App
      • Personalized and intuitive mobile event app that works on all smartphones
      • Features:
        • Events/Sessions
        • Map/Floorplan
        • News
        • My Card and Contacts
        • Notifications/Alerts
        • Info
  • Events/Sessions
      • View Event/Session details
      • Register/Add/Edit session schedule
      • Session search
      • Session audio/video files
      • Map location
  • Maps/Floorplan
      • GPS-enabled map/floorplan
      • Find Sessions/Events
      • Exhibitors
      • Sponsors
      • Additional host city info
  • News/Content
      • Coverage from the event
      • News
      • Publications/Journals
      • Photos from the event
      • Blogs
      • Tweets
  • My Card
      • Create a detailed profile including all your contact info and social networks:
          • Phone
          • Multiple email accounts
          • Address
          • Facebook, Twitter, LinkedIn, MySpace, etc.
          • Photo
          • Instant Messenger
          • BlackBerry PIN
      • Exchange your info with other attendees from phone to phone and add them to your mobile address book & Contacts
  • Contact Exchange
      • Exchange your info with other attendees from phone to phone and add them to your mobile address book and contacts
      • Exchange using Exchange Now, email or SMS
  • Friends/Contacts
      • Connect and add other attendees to your mobile address book
      • Your contacts’ info is automatically updated any time they update their info (change email, phone, address & more)
      • Your contacts list is backed up
  • Notifications
      • Receive and view instant notifications
      • Take action on notifications
  • Experience an Event Mobile App Text HCEAAPP to 39044 or go to hcea.mwap.at on your mobile browser to start the download.
  • Ascend developed this app to demonstrate that although HCEA was celebrating its 80th year, it is still on the cutting edge, reaching out to and connecting members and attendees in new and exciting ways - before, during and after their meeting. 2010 HCEA Annual Meeting Mobile App
  • Mobile Texting
  • Mobile Texting Program Benefits
    • Informational
    • Sponsored
    • Couponing
    • You can engage your members in an entirely new way through a companion texting program.
    • Deliver real-time meeting updates to attendees, in one or multiple targeted groups.
    • Generate unique revenue opportunities.
    • Drive targeted traffic to exhibitor booths – further supporting their ROI.
    • Manage social media messaging from a single platform.
    • Offer attendees valuable content that they have requested entirely opt-in.
  • Texting programs
    • Typically four or five messages per day
    • Welcome to the event, point out major events or changes, provide reminders
    • Each message contains a maximum of 160 characters
    • Standard message rates apply
    • Easy Opt-Out
  • 2D Barcodes
    • 2D barcodes are also known as quick response (QR) codes
    • Smartphone users download a free 2D barcode reader app
    • Open app and capture code
    • Some work with only the use of a phone’s camera and texting capabilities without need for smartphone technology
    • Code takes user to website, business card, pdf, video
    2D Barcode Technology A quick overview
    • Tags can be placed on any flat surface. Add a Tag to your ads, posters, product packages, flyers, display it on your website, billboards, clothing
    • Microsoft, ScanLife and others provide a downloadable reader
    • This allows users to point and shoot a tag and go to the designated url/information.
    Adds dimension to print
    • A 2D barcode ties your print efforts to online information through your phone.
    • Works on Android, BlackBerry, iPhone, Symbian, Windows Mobile and other smart and non-smartphones.
  • Microsoft’s 2D Barcode Reader
  • National Baseball Hall of Fame Example
  • HCEA 2010 Annual Meeting 2D Barcode Example Kubik was an exhibitor at HCEA 2010. They are a company that designs, fabricates, installs and manages exhibits, events and environments for businesses, institutions and museums all around the world. Kubik placed this 2D barcode on an easel stand within their booth at HCEA to allow attendees to receive a company promotional video sent directly to their phone. The program was so successful they extended their contract for the barcode to an entire year beyond the HCEA event.
  • Audience Development & Marketing
  • Audience Marketing Strategies
    • Develop a comprehensive integrated audience strategy
    • Develop promotional materials to drive traffic and usage of print and mobile products
    • Cross-promote social networking and mobile applications
    • Collect and analyze all metrics and web analytics
      • To better serve your members/readers, deliver content they need and want
      • Deliver metrics presentations to advertisers and their agencies
    • Leave no stone unturned
    • Use every avenue – print, online, direct mail, signage
    • Do not rely on viral development
    • Before, during and after the event
    • Don’t forget beyond the event – update content
    Marketing Musts
  • Building Texting “Opt-Ins”
    • During pre-registration, on signage or on business-sized cards at registration onsite and throughout the event
    • Provide opt-in information for text messaging in event promotional blasts and other email communications
    • Present opt-in information in printed directories and direct mail
    • If you already have mobile numbers, send opt-in invitation to that list
    Create a strategic plan to gather opt-in phone numbers:
    • Must get opt-in from subscribers before sending a commercial SMS
    • With a pre-existing list of mobile phone numbers, you should send a text asking if they would like to opt-in for the program
    • Must offer opt-out – STOP
    • Do not overwhelm your audience with texts
    • Do not sell your opt-in list
    • Clearly state terms and conditions
    MMA Opt-In Regulations
    • Collect mobile phone numbers and SMS opt-in on registration forms.
    • Add a link on registration confirmation to mobile registration/opt-in page so attendees can opt-in electronically.
    • Mention texting in directories, programs and other printed and digital pieces
    • Signage at registration and around exhibit
    • Distribute opt-in info via business card handout at event
    • Hotel door drop bag insert
    • Mention via other social media
    • Add to all eblast communications
    • Add opt-in link to website and other online presence
    Sample Audience Development Ideas Promoting a texting program
  • Case Study – HCEA Mobile App 2010 HCEA Annual Meeting Audience Development Since 2005, she has served as the Associate Director of the Healthcare Convention & Exhibitors Association (HCEA), the only organization dedicated to improving the effectiveness and quality of all healthcare conventions, medical meetings and healthcare exhibit marketing. As Associate Director, she became responsible for membership and sponsorship development as well as several management duties. Jacqueline has played a key role in identifying, developing and implementing new membership benefits and programs over the last four years, such as the exhibitor training program and member benefits program. Jacqueline Beaulieu
  • Case Study – HCEA Mobile App 2010 HCEA Annual Meeting Audience Development
    • Audience Development Handled by Agency:
    • Included download instructions in pre-event marketing eblast - subject line was “HCEA goes Mobile: Download the App” - Email was sent to 3,089 recipients
    • Included download instructions in pre-event marketing mailer - Direct mail sent to 912 recipients
    • Audience Development Handled by Client:
    • Agency provided text and graphics for HCEA to put on their website, both public and members-only site
    • Agency provided text and graphic for HCEA to place in all communication sent pre-event
      • Emails
      • HCEA official newsletter
      • HCEA Annual Meeting promotions
    • Promoted on social media (Twitter, Linkedin, Facebook)
    Before the Event
  • During the Event
    • Audience Development handled by Agency:
    • Printed postcard with download instructions to be distributed at registration, mobile booth, and Agency exhibit booth
    • Promoted via SMS text message “Download your own free HCEA mobile app and stay in the know.”
    • Full page ad in event program
    • Audience Development Handled by Client:
    • Agency provided text and graphic for HCEA to put on their website, both the public and the members-only site
    • Provided mobile information and assistance booth near registration
    • Promoted on social media (Twitter, Linkedin, Facebook)
    • Announced in opening ceremony speech
    • Promoted in HCEA booth during exhibit hours
    • Promoted to healthcare association members via word-of-mouth
    Case Study – HCEA Mobile App 2010 HCEA Annual Meeting Audience Development
    • Larger sign at mobile booth
    • Begin program / promotion earlier
    • Starburst on program cover…See page 3 for mobile options
    • Collect mobile numbers on print and online registration forms for texting program
    Key Learnings and Adjustments to Marketing for 2011 Case Study – HCEA Mobile App 2010 HCEA Annual Meeting Audience Development
  • Measuring Mobile Success
    • One of the big advantages of using mobile products is the ability to track all interaction with your product and use that data to better target content and increase future ROI.
    • Use metrics to gauge effectiveness of your pre-show/on-site promotions
    • Learn what devices your audience is using
    • User stats
      • # of downloads
      • Advertiser stats
      • Ad clicks
    Evaluating your success
  • Successful ROI Attendee engagement and app download activity during the HCEA annual meeting was excellent.  A 15% download rate is considered ideal at an event.  The HCEA mobile app produced an impressive 40.64% download rate.  Winner Best Mobile App Platinum Award Electronic/Interactive Media
  • Generating Mobile Revenue
  • Ad Revenue in Mobile The mobile app market for the North American region will reach $2 billion by the end of 2010 and surpass $4 billion by 2014, bringing with it $860 million through in-app advertisement revenue, reports research and analysis firm Park Associates. This year, US mobile ad spending will be up 79% reaching $743 million. That growth will slow somewhat to still-dramatic double-digit rates as spending hits over $1.1 billion in 2011 and more than $2.5 billion by 2014. - eMarketer
  • How effective are mobile ads?
  • How are mobile ads perceived by users? Mobile ads are an accepted part of the mobile content experience for over 63% of those polled.
    • Clickable banner ads throughout mobile app
    • Rotate up to 8 different banner advertisers
    • Each ad is optimize for the specific device
    • Consider total app sponsorship by one advertiser
    • Tie metrics to ad performance
    Mobile App Revenue
  • Mobile App Revenue Mobile Ad Mobile Ad Mobile Ad
  • Text Messaging Revenue
    • Opt-in messaging examples include:
      • BTYB (Brought to you by) “Don’t forget to attend the Opening Ceremony at 9am. BTYB Lockheed Martin”
      • Show Special messaging: “Come to the USA Pavilion, Booth #777 for a free gift. From “Curtiss Wright”
      • Coupons : “Present this coupon PROMO10 at General Atomics Booth #222 for a free gift.”
  • Why you need a mix of media and why you should include all platforms
  • Why you need a media mix
    • To deliver your content to your audience HOW they want it, WHERE they want it and WHEN they want it.
    • To engage your audience about your event year-round.
    • To extend your brand beyond the traditional media you are using now.
    • To provide an additional avenue for companies to promote themselves and for you to generate revenue.
    • To provide easily “forwardable” content so your members can share and expand your audience.
  • Where do you start?
  • 1. New channel, same content team 2. Pinpoint relevant information for your readers 3. Determine how you want to present your content 4. Deliver in a reader-friendly, device-friendly format 5. “You only have one chance to make a first impression” 6. Make it viable/sell advertising/make money Now that you have a better understanding, where do you start?
  • Addressing your content challenge Producing Engaging Content Ranks #1
  • How do you overcome that hurdle? “ In my opinion, 100% of companies should be outsourcing at least part of their content marketing ....if we really want to position ourselves as the leading experts in our industry, we must outsource portions of our content marketing.  Why? Someone out there has better ideas than you do (at least some of the time). Find a content partner to help you develop the best content marketing in the world for your niche. You don’t have time to do everything. Content marketing is a complex beast.  Don't be arrogant to think that you can control it.  Focus on driving revenue and get some partners in to drive your content marketing goals. Full-time concentration . What I really love about outsourcing to content marketing firms is that they spend 100% of their time telling stories for marketing success.  Your full-time job is selling some product or service in your industry, probably not content marketing. Find a content marketing firm with expertise in your industry and content marketing and you've got a winner.” Joe Pulizzi - Junta 42 Blog – posted – August 31, 2010
  • Optimizing your content
    • Each content delivery mechanism is independent and unique.
    • Content is optimized for print, digital, mobile and social, to match how your members would use it.
    • Content you deliver in print is different from what and how you deliver content in mobile. What you have on your website shouldn’t just be replicated on mobile.
  • Questions you should ask your content/technology partners
  • By asking your prospective developers the right questions, you ensure that your mobile app will go from good to great in terms of content delivery, brand enhancement and revenue generation. Questions You Should Ask a Mobile App Developer
    • How long have you been in business?
    • How long you have been developing mobile applications?
    • How many staff members do you have and do you have the capability to provide the technology, write the content, provide graphic design, sell and collect for the ads?
    • Provide client references.
    Company Background
  • Strategy/Research
    • Are you willing to provide a full capabilities presentation online or face-to-face to help us understand the process and options?
    • Can you help us analyze the cost efficiencies or expense of mobile apps with and without the printed materials?
    • How will this help us achieve our Green Initiatives?
    • Do you have the ability to work with our association to develop a Digital Strategy, including an analysis of our existing publications and convention communications to determine what best fits in a mobile app, and what opportunities exist for advertising and sponsorship with the app?
  • Specifications
    • Do you have a team that will work with our organization to determine what is appropriate and necessary on a mobile app?
    • (For example, convention program, sessions, daily highlights, daily news, exhibitor guide, floor plan, appointment scheduling, social media integration, up to 20 images, local news and weather, opportunities to connect members to our website, journal, membership directory, etc.)
    • Will the app be a native app or a WAP?
    • Will the mobile app be developed for ALL platforms, including the Android, BlackBerry, iPhone, Microsoft and Palm, and will a WAP version be available for non-smartphone users?
    • Will international carrier platforms be able to use the app?
    • Does the mobile app offer word search capabilities?
    Specifications
    • Can a mobile app be developed for our Journal content or other member-only areas?
    • Do you have the capability of requiring a user ID and password as a security measure on the mobile app?
    • Will GPS be available on the floor map to allow attendees to obtain walking directions?
    Specifications
    • Will the mobile app reside on your server or our organization’s server?
    • Can the mobile app include an instant survey and/or audience response system?
    • Will there be sufficient capacity on platforms for posters and abstracts?
  • Technical Considerations
    • Where can members download the app?
    • If it is available through the iPhone App Store, will you prepare the description and coordinate with the store?
    • Explain how the mobile app will integrate with our association website, including the layout and graphics.
    • Who will own the proprietary rights of the app?
    • What training and assistance will be provided?
  • Social Media Concerns
    • Will the app have the ability to integrate with social media?
    • If so, which media can be integrated (Facebook, Twitter, LinkedIn, etc.)?
    • Will it seamlessly link to and update our social networking sites or do you need to update each separately?
  • Exhibitors & Sponsor Needs
    • How many banner ad opportunities are available?
    • Will there be the opportunity to provide a complete app sponsorship to one advertiser?
    • What other advertising opportunities (electronic messaging or enhanced listings such as pdfs, video links, audio links and flipbooks) will the mobile app provide?
    • Will the mobile app have the capability of linking an individual exhibitor to its website or special information site as part of the app or will that cost an additional fee?
  • Content Questions
    • Do you have the ability to write content (i.e. staff that can take existing content and redevelop it for the mobile app)?
    • Do you have staff available and capable of providing updated content during your event?
    • Describe your expertise and experience in this area.
    • Is your content static or dynamic?
    • Will you provide content updates throughout the day, week, month, year?
    • What does this include and when?
  • Reports
    • Will in-depth analytics — number of headlines viewed, number of active users, click-through rate and number of stories shared — be provided to help prove ROI to exhibitors?
    • How frequently will this be provided?
    • If you sell the advertising, what types of reports will we receive and with what frequency?
  • Marketing
    • How will you handle the branding of our mobile app?
    • Will our brand’s logo appear only on the splash page or throughout the mobile app?
    • Will any of the developer’s branding be included on the application?
    • What will that look like?
    • What assistance/expertise can you provide in developing a full audience marketing plan that addresses our mix of print, digital and online marketing?
  • On-Site Promotional Support
    • What guidance will you provide in marketing at the event (signage, inserts in attendee bags or at registration, information printed on the backs of badges, stickers, etc.) to promote the mobile app and instruct attendees how to download the app?
  • Timeframe
    • What is your required timeframe for developing and implementing the mobile app?
    • When would you start marketing/promoting the mobile app to the membership?
  • Cost
    • What is the estimated cost range for a mobile app with the following:
      • convention program
      • session information
      • daily highlights
      • daily news
      • exhibitor guide
      • floor plan
      • appointment scheduling
      • social media integration
      • up to 20 images
      • local news and weather
  • Revenue Questions
    • Do application development fees include design, production and distribution of a custom mobile app from concept through final approval, including all necessary software development, formatting, coordination, editing, design, layout, production coordination/supervision, distribution, hosting and final reports on usage?
    • What is the revenue potential from sale of banner ads?
    • What types of contracts do you provide for the division of ad revenue between agency and client?
    • Can you provide suggested prices for banner ads and advertising?
    • Does your company have the capability to sell advertisements/sponsorships, collect revenue and provide progress reports?
    Mobile Ad
  • Audience Participation
    • Each attendee is asked to discuss three questions:
    • What have you tried related to digital media and mobile applications?
    • 2. Share any samples of work.
    • 3. What is your digital media goal over the next five years? i.e. if you could snap your fingers and have what you want digitally, what is it?
  • Take this presentation with you
  • Dave Fellers, CAE 847-254-2700 [email_address] Cam Bishop 913-344-1401 [email_address] Rhonda Wickham 913-344-1457 [email_address] Jacqueline Beaulieu 678-303-2959 www.hcea.org Thank You