PCMA - Get Your Marketing APPeal for a better ROI

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“Build it and they will come” is a thing of the past. It’s not about technology, it’s about what you want to achieve with it. Learn first hand how to integrate your event app in your meeting or organization marketing strategy. Leave this session with practical and easy to implement marketing solutions.

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  • App for travel, at airport someone is waiting, at hotel already checked in, keyless entry to room with your phone, all data is synched, preplan schedule and meetings, at event, you register with attendant via ipad, phone detects attendees with similar interests and suggests you meet them, using RFID to indentify services and exhibitors that meet your interest, your schedule is all updated, you take notes all is synched back to your computer. Google maps goes inside = way finding in convention centers and hotels (connect attendees with attendees and exhibitors. Events commonly involve business travelers visiting unfamiliar cities with common questions: Where is my hotel? Where is the convention center? Where is that restaurant? What is that building in front of me? Which way is Hall A?
  • App for travel, at airport someone is waiting, at hotel already checked in, keyless entry to room with your phone, all data is synched, preplan schedule and meetings, at event, you register with attendant via ipad, phone detects attendees with similar interests and suggests you meet them, using RFID to indentify services and exhibitors that meet your interest, your schedule is all updated, you take notes all is synched back to your computer. Google maps goes inside = way finding in convention centers and hotels (connect attendees with attendees and exhibitors. Events commonly involve business travelers visiting unfamiliar cities with common questions: Where is my hotel? Where is the convention center? Where is that restaurant? What is that building in front of me? Which way is Hall A?
  • All revolves around the «I» the personal user experience.
  • - Attendees Dynamic solutions Accessibility Connectivity - Sponsors New channel of communications Exclusivity Innovation - Green initiative Reduce paper Reduce cost up-to-date information Print on demand Innovation now is standard practice
  • Less is more. What is used and what is most relevant. Attendee usability will dictate the features and questions to ask your supplier. Anything is possible in technology, it is important to choose what is relevant to you and to your budget. Meeting Resources Event information (w logo) / branding Event FAQ / info booth Conference schedule Conference schedule tracks Personal agenda builder download agenda to iCal, Google Calendar, etc Personal booth selection builder Schedule alerts / last minute infos What's on now (Searchable) attendee lists (with pictures) (Searchable) speaker lists (with pictures/bios) (Searchable) exhibitor lists Sponsors list Product search Session search Downloadable session handouts Downloadable session slides Note taking Basic or interactive floor plans/maps Exhibit hall “way-finding” (you appear as a dot on the map) Hotel information Local area guide and maps (with local sponsorship opportunities) Transportation information, such as shuttle bus schedules and real-time stats on flights at local airports Pictures of the event (image gallery) Image gallery (select pic you want printed and pay with credit card) Weather Connecting People Integration with Twitter, Facebook, and other social-media sites Alerts sent from event organizers Attendee-to-attendee messaging Schedule meeting with attendees “Bump” data sharing (vcard share) User-generated content, such as a photo gallery Tell a friend Live Twitter hashtag Exhibitor Listings Logo Product photos Rich media content, such as videos and podcasts Downloadable/in app collateral Show specials New-product alerts Other Advertising Sponsorship Sponsorship and advertising (integration, with random or in-context ad placement) Data and analytics for exhibitors SMS campaigns Subscribe (links to website) Tools for the Host Organization Attendee polling Session and conference evaluations Mobile commerce integration Data and analytics for organizers (stats on usage, click-throughs, average time spent per page, etc.) Customized color schemes Press release search
  • All revolves around the «I» the personal user experience. Audience usability drives the questions to ask your developer
  • All revolves around the «I» the personal user experience. Audience usability drives the questions to ask your developer
  • What tasks and function can be integrated into the app for better productivity and and results
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • 365 usage: MPI sample with association app, membership + magazines
  • PCMA - Get Your Marketing APPeal for a better ROI

    1. 1. Get Your Marketing APPeal for a better ROI Presented by Rachel Stephan
    2. 2. Future attendee experience iSleep iLearn iMeet i Travel
    3. 3. «i» ---- Connectivity Relevance Accessibiliy
    4. 4. Number of mobile phones globally ( 4-billion) is now greater than the number of TVs, Internet users, and daily newspapers combined .
    5. 5. What’s APP? ONE BILLION APPS downloaded worldwide each month 166% increase in Facebook Mobile users in the first half of 2011 alone 103 MILLION wireless tweets were posted each day ONE BILLION Foursquare check-ins Source: http://mobilefuture.org
    6. 6. Top Smartphone Platforms Source: comScore MobiLens
    7. 7. Presumption or reality? <ul><li>By the end of 2012, we believe that offering mobile apps for meetings , conventions and events will be standard practice . </li></ul>“ Getting Mobilized for Meetings and events” A SwiftMobile White Paper for Meeting Professionals International – March 2011
    8. 8. Why is mobile important for events and tradeshows? <ul><li>a green er event </li></ul><ul><li>a new revenue stream </li></ul><ul><li>up-to-date information </li></ul><ul><li>enhanced attendee experience </li></ul><ul><li>real-time relevant information </li></ul><ul><li>measurable data </li></ul>
    9. 10. They made me do it - Attendees - Sponsors - Green initiative
    10. 11. Before you jump <ul><li>Set your objectives and strategy </li></ul><ul><li>Think 365 app usage </li></ul><ul><li>Spend less time talking about technology and more time talking about attendee experience </li></ul><ul><li>Ask a lot of questions </li></ul><ul><li>Let usability dictate the features </li></ul><ul><li>Allow yourself time to project manage </li></ul><ul><li>Don’t be scared, be fearless and try to new things </li></ul>
    11. 12. International Society for Technology in Education (ISTE) What drove the decision: Audience with high expectation in terms of technology Challenge in first app in 2010: Synching data (mobile, online, database) Association objective: Eliminate printed booklet Provide information that is accessible at all times Increase productivity Fast, complete, synched content Users device stats: 80% apple 20% Android
    12. 13. International Society for Technology in Education (ISTE) In 2011: Evaluation forms integrated in every session App promotion: Promote app throughout the booklet Email announcement Social media In 2012: year round relevance ipad app Purchasing and reselling content via the app Keynote speakers: interactive gaming, selling books/articles/white papers Digital library with member access Members news 
    13. 14. Solar Energy Industries Association What drove the decision: Green initiative Downside/opportunity; Battery went down Provide a charging station (sponsorship opportunity) Association objective: Eliminated printed program totally, only kept floor plan and agenda Objective and forecast: 20%; actual results: 50% Users device stats: 50% of attendees downloaded the app; 50% Blackberry
    14. 15. Solar Energy Industries Association App promotion: Special promotion 2 weeks prior to event highlighted the tool Ensured all attendees knew they needed to download the app since there will be no printed booklet Future objectives: Highlight app benefit as a service as opposed to a gadget Start promotion earlier Make app a 365 tool Benefit: User friendly, great ratings and user satisfaction = ROI
    15. 16. I ntegrate in overall event marketing <ul><li>Pre-event </li></ul><ul><li>Event marketing strategy </li></ul><ul><li>Communication plan </li></ul><ul><li>Event theme </li></ul><ul><li>Brand development </li></ul><ul><li>Website </li></ul><ul><li>Advertisement </li></ul><ul><li>Email campaign </li></ul><ul><li>Multimedia </li></ul><ul><li>Media Relations </li></ul><ul><li>delegates marketing </li></ul><ul><li>Sponsors and exhibitors Marketing </li></ul><ul><li>Social media </li></ul><ul><li>Mobile app </li></ul><ul><li>Onsite </li></ul><ul><li>Final program </li></ul><ul><li>Book of abstracts </li></ul><ul><li>Signage </li></ul><ul><li>Media Relations </li></ul><ul><li>Multimedia </li></ul><ul><li>Next event promotion </li></ul><ul><li>Social media </li></ul><ul><li>Mobile app </li></ul><ul><li>Post event </li></ul><ul><li>Survey </li></ul><ul><li>Next event promotion </li></ul><ul><li>Social media </li></ul><ul><li>Mobile app </li></ul>
    16. 17. App promotion App essentials App store icon Phone with your app visual QR-code Images and source: GreenCopper
    17. 18. App promotion Website Banner Footer Main page Detection script Images and source: GreenCopper
    18. 19. App promotion Website Banner Footer Main page Detection script Images and source: GreenCopper
    19. 20. App promotion Social media Twitter Facebook Blogs Images and source: GreenCopper
    20. 21. App promotion Social media Twitter Facebook Blogs Images and source: GreenCopper
    21. 22. App promotion Social media Twitter Facebook Blogs Images and source: GreenCopper
    22. 23. App promotion Email promotion Images and source: GreenCopper
    23. 24. App promotion Video tutorials Source: GreenCopper
    24. 25. App promotion <ul><li>Pre-event </li></ul><ul><li>Website </li></ul><ul><li>Social media </li></ul><ul><li>Print communication </li></ul><ul><li>Email </li></ul><ul><li>Blog </li></ul><ul><li>Press releases </li></ul><ul><li>QR code ( www.qrstuff.com ) </li></ul><ul><li>Detection script </li></ul><ul><li>Video Tutorial </li></ul><ul><li>Onsite </li></ul><ul><li>Signage </li></ul><ul><li>Podium announcement </li></ul><ul><li>Print on printed show guide </li></ul><ul><li>Short link on badge </li></ul>
    25. 26. Where to next?
    26. 27. It only gets better <ul><li>365 app usability </li></ul><ul><li>Content on demand (year round ROI) </li></ul><ul><li>Gamyfication </li></ul><ul><li>Enhanced Rich media (streaming content) </li></ul><ul><li>MCommerce </li></ul><ul><li>Hybrid solutions </li></ul><ul><li>NFC (near field communications) </li></ul>
    27. 28. Gaming <ul><li>Collect points for doing different tasks </li></ul><ul><li>Win rewards </li></ul><ul><li>Engage attendees in the content of the conference </li></ul><ul><li>Results tabulated real-time </li></ul><ul><li>See video: gamifyapp.com </li></ul>Source: QuickMobile
    28. 29. Enhanced Rich media <ul><li>Welcome videos from Corporate CEOs and Association Presidents </li></ul><ul><li>Real-time streaming feeds and recently captured videos </li></ul><ul><li>Watch the on-demand video feed </li></ul>
    29. 30. mCommerce <ul><li>Enable attendees to purchase reserved spaces at sessions using their credit cards </li></ul><ul><li>Purchase content on demand (recorded sessions, webcasts, social event ticketing etc…) </li></ul>
    30. 31. All roads lead to ROI <ul><li>Attendee </li></ul><ul><ul><li>Better event experience means loyalty which equals ROI </li></ul></ul><ul><li>Exhibitor/Sponsor </li></ul><ul><ul><li>Better visibility and engagement means better ROI </li></ul></ul><ul><li>Planner </li></ul><ul><ul><li>Better management </li></ul></ul><ul><ul><li>Better attendee/sponsor/exhibitor experience </li></ul></ul><ul><ul><li>Better analytics </li></ul></ul><ul><ul><li>Better ROI </li></ul></ul>
    31. 32. <ul><li>Relevant pre.to.post integrated marketing to maximize attendance and sponsorship at your next event. </li></ul><ul><li>514 510 9157 www.lessenscreatifs.com [email_address] Twitter: @eventsense linkedin: http://www.linkedin.com/in/rachelstephan </li></ul>

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