Conferences and trade shows with exhibitors offer a number of opportunities for event planners to generate impressive ROI numbers from a mobile event app.
A strategy centred around useful event apps and return on investment gives both event hosts and exhibitors a chance to give attendees a better experience, maximise promotional opportunities, and generate a significant revenue boost in the process.
Ad and sponsor features
Unlike traditional paper programmes, event apps enable attendees to interact with and share sponsor websites, PDF brochures, and contact information, even reaching out to companies via social media or email without leaving the app. A dedicated sponsor section in the app – often tied into exhibitor listings – gives event planners the potential to sell tiered sponsorship options with escalating benefits like making the inclusion of marketing brochures only available at a gold or platinum level.
Interactive exhibitor maps
Interactive exhibitor maps not only give attendees a simplified and engaging method to manage their time at the event, but afford exhibitors plenty of additional options to promote their brand. Event planners might consider offering color-coded booths for featured exhibitors. Or make extra information (logos, brochures) available when a user taps on the booths of those who pay extra.
Monetize push notifications
Many booths at exhibitions schedule demonstrations or giveaways in efforts to increase attendance and make a lasting impression. Offer to send a push alert to attendees a half hour beforehand to maximise results. The message can include a link sending users directly to the exhibitor’s detail page with contact information and details about the event.
Networking and lead generation
An often overlooked aspect of event apps is the ability to provide ROI outside of sponsor revenue by offering users year-round on-the-go access to the organisation or company’s brand. Mobile apps enable event planners to entirely customise branding from the app icon to color schemes, even controlling smaller details like accent colors to closely align with existing website branding and becoming an extension of any existing marketing or lead generation efforts. give users an easy method of providing contact or demographic information, as well as feedback to improve next year’s event.
For details go to AppBurst
This article was first published in issue 2/4 2015 of EW. Any comments? Email Antony Reeve-Crook
