Learn how to integrate mobile apps in your event's marketing strategy and know more about: - UX tips - App icon size criteria for the stores - Dos and Don'ts of designing great app icons - How to create an impressive splash image

1. FULL EDITION
MOBILE APPS
FOR EVENTS
POWERING EVENTS WITH A SUCCESSFUL
MOBILE MARKETING STRATEGY

2. 1. Why every event needs an app
1.1 The App Event Ecosystem
1.2 Features and benefits
1.3 The Impact on ROI
2. Implement a success strategy for your event
2.1 Need Analysis
2.2 Timeline guide
2.3 App promotion
2.4 Keep your app alive after the event
3. Case studies
3.1 TechCrunch
3.2 Giffoni Film Festival
4. Conclusions
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TABLE OF CONTENTS

3. 1. WHY EVERY EVENT NEEDS AN APP
1.1 THE APP EVENT ECOSYSTEM
The rise of mobile technologies such as smartphones and tablets has affected
every industry and sector on a global scale, as well as our daily routine.
With mobile penetration rates hitting 101% in North America and an amazing
129% in Western Europe, the decision of investing in a mobile-first strategy plays
a crucial role in many businesses’ budget plans.
From retailers to hospitality businesses, we’ve registered a massive increase in the
number of businesses integrating mobile in their marketing strategy to secure a
better positioning, and the event business makes no exception!
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With millions of events taking place every year, the event business has become a
strategic marketing and branding tool available to companies of all sectors. From
product launches to press conferences, companies create promotional events
to communicate more effectively with existing clients, to engage with them by
increasing commitment, to reward customer loyalty and target potential new
customers.
However, although the benefits for a company of implementing mobile
technologies into event marketing are clear, too many still don’t know how to
effectively integrate it into their business operations.
This is due to what Greg Stuart – CEO of the Mobile Marketing Association –
defines as “the knowing versus doing gap”:
“They know they need an app for their event,
but they don’t know how to set the ball rolling.”
Greg Stuart

5. Far too many businesses approach apps for events in a naïve way, without carrying
out a proper need analysis nor building a dedicated team to monitor operations
before, during and after the event. This lack of strategy obviously results into
meagre ROI and a poor experience for attendees.
On the other hand, if properly implemented into business operations, mobile apps
can work as a catalyst for return on investment and can dramatically improve
audience engagement, generating additional value for the business also in the
months following the event.
This e-book will discuss how mobile apps can boost events’ success, while
creating an innovative channel to engage with attendees in year-round
conversations.
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6. 1.2 FEATURES AND BENEFITS
Choosing the features to implement in your event app is the first key step to take in
your mobile strategy.
When selecting your app features do not simply copy the same features that
determined the success of one of your competitors’ event apps. While it is
important to be aware of market needs and competitors’ positioning, analyse
carefully your event’s needs and objectives and select only those features that
can truly help you achieve the desired results.
It might be a good idea to select app features in order of priority and feasibility,
making a clear distinction between “must have features” and “nice to have
features”, that might be implemented at a later stage if time and budget permit.
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7. The table below provides a list of the most popular features that can be found in
most event apps, with connected benefits, to guide you in your decision-making
process so that your app will be a success.
GENERAL INFO
SESSION LISTING
1) Provide attendees with all the
relevant information (date, location
and topic) about each event session.
2) Easily manage a wealth of data by
filtering information by date, location,
etc.
EXHIBITOR PROFILES
Feature exhibitor profiles to help
attendees choose in advance which
booths to visit.
VENUE MAP
Help attendees move around the
venue and easily locate exhibitors’
booths.
LIST OF SPEAKERS
Provide speakers’ bios, photos, contact
details and social profiles to facilitate
networking.
ATTENDEE PROFILES
Allow attendees to create their own
profile and check out other attendees’
profiles to maximize networking
opportunities.
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8. COMMUNICATIONS & SOCIAL
NETWORKING DATA BASE
1) Collect attendees’/exhibitors’/
sponsors’ contact details to maximize
networking opportunities.
2) Give attendees more reasons to
use the app even after the end of the
event.
NEWS FEEDS
Update attendees on the latest event
news via RSS feeds.
IN-APP INSTANT MESSAGING SYSTEM
Encourage attendees to interact in
real time via wall chat and reach out to
organizers for technical issues.
PUSH NOTIFICATIONS
1) Deliver relevant information or
last-minute changes to attendees via
push notifications.
2) Communicate with participants in
real time even when they’re not using
the app.
SOCIAL INTEGRATION
1) Integrate social communities into
the app.
2) Generate a lively social buzz around.
the event.
REGISTRATION & TICKETING
TICKETING SERVICE
Enable registrants to purchase tickets
for the event or single sessions via app.
REGISTRATION FORMS
Enable attendees to register for the
event or for single sessions via app.
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9. ADDITIONAL TOURIST INFORMATION
Offer useful tourist information to
help attendees find restaurants and
accommodations in the surroundings.
CUSTOMER LOYALTY
IN-APP COUPONING
1) Create a dedicated offer for app
users, such as discounts on tickets,
exclusive access to VIP halls, etc.
2) Give attendees more reasons to
check in to the app over time.
LOYALTY CARDS
1) Reward loyal attendees with special
badges that can be collected upon
performing certain tasks/actions.
2) Boost customer loyalty.
SUPPORT
FEEDBACK FORM
1) Encourage attendees to share their
opinion about the event.
2) Easily identify event’s weaknesses
and services that need to be improved.
MEDIA & RESOURCES
PHOTO / VIDEO GALLERY
Foster audience engagement through
photos and videos of the event as well
as bonus content to reward app users.
EVENT ARCHIVE
Provide attendees with a wealth
of resources (PDFs, spreadsheets,
infographics, white papers) to check
during and after the event.
REMINDER ALERT
Remind attendees of their sessions
with automated messages when the
event is about to start.
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10. ADVANCED ANALYTICS
1) Monitor app performance and filter
data by type of device, location and
time.
2) Get a deeper understanding of event
audience
SETTINGS
OFFLINE SUPPORT
Enable attendees to access the
app even when there is no Internet
connection thanks to native
technology.
PRIVATE ACCESS
Protect valuable content by limiting
access to certain users via username
and password.
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11. 1.3 THE IMPACT ON ROI
Events are not just a fun day out. They are an amazing business opportunity that
can boost revenues, client acquisition and brand awareness if wisely implemented
into the business strategy.
Event organizers are constantly looking for new ways to increase their events’ ROI,
while keeping the standards high for attendees, and mobile apps are an amazing
tool to achieve these goals.
What’s the actual impact on ROI of going mobile for event organizers?
Whether it’s a health conference or a tech trade fair,
one of the major expenses to face when planning
an event is the cost of printed materials – leaflets,
event guides, handouts, etc.
In this regard, mobile apps determine an
immediate return on investment by cutting down printing cost. Although the
idea of going 100% paperless is probably unrealistic, still you can make significant
savings by incorporating event information in your app and thus printing lighter
guides.
SAVE COSTS
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12. MOBILE APPS FOR EVENTS
Learn how to integrate mobile apps in your event's marketing
strategy and know more about:
UX tips
App icon size criteria for the stores
Dos and Don'ts of designing great app icons
How to create an impressive splash image