How IDEA World Fitness Convention Created a Successful Event App Strategy
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Ready to explore the power of mobile at your events? Check out this presentation to learn how IDEA World Fitness Convention exceeded expectations and delivered a world-class event experience by leveraging the power of mobile. Learn how IDEA World Fitness was able to increase: revenue from sponsors attendee engagement sponsor retention ...and more!
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How IDEA World Fitness Convention Created a Successful Event App Strategy
- 1. #eventprofs How to Create a Successful Mobile Event App Strategy Event Marketing Resources Presented By: Justin Gonzalez Senior Marketing Manager DoubleDutch Jeff Hayward Customer Success Team Lead DoubleDutch Taryn Crowder Assistant Director, Exhibits and Sponsorships IDEA World Fitness Convention
- 2. #eventprofs We’ll Cover… Event Apps 101: What You Should Know Messaging: The Core of Your Engagement Strategy Customer Spotlight: IDEA World Fitness Convention Questions? Create a Successful Mobile Event App Strategy
- 3. #eventprofs THINK BACK 10 YEARS AGO
- 4. #eventprofs FLASH FORWARD TO TODAY
- 5. #eventprofs WE’RE EXPERIENCING A MOBILE MINDSHIFT
- 7. #eventprofs THE CORE OF ENGAGEMENT
- 8. #eventprofs SESSION AND EVENT SURVEYS
- 11. #eventprofs
- 12. #eventprofs We’ll Cover… Event Apps 101: What You Should Know Messaging: the Core of Your Engagement Strategy Customer Spotlight: IDEA World Fitness Convention Questions? Create a Successful Mobile Event App Strategy #eventprofs
- 13. #eventprofs MESSAGING FUNDAMENTALS Key Features • Promoted Posts • Push Messages Best Practices • Set expectations • Send calls to action • Recall and engage attendees Resources • Message scheduling • Support center • Event goals & agenda
- 14. #eventprofs IDEA WORLD FITNESS CONVENTION Primary Goals: • Increase Revenue • Engage Attendees • Retain Sponsors Los Angeles, CA 12,000+ Attendees 375+ Sessions 300+ Exhibitors
- 15. #eventprofs HOW TO USE MESSAGING TO DRIVE GOALS 1. Start planning early 2. Focus on what’s achievable 3. Tie them into your app strategy
- 16. #eventprofs 1. INCREASE REVENUE PRO TIP: Sponsored messages are a great way to boost event revenue.
- 17. #eventprofs 2. DRIVE ATTENDEE ENGAGEMENT PRO TIP: Reference your event schedule and goals to send the right message, at the right time.
- 18. #eventprofs 3. ENSURE SPONSOR RETENTION • Planning and communication are key • Consider your event app content strategy • Deliver on your promise
- 19. #eventprofs HIGHLIGHTS AND FEEDBACK • Beat revenue target for this event • Saw incredible attendee engagement and participation • Sponsors were incredibly happy with their experience
- 20. #eventprofs We’ll Cover… Event Apps 101: What You Should Know Messaging: the Core of Your Engagement Strategy Customer Spotlight: IDEA World Fitness Convention Questions? Create a Successful Mobile Event App Strategy #eventprofs
- 21. #eventprofs How to Create a Successful Mobile Event App Strategy Event Marketing Resources Presented By: Justin Gonzalez Senior Marketing Manager DoubleDutch Jeff Hayward Customer Success Team Lead DoubleDutch Taryn Crowder Assistant Director, Exhibits and Sponsorships IDEA World Fitness Convention
Notas del editor
- Before we jump into today’s presentation, let’s 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.
- Megan: Flash forward to events of today. More and more we’re hearing about the Internet of Things, and it’s infiltrating the event space in a big way. We’re 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. It’s likely that you’re 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.
- Megan It 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, it’s 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.
- Marisa Of course, we don’t just want to focus on session tracks. We can also track sponsors and exhibitors.
- Marisa: The Activity Feed is your finger on the pulse of what’s 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 attendees Gamification: incentivizing engagement with points and badges Katie Gamification 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.
- A 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 sponsor’s message in front of event attendees. Specifications: 140-character limit Link to a website or agenda item Embedded 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
- A 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 sponsor’s message to all attendees who have downloaded the application. Schedule Push Notifications in advance by setting a date and time. Specifications: 140-character limit No images or links Tip: Push Notifications should be sold with discretion to maintain the integrity of the app content and user community.
- Marisa to speak to Gameday and location based messaging Katie can say example of where to place Gameday or beacons to drive adoption. BREAKROOM!