Do you want to learn how to drive attendance and increase engagement for your events? Find out how with this free informative whitepaper by CleverTap

1. MOBILE STRATEGIES
Marketers & Developers
Driving Event Attendance & Engagement

2. Mobile marketing
Redefine engagement
In
a
%me
where
the
consumer
is
bombarded
with
nearly
400
marke%ng
messages
daily,
brands
are
turning
to
live
face-­‐to-­‐face
events
that
foster
a
real
connec%on
with
audiences
and
the
product.
High-­‐value
connec%ons
during
an
event
are
cri%cal
for
the
a@endee
to
retain
the
informa%on
learned,
share
with
friends,
and
return
to
the
event
again.
In
a
recent
research
report
on
event
audience
engagement,
54%
of
event
organizers
said
they
are
‘
sa%sfied’
with
the
level
of
engagement
at
their
events.
This
ar%cle
will
provide
recommenda%ons
on
tools
and
strategies
for
event
organizers
and
marketers
that
will
enhance
the
event
experience.
Mobile engagement will define how
humans communicate. Do you think it’s
important to your app?
- Malcolm Friedberg, CMO for Clevertap
“

3. mobile marketing
APP STRATEGY
A
mobile
app
is
oJen
the
central
resource
for
an
event
a@endee.
In
a
recent
study,
75%
of
event
organizer
respondents
said
‘A@endee
Engagement’
is
the
main
reason
they
have
developed
a
mobile
app
for
their
event.
Driving
content
engagement,
sharing,
par%cipa%ng,
networking,
learning
and
connec%ng
post-­‐event
is
cri%cal
as
a@endees.
AJerward,
they
are
more
likely
to
recommend
the
event
to
friends
and
a@end
a
future
event
if
they
con%nued
to
be
engaged.
It
is
the
mobile
developer
and
marketer’s
job,
therefore,
to
design
the
mobile
app
experience
for
maximum
engagement
poten%al.
Here
are
some
%ps
to
help
achieve
this
goal:
•
Include
the
event
schedule,
speaker
lis%ngs
&
profiles,
and
interac%ve
maps
•
Incorporate
surveys
during
and
post
the
event
to
encourage
a@endee
feedback
•
Integrate
social
media
and
design
for
easy
social
sharing
•
Customize
the
user
experience
based
on
the
a@endee’s
preferences,
i.e.
maps
and
agendas
that
update
based
on
the
a@endee
type
•
Use
push
no%fica%ons
for
live
updates
leading
up
to
and
during
the
event
•
Integrate
a@endee
messaging
capabili%es

4. mobile marketing
Live engagement
The
fastest
growing
category
in
the
event
technology
space
is
live
interac%on,
which
has
increased
30%
over
the
last
two
years
in
terms
of
what
types
of
technology
have
been
developed.
Features
such
as
live
Q&A
and
surveys
are
examples
of
how
the
standard
event
app
feature
set
is
expanding
to
cater
to
rapid
updates
in
technology.
Audience
Response
Systems
(ARS)
are
tools
that
allow
a@endees
to
interact
with
presenters
and
other
a@endees
in
real
%me
via
their
app.
The
tool
is
cri%cally
important
if
there
are
a
significant
amount
of
networking
opportuni%es
during
an
event,
where
building
in
a@endee
profile
informa%on
and
matchmaking
technologies
can
enhance
the
a@endees’
experience,
and
increase
repeat
a@endance.
Augmented
reality
(AR)
ac%va%ons
can
be
costly
and
%me-­‐intensive
to
organize
and
manage,
but
AR
can
increase
the
value
percep%on
of
an
event
and
likelihood
to
share
and
retain
the
event
experience.
Drones
are
being
used
in
new
ways,
such
as
giving
virtual
tours
and
for
live
streaming
for
remote
audiences.
No
two
events
are
the
same.
Therefore,
the
event
marketer
should
customize
the
online
and
offline
tools
that
fit
the
content
as
well
as
the
audience.

5. Mobile marketing
social media
The
most
important
characteris%c
of
an
engaging
event
is
to
have
high-­‐
quality
content
that
resonates
with
the
audience.
Achieved
through
the
speakers’
presenta%ons
that
capture
the
audiences’
a@en%on
and
oJen
includes
interac%ve
Q&A
and
audience
par%cipa%on.
Audiences
respond
strongly
to
visuals
integrated
with
presenta%ons,
such
as
storytelling
with
video
and
music.
During
the
event,
social
visual
walls
are
a
way
to
project
the
ac%vity
across
various
channels:
Twi@er,
Facebook,
Instagram,
Pinterest
and
Google+
with
specific
hashtags.
An
engaged
audience
is
much
more
likely
to
share
an
event
with
their
personal
and
professional
networks,
which
increases
the
poten%al
customer
reach
of
the
brand.

6. Mobile marketing
Active learning
Slide
sharing
tools
enable
downloading
of
the
speakers’
presenta%ons
to
their
smartphone.
A
useful
marke%ng
tool,
as
the
a@endee
can
listen
during
the
presenta%on
instead
of
having
to
take
notes.
Interes%ngly,
some
slide
sharing
tools
have
note-­‐taking
capabili%es
so
users
can
add
comments
on
top
of
the
slides.
Recent
studies
have
shown
that
most
people
retain
only
40%
of
what
they
hear,
remember
60%
if
they
take
notes
and
retain
nearly
90%
of
informa%on
when
they
ac%vely
par%cipate
in
the
conversa%on.
This
interac%ve
Q&A
and
conversa%on
is
true
engagement
and
translates
into
much
higher
reten%on.
Encouraging
ac%ve
audience
par%cipa%on
can
also
be
very
beneficial
to
the
brand
and
event
organizer,
as
ac%ve
audience
members
provide
insights
and
knowledge
that
can
help
the
brand
in
future
business
decisions.

7. Mobile marketing
entertainment
Just
as
gamifica%on
is
a
tool
used
by
marketers
to
increase
digital
engagement,
offline
games
during
events
are
fun,
team
building
and
increase
learning
&
networking.
People
can
consume
informa%on
online
with
just
a
click
and
scroll,
but
they
a@end
live
events
to
go
beyond
the
informa%on
download
to
the
personal
interac%on,
networking
and
shared
experiences.

8. mobile marketing
Post event analytics
One
of
the
best
ways
to
gauge
the
success
of
an
event
and
expecta%ons
for
a
future
event
are
through
the
event’s
mobile
and
web
analy%cs.
Using
a
tool
like
CleverTap,
a
marketer
or
developer
can
segment
user
profiles
and
measure
engagement.
The
analy%c
tools
track
how
the
user
signed
up,
what
traffic
sources
they
arrived
from,
most
popular
app
features,
how
long
they
engaged
with
the
app,
and
what
types
of
content
they
shared.
These
data
points
are
cri%cal
for
the
mobile
marke%ng
and
development
team
to
review.
Improvements
around
the
user
experience
and
updates
on
the
product
feature
roadmap
should
be
made
based
on
this
data.
Addi%onal
informa%on
provided
includes
post-­‐event
engagement
metrics,
plus
event
tools
such
as
slide
sharing
and
social
walls.
Which
slides
did
the
audience
stay
on
the
longest,
and
which
received
the
most
comments
and
shares?
Analy%cs
from
social
walls
can
provide
a
summary
of
the
social
ac%vity
around
the
event,
and
highlights
from
the
event
featured
on
the
company
blog.
Also,
this
data
can
be
used
for
post-­‐event
summaries,
reports,
and
press
releases.

9. Mobile Marketing
feedback
While
analy%cs
programs
provide
quan%ta%ve
insight
into
your
event
a@endees’
digital
experience,
qualita%ve
feedback
and
data
coming
from
surveys
is
equally
as
important.
Data
retrieved
from
Audience
Response
Surveys
can
provide
informa%on
such
as
which
speakers
and
programs
performed
the
best
and
were
the
most
engaging.
This
feedback
can
be
viewed
during
the
event
and
ac%on
is
then
taken
in
real
%me
based
on
this
insight.
We
recommend
using
a
data-­‐driven
approach
when
mapping
your
processes,
analyze
which
stages
of
your
event
can
achieve
improved
engagement,
and
insert
technology
and
interac%ve
elements
there.

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