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creativesenses | pre.2.post event marketing Get Your Marketing APPeal for a better ROI Presented by Rachel Stephan

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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Page 1: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Get Your MarketingAPPeal for a better ROIPresented byRachel Stephan

Page 2: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Future attendee experience

iSleep iLearn

iMeetiTravel

Page 3: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

«i» ----Connectivity

RelevanceAccessibiliy

Page 4: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Number of mobile phones globally (4-billion) is now greater than the number of TVs, Internet users, and daily newspapers combined.

Page 5: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

What’s APP?ONE BILLION APPSdownloaded worldwide each month

166% increasein Facebook Mobile users in the first half of 2011 alone

103 MILLIONwireless tweets were posted each day

ONE BILLIONFoursquare check-insS

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Page 6: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Top Smartphone Platforms

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Page 7: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Presumption or reality?By the end of 2012, we believe that

offering mobile apps for meetings, conventions and events will be standard practice.

“Getting Mobilized for Meetings and events” A SwiftMobile White Paper for Meeting Professionals International – March 2011

Page 8: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Why is mobile important for eventsand tradeshows?

• a greener event• a new revenue stream• up-to-date information• enhanced attendee

experience• real-time relevant

information• measurable data

Page 9: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Page 10: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

They made me do it- Attendees- Sponsors- Green initiative

Page 11: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Before you jump1. Set your objectives and strategy2. Think 365 app usage3. Spend less time talking about technology

and more time talking about attendee experience

4. Ask a lot of questions5. Let usability dictate the features6. Allow yourself time to project manage7. Don’t be scared, be fearless and

try to new things

Page 12: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

International Society for Technologyin 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 bookletProvide information that is accessible at all timesIncrease productivityFast, complete, synched content

Users device stats:80% apple 20% Android

Page 13: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

International Society for Technologyin Education (ISTE)In 2011:Evaluation forms integrated in every session

App promotion:Promote app throughout the bookletEmail announcementSocial media

In 2012:year round relevanceipad appPurchasing and reselling content via the appKeynote speakers: interactive gaming, selling books/articles/white papersDigital library with member accessMembers news 

Page 14: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Solar EnergyIndustries AssociationWhat drove the decision:Green initiative

Downside/opportunity;Battery went downProvide a charging station (sponsorship opportunity)

Association objective:Eliminated printed program totally, only kept floor plan and agendaObjective and forecast: 20%; actual results: 50%

Users device stats:50% of attendees downloaded the app; 50% Blackberry

Page 15: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Solar EnergyIndustries AssociationApp 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 gadgetStart promotion earlierMake app a 365 tool

Benefit:User friendly, great ratings and user satisfaction = ROI

Page 16: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Integrate in overall event marketingPre-event

• Event marketing strategy• Communication plan• Event theme• Brand development• Website• Advertisement• Email campaign• Multimedia• Media Relations• delegates marketing• Sponsors and exhibitors Marketing• Social media• Mobile app

Onsite• Final program• Book of abstracts• Signage• Media Relations• Multimedia• Next event promotion• Social media• Mobile app

Post event• Survey• Next event promotion• Social media• Mobile app

Page 17: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

App essentials App store iconPhone with your app visualQR-code

Images and source: GreenCopper

Page 18: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

WebsiteBannerFooterMain pageDetection script

Images and source: GreenCopper

Page 19: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

WebsiteBannerFooterMain pageDetection script

Images and source: GreenCopper

Page 20: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

Social mediaTwitterFacebookBlogs

Images and source: GreenCopper

Page 21: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

Social mediaTwitterFacebookBlogs

Images and source: GreenCopper

Page 22: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

Social mediaTwitterFacebookBlogs

Images and source: GreenCopper

Page 23: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

Email promotion

Images and source: GreenCopper

Page 24: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotion

Video tutorials

Source: GreenCopper

Page 25: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

App promotionPre-event• Website• Social media• Print communication• Email• Blog• Press releases• QR code (www.qrstuff.com)• Detection script• Video Tutorial

Onsite• Signage• Podium announcement• Print on printed show guide• Short link on badge

Page 26: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Where to next?

Page 27: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

It only gets better• 365 app usability

• Content on demand (year round ROI)

• Gamyfication

• Enhanced Rich media (streaming content)

• MCommerce

• Hybrid solutions

• NFC (near field communications)

Page 28: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Gaming• Collect points for doing

different tasks

• Win rewards

• Engage attendees in the content of the conference

• Results tabulated real-time

• See video: gamifyapp.com

Source: QuickMobile

Page 29: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

EnhancedRich media • Welcome videos from

Corporate CEOs and Association Presidents

• Real-time streaming feeds and recently captured videos

• Watch the on-demandvideo feed

Page 30: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

mCommerce• Enable attendees to

purchase reserved spaces at sessions using their credit cards

• Purchase content on demand (recorded sessions, webcasts, social event ticketing etc…)

Page 31: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

All roads lead to ROI

• Attendee• Better event experience means loyalty which equals ROI

• Exhibitor/Sponsor• Better visibility and engagement means better ROI

• Planner• Better management• Better attendee/sponsor/exhibitor experience• Better analytics• Better ROI

Page 32: PCMA - Get Your Marketing APPeal for a better ROI

creativesenses | pre.2.post event marketing

Relevant pre.to.post integrated marketing to maximize attendance and sponsorship at your next event.

514 510 [email protected]: @eventsenselinkedin: http://www.linkedin.com/in/rachelstephan