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Mobile Strategies to Increase Event Sales & Engagement
+
Presenters
Alan Blank Director of Marketing Guidebook [email protected]
Allen Wo Mobile Product Manager Eventbrite [email protected]
Easy tools for managing
registrations
Mobile guides for events
Agenda ! Why mobile? ‣ Helpful facts and statistics ‣ Benefits and challenges
! Mobile strategies for before, during & after the event ‣ Best practices and techniques ‣ Measuring success
! Wrap up
Why Mobile?
46% of Americans own smartphones
(Nielsen)
2011 smartphone sales exceeded PC sales (Gartner/IDC)
657 Million new smartphones will be
sold in 2012 (JPMorgan)
Smartphone Adoption is Growing
Pew Research Center 2011
Young and middle-aged professionals use smartphones
There are 2 main situations in which people turn to mobile...
Understand Mobile Behaviors
! Idle Time ! Read news ! Check emails ! Play games ! Facebook/Twitter
! Task Based ! Send an email ! Take & share a picture ! Look for a place to eat ! Get directions
People switch between these two contexts seamlessly. Keep this in mind when incorporating mobile into your event.
Simplicity is Key
Users have short attention spans. Mobile is a small form factor.
Ways to Use Mobile Before your Event
! Why ‣ More people registering through mobile - mobile
retail sales up >2x since 2009 (KPCB 2011) ‣ Mobile is the ultimate social tool
! Take advantage of mobile methods like... ‣ Simplify event content ‣ Incentivize user to share ‣ Optimize marketing collateral
Promote your event to increase registration sales and engagement
Mobile at the Event
Create a Mobile Event Guide Benefits...
! Convenience for attendees
! Extra revenue from sponsorships
! More visits for presenters
! Added interactivity
What can be in the guide?
! Schedule ! Presenter Listings ! Social Media
! Maps ! News ! Feedback
Just because you build it, doesn’t mean they will
come
Promote your Guide!
! Emails ! Posters ! Website Ads ! Landing Pages
Social Media Guidelines Attendees will use mobile and social
anyway, so harness it!
Leverage Facebook, Twitter, LinkedIn, Instagram, etc. o Engage attendees o Real time feedback o Attendee interaction o Extend event experience to attendees’ networks
Caution o Mobile can be distracting o Be cognizant of the tradeoffs to design
Mobile Guest List Tools
! Utilize mobile tools to scan people at the door ‣ Speedy Entry Management ‣ Reporting all in one place ‣ Avoid manual check-in
The event doesn’t end when people go home
After the Event
Learn from your event ‣ Surveys - Email or SMS ‣ Promote next event ‣ Analyze arrival time
Analytics ‣ Which promos worked ‣ Who downloaded your guide and what
feedback did they give you
Quick Notes on Devices
iPhone and Android Take the Cake
Together, iOS and Android account
for almost 80% of smartphone users!
Native vs. Web-based Apps ! Internet connectivity can be essential to some mobile
solutions ! Native apps vs mobile web apps
Characteristic Native Apps Mobile Web Apps
Requires Constant Internet No Yes
Cost Higher Lower
Interactive Yes No
Personalizable Yes No
Usable with all devices No Yes
Key Takeaways ! Everyone is using mobile ‣ Usage rates are especially high at events.
! Before the event ‣ Increase ticket sales with mobile promotions ‣ Optimize your registration flow for mobile users by keeping it simple
! During the event ‣ Increase engagement and create extra revenue opportunities with a
mobile guide ‣ Use social media in a way that is engaging without being distracting ‣ Mobile entry management simplifies the registration process and gives
you extra data ! After the event ‣ Use your data to improve your mobile offerings for next year
Alan Blank Guidebook
(650) 319-7233 [email protected]
Thank you for watching!
Allen Wo Eventbrite
(888) 541-9753 [email protected]