Mobile devices will drive 80 percent of global internet usage this year and 50 percent of the time spent on digital media is spent on mobile apps, according comScore. Mobile is one of the most effective tools that event marketers have in their arsenal. Event goers use their phones to network, socialize and find events, to register and plan for their events, and to connect while they are at the events and beyond.
This means that event marketers can and should be reaching these customers throughout the lifecycle of an event via the mobile phone. If you aren’t doing so yet, it is time to get your mobile strategy together. Here is a list of practical tips of how you can make the most out of your mobile strategy.
Use Mobile as a Practical Tool
The mobile device in your customer’s pocket can serve as a guide to your show. Create easy-to-use content that helps attendees get around and network at the event. Include maps, schedules, information on parking and hotels that can be accessed easily in real time to help your attendees navigate the conference. Use clear language and imagery. Avoid long clunky descriptions. Also consider sending surveys via the app, once the event is over.
Promote Your Content
Your app should be a great place to access content about the sessions at your event. Allow users to read about the panels at your show. Include the time and location of these sessions, as well as bios of speakers and ways to connect with these influencers through social media. While the content should be short, there should be links to deeper reading in case people want to access more background materials. You may even include links to purchasing items the keynote speakers are selling.
Events are social in nature, so use your mobile presence to create conversations. These discussions can be related to recent industry news or trends and topics that are important to your attendees. Encourage your network to discuss the themes they are hoping to speak about at your event to create a buildup before the conference takes place. Facilitate the conversations during the event with a hashtag and posts from your team. Then after your event has taken place, push attendees to continue their conversations from your events on the phone.
Send Reminders Via Mobile
If a highly anticipated keynote is about to begin, send a reminder to people at the show telling them where to go. Use push notifications to make sure that important information is available to people while they are enjoying the event. These push reminders are also very helpful if you have schedule changes or you want to give people directions to the evening cocktail party before it starts. While these alerts can be highly effective, be sure not to over indulge. People don’t want their phones constantly beeping while they are trying to enjoy an event. Try to find the right balance between communication and harassment by testing how responsive people are to these alerts.
Use Location-Based Tools
Smart phones have location tracking technology and this is an excellent way to connect with people before during and after an event. Before the event, you can use someone’s location to promote relevant events in their area. During the event, you can use this feature to help people find their way to sponsor booths. After the event, you can help networks connect with others in their area so that they can nurture connections made at your event.