Why Your Next Event Needs to be a Mobile Event
We live in an increasingly multi-screen world where mobile phones and tablets are replacing desktops and laptops as the go-to source for information, shopping, navigation and more. Within events, there is an extremely similar multi-channel process that attendees use throughout their event journey and it’s one that organisers need to cater to.
The ‘mobile’ event attendee
Think of the mobile phone or tablet in the hands of your user as an extension of your event. Then think how easy and natural it is for your event attendee to use their mobile in place of a desktop or laptop, in order to facilitate the actions throughout the event lifecycle. They will probably have their ticket saved on an email, or under Passbook. They may check the weather or use a map function to find your venue and then employ Twitter and Facebook mobile apps to share details or ‘check in’ once they are there. They’ll take images, record video, possibly uploading this to channels as they go. If you have a mobile event app, this will provide them with a floorplan, or allow them predefined matchmaking with exhibitors, to ensure that the only appointments they attend are relevant ones. Post-event, they may search for tweets through the event hashtag, watch video content through YouTube or use email to send links to colleagues and follow up with people they met at the show.
If your strategy doesn’t include an element of mobile within it, how many touchpoints have you already missed where you had an opportunity to engage your attendee through this channel? The answer is hundreds.
A strong mobile strategy allows you to amplify your event far beyond the venue walls. A multi-screen strategy that allows your event content to seamlessly flow across mobile phone, tablet, desktop and screens throughout your event, provides details to your attendees whenever they want or need them.
Second screen viewing
Many events attendees use ‘second screen’ viewing to make the most of their event experience. While they watch a presentation, they’ll also be tweeting about it or using their mobile to research the speaker on stage. To make the most of this, you should ensure your content is second-screen friendly, by providing mobile apps, mobile responsive sites and easy to use information across the digital signage at your event. Screens should show live updates, timetables, live footage, event hashtags and contact details, so that they can connect to your event stream, wherever they are at the show.
Mobile as a communication channel
Mobile is the primary source of email viewing, with 51% of opens now made on a mobile device. For many events, email is still the primary source of engagement with event attendees, so pre-show emails, followed by daily show emails and post-show follow up emails (all of which, need to be mobile responsive) are an essential tool in your marketing strategy in order to engage attendees throughout the lifecycle.
Mobile event apps as facilitators
Mobile event apps should only be employed when they can make a process at your event, easier, quicker or more beneficial to attendees. When used well, a mobile event app will create a smoother check in and a smaller environmental impact, when tickets, floorplans and more can be accessed electronically. Mobile apps bring together all of your content into one seamless hub, which can be mirrored by your event website or portal, extending the reach of your content and ensuring it gets seen by a wider audience.
Mobile apps also create a much more targeted point of reference for sponsors, where they can get right in front of the event attendees to provide direct and instant messaging with more frequent exposure than desktop alone. Push notifications and developing technologies such as Live Beacon, help sponsors and partners to gain more opportunities to connect with their audience and develop their presence at the show, through the medium of mobile.
Extending reach through mobile
Our Event TV package creates a consistent drive of content throughout every area of an event, including mobile channels. We capture video content, live interviews, on-stand presentations and more and then broadcast this across screens at the show, mobile apps, mobile sites such as YouTube and Facebook and screen networks throughout hotels and hospitality suites. Ensuring that this content strategy is integrated across screen, desktop, mobile and tablet, is crucial to the event organisers we work with, as it extends the reach of the event and ensures that sponsors and event partners are able to promote themselves amongst an engaged event audience.
Ensuring your event is current
86% of event planners will use mobile event apps by 2016. According to other research, 61% of mobile searches culminate in a phone call, leading to direct business opportunities. Are you taking advantage of the progress that mobile can present?
Buying into the power of mobile as an amplification strategy, makes it much more likely for your content to spread out beyond the venue walls and potentially begin trending in the wider world, leading to increased visibility, sales and sponsorship for the following event. To talk to us about developing your multi-screen or mobile event strategy, get in touch today at firstname.lastname@example.org – we’d love to help you get started.