PCMA - Get Your Marketing APPeal for a better ROI
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Transcript of PCMA - Get Your Marketing APPeal for a better ROI
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creativesenses | pre.2.post event marketing
Get Your MarketingAPPeal for a better ROIPresented byRachel Stephan
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creativesenses | pre.2.post event marketing
Future attendee experience
iSleep iLearn
iMeetiTravel
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creativesenses | pre.2.post event marketing
«i» ----Connectivity
RelevanceAccessibiliy
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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.
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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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creativesenses | pre.2.post event marketing
Top Smartphone Platforms
So
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e: c
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Sco
re M
ob
iLen
s
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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
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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
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creativesenses | pre.2.post event marketing
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creativesenses | pre.2.post event marketing
They made me do it- Attendees- Sponsors- Green initiative
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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
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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
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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
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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
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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
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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
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creativesenses | pre.2.post event marketing
App promotion
App essentials App store iconPhone with your app visualQR-code
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
WebsiteBannerFooterMain pageDetection script
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
WebsiteBannerFooterMain pageDetection script
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
Social mediaTwitterFacebookBlogs
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
Social mediaTwitterFacebookBlogs
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
Social mediaTwitterFacebookBlogs
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
Email promotion
Images and source: GreenCopper
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creativesenses | pre.2.post event marketing
App promotion
Video tutorials
Source: GreenCopper
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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
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creativesenses | pre.2.post event marketing
Where to next?
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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)
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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
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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
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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…)
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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
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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