Generally, events are based on buzz. The buzz around your event can make or break your event; you can kill it or you can build it either way. But the fact is, on an average of 18% of a marketing expert’s annual budget is dedicated to events.
To build awareness and engagements, almost 80% of the promoters use social media extensively for likes, follow and mentions. This is all done with the goal of converting knowledge into paying attendees for their event.
Traditional and newer approach both have the ways in targeting an audience and capturing their attention, but there is a new method of reaching and distributing your news and increasing event attendance: mobile apps.
Some of the largest global events in the world have an app for attendees to download and interact with, often creating fantastic results. Your event may not be on a small scale, but if digital marketing achieved anything it’s the ability of event planners to compete with the big names. You can create an experience equal that of the global names in events with the mobile marketing. So how can mobile app benefit your event?
1. Help build event buzz
Before your event even starts your app can do some heavy lifting by getting your audience excited about it. They are almost sure to tell everyone on their network if they are excited by what you are sharing. You are already developing the brand advocates who are spreading the word for you. Content is essential for developing a buzz about your events. Many popular events provide exclusive extras within their mobile app such as:
- Interview with performers
- Some exclusive backstage video or mini-performances
- Exclusive updates on the main announcement
- Insight into the buildup show
2. Often Attendees Mobile Planning
Many potential attendees would consider attending your event, but you encourage them to part with their cash by helping them to plan their visit. Offering tools to book accommodations and travel are the examples of converting people who are your customers.
Information on who is appearing when and where helps your customers to get out the best out of their experience. If they have an excellent time, they are likely to recommend others and attend again the next year.
3. Creating a Personalized content
One size doesn’t fit all in the event sector. To be blunt, 70% of the customer expect a personalized experience. Attendees to events like to personalize their experience and choose what they see and do. A mobile event app is a terrific opportunity to allow people to make choices about what they can and can’t get to throughout the event and also enables them to link up with friends.
4. Improving event networking
If your event lends itself to social or professional networking, your app can be great in enhancing the experience of attendees. If your attendees wish to network, but finding the opportunities are limited, then you aren’t delivering the user experience. A dissatisfied attendee is unlikely to come back the following year or tell their social network how valuable the event is. For instance, SXSW offers a directory of attendees and has a social network for the event itself. An app with the networking capabilities will remain sticky even after the event has come to a close. This means people will continue to use your app long after the event is over to retain their relationship with those they met.
Often an app is considered as a gloss on an event but has a real potential to drive exclusive content and enhance an event’s relationship with its customer base.