Goomeo - The Guide by societe.goomeo@gmail.com

Event mobile apps

the Guide

Dear professionals, You want to bring more services to your attendees and offer them stunning innovations to make you stand out from the crowd and retain your audience. You have heard or you already know a bit about mobile apps. This booklet is made to revisit the fundamentals of event mobile apps.Why offer a mobile visit guide? How to choose a provider? What kind of return on investment can you hope for? What should you pay attention to, before publishing yourapp? How to increase its number of downloads? There are so many unanswered questions. Do not worry, we handle everything. Throughout the pages, you will understand what an application is made for, how to choose the best solution, how to boost your ROI, why you should pay attention to the content of your app and how to promote it! To be unbeatable, follow the guide!

F. Auzanneau Franck Auzanneau - CEO of Goomeo

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8 points to consider to choose the best

event mobile app

Today, many meetings professionals offer a mobile event guide to their attendees so that they can have a free and easy access to the updated event’s information and content. However, it may be difficult to make a choice among a huge amount of diverse functionalities… Here, are 8 key points to consider, to choose the best mobile solution for your event:

1. Be closer to your attendees

85%

Primarily, your event is a brand which defends its values and colors. • Would you like your attendees to integrate your brand in their life thanks to their most personal object: their phone? • Do you want to offer a premium service to your attendees?

of users are

• What value do you place on a direct contact?

DIRECT CONTACTS

• Do you want to get feedback from your visitors?

2. Return on investment A mobile event guide is over all a great way to generate income for you but also for your exhibitors and partners. A mobile app is a profit center, not a cost center. • How can you generate income? What types of features are available? • Can you offer visibility in the app to your exhibitors, partners and sponsors? • Can you prove a tangible return on investment to your partners and sponsors?

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3. An easy and intuitive solution Remember that all content management systems are not equal in terms of usability and user experience.

64%

OF CLIENTS ARE AUTONOMOUS

• Can you build your application by yourself, independently, or instruct a dedicated team? • Do you need a training to master the content manager system? • How long does it take to build your app? • Is the solution optimized for all platforms?

4. Skills and core business To match your needs and those of your attendees, your mobile event guide must take into account the specificities of your event’s market. • Is mobile event guide the core business of your supplier or is it simply one of his ancillary service? • What knowledge and skills of the events market does the provider have? Can he talk about his success stories? • Are the features offered by the solution in line with your issues?

5. Interactivity A mobile app can be a great way to turn your visitors into actors of your events. • How can you make the interaction between attendees and speakers easier during sessions? • What tools would allow you to increase business meetings? • How can you motivate your attendees to interact?

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6. Customization

A mobile app is a communication medium which must be in line with your event’s identity so that it is instantly recognized. • Can you customize the design of your app? • Does the solution optimize the design elements for all screens’ resolutions? • How easy is it to integrate design elements in the app?

157,606 downloads

7. Statistics A mobile application is a great way to collect qualified data about your attendees and their visit experience. • Can you monitor what is happening at your event, so that you can adapt your communication in-real-time? • Are the usage statistics complete? Can you check the most popular activities, what attendees plan to do and what they actually did?

1,071,431 uses

• What kind of statistics do you need to make your next event better?

8. Service and support • Do you get a dedicated support representative for your app? Is the personn in charge of your app directly employed by your provider or by a call-center? • What level of support is available during the application building process, but also before, during and after your event? • Can your app editor help you to get the most out of your mobile application? Is your provider able to advise you on the content of your app or on the appropriate strategy?

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12 ways to monetize your event app A mobile event guide is most of all a great way to generate income, for you, but also for your exhibitors and partners. It means that an event mobile app is a profit center, not a cost center. How can you generate revenue? What kind of in-app visibility can you propose to your exhibitors and sponsors? Here are 12 ways to monetize your event mobile app:

1. The sponsored splash page An interstitial screen, also called «splash», can be configured to appear at the app’s launch. Your sponsor has the opportunity to be the first to deliver a message to the users.

2. Banner ads Your attendees use the app before, during and after the event. They plan their visit thanks to the app by adding to their favorites, the exhibitors and animations they want to see. Propose to your partners to be present thanks to clickable banner ads which lead users to their website or to in-app content ( animation, exhibitor’s description, speaker or product...).

3. Sponsored module You can also select one single sponsor to stand out from the crowd by customizing the icon of a module . By adding this brand on the menu of the app, your sponsor has a privileged visibility. Link this icon to useful and enjoyable content for the user to offer him a real added value and make sure he comes back.

My visit

Schedule

Map

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Exhibitors

Networking

You

4. Sponsored notifications 85% of event mobile app users subscribe to push notifications, and they are usually fond of discount codes they can receive on their mobile. It’s a unique opportunity for your partners to reach a large audience via sponsored «push» notifications. They will be able to offer discounts, highlight a product, recall their activities ... being sure to reach qualified app users.

5. Exhibitors and sponsors lists Place your partners and exhibitors at the heart of your application by giving them the opportunity to show their name and logo in the partners list and the exhibitors list. Even better, invite them to complete their profile so that the app users can visit their website or discover their activities.

6.Highlighting

7. Documentation request

Do your exhibitors, partners and speakers want a premium highlighting? They can access the Privilege row and be top of the list, displayed above their competitors.

Build a Partners’ wall, displaying logos and QR Codes, and give your attendees a unique experience. Flashing a code allows them to: add to their visit plan and/or request a documentation.

8. iPad terminals iPad terminals are located in a specific place on your event. Give the opportunity to your partners to contact people who are close to their stands, through interstitial screens on geolocated iPad terminals. Using geo-targeted advertising, your partners maximize their chances of reaching potential customers.

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9. Mobile interactive map

The integrated interactive map allows the user to quickly locate an exhibitor on the plan. For them it is a golden opportunity to stand out from the crowd. Displaying their logo directly on the plan, exhibitors gain visibility and maximize their chances that users visit their booth.

10. Sponsored videos Video is the media that users enjoy the most on internet but also in mobile apps. Your partners can be official sponsors of: The app presentation video and/or “on the fly” added video content in the “media” module.

11. Interactivity The event mobile app allows you to make your attendees interact with your event by proposing them contests, polls and surveys but also to ask questions during conferences. As exclusive sponsor of the interactive feature, your partner can communicate in the most efficient and relevant way through targeted messages.

12. Web interactive map The web interactive map allows your attendees, who log on your website, to plan their visit before the event. For the exhibitors, it’s an optimal advertising spot with a guaranteed visibility and a highly qualified and potentially future attending core business audience.

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essential points to think over, before publishing your application

Publishing is a key step in the creating process of your app. This will bring it to life and make it visible to everyone. Several Millions of apps are available on each store!...! Given this impressive figure, some good pratices will help you to increase the dowload rate of your application.

1. Your app’s name

2. Content

It needs to be carefully chosen because it is the first item that will be indexed by stores’ search engines. It is actually composed of two names: a long name (limited to 25 characters) that will be seen on the stores and a short name (limited to 12 characters) that will be displayed under the icon. The long name should be as relevant as possible and match your event’s name. On the other hand, the short name does not have to be identical to your event’s name if it is too long, but it must be the most eloquent possible. Indeed, the apps are often listed in alphabetical order.

Your app should be as complete as possible at the time of its release: modules must be complete, up-to-date data, fully translated. Put yourself in your users’ shoes: if they download an incomplete, outdated or poorly translated application, they may be disappointed and therefore they may uninstall your app or leave a negative review on stores. Reviews cannot be deleted and stay from year to year. Indexation of your app in its category depends on reviews: the more negative reviews it has, the less it would be visible. So, you should not be careless about the quality of your content.

4. Categories Categories chosen for your app have to be the most relevant possible. Categories’ names often bring together a lot of things. Choose a category where users would look for you naturally. If you hesitate between two categories, choose the one where there is the smaller number of apps, yours will be more visible.

3. Description & keywords

Your app’s description and keywords should be the most relevant possible. Words that you use to describe your app would be used by search engines. They should be linked to your event’s lexical field. Put yourself in your users’ shoes. What are the keywords that they may search? Use these to describe your app. What do they want to know about the app before downloading it? Explain why the app is an essential tool, describe the available features.

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10 ways to promote your application Every step of your communication plan has to be an occasion to promote your app. As soon as you talk about your event, talk about your app. We are listing hereunder some examples of potential customizable promoting tools and best practices.

1.Optimize your visibility on the stores The stores are the necessary step towards your application. It must be easy for the users to find it in there. When it’s time to publish your app, put yourself in your attendees’ shoes: Which keywords would they use to look for your event? Under what name do they know your event? What do they want to know about your app before downloading it?

2. Use dedicated newsletters A newsletter must be brief and point out a single information. Each email has to contain a short link and a QR code to facilitate the download of your app.

Ceate a campaign in 3 steps :

As soon as your app is available, send an email to all your participants (attendees, exhibitors, partners…). Explain how the app can be useful, even before the event. List the app ‘s functionalities, point out that it’s going to be regularly updated. 2 weeks before D-day, send a newsletter to present the key functionalities to be used during the event (networking, interactivity, location on map…). On the brink of your event, don’t forget to remind why the app is still useful and active after the event: how to send yourself a visit report, how to retrieve your networking contacts, how to stay updated with the latest news…

3. Benefit from your web site Catch the eye:

Your web site visitors must see that you have an app at first sight. The app has to be present on your home page (banner, slider, pop-up…). You can also remind its existence during the registration process and/or at the tickets purchase.

Facilitate the dowload:

In order to help the users download the app, put the stores logos and a QR code on your home page.

Make your app essential:

For the users who would like to have more information, propose a dedicated information page explaining why the app is a key tool. Don’t content yourself with a list of functionalities. Demonstrate that the app brings a real added-value compared to a paper catalogue.

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5. Benefit from the social networks

4. Release a promotional video The internet users are fond of video, and journalists are more and more inclined to relay them. The ‘’virality’’ of the video is thus an undeniable advantage, which can be used to promote your app.

When your app is available on all stores, rely on social networks to inform your community. Be sure to use the appropriate language and terminology for each network and to facilitate the downloading process by associating a link and/or a QR code to each message. LinkedIn, Facebook and Twitter are the most famous ones but, according to your target, you can find a more creative way to communicate on other networks such as Pinterest, Flickr, Youtube and Google+.

In less than a minute, your audience must have a very precise idea of what your app is actually doing and what makes it an essential tool.

Concentrate your communication within 4 days, in order to boost the downloads on a short period of time, and thus to improve your ranking in the stores.

6. Develop the ‘‘multi channel’’ 7. Use your email signature

For the promotion of your event, you are using regularly printed material: invitations, tickets, posters or press ads. Use these media to remind the availability of your app by placing the logos of the stores and a direct download QR code. Don’t forget to mention the app on your printed visit guides and floor plans.

Often forgotten, however the email signature has a true impact. Transform each email into a potential download by placing a link and a QR code under your contact details.

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8. Take advantage of your event’s venue

You have a lot of strategic places on site. Don’t hesitate to promote your app in exhibitors, VIP or rest areas, amenities, restaurants, floor plans, info desks, waiting lines, at the main entrance, etc… Offer an added-value service to your attendees by placing “you are here” QR codes which will help them find their way or encourage them to download the app.

10. Lookf after your press relations

9. Rely on your network

The press and the media in general are highly qualified partners, don’t forget them when you communicate about your app. Mention the app and point out its utility in your press releases and during your press conferences. Add some screen captures and images of the app in your communication kits.

Your exhibitors, partners, speakers and sponsors have a lot of highly qualified contacts. Ask them to relay the app download link towards their database in order to increase the number of app users. Supply them with a communication kit, including: a download link, a tagged QR code and pre-designed banner, insert and/or visuals.

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Promote your app: examples of known prices of sponsored options

Visibility +

Logo in the exhibitors list and on the interactive map*: 200€ Display ‘‘Top of the list’’ in the exhibitors list: 350€ Premium Pack for exhibitors (logo, ‘‘top of the list’’, partners list): 500€

Ads

Sponsoring