30 Questions to ask when creating and actioning Event App Strategy
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The document outlines key considerations for event planners when creating an event app strategy, emphasizing the importance of understanding user needs and objectives. A series of surveys indicate that while a majority recognize the potential benefits of event apps, many remain unsure about their usage due to unclear objectives and previous negative experiences. To guide the selection process, 30 questions are proposed for developing a comprehensive request for proposal (RFP) to ensure alignment between the app's functionalities and event goals.
30 Questions to ask when creating and actioning Event App Strategy
- 1. Audience
- 2. 30 QUESTIONS TO ASK WHEN CREATING AN EVENT APP STRATEGY
- 4. The state of Event Apps Do you need an Event App? How event planners select and use apps Why develop a selection strategy? 30 QUESTIONS to answer in an event app selection strategy Creating the Perfect Request for Proposal (RFP) DISCUSSION POINTS
- 6. AUDIENCE VOTE HOW TO VOTE: 1. Anonymous. 2. Last choice registered. 3. Please return.
- 7. AUDIENCE VOTE WHO’S HERE? A. I plan and manage events for my clients (Event Agency) B. I plan my company’s own events C. I’m the decision maker. Above two work for me D. I’m often asked to join above three in meetings. My input matters (Influencer) E. I don’t know what I’m doing here.. My boss wanted me to visit this show A. B. C. D. E. 37% 21% 5% 16% 21%
- 8. AUDIENCE VOTE Have you ever implemented an Event App at any of your events? A.Yes B.No A. B. 58% 42%
- 9. AUDIENCE VOTE Would you propose an Event App for your next event? A. Definitely Yes! I understand the benefits B. Why not! It’s the buzz word of the event industry C. Convince me, and I will (I’m willing to allocate budget) D. I’m not sure! I have a limited budget (not sure about ROI) E. No! I had a frustrating experience implementing it in the past A. B. C. D. E. 45% 15% 0% 10% 30%
- 10. THE STATE OF EVENT APPS WHERE ARE WE NOW? RESEARCH FINDINGSWHERE ARE WE NOW? www.eventmanagerblog.com
- 11. THE STATE OF EVENT APPS RESEARCH FINDINGSWHERE ARE WE NOW? 59% UNCERTAIN Majority not using or understanding the value The number does not correlatedo not use/ implement Future intention!!
- 12. THE STATE OF EVENT APPS RESEARCH FINDINGSWHERE ARE WE NOW? TOP OBJECTIVES? Why still unsure? Increasing engagement levels! Only 33% reported 50% or more attendees actually use the app - Unclear Objectives + Lack of Measurement - Frustrating experiences (Setup Time, Downloads, Usage) Vast majority of apps go unused
- 13. AUDIENCE VOTE www.eventmobi.com/MEES15 A. I have used the app B. I know about the app but haven’t used it yet C. What? there’s an official app for this event? A. B. C. 9% 27% 64%
- 14. THE STATE OF EVENT APPS RESEARCH FINDINGSWHERE ARE WE NOW? EVENT PROFS WANT Push notifications Feedback Attendee Matchmaking Online Registration Onsite Reg / check-in TOP 5 FEATURES OFFERED BY SUPPLIERS Push notifications Feedback Sponsors Banners Exhibitor / Speaker Profiles Native App development
- 15. AUDIENCE VOTE What would be your TOP 3 preferred features in an event app? (Select any 3) A. Push notifications B. Audience Feedback C. Attendee Matchmaking D. Registration and Check-in E. Sponsors Banners F. Exhibitor / Speaker Profiles G. Native App development A. B. C. D. E. F. G. 23% 27% 13% 2% 5% 14% 16%
- 16. THE STATE OF EVENT APPS RESEARCH FINDINGSWHERE ARE WE NOW? Price & Cost App Provider Location Web Vs. Native Features App Provider Credentials 5 KEY FACTORS Influencing Event Planners in using an Event App
- 17. DO YOU NEED AN EVENT APP? Choices are often influenced Fashion and Peer pressure No thoughtful analysis > Disappointing results > Low ROI Distrust in the real value of technology > Affects your next event
- 18. DO YOU NEED AN EVENT APP? Attendees are becoming quite demanding of technology at events THEY EXPECT MORE!! “Excuse me, what’s the WIFI password?” What we need to understand.. Technology is just a medium to reach and engage our attendees Wrong premise = Disappointing end results
- 19. AUDIENCE VOTE What would be your Top 2 reasons to go for an event app? (Select any 2) A. I can make last-minute changes B. It increases attendee interaction C. It elevates our brand D. It’s eco-friendly + We save money on printing, shipping E. I can sell dynamic sponsor banners F. Everyone else has one G. Our attendees expect it A. B. C. D. E. F. G. 14% 42% 22% 0% 3% 11% 8%
- 20. DO YOU NEED AN EVENT APP? WEEK ASSUMPTIONS: A competitor is using an app My colleague told me that apps are cool I read somewhere "apps are the next big thing” INCORRECT NEED: An app will make my event successful I will finally sell more tickets by having an app We will be perceived as high-tech and edgy
- 21. DO YOU NEED AN EVENT APP? LACK OF MEASUREMENT AND CLEAR OBJECTIVES Not sure what it will bring but it will be positive Success means everybody is happy COGNITIVE DISSONANCE Low uptake Negative feedback Lack of app awareness among the audience
- 22. DO YOU NEED AN EVENT APP? NEGATIVE ATTITUDE TOWARDS TECHNOLOGY Apps are such a waste of time We spent a lot of money and ROI was zero Better to do things like we always do
- 23. AUDIENCE VOTE How difficult is it for you to secure budget for a new event technology tool? A.Not Difficult B.Somewhat difficult C.Very Difficult A. B. C. 32% 21% 47%
- 24. HOW EVENT PLANNERS SELECT AND USE APPS ADOPTION Early Engagement Start soon, Launch Early Incentivize USAGE So they’ve downloaded your app! Not enough Increasing the Use and Engagement Notifications and Alerts -Make them count! Beacon hotspots
- 25. AUDIENCE VOTE Adoption -Do you believe you’re doing everything you can to promote your event app? A.Yes B.No C.Not Sure! A. B. C. 17% 44% 39%
- 26. HOW EVENT PLANNERS SELECT AND USE APPS MAXIMIZING SPONSOR ENGAGEMENT Be creative: Selling positioning and real estate on an app is not enough Create funny and clever ways to connect attendees and sponsor (Where is bill?) USE ADVANCED FEATURES TO DELIVER VALUE Create meaningful experiences Spend time with your app provider Gamification, iBeacons, Attendee Matchmaking
- 27. WHY DEVELOP AN APP SELECTION STRATEGY? WRITTEN STRATEGY = PLAYBOOK Outlines: Event objectives How the app fits event framework Elements of RFP MOBILE STRATEGY helps identify and unify all stakeholders Not Effective without: Context, Planning, Content, Promotion, Staff Participation, Technical Support, Processes, Integration
- 28. 30 QUESTIONS TO ANSWER IN AN EVENT APP SELECTION STRATEGY
- 29. 1. What are the organization and event objectives that the event app should address? 2. What is the technology profile of users? (Tech savvy, Old School, Apple, Android, Windows, Blackberry, multiple devices) 3. Who are the app users? (organizer, attendees, exhibitors, sponsors) What are their specific requirements? 4. What portions of the event life cycle should the app cover? (pre-event, during-event, post-event) 5. What is the promotional plan for marketing the app to users?
- 30. 6. What are the metrics for the app to be considered as a success? 7. What content should the app feature? (exhibitor directory, sponsor assets, advertising) 8. Which departments/personnel should be assigned to manage the app? (App promotion, deployment, customer service, data and content) 9. Who should provide technical assistance and how should it be made available to users? 10.With which other databases and platforms should the app integrate? (registration, membership, content management system, event website, social media)
- 31. 11.What is the budget for the app and execution of the mobile strategy? 12.How will the app address cellular and wireless issues in the event venue? 13.What are branding guidelines for the app? 14.Will the app be required for multiple events? 15.What is the internal process for distributing real-time updates, push notifications, or text messages?
- 32. 16. What are the data security and privacy thresholds for an event mobile app? 17. What are the legal and copyright issues that need to be addressed in the app? 18. What other resources need to be in place for a gaming feature? (checkpoints, props, instructions, rules, scanners, social media) 19. What is the game strategy to be employed by the app? 20. Where and how should users charge their devices on site?
- 33. 21. On what devices and platforms should the app work? 22. What is the crisis back-up plan in the event of an app failure? 23. Should the app function without WiFi? Offline access? 24. What is the schedule for developing, promoting, and deploying the app? 25. How does the organization want the app data delivered back to them? (i.e. format, dashboards, real-time reports, exportable files, Excel spreadsheets)
- 34. 26. What is the organization’s policy regarding app data, features and technologies? (Privacy & Security policies, Terms of Use, Attendee info sharing) 27. Should the users be able to define and connect their social media profiles in the app? Social sharing? 28. How will the organization use the data that is collected by the event mobile app? 29. Should the app be Beacon compatible? 30. Should the app be password protected?
- 35. AUDIENCE VOTE Do you use a formal “Request for Proposal” document when selecting an event app? A.Yes! always. B.Yes! sometimes, depends on the scale of events and required features C.I don’t use it A. B. C. 0% 0%0% 10
- 36. CREATING THE PERFECT RFP: BEST PRACTICES ASK BENEFIT-DRIVEN QUESTIONS: Do you have push notifications? How can organizers communicate with attendees through the app? Are you offering a native app or a web app? What technology do you use to power your technology? Why? Do you offer banner ad space? What are the sponsorship opportunities available in the app?
- 37. CREATING THE PERFECT RFP: BEST PRACTICES Consider Excel spreadsheets / List Questions (Ask vendor to fill) Less time to build app VS. More time to fill RFP. (low-cost, self-service apps) ‘Must have’ features: Ask for those first. It may help to narrow the field of qualified candidates down more quickly
- 38. CREATING THE PERFECT RFP: BEST PRACTICES Phone conversation / Technical Demo (collect initial information) + RFI Use the app at an event / Ask for TRIAL App Involve multiple internal departments in the selection process Synchronize the app development cycle with the event cycle
- 39. CREATING THE PERFECT RFP: BEST PRACTICES Ask for sample reports. What is included in the price? What is considered a customization? Vendor’s partners to provide additional functionality? iBeacons, Geolocation etc. Determine responsibilities (organizer and vendor).
- 42. Please return the voting keypads before leaving the room
Editor's Notes
- #12: Majority of planners are still not using or understanding the value of an event app 59% of survey respondents do not use an event mobile app.. and have no intention to use one in the future The number does not correlate with the massive growth in the number of event app providers today
- #13: If event apps are so powerful, why are so many users still unsure? Lack of Measurement and clear objectives Frustrating experiences: Attendees not using/downloading the app Setup Time If mobile event apps are so powerful for events, why are so many users still unsure, or worse scared, of using an app? I will discuss later in the presentation some the reasons why you should or should not use event mobile apps and the major benefits of using apps at events. Several event professionals who have used or use apps report a frustrating experience. Attendees not using or downloading the app are the top reasons event professionals see their experience as negative. Other areas of dissatisfaction include the time required to set them up and populate data. Increasing engagement levels at the event is listed as the top objective when deciding to use an event app. Yet only 33% of event professionals report 50% or more attendees actually using the app. The vast majority of event apps go unused. Which is a big disappointment, especially when you invested a lot of money! A larger financial investment is indicative to a greater overall commitment to the successful use and integration of the app into the event. If apps are viewed as a core part of your event program, are integrated into your event process and have a dedicated budget, your overall program is likely to benefit. There is a correlation between the clarity of objectives, a clear system of measurement, a solid budget or resources allocation and good results. This combination is the holy grail of sound event app programs that deliver results. If you combine that with an event app company that supports the process with an easy to set up interface, you’ve got a clear winner.
- #15: If event apps are so powerful, why are so many users still unsure? Lack of Measurement and clear objectives Frustrating experiences: Attendees not using/downloading the app Setup Time If mobile event apps are so powerful for events, why are so many users still unsure, or worse scared, of using an app? I will discuss later in the presentation some the reasons why you should or should not use event mobile apps and the major benefits of using apps at events. Several event professionals who have used or use apps report a frustrating experience. Attendees not using or downloading the app are the top reasons event professionals see their experience as negative. Other areas of dissatisfaction include the time required to set them up and populate data. Increasing engagement levels at the event is listed as the top objective when deciding to use an event app. Yet only 33% of event professionals report 50% or more attendees actually using the app. The vast majority of event apps go unused. Which is a big disappointment, especially when you invested a lot of money! A larger financial investment is indicative to a greater overall commitment to the successful use and integration of the app into the event. If apps are viewed as a core part of your event program, are integrated into your event process and have a dedicated budget, your overall program is likely to benefit. There is a correlation between the clarity of objectives, a clear system of measurement, a solid budget or resources allocation and good results. This combination is the holy grail of sound event app programs that deliver results. If you combine that with an event app company that supports the process with an easy to set up interface, you’ve got a clear winner.
- #18: One of the most recurring issues with technology adoption is that choices are sometimes influenced by fashion and peer pressure rather than being the result of thoughtful analysis. The results of such an approach is usually disappointing. Disappointing results and low ROI usually spark a vicious cycle of distrust in the real value of technology. The end result of this vicious cycle poses substantial threats to the future of your events.
- #19: Attendees are in fact becoming quite demanding of technology at events. As we spend more time on social networks, and with our smartphones, we expect events to cater to our need for technology. Technology is just a medium to reach and engage our attendees. If the premise (basis) is wrong the results will usually be disappointing.
- #25: Some examples of how event professionals have dealt with very common problems that arise when implementing event mobile app programs. Early engagement: E.g. Gulf Intelligence Early engagement through the mobile event app help build buzz for the event, connect early-birds, and keep everyone updated as the event approaches
- #27: Sponsorship is surely one of the hottest topics in the event app market. Everybody understands the opportunity but few have managed to fully capitalize on it. Capitalize on Opportunities: E.g. Banners, Call to Action, Sponsored sessions, Sponsored gamification Clever ways: Mapping the exhibition floor (e.g. Goomeo 3d floor plans) Where is Bill? Margaret McKeon, Vice President of Conference and Events, IASA, client of TripBuilder Media
- #28: The task of selecting an event mobile app is easier with a written mobile app selection strategy. It outlines the organization’s event objectives, describes how the mobile app fits into a larger event framework, and informs the elements of any Request For Proposal (RFP). A written strategy is a ‘playbook’ for addressing the myriad questions that will inevitably arise during the selection process Staff Participation example: ARAB Social Media Summit > Outsourced person for content Technical support example: A mobile strategy helps unify everyone in the organization around mobile
- #29: The task of selecting an event mobile app is easier with a written mobile app selection strategy. It outlines the organization’s event objectives, describes how the mobile app fits into a larger event framework, and informs the elements of any Request For Proposal (RFP). A written strategy is a ‘playbook’ for addressing the myriad questions that will inevitably arise during the selection process Staff Participation example: ARAB Social Media Summit > Outsourced person for content Technical support example: A mobile strategy helps unify everyone in the organization around mobile