{"id":2593,"date":"2014-03-18T10:57:01","date_gmt":"2014-03-18T14:57:01","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=2593"},"modified":"2024-12-03T17:14:13","modified_gmt":"2024-12-03T17:14:13","slug":"taking-mobile-event-app-leap","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/taking-mobile-event-app-leap\/","title":{"rendered":"Taking the Mobile Event App Leap"},"content":{"rendered":"<figure id=\"attachment_2598\" aria-describedby=\"caption-attachment-2598\" style=\"width: 100px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/03\/Samantha-Tankersley-headshot.jpg\"><img decoding=\"async\" class=\"size-full wp-image-2598 \" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/03\/Samantha-Tankersley-headshot.jpg\" alt=\"Samantha Tankersley\" width=\"100\" height=\"114\" \/><\/a><figcaption id=\"caption-attachment-2598\" class=\"wp-caption-text\">Samantha Tankersley<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>In keeping with these technologically-savvy times, one of our clients recently decided to test the effectiveness and adoption rate of a mobile event app at its largest annual conference.<\/p>\n<p>To Generation X\u2019ers like me, the mobile event app is a no brainer:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Handheld device in hand at all times \u2013 <span style=\"font-weight: bold\">check<\/span><\/li>\n<\/ul>\n<ul>\n<li>One less program or paper to carry around \u2013 <span style=\"font-weight: bold\">check<\/span><\/li>\n<\/ul>\n<ul>\n<li>Ability to share what I\u2019m doing on social networks instantly \u2013 <span style=\"font-weight: bold\">check <\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" title=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/tweetables.jpg\" alt=\"\" \/><img decoding=\"async\" class=\"alignnone size-full wp-image-2502\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/p>\n<table style=\"border-collapse: collapse;width: 95%;margin: 5px;border: 1px solid black;background-color: #dcdcdc;font-size: 10pt\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black\">\n<ul>\n<li>When choosing a vendor, think about how much of the app will need to be customized and how large of a budget you are willing to spend.<a href=\"https:\/\/twitter.com\/intent\/tweet?text=When+choosing+a+vendor,+think+about+how+much+customization+is+needed+and+how+much+you+are+willing+to+spend.+goo.gl\/ZxJkS6\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" title=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/realliltweetables.png\" alt=\"\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li>Organize your app similarly to how your event is organized..<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Organize+your+app+similarly+to+how+your+event+is+organized.+goo.gl\/ZxJkS6\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" title=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/realliltweetables.png\" alt=\"\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li>Launch your app ahead of the conference to give attendees time to download and explore.<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Launch+your+app+ahead+of+the+conference+to+give+attendees+time+to+download+and+explore.+goo.gl\/ZxJkS6\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" title=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/realliltweetables.png\" alt=\"\" \/><\/a><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>But, unlike other associations using mobile conference apps, this particular trade association had no consistent demographic at its conference. Trade show and educational session attendees included men, women, corporations, agricultural industries and all age groups 25-65.<\/p>\n<p>Additionally, in spite of the annual increasing attendance for this conference each year (3,000 and counting), the hosting association\u2019s membership numbers continued to waver around 300. Our association management company hoped to bridge the attendee-to-new-member gap by using the app to increase visibility of the annual conference and the association\u2019s role as the host.<\/p>\n<p><span style=\"font-weight: bold;font-style: italic\">The Challenge<\/span>: Develop and introduce a tool during this conference that would prove effective and worthwhile to attendees and generate membership for the association.<\/p>\n<p><span style=\"font-style: italic;font-weight: bold\">The Result<\/span>: 12 percent adoption rate (about 360 downloads), 22,000 page impressions, a game plan for continued success and improvement next year, and a few tips for you association management companies out there who might be taking on the same challenges.<\/p>\n<p><span style=\"font-weight: bold\">The mobile event app development process <\/span><\/p>\n<ol>\n<li><span style=\"font-weight: bold;font-style: italic\">Find a vendor to host and create the app<\/span>. The vendor we used was helpful and efficient, and though they have the capacity for a $50,000 event app development, they catered to our (significantly smaller) budget with ease. Some tips: Make sure your host can quickly and adequately respond to your needs, and that the database you will use to input information is easy to use.<br \/>\n<table style=\"border-collapse: collapse;width: 95%;margin: 5px;border: 1px solid black;background-color: #dcdcdc\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black\"><span style=\"font-style: italic\">Reader note: Talk to <\/span>Naylor<span style=\"font-style: italic\"> for information on subsidizing the cost of your <\/span><a style=\"font-style: italic\" href=\"https:\/\/www.naylor.com\/association-communications\/\" target=\"_blank\" rel=\"noopener\">event app<\/a><span style=\"font-style: italic\"> and generating non-dues revenue.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\n<li><span style=\"font-weight: bold;font-style: italic\">Decide what is most important to your event<\/span>. We wanted to make sure that the app was clear and concise with regard to this conference schedule. This event had 11 mini-educational conferences that were being held concurrently. We used the app to divide the mini-conferences by their central topic, and made sure each topic was further defined by day for maximum simplicity (e.g. education\u2014organic production\u2014Friday sessions). This app had the capacity for business card sharing, individual contact storage, meeting scheduling, social sharing and document uploading for each session. Since this was our first time using the app, we decided to make this a tool primarily for scheduling and logistics.<\/li>\n<li><span style=\"font-weight: bold;font-style: italic\">Pick and promote your launch date<\/span>. We decided to make the event app launch date a month before the conference. We met the launch deadline, and began recording downloads almost immediately; however, we could improve on promotion for next year. Stay tuned for more on marketing below.<\/li>\n<\/ol>\n<p><span style=\"font-weight: bold\">Marketing your mobile event app:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: bold\">Start early and actively.<\/span> As much as I hate to admit it, one side-bar advertisement to &#8220;stay tuned for our new mobile app launching soon&#8221; doesn&#8217;t inspire much anticipation. Use exciting and engaging promotion materials to prep for this new tool. Send &#8220;save the date&#8221; notices. Use this pre-conference time to tell how it will meet the needs of attendees and to get your board of directors and membership on board to download and share about it.<\/li>\n<li><span style=\"font-weight: bold\">Integrate your other strategies.<\/span> Are you using hashtags for your event? An Instagram or Flickr account for photo sharing? Link them within the app for ease of access and to encourage increased activity.<\/li>\n<li><span style=\"font-weight: bold\">Look for opportunities to generate revenue and membership.<\/span> Don\u2019t forget the potential for generating sponsorship revenue through this app. Many event apps these days have splash pages or banner ads available to sell to sponsors. We also sold the push messaging feature\u2014similar to mass texts\u2014to add exposure to our advertisers.In addition, we used the app to make specific promotions for current members: Exhibiting members were recognized on the trade show floor by color coding, we sent out push messages promoting membership services, and we used a banner ad for self promotion.<\/li>\n<li><span style=\"font-weight: bold\">Open doors for feedback.<\/span> In our post-event survey we asked if members downloaded the app and what they thought about it. We received several responses and ideas to think about before next year, like having onsite app helpers and using more features.<\/li>\n<\/ol>\n<p><span style=\"font-weight: bold\">Conclusion<\/span><\/p>\n<p>We are already in the planning stages for this same event in 2015, and intend to use this event app again. Though our adoption rate wasn&#8217;t phenomenal, the attendees that used it were extremely pleased.<\/p>\n<p>So we\u2019ll do this another year, increase advertising, market earlier and one more year into the age of technology, we as a company will remain relevant and (hopefully) see an increase in usage rates.<\/p>\n<p><span style=\"font-style: italic\">Samantha Tankersley has been with <a href=\"http:\/\/www.associationservicesgroup.net\">Association Services Group, LLC<\/a>, located in LaGrange, Ga., for almost three years now, working in communications and marketing for several client associations. She graduated from the University of Georgia with a bachelors in Agriculture Communications. ASG serves 11 client associations and is the only Georgia-based AMCI accredited firm in the state.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How mobile apps can increase attendee satisfaction and contribute to membership growth.<\/p>\n","protected":false},"author":58,"featured_media":2606,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[378,50,10,52],"class_list":["post-2593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-associations","tag-events","tag-mobile-apps","tag-trade-shows"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taking the Mobile Event App Leap - By Samantha Tankersley<\/title>\n<meta name=\"description\" content=\"How mobile apps can increase attendee satisfaction and contribute to membership growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/taking-mobile-event-app-leap\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taking the Mobile Event App Leap - 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